Why Businesses Need Video: Your How-To Guide for Better B2B Impact
Mobile consumption of videos is up 100 percent annually and by next year 80 percent of online marketing will be video-based.
Beyond uptake, multimedia content is delivering results. ImpactBND reports that 72 percent of businesses have seen better conversion rates with video and B2B sales have also benefited from video content. As noted by Entrepreneur, 70 percent of B2B customers watch videos before buying. It's not hard to see why businesses need video, but how do organizations capture B2B interest? Where do they post videos, and how do they integrate them into existing content?
Know Your Market
First, make sure you're creating video for the right audience. As noted by Martech Advisor, B2B prospects "tend to skim-read" because they don't have time to waste. The same goes for videos — if you don't create something that immediately captures their attention, they'll simply scroll by.
So what does great B2B video content look like? Some B2B buyers aren't looking for a sales pitch; they want information. With 59 percent of B2B buyers doing their research online instead of calling reps, you need to create content that showcases your product or service in action. You can also try including case studies and customer testimonials; buyers want authentic experience data, not marketing assurances.
Keep Things Short
According to Quartz, LinkedIn videos garner three times more engagement than text. However, simply tossing video content onto the site won't have the desired impact. This is especially true if your videos are too long or don't immediately get to the point. Quartz suggests keeping videos to 90 seconds or less, while Hacker Noon points to the impact of regular content updates, even if they're not the highest quality — keeping B2B clients engaged is more important than perfecting camera angles or lighting. You can also try utilizing micro-content. These slice-of-life videos are usually a minute or less, and they help showcase the culture and energy of your brand to potential buyers.
Account for Auto-Play
LinkedIn's new video ads come with the benefit of auto-play, but don't automatically play sound. So how can companies grab user attention as they scroll past or engage with other content? It starts with body language. As noted by Psychology Today, nonverbal communication channels carry more weight than verbal communication, meaning that even if prospective customers can't hear your video, it can still make an impact.
The goal is to convince B2B buyers to stop, click on the video and turn on the sound. This means placing high-energy people in front of the camera to make direct eye contact and memorize lines. Auto-play is already doing some of the work to engage customers — make sure your videos do the rest.
Connect the Dots
Blogs remain an essential part of the B2B marketing strategy because they're critical in helping search engines find and rank your content. They also tie into why businesses need video. As noted by Sustainable Business Forum, adding relevant videos to blog posts can help capture traffic driven there by search engines, in turn prompting them to share your video content or search for it on social feeds. Here, it's all about connecting the dots. Creating interdependent social, blog and video content helps engage buyers across all stages of the sales funnel.
Finding the Right Platform
Make sure you're using the right platform for your videos. For example, while Facebook is a great place to post slice-of-life videos about your corporate culture or charitable initiatives, you may be better off creating more info-driven content for LinkedIn that first engages users and then provides actionable insight about your product or service. Sites such as YouTube are great for case studies and product deep dives — if you can capture traffic on LinkedIn or Facebook with great video content, they're already primed for more in-depth video content hosted on YouTube or your company's website.
Video helps drive B2B ROI by skipping the sales pitch in favor of actionable information, in turn giving prospective clients the data they need to justify purchasing decisions and get their own C-suite on board.
Make sure you're ready for the future of B2B content by putting in the time to understand your market. Keep things short, take advantage of auto-play videos, link multiple sources and leverage the right platform.