Get on Board the B2B Video Marketing Train.

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B2B marketers are incorporating video in both electronic and print marketing.

Video is well on its way to accounting for more three fourths of all Internet traffic and could account for 82 percent by 2021, according to Cisco. In the B2B sector, Demand Metric reports that nearly 70 percent of marketers are using video in their mix. Budgets are also growing, mainly because more than 80 percent of B2B marketers report success with video marketing integration. So, it’s vital for marketers who have not yet embraced video to develop effective strategies now. And if you’re already using video, it may be time to up your game.

Everything today is about adding value, and that’s the number one reason to use video marketing. It plugs interaction — including face-to-face interaction — into your website, email promotions, social media and events. You also get a unique opportunity to blend your company’s personality and message into either an online or offline experience.

Here are 10 additional reasons to use video marketing:

  1. Raises your website’s search engine results. Media measurement and analytics company comScore says adding a video to your website can increase the chance of a front-page Google result by 53 times. Video software platform provider Brightcove claims video drives a 157 percent increase in organic traffic from search engines.
  2. Improves the potential for your message to go viral through the social networks.Brightcove research says social video generates 1,200 percent more shares than text and images combined.
  3. Increases the average amount of time visitors spend at your site. A blog post by Mary Lister of Fluent, LLC reports that the average user spends 88 percent more time on a website that uses video.
  4. Connects you to the coveted 25-34 (millennial) age group. Millennials watch the most online videos according to online agency WordStream. 
  5. Offers opportunities to provide a tremendously rich offline media experience. Stuff a disk with video, personal messages, mobile apps, high-res product photos, web links and free downloads — and include it as part of a direct mail package.
  6. Augments and supports your existing online strategy. Combine it with direct mail to provide a seamless physical/digital experience that encourages double-digit response rates according to research studies.
  7. Appeals to people who like to see something before they read it. Most people view more than three fourths of a video and prefer video over reading text.
  8. Provides an opportunity to educate customers about a product or service. Since people prefer to watch video, give them what they want across the entire decision-making journey and increase conversions.
  9. Puts a face on your company and builds your brand. Simply put,  video is changing how brands communicate with customers.
  10. Engages your customers’ senses. Video triggers emotional reactions that influence buying decisions in ways that static content can’t.

Professional vs. Homegrown Video

The nice thing about digital video is that it doesn’t always have to be high end and expensive. The key is to know when you can use your flip camera and when you need a professional team.

And really, the rules are simple:

Homegrown video is fine for website demos, new product intros, how-to presentations, brief commentaries and the like. Further, excellent video production technology has become much more affordable over past few years. Companies such as VideoMakerFX, Sellamations and Vyond have greatly simplified video creation. Small companies should easily be able to produce a short demo or “how to” video for one or two thousand dollars. Homegrown solutions work great for purposes where immediacy is important, and viewers don’t expect premium content with the highest-end production. What’s more, Cisco claims that Live Internet video (video streaming) will account for 13 percent of the total video traffic 

Professional video is a must when the production represents the official, animated face of your brand. That’s when you need a quality script, title slides, smooth transitions, excellent lighting and sound, multiple shooting perspectives and top-notch editing. It can also be a good investment when the video will have multiple purposes — website, direct mail, trade shows—and a longer life span. You also need to consider professional video whenever your audience is more sophisticated and has high expectations.

What’s the Right Length?

Everyone wants to know how long is too long. And the consensus for the appropriate length of online video is one to three minutes. But a research study by Wistia, which provides video platform solutions for business, shows that engagement is steady up to 2 minutes, meaning that a 90-second video will hold a viewer’s attention as much as a 30-second video. There is a significant drop-off between two and three minutes. Attention spans seem to grow shorter every day, especially online.

Yet purpose means a lot, too. So, a one- or two-minute product intro is not the same as a four- to six-minute in-depth case study.The bottom line is that your video needs to be as long as it needs to be. Based on the nature of the content, viewers will adjust.

You can also cut longer videos into segments that allow people to access only the parts that interest them. In general, you need to think of the video as an overview from which you can then link buyers to more detailed information in electronic or print form.

Regardless of length, relevance dictates how long people will view any video. Provide information that people want to know, and they’re far more likely to stay for the duration. When you’re trying to keep their attention, it pays to be tactical in selecting content and forget the broad-brush stuff.

Video Media Types

Video is an evolving medium, and different media types are emerging that include video:

  • Product demos
  • Product overviews
  • Email and social media promotions
  • Testimonials
  • News releases
  • Case studies
  • White papers
  • Corporate presentations
  • Commercials
  • Trade show and event previews
  • “How-to” demos
  • Blog posts

As these media types mature, more specific standards for length and other factors will emerge as well. In the meantime, don’t be afraid to experiment. Viewership will tell you quickly enough what’s working and what’s not. In fact, videos built-in feedback loop makes measuring click-through rates, number of times watched and drop-off points a snap.

Want Expert Advice?

Bauer Associates helps companies of all sizes develop and execute effective marketing strategies. Message me at lbauer@bauerassociates.net, or call 708-610-9917 if you would like to discuss how video marketing can help advance your marketing strategy.

 

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301 N. Water Street
Batavia, IL 60510
Mobile- 708-610-9914
lbauer@bauerassociates.net

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