If a Picture is Worth a Thousand Words…: How B2B Video Drives Brand Awareness & Sales Conversions
by Jeff Andrews, VP Client Services
We live in a world filled with video. It’s been a staple in B2C for years. Is it time for you to consider video in your B2B world? You bet.
Why B2B Videos?
Videos provide a snapshot of your brand: We all know that videos can be more engaging than reading. They’re quick, easy to consume and tend to be more memorable than the written word. Short 60 to 90-second videos can create top of funnel awareness for your brand and demonstrate what differentiates you from your competitors.
Videos create trust: Videos are a great way to put a face to your company. They can give insight into your company’s personality, values, history, services and culture. A great B2B video goes a long way in building relationships with prospective customers and future employees. And don’t overlook the impact on current stakeholders all the way up to the C-suite.
Your target audiences are video consumers: A recent Forbes articles state that 70% of B2B researchers and buyers watch video during their customer journey. And, 64% of marketers have attributed increased sales as a direct result of video. Those two points alone make it worth considering a video presence as part of your marcom strategy.
Social outlets have made it easier to post and promote B2B videos: Use video as part of your social media strategy. Platforms like LinkedIn, Facebook, Twitter, Instagram and even Snapchat have all simplified including B2B video as part of your content. Video is a great way to build your business community.
Technology has made video more affordable to produce: Not long ago video production was considered to be cost prohibitive for B2B companies. With today’s technology, it’s not necessary to have a Spielberg-esque budget to produce highly effective B2B videos that can be informative and entertaining. Some of the most authentic and approachable videos are actually filmed on a smartphone.
As you’re mapping out your 2019 marketing budget, it just might be time to allocate funding for what could be one of the most important brand-building and lead-generating tools in your program.