Are you caught within the long-form video period whereas the world has moved on to snappy, participating short-form content material? If so, it is time to catch up!
Let’s dive into Episode 53 of the Marketing Smarts Live Show, during which Austin Armstrong spills the beans on utilizing short-form video for B2B advertising and marketing success.
At a time when consideration spans are shrinking, short-form video has emerged as the brand new content material king. But how can B2B entrepreneurs harness the ability of this format successfully?
Austin Armstrong, a seasoned social media professional, shares invaluable insights on the Marketing Smarts Live Show.
Know Your Audience
Austin emphasizes the significance of understanding your goal purchaser personas. Knowing their emotional wants, needs, and needs will information your content material creation course of, making it extra impactful.
Structure Is Key
In short-form content material, each second counts. Austin advises chopping out prolonged intros and as a substitute specializing in a robust hook that resonates along with your viewers’s wants. Then observe up with priceless content material and a single name to motion to maintain your viewers engaged.
Consistency Is Crucial
Whether you are a solopreneur or half of a bigger group, consistency in content material creation is significant. Austin advocates producing each day content material to remain top-of-mind along with your viewers.
Overcoming Hurdles
From getting management buy-in to navigating approvals from Legal, Austin discusses the potential challenges in implementing a short-form video technique and methods to beat them.
A Tool to Help You Out
Austin introduces his software, Syllabi, designed to streamline the video advertising and marketing creation course of. It helps you determine the highest questions your clients are looking for and even generates video scripts for you.
Homework Time!
Austin leaves the viewers with some actionable homework. He encourages everybody to stipulate their purchaser personas and develop content material concepts that may resonate with these personas.
* * *
The episode is a treasure trove of insights, ideas, and actionable recommendation. If you are not harnessing the ability of short-form video but, you are lacking out on a large alternative to interact your viewers meaningfully.
Watch the video for extra insights:
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Episode Details, Guest Information, and Referenced Links
Episode No. 53
Guest’s social media profiles:
MarketingProfs sources referenced within the present:
“In B2B News” article referenced within the present:
“From the #mpb2b Community” hyperlinks referenced within the present:
Transcript: Leveraging YouTube Shorts for B2B Marketing Success: Austin Armstrong
Although the title of the unique podcast talks about YouTube Shorts, I would like you to understand the information, methods, and conversations we’ve got as we speak might apply to virtually any short-form video platform!
With that stated, let’s get into the great things.
Hello to all my Marketing Smarts Live viewers as we speak. I’m tremendous excited to carry you EPISODE 53 of the Marketing Smarts Live present.
This week’s matter is all about Leveraging YouTube Shorts for B2B Marketing Success.
So, in the event you’re able to get your study on, buckle up and let’s get able to rock and roll.
Hey, I’m your boy George B. Thomas, speaker, coach, catalyst, and host of this right here present, the Marketing Smarts Live present, in addition to the Marketing Smarts podcast discovered in your favourite podcast app.
Our visitor clips as we speak are dropped at you by none aside from Austin Armstrong.
Austin Armstrong is a lifelong digital marketer, public speaker, and host of the TikTook podcast EnterpriseTook.
He is the CEO of Socialty Pro, an natural web optimization and vertical video advertising and marketing company, and the CEO of Syllaby, a brand-new advertising and marketing software that helps enterprise homeowners create a social media content material technique in minutes.
Austin has posted over 2,500 movies on TikTook, tripling his personal enterprise’s income and 1000’s extra throughout his purchasers’ accounts.
Now, keep in mind the clips of Austin Armstrong as we speak are pulled from the total Marketing Smarts podcast episode, and if you wish to hearken to the total interview with Austin Armstrong and myself, be sure to tune into the Marketing Smarts podcast, hyperlink to the total present will likely be within the description beneath after the dwell present ends.
Now, on this episode, once more, I’m speaking with Austin Armstrong about Leveraging YouTube Shorts for B2B Marketing Success.
So, to get began, I wished to know a couple of ideas and methods pertaining to short-form video that we as B2B entrepreneurs must be enthusiastic about.
Here’s what Austin needed to share.Austin: At the start, on the core idea of creating good content material, regardless of the format, is it is advisable to know precisely who you wish to attain. Really clearly outline your goal purchaser, your purchaser persona. Know the ins and outs of their emotional wants, needs, needs, the worth prop and distinctive promoting proposition that you just provide to treatment and attain that particular person individual. What do they care about most? Really clearly define that.
When you’ve gotten that in thoughts, you should have a lot better readability in your content material making choices as a result of you may deal with creating content material that resonates with precisely who you wish to attain. When you’ve gotten that format down, you’ll drastically minimize by the noise, attain extra of who you wish to attain, resonate extra with them, and they’re going to finally purchase from your small business rather more so.
Now, structuring each content material is absolutely vital throughout the board as properly. Remember that it is by no means about you and at all times concerning the individual that you’re making an attempt to achieve. As blunt as that is going to sound, no one offers a shit who you’re or what your background is, so minimize out your intros. We’re speaking quick type content material right here, lower than 60 seconds. Don’t waste 5 to 10 seconds on telling them who you’re and why they need to care. They do not care.
You should open that video up with a extremely highly effective scroll-stopping hook that’s going to emotionally set off them across the worth proposition that your small business affords. Hook them in, instantly begin to construct stress and supply worth related to that opening hook, take them alongside the journey, after which have a single name to motion on the finish of that video.
Don’t say, “Smash that subscribe button,” or, “Share this with 10 buddies, hit the like button, remark and tag 47 folks.” The extra choices that you just give folks, the much less seemingly they’re to do something. Some of the only name to actions that I love to do are, “Share this with your self with the intention to take motion on it later.” That creates intent, it tells them one clear factor to do, that is a weighted metric on the platform. Or say, “Follow for extra data on this specific matter,” once more, a subject that they really care about.
So, hook, inform the story, present that worth, inform them what to do subsequent. Have that construction in place.Do you understand who you wish to attain? Do you’ve gotten your personas in place?
Do you’ve gotten readability in your content material creation technique?
Are you reaching who it is advisable to attain?
Is your content material about you or is it about them? Please make it about them!
Are you stopping your personas of their tracks with an excellent dope hook?
These are questions we should always all be asking ourselves!
But I’m curious: are you utilizing short-form movies for your small business progress?
Put the reply to that within the chat pane or let me know on Twitter utilizing the hashtag #mpb2b and, of course, tag me utilizing @georgebthomas.
We’ll get again to Austin Armstrong and his ideas on Leveraging YouTube Shorts for B2B Marketing Success, But first, I’ve to ask…
Are you half of the MarketingProfs group? If not, change into half of the MarketingProfs group by heading over to mprofs.com/mptoday – That’s mprofs.com/mptoday.
Now, it is time for one of my favourite sections…
In The B2B News – Where we discuss breaking B2B information or actually vital ideas we discover on the Google information tab associated to you and your B2B enterprise. This week, the title is…
Rise of Short-Form Video Content
Everyone enjoys watching movies.
In order to succeed as a enterprise and meet the numerous wants of your viewers, you have to take benefit of the rising recognition of video content material.
Prospects need video content material. According to information, 93% of entrepreneurs who use it really feel it’s a vital part of their advertising and marketing plan, and 86% of organizations put it to use as a powerful advertising and marketing software.
Therefore, if you’re not using video content material, you’re taking a danger since your rivals, who’re video-competent, are dominating the market.
Although shoppers do favor video content material, quick video clips have not too long ago gained recognition for a range of causes. As social media channels develop, short-form video is given extra precedence. People like watching quick clips on their smartphones.
Want to study why short-form video could be best for you or 5 short-form video benefits?
To learn this text, try the hyperlink beneath when the dwell present is over.
So, let’s get again to Austin Armstrong and his Marketing Smarts podcast episode.
Next, I wished to dive into the software Syllaby and the way it would possibly make it easier to as a B2B marketer. So, I dove proper in and requested concerning the software, why it was created, and the way it works.
Let’s have a look.Austin: My software is Syllaby.io. We constructed it as a software to assist enterprise homeowners and entrepreneurs streamline their video advertising and marketing creation course of. I’ve been in social media for 18 years. I’ve been an company proprietor for 4 years. I’ve labored at businesses for the final 8 years.
Quite a bit of the issues that enterprise homeowners and entrepreneurs face is that they know they should create content material—much more particularly, they know they should create video content material—however they do not know what matters or what questions their clients are looking for, they do not know what to say within the movies, they need assistance staying constant and accountable as a result of consistency is crucial factor, they do not like being on digicam, and so much of companies simply haven’t got the funds to rent a full service company, or possibly they are not even on the level the place they will rent an inner employees or advertising and marketing workforce to deal with all of that.
We took all of these ache factors and constructed Syllaby right into a streamlined course of. What Syllaby does is it exhibits you the highest questions that your clients are looking for on-line with so much of information backed up behind that, after which it generates viral video scripts for you for brief type content material for YouTube Shorts, for TikTook, for Instagram Reels, etcetera, or lengthy type YouTube content material as properly, round particularly the questions your clients are looking for.
We really dropped simply this week AI video creation. It will create a video with a human-realistic avatar that appears and appears like an actual individual, taking that script and studying that script, so you do not even should be on digicam anymore. We have the content material calendar and consistency tracker with the intention to keep per all of it.
Circling again to the very starting of this, AI is coming for every part that I do in a enterprise, and I do know that as a result of I’m constructing the software to switch my company. There are so many hacks with AI that may stage up your productiveness towards creating higher, extra frequent, and constant quick type vertical video content material.Does that sound like one thing you have an interest in or that may make it easier to attain your required viewers. If so, ensure you test it out.
We will get again to Austin Armstrong in a couple of minutes however first it is time for some…
Dope B2B Learnings From The Vault of MarketingProfs Articles
That’s proper, It’s time to dig into the treasure trove of priceless data and pull out two items of gold that will help you be a greater B2B marketer.
Article one this week is: Five Tips for Creating Videos That Build Brand and Drive Sales by Seth Price
Storytelling by video has change into half of the required content material advertising and marketing toolkit for manufacturers trying to create consciousness of their market. Old Spice, for instance, sought to refresh a sleepy model; Jack Dorsey launched an entire new product class with Square Cash; and Red Bull created a motion with its “Gives You Wings” marketing campaign.
The energy of video to maneuver shoppers to behave has performed out properly within the numbers. YouTube customers watch greater than 6 billion hours of video monthly.
Dive into this text and study 5 ideas for creating movies that construct manufacturers and drive gross sales.
Article two this week is: How to Market on YouTube by Stephan Spencer
Now that YouTube is extra in style than all of the websites of the TV networks mixed, you could wonder if broadcast TV’s days are numbered. It might properly change into extra vital on your model or firm to be on YouTube than to be marketed on TV.
Undoubtedly, for some, that day has already arrived.
Want to continue learning extra? If so, verify the hyperlinks within the description beneath after the dwell present to get entry to each wonderful MarketingProfs articles.
OK, again to Austin Armstrong… Let’s dive again into this dialog of Leveraging YouTube Shorts for B2B Marketing Success
For our subsequent query, I wished to ask what are some hurdles people would possibly face when making an attempt to make use of short-form video for his or her advertising and marketing combine.
Here’s what Austin needed to share.Austin: There’s so much of them. It is dependent upon the business that you just’re in as properly. If you are in a closely regulated business, it is generally laborious to cross some of these advertising and marketing choices. You should cross every part by your authorized division, or it’s important to get every part permitted by HR or your govt workforce, or something like that.
You should get management on board as properly. I’ve been in that advertising and marketing position at firms the place you’ve gotten these sensible concepts, and also you’re listening to podcasts like this, you are studying books, you are watching movies, you are going to conferences, and you are like I do know that is going to work, I really like this, after which your boss is like I do not know, paid advertisements although. So, it actually is dependent upon your business. Those are so much of the hurdles that I see.
Even on the smaller enterprise facet, these issues that I discussed. If you are a solopreneur, in the event you’re a startup enterprise and it is actually simply you and possibly one different individual, there is a time dedication there that may be a battle. It’s a tough factor to decide to creating constant content material. Consistency seems to be totally different to everyone. I’m actually an advocate for each day content material as a result of it is simply getting so saturated. You have to point out up and keep prime of thoughts continually. You’re going to get higher outcomes in the event you simply proceed to supply unimaginable free worth each single day, irrespective of the place your audience is at of their journey, as a result of after they’re prepared, you are going to be the primary person who they suppose of.
You should get within the mindset of there’s going to be rising pains at first, it may be slightly irritating, it may be time-consuming, however like all issues that we do persistently, when you construct that behavior, it will get simpler and simpler. It will get extra rewarding over time as properly.Are you making an attempt to row upstream in your group or are you a solopreneur making an attempt to fabricate extra time in your day?
Either approach, be careful for the hurdles that may attempt to step in entrance of your future success.
We’re going to get some phrases of knowledge from Austin Armstrong right here in a couple of minutes, however proper now, it is time to flip the highlight on you, the MarketingProfs group. Yep, time for…
From The #MPB2B Community
We searched far and extensive within the #MPB2B universe to seek out wonderful data and dialog to carry to the lots.
So, first, ensure you are utilizing the hashtag, and second, ensure you have enjoyable and add worth to the group.
Then, we’ll highlight you or your crew on the present. This week, it is…
Lee Odden
B2B Marketing Agency Founder & Board Advisor
B2B patrons anticipate extra from the manufacturers they purchase from and to fulfill these expectations, entrepreneurs should embrace a extra customer-centric method.
That’s why Dina Otero’s presentation at #mpb2b on Embracing Customer Centricity resonated with me a lot. If you missed it, here is a recap on TopRank Marketing Blog:
But it is advisable to try the outline and click on that hyperlink to take a look at the submit and browse or study extra!
Marketing Smarts viewer, I’ve to ask… are you going to be subsequent to get the highlight?
Remember, group, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the sunshine shined in your awesomeness within the subsequent episode or a future episode of the Marketing Smarts Live present!
Pro-tip: it will not harm in the event you tag me in your submit as properly I’m @georgebthomas on LinkedIn and Twitter.
OK, let’s kick it again to Austin Armstrong and a few phrases of knowledge round this matter of Leveraging YouTube Shorts for B2B Marketing Success.
Here is what Austin Armstrong wished to depart us with…Austin: I’m going to assign you all some homework with the intention to start to take some motion steps alongside the way in which. If you do not have a purchaser persona sheet outlined, go on Google, sort in purchaser persona cheat sheet, and you will find one. Print it out, obtain it, no matter it is advisable to do, and fill that out so that you’ve a extremely clear define of who you wish to attain.
Then define a content material technique. What we’ll usually do is define 4 core classes of content material which can be meant for that purchaser persona. These are incessantly requested questions that you just get, maybe web optimization key phrase questions that they’re looking for on-line, the worth proposition of the providers that you’ve, and possibly probably the most emotional ache factors that your purchasers have. Maybe a fifth class is perform a little bit of competitor analysis and description all of your competitor’s prime performing movies which you can recreate in your personal distinctive approach.
Below each of these classes, define 5-10 concepts which you can create content material on with that construction. Again, opening hook, present worth, single name to motion. Through this apply, you should have a month or two price of content material concepts. Start to create each day content material. Do one video each single day. Just decide to it, say that is now a factor that I do. If you’re prepared to vary your life and achieve success, do that. Do a video each single day. You’re going to repurpose that quick type vertical video on YouTube Shorts, TikTook, Instagram Reels, and Facebook Reels. Do it for 30 days straight, and you are going to generate leads on your B2B enterprise.I really like that Austin gave us homework!
Will you get yours achieved?
I certain hope so.
Have you loved as we speak’s journey? Let us know, use that hashtag #mpb2b on no matter platform you’re becoming a member of us on.
https://www.marketingprofs.com/video/2023/50310/power-of-short-form-video-marketing-smarts-live-show
