It has been for years that B2C marketers have been using video content to attract the attention of their customers. The numbers it generated were impressive too. For years, B2B marketing strategists have struggled to leverage videos for the profit of the business. But as the video marketing landscape warmed up for more, a bunch of B2B tech marketers jumped on the bandwagon.
1. But why?
Well, according to a study conducted by HubSpot, “75% executives watch work-related videos on business websites at least once a week.” Now that is a significant number!
Furthermore, another study found out that 70% of B2B buyers watch videos before making a purchase. Compared to the numbers of the last two years, this number has risen by 52%.
Also Read: Boosting Technology Marketing
This sudden growth in the popularity of videos is not sudden at all. With more and more tech marketers shifting to using extensive video marketing strategies, all of it stands testimony to why videos worked so well for most B2C companies.
Various researches have pointed out videos have a plethora of advantages, which ultimately benefits the businesses. The stats are mind-boggling and reveal perfectly why B2B tech marketers are opting for more video-based content.
- 70% of B2B marketers believe that video is the most effective form of content and leads to better conversions
- 52% of tech marketers think that videos help increase brand awareness
- Companies that use videos substantially experience a 49% increase in revenues
- 64% of tech marketers use videos to drive better sales figures
- 59% of senior executives like watching informational videos than reading long blogs
Now that is highly impressive! These numbers do strengthen the case of the fantastic rise that videos have been enjoying in the world of business.
Not applying the video strategy to your business is stunting your growth. With so many experts in the business circuit believing in the power of videos, missing out on such an effective strategy doesn’t seem feasible.
Understanding the Simple Difference
However, before we try to convince you why videos are necessary, there is a specific thing you should be aware of…the difference between a B2C and B2B video.
The strategies applied to B2B videos are entirely different than the one referred to B2C versions. Though the objective for both types is similar- to drive sales and engage customers with the brand- the strategies are entirely different.
Funny or sarcastic content forms the crux B2C videos, where even silly jokes and heaps of emotions can make the right kind of impact.
But the same cannot apply for B2B videos. Does this mean that these versions are not supposed to be funny? Absolutely not! Everyone loves a good laugh. But the structure of the video should be informative, appropriately woven and give a proper idea about the product/service. These should be powerful and have a positive feeling associated with it. But here you have to be careful, and ensure that the entire thing doesn’t go over-the-top or become melodramatic.
B2B videos for tech marketers should be:
Focused on highlighting the brand value
Help increase the revenue
Answer the pain points of the clients
Easily measurable and quantified
Impactful with the right balance of humor
Without a shade of doubt, we all can agree that videos are an essential aspect of businesses, especially with the growing importance. However, if you are still contemplating applying the video strategy for your business, it has been summarized here in five such compelling reasons that might help you change your perspective. You can have a targeted tech database of your buyers but having good content to send them brings in the needed results, and videos surely are a good option.
1.Videos Complete Full Sales Funnel
Leading B2B marketers have pointed on different instances that to increase the sales in long-run, investing in videos is a must.
Most businesses fail to meet their sales target because they lack the simple understanding that videos in a B2B scenario plays a different role because most of the time, the purchase is not immediate. To get the expected results, the video should consider having a thoughtful approach.
The video should complete the full sales funnel to derive the maximum result. You should start at the top (awareness) and finish only in the end (action) – and they have to reflect the same journey.
There can be two types of videos- one that raises awareness and the other one that influences the purchase. You should start with sparking interest in your brand and then slowly move to more problem-solving content. Combined, these videos will complete the journey, highlighting the buyer’s journey.
It is about getting strategic. With videos, you can allow your customers to accompany you on the complete journey which is visually impressive, thus completing the entire sales funnel.
2. B2B Social Network Channel is Accepting Videos
Until very recently, LinkedIn was extremely slow in its adoption of B2B videos. However, changing times urged them to change as well. With other social media platforms like Facebook, Instagram and Twitter were quick to adopt, LinkedIn did take its time. Last year, the platform (app) launched a feature that allowed direct uploading options to the users.
Soon enough, it will add in-stream video advertising features, thus changing the entire landscape for B2B marketers.
Most B2B marketers are reaching out to other social media platforms to get more engagement for their video content.
With LinkedIn joining the bandwagon, it only becomes more comfortable for B2B marketers to find solid ground and build a reliable source of clients without any demographic division.
3. Search Engines Rank Videos Higher
When producing video content, or any content for that matter, your primary focus is to get noticed. And search engines such as Google love videos. Well-crafted and relevant videos that provide a lot of information and is still engaging is what Google wants! And if you can deliver the same, your chances of getting noticed is high.
With platforms such as YouTube, your chances of getting noticed get higher. YouTube is one of the biggest search engine platform and leveraging the same to grow your business is just nifty.
Tech marketing strategists are adding video ads to SERPs, which provides them with the opportunity to connect with the customers/clients directly.
4. It Can Be Personalized (Without Spending Much)
Buyer segmentation is an essential aspect of marketing. Any knowledgeable B2B digital marketing expert will know the advantage of buyer segmentation. It is nothing but developing a persona for your buyers to understand them better.
So, the more varied your buyer’s persona is (CMOs, CEOs, CFOs who are the decision makers), the more marketing tactics you have to come up with. Personalization is the most crucial aspect of marketing for it helps to reach the right target audience. And keeping in mind the buyer’s persona includes content forms such as emails, e-books, white papers, and videos.
A basic video can be formatted at minimal cost and further tailored into 2 or 3 variations following the buyer’s persona. Each variety can answer their pain points, positions, and motivations. The production cost for each is still nominal.
Hence, it is easy to personalize videos and tweak them to fit a particular buyer’s persona, without having to burst with the budget.
5. The ROI Doubles
Conducting creative experiments have always existed in the marketing circuit; however, cost of production and return on investment were the most significant roadblocks faced by the marketers. With the production costs becoming affordable and the increasing demand for A/B testing, videos have become the number one priority for B2B brands.
Coupled with this is the increased Return on Investment. 70% of B2B marketers watch videos before making a purchase, and 71% agrees that it helps conversion. With more conversions, ROI increases significantly as well.
Videos are considered to have the second-best ROI compared to other content marketing forms. Since videos engage people better, they stay longer on the site and help reap positive benefits for the businesses. It also helps in generating quality sales leads due to quality engagement.
Adding videos on the landing page or making videos explaining products/services cost very little but have a massive impact on the sales. Just mentioning the word “video” on an email subject line increases click-through-rate by 300%.
Hence, investing in making good-quality videos can be extremely beneficial for businesses.
With such amazing prospects and a bright future, it is impossible for savvy tech marketers to avoid video marketing any further.
If you think that your business needs a boost, making videos is what you should invest your time in.
Be it a testimonial video or a product video, reviews or webinars, commercials or original versions to interact with the clients; videos let you get creative and allow your imagination to run wild. Integrating videos in your B2B technology marketing strategy reaps you amazing benefits. So, make good use of these and enable your business to reach the epitome of success.