With the explosive growth of social media, video content has overtaken other types of content in sheer popularity. According to Wyzowl's State of Video Marketing Survey, people are likely to spend around 100 minutes watching online videos every day, and that makes it one of the most effective marketing tools for B2B businesses. Advertisers can share product information through videos and use them through the entire buyer journey to convince buyers of the viability of the products. Companies can also produce support videos that respond to common queries and concerns by buyers and which can be watched by customers at any time.
While video production was once an expensive enterprise, the proliferation of advanced and affordable video technologies and mobile devices has made it easier and cheaper for most businesses.
It is not necessary to make a significant investment to get started in video marketing. It is possible to make decent videos using a smartphone and affordable or free online video editing tools. There will be a certain degree of a learning curve, of course, but that is usually easily overcome. However, for successful marketing, businesses will need to ensure that they produce useful and informational content that does a clear-cut job of explaining their products and services. Videos that explain everything in easily understandable terms will stand a better chance of convincing and converting buyers.
Here are the benefits of video marketing for B2B companies:
A) Video Marketing Boosts Conversions and Sales and Deliver Great ROI
People prefer watching videos to reading content. Over 83% of the B2B businesses that use video marketing report that it has increased their sales leads and conversions, giving them a good return of investment (ROI). Many buyers prefer to do their research and get their information from videos rather than by contacting salespeople. And sales cycles tend to shorten with video marketing as viewers are usually in their comfort zone and are, therefore, more likely to decide to buy.
B) Video Marketing Helps Build Trust
Building and maintaining trust is crucial for long-term business success, and videos can help with that. As long as your video content is more informational than advertorial, you will be able to set yourself up as an industry leader and influencer. Most viewers are more interested in what they can gain from watching the videos than in blatant sales pitches. It is important to use the marketing videos to emphasize more on expertise and useful knowledge and open a dialog based on that. If buyers find the videos engaging, they will be more likely to take the desired action and purchase the products and services.
C) Video Marketing Improves Brand Awareness
Video is more engaging, memorable, and popular among consumers than any other type of content. Videos can be effective tools for brand promotion and, at the same time, help meet other marketing goals such as better conversion rates and improved product understanding.
D) Video Marketing Helps Communicate The USP
Communicating your company's unique selling proposition (USP) or what makes your product unique is another crucial marketing objective. Videos help companies deliver their USP to their prospects, which helps them understand the problem you are solving apart from the value offered by your brand.
E) Video Marketing is Great for Product Launches
Virtual product launches are becoming popular as they allow more people to see what is on offer. Additionally, the product launch videos can show the product features in great detail and explain how they work and how they can benefit the user. Explainer videos, which use live-action, text, and animation, are also perfect for breaking down hard concepts so that they are easier for the audience to understand. Many B2B businesses report seeing success with such explainer videos.
F) Video Marketing Engages Viewers
One of the reasons why video marketing is more effective than other marketing methods is because it is visual and audile, and it doesn't require too much work from the audience. Increasingly, people either have short attention spans or have too little time to spare in their busy lives. Many of them are put off by having to read long and time-consuming text descriptions. They would much rather see a video that shows them the product and explains everything in simple terms. And if B2B businesses make the videos as creative and engaging as possible, they will have the edge over their competitors when it comes to garnering views and improving conversions.
G) Video Marketing Encourages Social Media Sharing
Using video content for marketing on social media can be as effective for B2B businesses as it is for B2C companies. Potential buyers are also people, after all, and may share the general public's preference for video content. They will be more likely to click on videos than on other advertising content, and, if they find them informative, engaging, and convincing, they might consider buying the products and services. Additionally, they could share the video content with their social media followers and, that way, get it before a larger audience, leading to more potential business leads.
H) Video Marketing Helps Connect with Mobile Users
Increasingly, people connect to the internet via their mobile devices and view videos on them. The videos are likely to get more views from mobile users than desktop users. As smartphones have become widespread, most businesses can expect to get a bigger audience for their videos.
While video marketing helps B2B businesses there are certain guidelines to be followed to stay on top of the game. Let's look at some of these dos and don'ts:
Do's of Video Marketing:
Don'ts of Video Marketing:
Video content is likely to continue earning points for B2B marketers in the foreseeable future. It may become more interactive, allowing for viewer inputs and improved real-time engagement. With more customized and personalized video marketing, B2B businesses can boost their conversion rates and count on better ROI.