IMC Intuition

Thinking out loud about all things IMC

You Tube’s “How to” Ideal for B2B

with 4 comments

The “How to” category in You Tube is an ideal emerging media application for B2B Industrial Marketing because it offers the opportunity to show product demonstrations and complex concepts in a brief but holistic format. The Society of Manufacturing Engineers (SME) has this video posted to explain the concept of heat-treating:

Manufacturing typically has not taken advantage of this tool other than corporate overview videos due to the time involved in production and the cost. Today, with a low cost camera, even a small business can have a meaningful You Tube presence. The largest obstacle for manufacturers is showing too much detail that would allow a competitor to steal their intellectual property yet enough detail to help potential customers understand the benefits of their specific product.

You Tube video can be a market asset as an integral aspect of carefully planned campaign that outlines the beginning, middle and end of the product story with a good script, careful editing, attention to detail, and call to action.

Gary Anderson writing for Marketing Profs gives these simple tips: get good lighting, don’t wear stripes, pace yourself and it can always be shorter – don’t be boring.  Well said!

Links for this article:

SME Website,

SME Video,

Marketing Profs Article, “Beyond You Tube: Getting Started with Video for Marketing and Sales”

Marketing Profs Website,


Written by Beth Ryan

June 22, 2009 at 9:00 pm

4 Responses

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  1. Hi Maureen..nice blog! I enjoyed reading your insights and perspectives! A comment on the use of social video for industry. The Google Trends stated that YouTube is the second largest search engine next to Google search. That tells me that businesses should be using video to boost their organic search rankings. First videos need to have some value for the viewer (outside of being entertaining) and the value could be explaining a complex process, demonstrating a new technology concept or demonstrating attributes of a product. The video when posted to YouTube should be well optimized with keyword tags, links in to the website and most important the viewers need to vote in favor of the video. The more videos a company can place and that will get viewed and favorably rated the better the score and improves the visibility to Google which ultimately increases search engine ranking. And at the end of the day we hope the strategy generates leads. ~CVB

    Cathy von Birgelen

    June 24, 2009 at 4:21 pm

  2. Thanks Cathy! Nice to hear from you – great point about search engine optimization.


    June 24, 2009 at 5:12 pm

  3. YouTube is a new form of emerging media that companies are taking advantage of in order to further reach their target audiences in more creative ways. There is a constant demand to create more attractive and fun ways to grasp the attention of fast-paced buyers.

    According to Philip Kotler in his book, “According to Kotler”, YouTube, Facebook, MySpace, and other forms of emerging media are part of what is called New Wave Marketing. This is basically derived from the marketing principles that are avidly used and have been proven to be successful in delivering messages to consumers. The Internet world is wide open for anyone to access. Any information is at the fingertips of web surfers to use as they see fit. This is something that was never possible before. YouTube offers the ability for companies to post their best commercials and testimonials for consumers to review at their leisure. It’s almost a form of entertainment, which is a great thing. If companies can continue to use these tools and entertain their audiences, it’s more likely for them to win over loyalty.

    For more information on New Wave Marketing, visit


    June 28, 2009 at 10:00 pm

  4. It does seem that the use of online videos in the B2B arena is underutilized, which seems odd given the results of a recent survey of 5,300 business professionals conducted by KnowledgeStorm Inc. and Universal McCann. The survey found that 63% of respondents access online videos at least once a week. And, a majority of them are viewing online videos on a variety of business and technology topics.

    Perhaps it is because, historically, online videos have been expensive, putting it out of many marketers reach. Today, however, online video is more affordable and easier to implement across all marketing channels. With online video, marketers can “improve their inbound marketing initiatives by optimizing their video for natural search engine pick-up, leveraging video to improve the quality and quantity of their site links, incorporating video into paid search campaigns, and by arming customers” with video to promote the company. (Brightcove, 2008)

    According to the National B2B Centre, videos can demonstrate business expertise, provide brand visibility, show off products and how to use them – and potentially tap into streams of new customers. The Centre likens it to “peeking in through the shop window.” (Williams, 2008)

    A U.K. company called Dawn Crystal has a series of YouTube videos, ( where company craftsmen demonstrate their expertise in cutting and engraving crystal. (Dawn Crystal, n.d.) Another example of B2B product demonstration via online video is Smart Technologies Smart Table demo ( for educators who want to enhance classroom learning through technology. (Smart Technolgies, n.d.) Perhaps the combination of marketing budget cutbacks and a greater focus on digital marketing will cause B2B videos to pick up steam.


    Boosting B2B marketing result with online video. (2008) Brightcove Inc. Retrieved June 28, 2009, from

    Dawn Crystal. (n.d.), Retrieved June 28, 2009, from

    Smart Technologies (n.d.) Retrieved June 28, 2009, from

    Williams, S. (2008) How to use YouTube to get your business noticed. The National B2B Centre. Retrieved June 28, 2009, from


    June 29, 2009 at 3:22 am

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