The benefits of B2B video marketing
Traditional thinking has long held that B2B buyers made decisions based on rational factors like price and profit potential alone, not on brand popularity, status or other emotional triggers. Marketing that appeals to emotions, feelings, and personal circumstances has been siloed to the business-to-consumer (B2C) realm.
Those distinctions ignore the reality of who is making purchasing decisions. When a business assigns someone to find a new product or service, that person may dive straight into the facts, but all of it will be influenced by their emotions and feelings as a human.
It also ignores the fact that marketing is not one-size-fits-all. Sales activation marketing is focused on short-term sales. It targets people who are ready to buy with messages tailored to them.
Brand building, on the other hand, creates long-term growth. A strong brand will deliver future sales from people not yet in market. A balanced B2B marketing strategy needs to have both sales activation and brand building activities.
B2B video marketing, done well, can be used for both sales activation and brand building. Different videos and video types are required based on your objectives, but one thing is always true: you need to capture your audience’s attention.
B2B video marketing works
Videos have become an effective and fast way to demonstrate what your company has to offer to potential clients. Cisco’s Annual Internet Report found that by 2022, online videos will make up more than 82% of all consumer internet traffic; that’s 15 times higher than it was in 2017.
According to a survey of marketing professionals worldwide, 51% of them name video as the type of content that delivers the best ROI (return on investment). And Brian Halligan, Co-founder & CEO of Hubspot, recommends 50% of your content should be video. That’s a lot of videos!
The benefits of using video
If “people like watching them” isn’t convincing enough, here are the top three benefits of video:
1 – Sharable
Have you heard about a new product but struggled to explain it to someone else? Sharing a video can be done simply and quickly, and no explanation is needed.
2 – Easy to digest
If you’re marketing a complex solution, a video can help your prospects better understand what your company offers. For example, you could make a video using an analogy to describe what your solution does in a way that informs and entertains prospective clients.
3 – Attention grabbing
Research shows if both text and video are available on the same topic, 59% of executives are more likely to choose video. And posts with video perform better on literally every key social media platform.
Convinced? Read on to learn the full process for how to make an effective B2B marketing video.
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