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Video marketing: Short and sweet

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Eric Wittlake, director of media for digital marketing company Babcock & Jenkins, has a word of advice for companies considering making a video as part of a b-to-b marketing campaign: “You can have a 30-minute video; just say everything you want in the first two minutes.” Nick Davis took that advice to heart when his software company teamed up with video-marketing expert Bob Leonard of acSellerant to produce a sales video. Davis is director-product management and marketing at Provider Advantage NW. His company markets the Revenue360 revenue management software platform for hospital and healthcare systems, and recently produced a short video targeting C-level executives who make purchasing decisions. “When we looked at our target markets and identified decision-makers, we found they have very little time to go out and look for solutions,” Davis said. “We realized traditional media wasn't cutting it in getting information to them. They don't have time to read a 10-page white paper, so we created a multimedia campaign that delivers a fair amount of information quickly.” These issues—limited attention spans, potential clients pressed for time, complex information—are perfectly suited for the coming age of video content marketing, Leonard said. “Two or three years ago, we began to see that people were inundated with information, so they weren't willing to read a long blog or white paper,” he said. “We had to compress the information, and the way to do that is video.” It also helps that the infrastructure to produce marketing videos has rapidly improved in recent years. Increased Internet bandwidth has made it easy to deliver high-quality videos, and video production tools have dropped in price and complexity. Although Leonard cautioned that it's impossible to give specifics, he estimates that a short, professionally produced video should cost between about $10,000 and $20,000. When it comes to producing a good video, the basic concept will be familiar to any content marketer: Provide useful content. Make it interesting. Finish with a call to action, and closely track the campaign's performance. “We did hours and hours of interviews,” Davis said of the Revenue360 video, which will debut next week in an email campaign to prospective clients. “The thing I learned the most is you must have a clear objective and message. You have to control your scope. The hardest part for us was cutting down all that information to the essentials.” In the end, Provider Advantage produced a video that pushed all the emotional buttons that mattered to its clients. It was a case study of a New York hospital that used Revenue360 to manage its revenue stream, increase collections and streamline its financial management. And although this is the company's first video, it has already begun planning the next. “I don't see how this could be an efficient process unless you have the intention to repeat,” he said. “You need to constantly build on the process. It's rinse and repeat. We're focused on building perpetual content so we can achieve economies of scale.”
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