10 powerful factors in building a B2B video marketing business case
Telling your brand story is a fundamental part of any marketers’ role. It is important to be able to engage a potential customer not just with the details of your product but with the vision and purpose behind your brand. However, many marketers face difficulties when it comes to B2B products and services, which do not always have the exciting, scroll-stopping advertising potential as consumer products. This seems especially true with video marketing, which has traditionally been the preserve of the biggest ad budgets and TV spots. But there is a lot of potential for B2B marketers to make an impact in this space, and in a changing media landscape, good video campaigns can make the difference when it comes to marketing success.
Here are 10 stats that demonstrate why you should build a video marketing strategy in 2019 to beat the competition and engage your customers.
- Consumer internet traffic
The proliferation of video across our screens has continued abound, as Cisco reports that by 2022, online videos will make up more than 82% of all consumer internet traffic. In response, there has been a rapid shift in the style of content that B2B marketers are pushing out. Video offers a great way to speak directly to users, so common formats include explainer videos, ‘how to’ videos, webinars and reviews with experts and industry influencers.
Customers are responding, with over two-thirds of users saying that they have watched video content before purchasing a product or service,representing a jump of 52% over the last 2 years. These numbers are not just being boosted by teen YouTubers and streamers – although ignore those groups at your peril as 66% of Millennials engage with a brand after watching a video on social media.
- Video vs. text
A great video strategy can get your brand, message and products in front of an engaged audience of decision-makers. The old and tired cliché that C-level executives only get their news from the Financial Times is not true – although they have been one of the pioneers in video content. Time pressures and shifting reading habits mean that this audience, among others, has shifted to a preference of video content with 59% of executives saying that they would rather watch a video than read text. It is also becoming clear that a B2B marketing strategy needs to take into account the different people who operate in the research process, as 81% of non-C-suite level employees have a say in purchase decisions.
News sites were perhaps some of the fastest to shift to video content, as they realised that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
B2B marketers have also noticed this trend as well. With branded or product explainer videos becoming commonplace on the homepage of many B2B companies looking for a way to visually explain their concepts quickly and effectively and ensure that their messaging sticks with a consumer.
A website is 53 times more likely to reach the front page of Google if it includes video.
- Key landing pages
A great video strategy won’t just help you improve your conversion rates on key landing pages by up to 80%, it can also have wider effects on your SEO. As dwell time increases and bounce rate reduces typically on pages with video, your site can benefit from rankings improvements.
Getting your content in front of the right people is a crucial element of video marketing, so where should you focus your efforts? B2B marketers will be no strangers to the power of LinkedIn; a great way to increase engagement with your content is to serve it natively through the site, which has been shown to be 277% more effective at generating leads than rivals Facebook and Twitter. Moreover, LinkedIn claims that their ads can have a role throughout the marketing funnel as both a wider brand building exercise and lead generation tool when combined with clear call to actions and signup forms.
But just because content can be served natively through Twitter, LinkedIn and Facebook, that doesn’t mean that YouTube should be ignored. It reaches over two billion people each month and is where seven in 10 viewers go to solve a problem with their job, hobbies or studies. This problem-solving aspect represents a huge opportunity for B2B marketers, as it demonstrates that it is possible to get your brand in front of engaged users at the all-important research stage.
Budget is a crucial part of the video marketing conversation. Whilst many B2B marketers are unlikely to be booking Superbowl ad spots anytime soon, ensuring there is a sufficient budget to produce and market content that engages, excites and impresses your customers is important. There is a potential for big returns on the investment, which can be seen in the uplift across other marketing channels.
As the advertising landscape continues to change along with consumer habits, it is difficult to predict what role any marketing tactic will have in five years’ time. But the role of video as a key part of any multi-channel marketing strategy looks set to strengthen in the coming years.