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Why you should include video as part of your B2B marketing mix

Video is integral to the B2B buying process

Is video right for your business?

Video is now recognised as a core part of marketing strategy in the B2B world. 76% of B2B marketers already use it in their content marketing and most plan to increase their video output in the future. As B2B content marketers, we're being called on more and more to include video in the mix – and not just by the bigger companies. But it’s not always a given and can seem an expensive option when budgets are tight. If you need to justify investment in video for B2B marketing, we've pulled together some useful supporting research points to help you:

Don’t get left behind

Time is a precious commodity for all of us, so it makes sense that we sometimes prefer to watch a short video than read a long article. As consumers and businesses, we’re familiar with the format. What’s more, we expect it to be part of our buying decisions. So, investing in this channel is essential to keep up with the competition – and it doesn’t have to break the bank. Video is more accessible now than it ever has been.

Video - the buyer journey breakdown

Video works well throughout the B2B buying journey, not just at the early stages.

  1. Getting found Video can be a compelling, engaging way to attract attention. A well-produced, informative video really packs a punch. This type of content ranks highly in Google and can prove effective in social media and paid search, enabling you to be seen even when people are not actively searching. Include friendly, clickable calls-to-action in descriptions or ads to encourage viewers to move to the next step.
  2.  Engaging prospects Use video to highlight challenges and showcase your insights and solutions. Informative, value-based content will give your brand credibility and value. But video can’t do the job on its own – different people research in different ways so you need to have a range of formats available. Make sure you support your video content with other assets such as market research reports, white papers and guides.
  3. Conversions and purchase Feature experts or analysts in your video content to reassure the buyer that your product is the right choice. The lower the risk, the more confident the buyer will be in purchasing. End-user stories are very effective here because they reassure the buyer that others have made the same choice and have been successful.

Research shows that if your subject enjoys your video, purchase intent increases by a whopping 97% and brand awareness increases by 139%.

Three key points to remember:

  • Keep it short. Research suggests that 20-30 seconds is an ideal length for early stage awareness videos to ensure people stay engaged.
  • Make it relevant. People like to watch videos on things that will make their lives easier. Highlight a problem and showcase your solution to it, or insights to help solve it.
  • Tell a story. Video should be engaging and entertaining – grab their attention in the first few seconds or they won’t watch.

The future of video? The future is video

In 2018, it’s expected that 79% of all internet traffic will be from video so it’s no wonder that B2B marketers expect this channel to dominate their marketing efforts in the near future. We strongly recommend you don’t ignore it in your content marketing strategy – you could be missing out on a great opportunity to capture attention and engage interest in your market.

Don’t know where to start? Get in touch today for advice and support on bringing your content marketing up to date with video. Alternatively download our free ebook on the essentials of content marketing.

Download the essentials ebook

About the Author: Virginia Bray

Virginia Bray

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