In 2018, you can no longer deny the impact that video can have on all your communications' efforts throughout your company. Video is easier for most marketers to imagine in a B2C sense, B2B is a bit more intricate and takes more thought behind the strategy to make it successful.
Your marketing strategy should be fluid – you shouldn’t rely on an outdated document that was haphazardly created, without any real thought or plan, a year ago. Customers no longer want to be sold to – the old-school pushy, in-your-face salesman will not work. Consumers want the best option to be presented to them throughout their research, but they don’t want it to be thrust in their faces.
Buying behavior has taken a 180, and they show more interest in research, and the process of finding the best solution for their particular problem. This is especially important for B2B marketing professionals. 70% of B2B researchers base some their buying decisions on watching brand video (source). Here are 4 ways B2B companies can leverage video content, and capitalize on this desire to research to find the best solution:
1. Utilize products and showcase services through demonstrations
An animated explainer can help demonstrate a complicated process or procedure, or show products in-action. This kind of content helps tremendously in converting a potential B2B lead, into a customer. Product demo videos also assist in building trust and authority with your potential customers. This is especially important in today’s digital-focused world. Most potential buyers are on-the-go, and don’t have time to read endless blog posts, eBooks or white pages regarding business solutions, but they will watch a quick demo video to see how the product works, in-action. In fact, 81% of businesses have said their explainer videos have helped them increase sales (source).
2. Pat yourself on the back with customer testimonials
For even more credibility, utilize video testimonials. Customers don’t like being sold to – we’ve covered that. So, use other peoples’ voices to relay your message. In fact, 92% of people prefer to hear the word of their peers than that of traditional advertising (source). Happy customers will be seen more as friends or acquaintances, versus salespeople for your company, which will give the perception that they’re providing genuine and honest opinions about your products or services.
3. Update your audience with a behind-the-scenes look at industry trade shows and company events
Utilizing video to update your leads, or potential customers, is a great, conversational way to engage with your potential customers. At your next trade show or conference, give your audience a behind-the-scenes look. This content can provide a different perspective of your brand, and the actual conference, to your potential leads. This particular type of video content gives a face and a persona to an otherwise faceless company.
4. Feature employees and tell your brand story
Video provides viewers with an inside look at how a company operates – a look behind the brand and the logo. This content helps humanize the company, and again, builds trust with potential leads, because you are appearing more transparent through providing this type of content. The simplest way to accomplish this is a brand video, which can be featured across your social channels, and on your ‘About Us’ page on your website.Video – no matter the type – provides endless opportunities for B2B companies, and beyond. Increase your engagement, authenticity and trust for your brand, and incorporate video content into your marketing strategy. And if you need a partner to help develop the strategy for how video fits into an existing strategy, or assistance in developing an entirely new video content strategy,contactPop Video. And to learn more about why Pop Video is the video content solution for businesses,click here.
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