Published date: 09 Jul 2018
While consumer brands have long recognised the potential and rewards of video marketing, more and more B2Bs are now following suit.
In fact, in 2018, 77% of B2B marketers rated video an effective content marketing tactic.1
Long gone are the days of formal corporate videos with awkward interviewees. Today’s technology means it’s easier than ever to create engaging video content and get your audience to consume it.
But you shouldn’t just create videos for the sake of it or because everyone else is. Our simple planning steps can help guide your strategy to maximise return on investment.
Create measurable KPIs
Consider what you are trying to achieve with your video content. What is your objective? And how are you going to measure it? It could be to educate or entertain, or simply to increase online engagement. Your company may want to increase lead generation or sales, or your objectives could be around brand awareness and recognition. Spend some time thinking about what you want to achieve and create measurable KPIs.
Establish your audience
You may be targeting a business, but it’s still people who are the buyers and influencers. Target your video at the person or people responsible for the purchase decision. What do they care about? Who are they influenced by? Where do they find information on the business products they buy? This will help ensure you’re targeting a valuable audience who may buy what you’re selling. Which leads us into ...
Solve a problem
People buy products and services because they want to solve a problem. Create videos that speak directly to your target audience and address their business pain points in a thought-provoking and entertaining way. Remember, not every single one of your videos has to drive direct sales. Videos that make an emotional connection and drive loyalty can be just as valuable as the more traditional product-focused ones.
Measure and learn
Determining what constitutes success is a critical part of any marketing. Figure out the response you are trying to achieve and what metrics you will use to judge whether you’ve achieved it. Return on investment is not just about number of views. It could be increased sales, brand awareness or brand recognition. Marketers need to delve deeper and map out viewer actions and behaviour beyond just the view. What do viewers do after they’ve watched your video? Do they purchase, enquire, talk about you on social media or do they stop watching partway through? All of these metrics can be valuable indicators of the success of your video marketing.
Is video marketing right for me?
If you’re still unsure about whether to take advantage of video in your B2B marketing, consider these statistics:
- 72% of B2B organisations report higher conversion rates than with other digital formats2
- 83% say it positively impacts marketing ROI3
- 96% say that product videos are helpful in the purchase decision process4
- Prospects who view videos of a product or solution are 85% more likely to buy4 while 65% of executives look for more information after seeing a product or service in a video4
- Including video in an email dramatically increases response rates by eight times4, while including video on a landing page can increase conversion by 80%5
- Video marketers get 66% more qualified leads per year6
Video isn’t just for consumer audiences. The boom in video advertising has opened up opportunities for B2B marketers too. By 2021, over 80% of all internet traffic will be video7 and those who don’t react are likely to be left behind. If you want to start driving results like these for your business, join the B2B video revolution.