B2B (business-to-business) marketing is not easy. B2B marketers are often met with high value, high risk, career-defining moments because they mostly sell products which need detailed explanations along with complex solutions.
The average ticket size is large and a lot of content is needed and this needs to be communicated fast and easily. Video can do exactly that.
Video should now be in the marketing arsenal for all B2B marketers. This is because it has higher open rates on mailers, time spent on the website is increased by over 80%, and is generally better at transmitting emotions.
Another important aspect to keep in mind is that video has the ability to trigger buying decisions. Video, especially in B2B marketing, should always be at the top of the marketing mix. Here are seven reasons why:
Everything is Mobile
We cannot ignore the fact that smartphones are now a part of our lives. It has also expanded dramatically in business communications.
We do not need research studies/statistics to prove this; we experience this in our everyday lives – via internal meetings, at airports, while commuting and even during lunch.
This is not just while reading emails. The advent of smaller screens has significantly reduced the desire to read long-form text.
As we actively click through videos on Facebook and YouTube, we call for these platforms to serve us content in video form in the B2B space as well. As a result of several studies, it is seen that mobile use is eating into desktop use.
For example, in a Salesforce study conducted in October 2016, 84 % of millennial’s (18-35 years) and 76 % of Generation X (36-51 years) said that smartphones are key to their work. The more we are dependent on mobile, the more important video becomes to catch attention.
It’s said, a picture is worth a thousand words; then what about a video?
Even the B2B decision makers are humans, with all of the emotions and rational decisions that distinguish us as unique individuals. Therefore, there is no more B2B and B2C. It is outdated and most likely not going to work.
The key to familiarity between companies, brands and people is plain and simple emotions. There is no other instrument in the marketing mix that carries emotions as well and efficiently as video.
We remember more of what we see and hear as opposed to only one of our senses being used. In 2008, Forrester Research determined that 60 sec of video equals 1.8 Million words. And video is increasingly gaining ground in terms of content surplusage.
All videos are not created equal
There are Corporate films, Explanatory videos, Webinars, Customer testimonials etc to name a few of the many different video formats to choose from in the digital world. The Purpose and the Channel of content distribution are what B2B marketers have to keep in mind while selecting the right tools.
Complex products and services can be broken down via animated explanatory videos; products can now be advertised via social advertising in video format. In today’s ever-changing digital world, videos have taken on a new role and continue to grow.
Videos benefit SEO
Videos that are embedded on web pages make sure that visitors stay longer on the site, hence, the more highly rated your site becomes. Videos play a vital role in Universal Search, which is media like videos, images or maps – displayed amongst or above the organic search results of search engines.
If an organisations core products or keywords are high competition and/or have a high cost per click in search engine marketing, videos – especially in specialty markets – could move to page one of your search (even if they only have a few 100 views).
Videos do not cost a fortune anymore
The production costs of an animated corporate video versus a virtual reality video versus a self-shot smartphone video are immensely different. This is proved to us again and again with the success of user-generated content.
A simple GoPro camera has proved to be better than an HD-produced walk through the production hall in the case of RedBull’s Parachute Jump videos. The primary and the most important factor is the idea, which then must be followed by channel-specific production.
Meanwhile, digital photo cameras or tablets are suitable for good video shoot quality. Keeping this in mind, what can be achieved with action cameras and a smartphone shows, again, that user-generated content cuts through the clutter.
Good videos are shared more
Videos are the most shared content type on the Internet. Even if only a handful goes viral. However, for a brand a brand to generate good, interesting or entertaining content it should truly resonate with everyone.
For eg., 92 % of mobile video consumers share videos on their own social networks. This will help marketers create an appropriate seeding strategy and use targeted social ads in video form to provide the right altitude.
Success is measured directly
According to ReelSEO (now called tubular insights, a marketing video guide.), “Websites with embedded videos increase the conversion rate by at least 20%.”
Another insight proves that explanatory videos increase the conversion rate by another 20% over other video formats.
The primary advantage of online videos is that (almost) all important KPIs are directly measurable. Facebook, Instagram, and YouTube use their analytic tools to provide insights on all the key metrics – be it pure demand and retention to demographics and device usage. If a video contains a call-to-action, the effectiveness of this can be measured directly via tracking codes.
All said, there are few to no reasons why marketers should not use video in B2B communications. Of course, there can be differences in this for different industries. But there is not one economic segment in which video cannot make a big impact in your B2B marketing efforts. The time has come for you to implement video.