The benefits of B2B video marketing
Traditional thinking held that B2B buyers made decisions based on 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.
B2B video marketing, done well, is uniquely suited to convey a business’s marketing message while grabbing a viewer’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, says 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 ever seen a funny billboard but then when you try to explain it to someone it just doesn’t come across? 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, you could give prospects pages of charts showing the benefits of your solution. Or 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
An ad on Instagram only needs to be 5 seconds to get your marketing message across. The same can’t be said of flyers, emails or even blog posts. If both text and video are available on the same topic, 59% of executives agree that they are more likely to choose video.
Convinced? Read on to learn the full process for how to make an effective B2B marketing video.
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