Using Video in Your MSP Marketing Pt 2:  Practical Tips to Get You Started

Welcome to the second installment of our two-part series on short-form videos for Managed Service Providers (MSPs). In the first part, Using Video in Your MSP Marketing Pt 1:  The Power of Short-Form Video, I discussed the significance of short-form videos in an MSP’s overall marketing program.

In this blog, I want to dive into the practical aspects of getting started with short-form videos. I’ll cover:

• The steps to begin creating short-form videos
• Common pitfalls to avoid
• Strategies for integrating these videos into your entire B2B marketing program

By the end of this post, you’ll be equipped with the knowledge and tools to effectively use short-form videos to enhance your marketing efforts and drive business growth.

Getting Started with Short-Form Videos

1. Define Your Goals and Audience

Before creating any content, it’s crucial to have a clear understanding of your goals and target audience. Ask yourself the following questions:

• What do you aim to achieve with your short-form videos? (e.g., brand awareness, lead generation, product education)
• Who is your target audience? (e.g., IT managers, small business owners, corporate decision-makers)
• What platforms does your target audience use most frequently?

Having clear goals and a defined audience will guide your content creation process and ensure that your videos are relevant and impactful.

2. Choose the Right Platforms

Different platforms cater to different audiences and have varying formats and engagement styles. Here are some popular platforms for short-form videos:

• LinkedIn: Ideal for B2B content, professional networking, and industry insights.
• YouTube Shorts: Great for educational content, product demos, and thought leadership.
• Instagram Reels: Useful for behind-the-scenes content, client testimonials, and company culture.
• TikTok: Suitable for creative and engaging content, IT tips, and quick tutorials.

Choose platforms that align with your goals and where your target audience is most active.

3. Plan Your Content

Develop a content plan that outlines the types of videos you will create and their frequency. Here are some content ideas for MSPs:

• Product Demonstrations: Show how your services and solutions work.
• Customer Testimonials: Feature satisfied clients sharing their positive experiences.
• Educational Content: Provide tips, how-tos, and best practices related to IT and technology.
• Behind-the-Scenes: Give a glimpse of your team and daily operations.
• Industry Insights: Share trends, news, and expert opinions.

Creating a content calendar can help you stay organized and ensure a consistent posting schedule.

4. Invest in Basic Equipment

While short-form videos don’t require high-end equipment, investing in some basic tools can significantly improve the quality of your videos:

• Smartphone: Modern smartphones have excellent cameras that are more than sufficient for short-form videos.
• Tripod: A stable tripod helps avoid shaky footage and ensures professional-looking videos.
• Microphone and Audio Recording Equipment: Good audio quality is crucial. Invest in a lavalier or shotgun microphone. If you want really good sound quality, recording it on a separate device that isn’t your smartphone is often the best way forward.
• Lighting: Proper lighting enhances video quality. Use natural light or affordable ring lights.
• Software: If you’re thinking of editing the videos yourself you’ll need to invest in that software and there are plenty of options on the market—from online tools like Canva to top end software like Adobe Premier Pro. Also, you can easily record case studies online using tools like Zoom or Riverside.fm.

5. Create Engaging Content

To capture your audience’s attention and keep them engaged, follow these tips:

• Hook in the First Few Seconds: Start with a strong hook to grab viewers’ attention.
• Keep It Short and Sweet: Stay within the platform’s time limits and convey your message concisely.
• Use Captions: Many users watch videos without sound. Adding captions ensures your message is understood.
• Incorporate Visuals: Use graphics, animations, and text overlays to enhance visual appeal.
• End with a Call-to-Action: Encourage viewers to take the next step, such as visiting your website or contacting you.

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Pitfalls to Avoid

1. Overly Promotional Content

While promoting your products and services is essential, overly promotional content can turn viewers off. Focus on providing value and building relationships rather than just selling.

2. Ignoring Analytics

Analytics provide valuable insights into the performance of your videos. Ignoring these metrics can result in missed opportunities for optimization. Regularly review your analytics to understand what works and what doesn’t.

3. Inconsistent Posting

Inconsistent posting can lead to decreased engagement and visibility. Stick to a regular posting schedule to keep your audience engaged and maintain momentum.

4. Poor Production Quality

While you don’t need high-end production, poor audio, lighting, and shaky footage can detract from your message. Invest in basic equipment and ensure your videos are clear and professional.

5. Failing to Engage with Your Audience

Engagement doesn’t stop after posting a video. Respond to comments, answer questions, and engage with your audience to build relationships and foster a sense of community.

Integrating Short-Form Videos into Your B2B Marketing Program

1. Align with Overall Marketing Strategy

Ensure that your short-form video content aligns with your overall marketing strategy and goals. Consistency in messaging and branding across all marketing channels is crucial for a cohesive brand image.

2. Leverage Multi-Channel Distribution

Distribute your short-form videos across multiple channels to maximize reach and engagement. Here’s how you can integrate videos into various aspects of your marketing program:

• Website: Embed videos on your homepage, product pages, and blog posts to enhance content and improve SEO.
• Email Marketing: Include short-form videos in your email campaigns to increase open and click-through rates.
• Social Media: Share videos on LinkedIn, YouTube, Instagram, and other relevant platforms to reach a broader audience.
• Sales Presentations: Use short-form videos in sales presentations to provide quick and impactful product overviews.

3. Use Videos in Lead Nurturing

Short-form videos can be powerful tools in lead nurturing campaigns. Create targeted videos for different stages of the buyer’s journey:

• Awareness Stage: Use educational and thought leadership videos to attract and educate potential leads.
• Consideration Stage: Share product demonstrations, case studies, and customer testimonials to build trust and demonstrate value.
• Decision Stage: Provide detailed product overviews and how-to guides to help leads make informed decisions.

5. Collaborate with Influencers and Partners

Collaborating with industry influencers and partners can amplify your reach and credibility. Consider the following collaboration strategies:

• Guest Appearances: Feature industry influencers in your videos to provide expert insights and attract their followers.
• Co-Branded Content: Partner with complementary businesses to create co-branded video content that benefits both parties.
• Customer Stories: Collaborate with your clients to create case study videos showcasing their success with your solutions.

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Measuring Success

To measure the success of your short-form video marketing efforts, track key performance indicators (KPIs) such as:

• View Count: The number of times your video has been viewed.
• Engagement Rate: The level of interaction with your video (likes, comments, shares).
• Click-Through Rate (CTR): The percentage of viewers who clicked on a call-to-action.
• Conversion Rate: The percentage of viewers who took the desired action (e.g., filling out a form, making a purchase).
• Watch Time: The total amount of time viewers spend watching your videos.

Use these metrics to assess the effectiveness of your videos and make data-driven decisions to optimize your content strategy.

Conclusion

Getting started with short-form videos can seem daunting, but with a clear strategy and a focus on providing value, MSPs can effectively leverage this powerful marketing tool. By defining your goals, choosing the right platforms, planning engaging content, and avoiding common pitfalls, you can create impactful short-form videos that resonate with your audience. Integrating these videos into your overall marketing program and continuously measuring success will ensure that your efforts drive meaningful results and contribute to your business growth.

Tracy Trottier is a marketing manager and heads up the MarketBuilder program at N‑able