4 types of video B2B companies should be using in their marketing

October 19, 2017

4 types of video for B2B marketing

It’s likely your B2B company is already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.

Strategically produced videos can:

  • Educate your audience
  • Showcase your successes
  • Differentiate your brand
  • Drive viewers to action

But what kinds of video should you focus on? Let’s examine four types of video you should start leveraging to grow your business.

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There is such a thing as bad PR

March 18, 2014

They say there’s no such thing as bad PR. Tell that to Mike Jeffries.

Not long ago, Jeffries -- the longtime CEO of Abercrombie & Fitch -- was flying high on his reputation of transforming stodgy A&F into one of the hottest teen clothing brands. But then sales started to decline, and last year a 2006 interview Jeffries gave to Salon came back to haunt him when excerpts appeared in the newly published book The New Rules of Retail. In the interview, Jeffries candidly shared Abercrombie’s marketing strategy of targeting attractive “cool” kids:

“We want to market to cool, good-looking people,” Jeffries said. “...A lot of people don’t belong, and they can’t belong. Are we exclusionary? Absolutely.”

The resulting outrage exploded across the media landscape, prompting Abercrombie boycotts and providing ample fodder for the late-night TV shows. The brouhaha even sparked a grass-roots campaign to transform Abercrombie into a brand associated with homeless people.

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Put PR first, not last

March 11, 2014

Reputation Ink InkSights: Put PR first, not last

The prospective client described her company’s upcoming event with great enthusiasm. Everything was all set: The venue was booked, the speakers and entertainment were on board and the guests had been invited. All she needed us to do was get media coverage of the event, which was happening the following week.

Since managing client expectations is a big part of the public relations process, I explained to her as gently as possible that, based on her description of the planned event, it would be very difficult at that point to secure any meaningful media coverage. In addition to the fact that the event was only days away -- and the media that typically would have covered it had a much longer lead time -- there were a host of other issues that would make it all but impossible to gain the media’s interest. As I ticked them off one by one, her bright smile slowly faded and her initial enthusiasm deflated before my eyes.

One of the biggest mistakes a company can make is to view public relations as an afterthought -- the final step to be tacked on after a project, event or initiative is all but completed. In reality, the exact opposite is true: To achieve the best possible results, public relations counsel should have a seat at the table from the earliest planning stages. While PR professionals certainly shouldn’t “wag the dog” or dictate project elements that are beyond their purview, they can offer valuable insights and suggestions into the best way to frame or present an initiative to the public before key details are set in stone.

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