Quality offer of products or services: check. Bullet-proof business plan: check. Solid market strategy: check. But how about your brand identity, is it by the book? Are all requirements met to persuade your potential customers that you’re the partner they’re looking for? Is your brand convincing and visually captivating?

You’re 100% behind your organization’s offer, which contains life-changing products, but you see the development of your brand identity as a side issue? Time to change that vision, and to pursue a brand identity that fully covers the added value your company and products have to offer.

Short-form video is one of the key marketing trends to watch in 2021, according to the experts at HubSpot1. Driven by the popularity of platforms like TikTok and Reels on Instagram, short-form video is taking over the online landscape. What’s considered short-form? Anything less than two and a half minutes, with the length varying by platform: 15 seconds is the length of videos on Instagram Reels, up to 60 seconds on TikTok, and up to two minutes and 20 seconds on Twitter. (YouTube is still the platform of choice for longer video; two minutes is a recommended length here, but educational or instructional videos that are longer than that are ok too2.

Video is emerging as a key digital marketing trend for B2B marketers, opening up powerful new ways to connect with prospects and customers. The B2B marketers who use it report that video is more successful at converting customers than any other technique.

Just like the rest of your marketing & sales collateral, using the buyer’s journey as your guide is a great approach to creating video. The buyer’s journey is all about figuring out what information your prospects need, and when they need it. Prospects want different things at each stage in their buyer’s journey:

You’ve considered all the benefits of adding video to your marketing campaigns (see Why you need to add video to your marketing plan). Now, it’s time to get started. In this video marketing blogpost, we’ll explain video marketing step by step to create your own video marketing campaign: