Digest...

Although Vimeo might not be as large or as ubiquitous as YouTube, many of the differences between the two make Vimeo the better choice for marketers in certain respects.

>> Better Quality Content

>> Less Competition for Visibility and Advertising

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>> Paid Account Access

Another way that Vimeo’s business model benefits businesses is that it forces them to focus a great deal of their attention on those members who actually pay for their accounts. Since paid membership is the only way Vimeo can stay afloat, they do everything in their power to make their PRO account holders happy.

>> Superior Customization at Times

Taking this advantage even further are the options Vimeo gives its premium subscribers to customize many elements of the already sparse Vimeo player. While YouTube does give you the option to customize certain elements of their video player, their flexibility comes nowhere close to even the most basic Vimeo options.

If you are using Google AdWords to generate leads and drive sales, you’ve probably noticed increasing competition for many of your keywords over the last few years.

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Google TrueView videos are called such because advertisers are charged only when a video actually is viewed by a user. The biggest strength of TrueView is the feedback provided to advertisers. Who are the users? Where are they coming from? And most importantly, are they watching?

The three formats offered in TrueView are in-stream, in-search, and in-display.

In-Stream: Ads play at the beginning, middle, or end of YouTube partner videos (partners are any YouTube user that has decided to make money by displaying ads in their videos). Viewers have the option to skip the ad after 5 seconds. If the video ad is 30 seconds or longer, you’re charged once the ad reaches the 30-second mark. With shorter ads, you’re charged only if the entire video runs.

In-Search: Ads are displayed in search results when specific keywords are searched and aren’t played until someone selects the video. You’re charged once the user clicks to play the video.

In-Display: Ads appear next to other videos on the YouTube Watch page and are labeled as an ad. You’re charged once the user clicks to play the video.

The B2B buying process is changing. Improve B2B marketing and keep your results ahead of the curve with real-time content, social selling, and more.

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3. Engage your audience with video and YouTube.

85% of the US audience is now viewing video online on a weekly basis, and 37% of B2B customers access videos via mobile devices to research products and services. It’s more important than ever to refine your video strategy to adjust to changing technology and available marketing techniques. And don’t worry if your budget is small but your goals are big—effective video marketing doesn’t require  heavy production—just a smart message that’s relevant to your target audience. Watch B2B Video: Best Practices and Techniques to see how Cisco uses video to reach their target audiences.

4. Adopt social selling and monitor buying signals.

According to a study by IBM, 75% of buyers are likely to use social media in the purchase process, and when IBM adopted a social selling pilot program, they saw a 400% increase in sales. Wow! But what is “social selling”, at least in the context of digital?  It’s pretty simple—leveraging social networks, content, and the entire digital ecosystem to build meaningful connections, nurture relationships, share expertise, and position yourself as credible and trustworthy—all critical parts of the sales process, whether offline or online. (I like Jill Rowley’s deep dive into the topic.)