Nov 21 2013

70% of B2B marketers use a form of video in their overall strategies.

By Dara Schulenberg | Business 2 Community – Fri, Oct 18, 2013

How many videos has your prospect watched today alone? Chances are the answer is “several”. So a better question may be, “how many of those videos were from your brand?”. Video marketing is a significant opportunity for brand differentiation amongst business-to-business marketers today.

Stop to consider the facts on video production and consumption:
– More than 100 hours of video are uploaded to YouTube every minute (source)
– Online video consumption increased by 38% between May 2011 and May 2012 (source)
– 75% of business executives regularly watch work related video (source)

Video Adds Value to Viewers – Throughout the Lifecycle
Have you taken the time recently to reassess how video can be a powerful content channel throughout your buyer’s journey? If not, it is time to get busy. Let’s walk through a typical B2B sales cycle and consider where native video helps your customers find, connect, purchase and champion your brand.

Video in the Attract Phase
Videos create a compelling first brand experience when your building awareness for your B2B products and services. I know you’re already integrating videos in your blog content, but there are more Top of the Funnel opportunities at hand. Consider using video to bring your event invitations to life with a sneak peek into keynote speakers or product announcements. Working to highlight your internal subject matter experts? Video provides an opportunity to showcase your depth of expertise and powerfully build credibility – all while alleviating hurdles in getting engineers to write marketing copy.

Video Improves Ranking and Convert Better
Trying to get on page one for a competitive keyword? Adding video improves your chances, 53 times over according to Forrester Research (2012). Trying to earn more quality inbound links? MOZ tell us that video content attracts 3x’s the linking domains as plain text.

Lighten Up: Humor Works in B2B Video
In the awareness phase of the sales process, humor can catapult your video and expand your reach exponentially.