Marketing a product in the digital age means utilizing those means used by your customers to communicate product information to them. With video fast becoming the content consumption format of choice for senior executives as indicated by 60% business executives who reported a preference to watching a video as opposed to reading text on the same webpage (Source: Forbes survey), it has become absolutely critical for B2B marketers to use videos for marketing their products and services . With this post, we bring to you tips that will allow you to use videos for successfully marketing your products and services.
1. Introduce and Endorse Products
Whether you are introducing a new product or endorsing a re-branded existing one, there is nothing like a well-made video to capture your user’s attention. For instance, Microsoft got it right by showcasing a new version of Outlook’s features using a short 30 seconds video that highlights how it solves a universal problem of flooded inboxes with their latest version of the software.
2. Use “How-to" Tutorials and Give Product Tips
Providing video tutorials and product tips to your target audience will ensure that your product occupies top-of-the-shelf mind-space of your buyers. But in order to retain their attention it is important to think of innovative and unique ways of providing these tips. One such example is that of General Electric and their innovative use of Vine to show their commitment to science and technology. By using a series of these six-second short videos, they are able to attract and engage their audience and position their products as innovative and distinctive.
3. Use Product Demos to Drive Purchases
What is the best way to market your product? Show your customers how it actually works. Yes, a product video that gives your customers a live demonstration of its features and functionality is found to drive b2b buyers’ purchase decisions. A study by the IT Business Edge showed that videos are used by B2B buyers throughout the buying cycle: from awareness to purchase phase; with more than 70% of B2B buyers relying on video product demonstrations before deciding on which product to buy.
4. Create User Testimonials for Positive Publicity
Another way of promoting your products and services is to allow your users to do so for you. This can be done by urging your buyers to create user-generated videos reviewing or detailing their experience with your products or alternatively creating user testimonials where buyers are asked to elaborate on their experience with the brand’s offerings. Receiving a direct review from someone who has had a first-hand experience with the brand is considered credible and in turn helps prospects make purchase decisions as demonstrated by a study by mediabistro where 75% of all buyers claim that watching user-generated video reviews helped them make a purchase-decision.
