One of the major benefits of enterprise video is that it allows you to connect not only with individuals in your organization, but also to connect with those outside of it, effectively expanding your business network.

In this post, I’ll discuss some of the ways you can use video to increase opportunities for B2B networking; in short, certain kinds of video can be used to build rapport, by making your company and members of your team more recognizable, and providing an occasion for follow-up.

Live Webcasts

Hosting a live webcast is a great way to garner some interest in your product or project among B2B communities. The webcast can be used to bring people into a live event via a remote connection, and can make for an exciting and dynamic experience if people are able to interact with the live presenters (for example, sending in questions by tweet or email).  Is your company having a company VIP or product expert give a talk? Are you hosting an informative event? Set up a live webcast and invite the professional community to join in.

Video PowerPoint Presentations

Requiring less preparation than a webcast, a video presentation is a relatively simple way to get your message out there while also providing something of value to the business community. Do this in a targeted way: what industry do you want to make connections with? What is an issue that you can discuss in a way that will provide value to people in that industry? If you’re not sure—ask someone in that industry. It pays dividends to make first connections by offering something the customer is interested in, rather than foregrounding what you want to sell.

Industry Updates

Is your company in a position to give a state-of-the-industry update on a large or moderate scale? Industry update videos can be useful for making B2B connections when they are produced in a way that’s designed to be accessible to non-specialists. In other words, if you can make your industry more legible to professionals outside it—and highlight what will be important to them—you become more accessible and more interesting.

Case Studies

Video case studies that tell the story of a particular client, their problem, and your company’s solution can be powerful B2B networking tools when they reflect a problem faced by your target industry. For example, if you’re an architect and you want to connect with clients looking to build eco-friendly buildings, tell the story of a project when you did that, with details on the challenges and your solutions, and video testimonials from your satisfied client. Then promote it and share it directly with people in your target industry.

For any of these video strategies, creating an ongoing series of videos is likely going to garner more attention and certainly more connections through simple exposure. A one-time video might strike people as interesting and then they forget about it completely, while a series will eventually get the point across that your company actively pursues engagement with a wider professional network, and that you have value for that industry. They say people have to see something three times before they remember it—take that as a general rule for marketing.

The key for turning being noticed into selling, though, is follow-up. Make your videos a point for interaction by encouraging people to comment, asking people what they thought, asking people to share it forward, and so on. And anyone who does respond to you in any way—whether it be a tweet, a comment on the website, or a thank you for sharing the link—becomes a potential relationship.

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