{"id":11111,"date":"2019-07-09T14:44:01","date_gmt":"2019-07-09T12:44:01","guid":{"rendered":"https:\/\/www.powtoon.com\/blog\/?p=11111"},"modified":"2020-08-24T18:03:31","modified_gmt":"2020-08-24T16:03:31","slug":"how-to-craft-story-driven-video-marketing-with-your-employees-help","status":"publish","type":"post","link":"https:\/\/www.powtoon.com\/blog\/how-to-craft-story-driven-video-marketing-with-your-employees-help\/","title":{"rendered":"How to Craft Story-Driven Video Marketing With Your Employees\u2019 Help"},"content":{"rendered":"Read Time: <\/span> 5<\/span> minutes <\/span><\/span>\n

It\u2019s time marketers<\/a> left boring B2B marketing jargon behind. Dropping buzzwords and catchphrases might be fine to sprinkle at meetings, but I promise no audience wants to hear a peep about them. What they really want to watch is story-driven content.<\/p>\n\n\n\n

This is true for a bunch of no-brainer reasons; like the fact that using endless strings of jargon can actually confuse your prospects even more<\/em> than they were before encountering your content. If your goal is to grab attention and engage your target personas, there\u2019s a high chance big words for big words’ sake just won\u2019t connect. <\/p>\n\n\n\n

So how can B2B marketers conquer the hearts and minds of their prospects and leads?   <\/p>\n\n\n\n

To answer this question, our Chief Evangelist, Renee Teeley, met up with the VP of Shootsta North America, Chad Lakin. Get ready to talk all about how you can craft story-driven video marketing<\/strong>. Hint: Get a little help from your employees. <\/em><\/p>\n\n\n\n

Let\u2019s get storytelling! <\/p>\n\n\n\n

Into the Hearts of B2B Professionals<\/h2>\n\n\n\n

So if using busy buzzwords isn\u2019t the way into the hearts of B2B professionals, what gives? <\/p>\n\n\n\n

I hate to discourage marketing jargon with more marketing jargon, but here we go. There\u2019s a pretty big buzzword (albeit from a few years ago) that\u2019s going to be worth keeping in mind of the rest of this piece. It\u2019s known as, \u201cHuman to Human\u201d (or H2H). <\/p>\n\n\n\n

B2B marketers of yesteryear focused on treating their B2B prospects likes businesses. But B2B marketers have evolved to learn that at the end of the day, they\u2019re talking to other humans<\/em>, and not abstract entities. <\/p>\n\n\n\n

And as humans, there are few things that get us to sit up, listen, and remember stuff. One of those is stories. <\/p>\n\n\n\n

Storytelling<\/a>, a sacred art from the time of cavemen, has been passed down through the generations. They take us on a transformative journey, give us something (or someone<\/a>) to cheer for, and offer us resolutions that make our brain networks skyrocket<\/a> with cortisol, dopamine, and oxytocin.  <\/p>\n\n\n\n

Story-Driven Video Marketing Starts With Subject Experts in Your Company <\/h2>\n\n\n\n

So if storytelling is the key to connecting with our audience, our next stop is finding subject experts. Sure, testimonials<\/a> are a fabulous way to collect stories about how your product or service has revolutionized your clients\u2019 businesses. But too often, we overlook the storytelling genius of our fellow employees. Dare I borrow some marketing jargon and call them thought leaders<\/a>. <\/p>\n\n\n\n

Draw stories out of the employees in your company who interact with your customers and clients most. This will likely be folks in sales, account management, support, and community. Every day, they\u2019re touching base with countless prospects, clients, and advocates and hearing their inspiring stories to business success. Reach out to make time to chat with these individuals. You\u2019ll be floored by their anecdotes that seem too good to be true.<\/p>\n\n\n\n

Best of all, these employees can get passionate when retelling these accounts. They also will use the words of your clients, instead of the SEO-optimized marketing lingo you\u2019ve been spinning. This offers an authenticity to their stories and makes for amazing pieces of video content<\/a>. It also brings what they love about working for your company to the surface. This gives them a chance to highlight the impact they feel they\u2019re making, and why your<\/em> product is making a difference.  <\/p>\n\n\n\n

The People Behind Your Product <\/h2>\n\n\n\n

If you thought those are all the people in your company with stories worth sharing, you want to talk to your more \u201cback-end\u201d teams. <\/p>\n\n\n\n

If you\u2019re a tech-driven company, schedule some one-on-one time with those product and R&D developers whose names you\u2019re still not sure of. By finding and spotlighting the people behind your product, you can bring to center stage those who are moving the needle on your product and your space as a whole.<\/p>\n\n\n\n

Some of them may be a bit more camera shy at first, but don\u2019t be discouraged! Get them talking about what it\u2019s like to build your product or processes. Soon enough, you won\u2019t be able to get them to stop talking. <\/p>\n\n\n\n

Once you\u2019ve captured their stories on video, profile them on your website, Medium<\/a>, or other social channels. Remember when we talked about H2H? This is it! Prospects will feel more connected with the passionate stories of the real people<\/em> behind your business. <\/p>\n\n\n\n

Hearts and minds connecting to hearts and minds. Pure B2B storytelling magic. <\/p>\n\n\n\n

How To Collect Stories to Drive Video Marketing<\/h2>\n\n\n\n

Your employees \u2014 be it those hitting the phones with clients or those pulling the strings of code behind the curtain \u2014 have incredible stories to tell. <\/p>\n\n\n\n

Stories that will offer human faces to your product or service and will leave your prospects inspired to make a change. With you as their obvious partner of choice. <\/p>\n\n\n\n

But how can you best approach these employees and encourage them to share their stories? Here are some fun, engaging ways<\/a> to get those B2B storytelling juices flowing:<\/p>\n\n\n\n

1. Regular check-ins<\/h3>\n\n\n\n

The are always those employees in every company who everyone jokes should have their own YouTube channel, hit TEDx talk, or podcast. These people seem to always have amazing stories happen<\/em> to them. Get yourself in the habit of checking in with them to see if they have new material. They\u2019ll love the spotlight.<\/p>\n\n\n\n

2. Internal contests<\/h3>\n\n\n\n

Healthy competition can bring forward amazing customer stories. A great example is of Undandy<\/a> shoes. Powtoon\u2019s favorite advisor, Hillel Fuld<\/a>, recently flew to their HQ to judge a little something they call, \u201cCustomer Care Story of the Month.\u201d As the name suggests, they have a monthly contest for their client-facing employees. Whoever tells the most heartwarming story of customer success in front of a panel of judges wins big time bragging rights. Now that’s making the workplace FUN!<\/p>\n\n\n\n

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It was such a pleasure to have our guest judges @HilzFuld<\/a> @mr_gadget<\/a> and @Ostrov_A<\/a> at our \u00b4Customer Care Story of the Month'. Words can\u00b4t express our sincere gratitude to you all. #amazeanddelight<\/a> #undandyhq<\/a> #lisbon<\/a> #techmeetstradition<\/a> pic.twitter.com\/bFj0SoH52c<\/a><\/p>— Undandy (@undandyshoes) June 12, 2019<\/a><\/blockquote>