In today’s digital age, video is an effective tool when it comes to B2B marketing activities, so much that all social platforms have shifted towards favouring video content. A common misconception is that video marketing only favours B2C marketing techniques but B2B companies are missing out on success by ignoring what video can do for their business.
WHY DOES VIDEO WORK FOR B2B MARKETING?
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IT KEEPS YOUR TARGET AUDIENCE MORE ENGAGED
Video is a highly engaging format that captures the attention and interest of your target audience. This makes it more memorable and ensures that your message is being retained. Research shows that viewers only retain 10% of a marketing message when they read it in text, yet when it is in video format, they retain 95% of the message. This makes it more likely that consumers will complete conversions after seeing the marketing message as you are conveying it in a captivating way that will remain with your audience.
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SHOWCASE YOUR PRODUCTS AND SERVICES MORE EFFECTIVELY
Naturally, video allows businesses to show and explain their products or services more compellingly. You can demonstrate how to use your product, create customer testimonials, publish behind-the-scenes footage to add personality to your brand and break into the world of social media. Video adds more scope for product/service advertisements whilst also being an effective persuasion tool for your marketing
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BUILD BRAND AWARENESS
Incorporating video into your B2B marketing activities can establish you as a thought leader which increases brand awareness. Investing and creating a professional video positions your business as a trusted and reliable source of information, helping to build the credibility of your brand.
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BECOME AN ESTABLISHED COMPETITOR
Video marketing is still in the B2B marketing space which makes it the perfect opportunity to stand out from your competition. You can differentiate your business from others by producing high-quality videos that showcase your products and services.
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GATHER MEASURABLE RESULTS
You can track the success of your campaigns by incorporating video into your B2B marketing activities. Metrics such as engagement, conversion rates, view times and clicks can be a clear indication of whether your marketing efforts are achieving desired results. This information can then be evaluated to determine if adjustments are needed in order to be more successful and to inform future campaigns.
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INCREASE CONVERSION RATES
According to Hubspot, including video on a landing page can increase conversions by 80%. This makes video marketing an effective tool for lead generation. It is a proven fact that people prefer to watch videos rather than read text and examine images. Video improves engagement levels and as a result, the marketing message will be received better which will lead to increased conversion rates.
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ENHANCE SEO
Videos can drive traffic to your website which will enhance your SEO and make your business more visible online. Search engines prioritise video content so including it in your website will ensure that your page ranks higher on the search engine results pages.
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VIDEOS APPEAL TO DIFFERENT LEARNING STYLES
Whilst some people prefer to watch, others prefer to listen. Incorporating video into your B2B marketing strategy means that your marketing efforts appeal to all types of people. This means that you will reach a wider audience and that your marketing message is received in a format that resonates with all consumers.
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CREATING VIDEO CONTENT IS BECOMING MORE ACCESSIBLE
Video production does not have to be expensive, in fact, it can be done by anyone with a video-editing device. However, as this method of video marketing focuses on the business activities between companies, it may be that companies want their videos to be produced professionally. Professional video production has become increasingly accessible over recent years and many studios will offer comprehensive packages that are inclusive of all you would need to create an engaging, high-quality B2B marketing video.
Video marketing is a highly effective tool for B2B marketing activities that are looking to demonstrate expertise, build brand awareness, separate themselves from their competition and engage their target audience. If you have any questions about you can incorporate video into your B2B marketing strategy, or wish to produce a B2B marketing video, simply contact one of our experts today.