B2B marketers who are looking at innovative ways to engage the C-suite should consider using video in addition to their other marketing efforts as video is fast becoming a critical information source for senior executives, a Forbes survey revealed. Video is also substituting other popular sources of information which marketers have traditionally relied upon.
60% B2B marketers reported a preference to watching a video as opposed to reading text on the same webpage. This trend shows an increasing inclination to video which is something B2B marketers must capitalize on.
In this post, we will discuss how B2B marketers can use video to complement their existing marketing efforts and produce effective and engaging content.
Compliment Email Campaigns
Adding video is all it takes to bolster your email campaigns by way of greater interactivity and higher engagement levels. According to eMarketer, approximately 50% of marketers who use video in email campaigns saw increased click-through rates, increased time spent reading the email, and increased sharing and forwarding.
Provide Video Tutorials to Aid Consumption
Short how-to-use video tutorials are an ideal substitute for long windy text manuals that are both time consuming and sometimes difficult to comprehend. According to Forrester Research, 1 minute of video is equivalent to 1.8 million words! Imagine the amount of rich and informative content you can provide to your customers in a short video which would have taken ages for you to put down on paper and even longer for them to understand.
Produce Product Demos to Influence Purchase Decisions
According to the IT business edge, more than 70% of B2B buyers view video product demonstrations before making a purchase. Product demonstrations are also found to more effective at influencing purchase decisions compared to other content assets such as tech talks, case studies, or white papers.
Enhance Engagement
Because of the high interaction quotient, videos are perfect for sharing and forwarding to other interested parties. According to IDG, 82% of B2B buyers forward or share tech-related videos. If you want people to share your content – video is the way to go.
Making Use of Video Testimonials for Word-of-Mouth Marketing
Nothing is more reliable to a prospect that a positive review from a third-party or another customer. Encourage your existing customers to partake in creation of video testimonials which will not only generate positive word-of-mouth for you but also provide the customer with the recognition and importance which will drive loyalty and brand advocacy.
Video is becoming an integral part of the B2B buyer’s purchase journey; ignoring this would mean missing out on endless opportunities for customer acquisition and retention.
