Trending in 2016: Online Video Marketing in B2B

In our own recent study of marketers, utilizing their monitored Intent Signals® from online research, online video marketing ranked #2 in interest increase, just behind “Marketing Tools.” Video marketing is hot for a good reason.

When it comes to content marketing, 2016 has been called the year of the video. In fact, adding video to a landing page can increase conversion rates by 80 percent. Moreover, Cisco states that Internet video streaming and downloads will grow to over 80 percent of all consumer Internet traffic by 2020. The fact that this medium has universal appeal is palpable.

Animoto states that 4 in 5 millennials find videos helpful in their initial product research, while making buying decisions. In addition, Bytemobile Mobile Analytics Report shares that video now accounts for 50 percent of all mobile traffic. As a result, there isn’t any question that B2B marketing can greatly benefit from utilizing the right online video strategy.

Meteoric rise

The second largest search engine, just behind Google, is YouTube. It is a powerful avenue for brands to share content around products and services. Furthermore, ComScore states that 85 percent of the U.S. Internet audience watches videos online..

Also, in 2015, videos were the fastest growing content type. When you add them to your content marketing mix, you can increase your traction. The reason is video attracts fans in all age groups. Video is no longer a rising trend; it is here to stay. When it comes to online marketers, 87 percent already use video content.

Immediate appeal

One of the objectives of marketing is to increase conversions. By using account-based marketing, you can tailor your content to your intended audience. Search Engine Land reports that there is “a strong correlation between conversions and the use of video and multimedia content in certain industries.”

According to Hubspot, video in an email leads to a 200-300 percent increase in click-through rate. Critical to success is instantly addressing a customer’s primary pain point.

You want eye appeal, click-to-call buttons, one-click functionality and streamlined registration on your site. What happens with video is they increase the speed of conversions. Today, brands must make it a priority to quickly address consumer pain points.

Adrian Burger, creative director at Blink Tower recently shared, “We’ve seen a big increase in brands relying on video for their B2B marketing and internal messaging – whether at conferences, in business pitches and training sessions, or simply sent via email.”

Moreover, Lana Hindmarch, MD of the HolyCow Group states “While video is growing fast, it’s growing six times faster on mobile. We’ve been bandying this trend about for the last four years, but stats (from Invodo’s 2016 Video Statistics eBook) have now come out that Q4 of 2015 was the first time that mobile video views exceeded desktop video views.”

Use video effectively

You’re now convinced that video is something you need to incorporate in your marketing strategy. Yet, where do you start? You can’t just create random videos and hope one resonates with your target audience. The key is to tell your brand’s story. In addition, you want to:

  • Increase customer satisfaction
  • Improve relationships
  • Build trust
  • Convert buyers
  • Educate consumers

The good news is video content does not need to cost thousands of dollars to produce. Video editing software and recorders are becoming much more budget-friendly. All you need is the right idea and some time to film your videos. What forms of content should you produce? Here is a list of the most effective types:

  • Customer testimonials
  • Product demonstrations
  • Tutorials
  • Interviews with subject matter experts
  • Case studies
  • On-demand webinars
  • Video blogs
  • Event videos

You can certainly produce one or several of the above within a month. That would be a start towards getting your video marketing strategy off the ground. If you’re ready to sell more, then video marketing is a direct route.

Align your video with the different sales process stages

Yes, you can set up videos to correspond directly to your sales funnel. If you want to improve the effectiveness of your video marketing strategy, why not do it right the first time? It helps to think of videos as each stage of the customer buying journey.

1. Create awareness. Before a prospect makes a purchase decision, they want to do some research. If they have never heard of your company, you need to create a short video that creates awareness. This can include information on your products and services. Another option is presenting a problem and conveying your brand’s solution.

2. Decision-making. Here, you want to explain how your products and services are used. This should not be a deep technical discussion. It should offer enough information to satisfy your prospect’s question regarding whether or not your brand is the right choice for them. This can include:

  • Customer testimonials
  • Analyst discussions
  • High-level product overviews
  • Demonstrations

3. Knowledge videos. These dig down deeper by highlighting detailed how-tos, training sessions and tutorials. You might also ask customers to create their own videos.

Content length

Unless you are producing an in-depth demo video, you want to keep it short and sweet. In fact, it should be no longer than three minutes. The shorter the video, the more likely prospects are willing to engage with it.

Vine and Instagram videos can offer immediate impact in under one minute. On the other hand, you can set up a 90-second video on YouTube. This amounts to about 270 words. Despite the short length, you want the video to be both good and creative. Items to consider include creative looping and stop-motion.

Try a series

Take a look at all the YouTube stars today. Notice how they all stick to specific topics and trends? Many of them produce a series of videos on a particular topic. To illustrate, Intel created their “Meet the Makers” video series, which shares how individuals make a positive community impact using Intel’s products.

In the series, the videos focus on the individual users, not Intel. The company then asks, “What will you make?” According to Google, “67% of millennials agree that they can find a YouTube video on anything they want to learn.” In fact, studies show that millennials prefer videos to advertisements.

Although, you should produce different content styles for prospects in varying age groups. Videos should become part of your marketing stable, and not something produced once in a while. When you create a series, you build anticipation. Consumers will want to tune in so they don’t miss out on your next visual masterpiece.

Evoke emotion

You might wonder how videos go viral. The reason is because they make people feel passionate about something. It can be a personal story, humor, cuteness and even anger–if used carefully. People like sharing something they believe is worthwhile.

Just look at all the videos shared on your personal Facebook account by your family and friends. So, the question to ask is, how can your brand create a video that makes people feel something, or anything? An Ericsson Mobility Report shows that by 2021, video will account for 70 percent of all mobile traffic. If you want that traffic, you should produce more videos.

What makes video so unique is you can combine storytelling with educational data in a creative way. You don’t need a multi-million dollar advertising budget to start either. All you need is a great story that is relevant to your target audience. After that, measure your results to ensure you’re on the right track.

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