ideos drive traffic, boost engagement and help to reach out to customers on a more personal level than almost any other form of marketing. The supply of content is far outstripping demand online. Be it a blog post, slide share or an infographic, content is being shared at a rapid rate, making the online space extremely crowded and competitive. It is increasingly difficult to be heard in this melee.
This is where video marketing is proving its worth. According to research done by Google and Millward Brown Digital, ‘70% of B2B buyers and researchers are watching videos throughout their path to purchase. And it’s not just light viewing. Nearly half of these researchers are viewing 30 minutes or more of B2B-related videos during their research process, and almost one in five watch over an hour of content’.
An emerging trend in the video space is live streaming. While B2C marketers have recognized its relevance to their marketing efforts, fewer B2B marketers have tried it out. Here are five reasons why we think they should.
1. Enhancing Customer Engagement
Live videos create a sense of urgency and immediacy that compels viewers to stop what they're doing and tune in. This live experience grabs attention like few other mediums can. Live streaming also fosters real-time interaction, allowing viewers to comment and engage with your content instantly.
Hosting live Q&A sessions with experts or showcasing live demonstrations can make your audience feel involved and valued. By responding to comments and questions in real time, you create a more interactive and engaging experience for your viewers. This can build a sense of community and connection with your brand, encouraging repeat engagement and loyalty.
2. Personifying Your Brand
Live streaming provides an unparalleled opportunity to showcase your brand’s personality authentically. Broadcasting live from company events, offering sneak previews of product launches, or providing behind-the-scenes looks at production processes gives viewers an insider’s view. This transparency builds trust and loyalty among both existing and potential customers.
Live videos make your brand more relatable by showing the human side of your business. Whether it’s a casual chat with team members or a live tour of your office, these authentic moments can significantly enhance your brand image.
3. Cost-Effective Video Production
Live videos don't require the high production values expected from traditional videos. The charm of live streaming lies in its raw and unpolished nature. You can skip the expensive crew and equipment, opting instead for a simple setup with a good smartphone. Platforms like Periscope, Livestream, and Facebook Live make it easy to broadcast your story without breaking the bank.
Given the lower costs associated with live video production, you can produce more content for less money. This allows you to experiment with different formats and topics, reaching a broader audience without a significant investment.
4. Extending Video Lifespan
Live videos don’t lose their value once the broadcast ends. You can repurpose these videos across various platforms, such as your website, social media channels, and at company events. The raw footage can be edited and reused in countless ways to suit future marketing needs, giving you a wealth of content to work with.
By archiving your live videos, you create a valuable resource that can be referenced and shared long after the live event. This ongoing availability ensures that your content continues to drive engagement and interest over time.
5. Seizing First Mover Advantage
Live video streaming is still in its early adoption phase in the B2B sector. By embracing this technology now, you position your brand as an innovator and leader. This early adoption can set you apart from competitors and establish your company as a forward-thinking entity within your industry.
As one of the first to leverage live streaming effectively, you can shape how your industry uses this technology. This leadership can translate into increased brand recognition and trust among your target audience.
Make Live Streaming Your Next Marketing Move
Live video streaming offers a unique opportunity to enhance your B2B marketing strategy. By increasing engagement, humanizing your brand, reducing production costs, extending the lifespan of your content, and gaining a first mover advantage, live streaming can significantly impact your marketing efforts.
As the digital landscape continues to evolve, staying ahead of the curve with innovative tools like live video streaming will help you capture attention and drive meaningful connections with your audience. So, dive into the world of live streaming and discover the unique ways it can propel your business forward.
