B2B Marketing Blog

Why videos and when to use them

Apr 24, 2017 10:30:00 AM / by Lisa Shepherd

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Video marketing is one of the more recent additions to the B2B marketing toolbox and it is certainly a tactic that has been on the rise for the past few years. Just look at YouTube, which has become the second largest search engine on the web. People want to watch videos and they want to do it now! YouTube themselves report that mobile video consumption rises by 100% every year.[1]

 

Videos are taking the marketing world by storm. They are a great tool for grabbing your audience’s attention and they are being used more and more in the B2B sphere so don’t get left behind. According to Hubspot 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI.[1]

Using video guarantees results no matter the medium. Using them in an email leads to a 200%-300% increase in your click through rate, while including video on a landing page can increase conversion by 80%!1

B2B executives watch quite a few videos.  In fact, 75% of executives watch work related videos on business websites at least once a week. After viewing a video 50% of executives will look for more information about the company, 65% will visit the website and 39% will call the vendor. Videos give your strategic marketing plan the boost it needs.1

Now that you understand the value of using videos let’s dive into when you should use them:

Tease new services and offerings

Got a new product or service? How will you introduce it to you customers? Consider creating a video. There you can film snippets of the product or explain your service. It is a fast and effective way to deliver this information clearly.

Explain a complicated process

If “what do you do?” or “how does this work?” are some of the questions you get the most from your customers, then you may have a complicated product or service process. People consume visual media faster than words and visual media is easier to understand. Therefore, a video is a great way to clearly explain your process to your customers.

Happy customers = happy testimonials

You acquired a customer, you delivered your product or service, you did a good job and your customer is happy. Why not capture this happiness? Testimonials are one of the single most powerful tools that you have in your arsenal. A real customer speaking to their experience with your company is a powerful message that lends credibility to your business.

Showcase your company culture

You can make a fun video showing off what it’s like to work at your company, you can show off your facilities or you can just introduce the staff. However you choose to do it, give the audience a glimpse inside the day-to-day workings of your company and the people that make it all happen. Showing off your culture and personality helps the viewer to connect on a personal level.

Industry news and what it means for your customers

Lastly it is important to keep your customers up to date with important news and trends happening within your industry especially if it is something that will affect them. For instance, a new piece of legislation that may affect the way you provide your services. Creating a quick video is a great way to convey this message quickly and clearly. 

Want to tap into the power of the video but aren’t sure just where to start? Contact us today and we’ll get you started.


[1] Hubspot | 31 Video Marketing Statistics to Inform Your 2017 Strategy [Infographic]

| https://blog.hubspot.com/marketing/video-marketing-statistics#sm.000006frw4akcbctmqow466g1vjjs

 

Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, video marketing, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing

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