Video is revolutionizing the Business-to-Business digital marketing landscape.
B2C companies were the early adopters of video, but with Cisco predicting that video traffic will make up over 80% of all Internet traffic by the year 2021, B2B companies are coming to embrace the technology, as well.
“I think there’s solid evidence that we’re starting to see a pretty good movement behind video, especially in B2B,” said Michael Brenner, CEO of Marketing Insider Group. “I really think that LinkedIn has actually helped to spur that on with their big push into live video on their own platform. I’m definitely seeing evidence of brands finally listening to the call and the opportunities that video has presented and I think LinkedIn has really led the way.”
A recent Forbes study of more than 300 C-level executives at large US companies (over $500 million in revenues) revealed surprising insights on the growing impact of video content:
- Video is becoming a critical information source for senior executives. More than 80% are watching more online video today than a year ago.
- Senior executives are turning to video more frequently. 75% said they watch work-related videos on business-related websites at least weekly.
- Work-related video can drive executives to take action. Overall, 65% have visited a vendor’s website after watching a video.
Note: 80% of all video consumed on LinkedIn is done so with Audio OFF so make sure you embed subtitles into the video before uploading to the platform.
Traditional B2B marketing collateral – leadership reports, white papers, presentations and customer case studies – can be great tools, but video offers a different way to stand out. A company’s videos can serve as a virtual “handshake”, giving your audience a fuller impression of who you are than flat text or still images would. People like to buy from people that they know, and video is a great way to make an introduction.
Businesses can humanize their brand, deepen customer loyalty, tell a story, and build a personal connection with their audience through video. Use video to tell a story and make your potential clients feel connected to your brand. Concentrate on the value the product would bring, not just the product itself. (Don’t drive away viewers by throwing a sales script in their faces!)
You can use video to get your product out in front of decision makers by posting videos on B2B optimized social media sites like LinkedIn (the #1 social media platform for B2B companies) but you’ll also benefit from distributing videos over multiple channels, including YouTube and Facebook.
Embed the video on your website and use tagging, keywords, descriptions, and video transcripts to make it easy for people to find your video and to boost your SEO rank. Video use on landing pages can increase conversion rates by 80% and using video in emails can double click-through rates. Create videos for the various stages of your sales cycle:
- Top of sales funnel videos that raise brand awareness.
- Bottom of sales funnel videos that drive conversions.
- Customer retention videos that provide education on how to use the product.
Video Marketing is one of the most effective business communication tools available and the impact of video in digital marketing can’t be dismissed. If you’re just getting started with video, or want to step up your game, DNA Digital Marketing can help. We offer a full range of digital marketing services and have some of the best video talent in the business in-house. We’d love to chat about your goals, challenges and video projects!