Planning your B2B marketing strategy for 2020? Read this guide to find out why your brand should make video a central pillar of your strategy in the coming year.
Tom Hopkins is the Managing Director of One Productions – a video production company based in Dublin, Ireland. You can follow One Productions on Facebook, Twitter, LinkedIn or on their website.
Did you know 75% of executives watch work-related videos on business-related websites weekly and a further 52% watch work-related videos on YouTube weekly? With B2B decision-makers spending more and more time online consuming video, there is a clear opportunity for marketers to promote their brand with attention-grabbing and persuasive video content. As such it is more important than ever for B2B marketers to perfect the science of video production and marketing.
What is a B2B Video?
Brands use business-to-business, or B2B, videos to sell a product or service to other businesses. These videos can be used to reach out to potential or existing customers who are at different stages of the sales funnel. Video can be used to support a diverse range of goals including:
- Building brand awareness
- Generating leads
- Driving conversions
- Maintaining relationships with your existing customer base
- Educating customers
Why Should Your Business Use B2B Videos?
“Great content is the best sales tool in the world.”
– Marcus Sheridan, The Sales Lion
Well-made videos can be highly effective in captivating a viewer’s attention, as such it is no surprise that 62% of B2B marketers say that it is the most important content format.
Video’s flexibility as a content format means that it can be used as part of email campaigns, social marketing, blogs, website content and on product or service pages plus much more. What’s more, as a result of developments in technology it has never been cheaper or easier for brands to produce their own videos. Another major benefit is that video content can really help with your SEO efforts. According to data from Forrester Research, it is 53 times easier to rank a video in Google’s search results than any other form of content.
Measuring the Success of Your Video
“If you can’t measure it, you can’t market it.”
You can’t know whether or not your brand’s B2B video campaign is successful unless success is defined and tracked. In other words, you will need to:
- Define your goals at the outset of your campaign, identify which metrics you need to track, and set targets.
- Use analytics to continually track and analyze your campaign’s performance.
- Glean insights from your analytics tools and optimize your content/strategy accordingly.
- Evaluate and report on your performance at the end of your campaign.
- Apply your learnings to your following campaigns.
Learn How to Win Business with B2B Videos
If you are curious to learn more about how video can supercharge your B2B marketing strategy, then you should certainly take a look at this infographic which comes from the team at One Productions. This super informative guide features plenty of handy tips and tricks. It also includes some interesting stats about B2B video marketing, an outline of its benefits, and a summary of the different stages of a B2B video campaign.