There's no denying B2C businesses gain massive benefit from video marketing, but did you know that more than 80% of senior executives watch more video than they did a year ago and three quarters of executives are watching work-related videos every week? Over half of executives would rather watch a video than read an article. B2B businesses can also capitalize in "the year of video marketing", according to HighQ. The benefits of creating video marketing content even help your email marketing strategy through improved click-through rates and lower unsubscribe rates. Consumption on Facebook has increased and apps like Meerkat and Periscope are on the cusp of creating an even bigger impact through social media. Read the full article »
If you haven't had an opportunity to see how much of an impact business video marketing can be on your ROI, perhaps you haven't been paying enough attention. Video communication is becoming a larger piece of the marketing pie by the year and with good reason. In this article, Flimp Media's Wayne Wall explores the growing trend of video-based content marketing and why it should be on the minds of every business owner and entrepreneur. Read the full article »
The first twenty years of online content advertising was dominated by text and graphics. It's easy to understand why. The early days of Internet surfing were slow, tedious, and often interrupted by the dreaded crossed phone line. Most content that moved amounted to dancing baby GIFs. These days there's a video revolution happening. It's the fastest growing marketing segment on the Internet in 2014 and its impact is immense. According to Forrester Research, "one minute of video content has the same value as 1.8 million written words." If a picture says a thousand words, well... Now you know the equivalent. So how can B-to-B businesses create successful video content strategies? Follow these five key success factors to start planning. Read the full article »
Jacqueline (Jaci) Burno of B2B marketing agency Market Expertise surveyed several businesses in the professional services sector and found a startling number of "smart" companies are far behind on the adoption of video marketing practices. Read the full article »
Looking for an example of an effective B2B video marketing campaign that leverages social media? Look no further than ADP. The resource management company develops video content that highlights customer success stories, case studies and product how-to videos. The videos are distributed via YouTube, Slideshare, Facebook and Twitter. ADP's goal is to provide useful content to targeted audiences. Read the full article »
More than 75 percent of organizations actively engage in B2B video marketing. Brevity is the key to developing effective B2B video content. Videos designed to market B2B products and services need to grab a viewer's attention within 20 seconds. The most successful B2B web video marketers create content that is focused on a particular business need during a specific purchase stage. Read the full article »
While B2B organizations utilize many different marketing tactics, video marketing is the most popular. B2B video marketing is the preferred marketing-communications tactic because video marketing is effective for sales nurturing and lead generation. Unlike other forms of communication, video is able to show what products and services can do. B2B marketers also use video communications to show how their products or services differentiate from competitors. Read the full article »
92 percent of organizations utilize B2B video marketing tactics. Videos are the most-used type of content for B2B marketers..Video content is the best strategy for generating a large volume of high-quality leads. Most B2B organization utilize eleven different types of marketing software, with most using an email marketing system. Read the full article »
Video content works at every stage of the buying journey. The success of B2B video marketing can be validated by Cisco Systems. Cisco's video content has generated 1,200 new leads and $13 million in qualified sales. B2B video marketing is popular because it is the best way to deliver and impart information to prospective customers. In fact, video content is replacing tried and true B2B marketing content, such as white papers or long articles. Read the full article »
Video is one of the most helpful forms of content for B2B users, according to a joint study conducted by Forrester Consulting and Intershop. Thirty-eight percent of respondents said that B2B video marketing was actively viewed during the buying process. Video content that contains pricing information and 360-product tours were identified as some of the most requested content features. Read the full article »
B2B video marketing content does not need to be dull or uninspired. Engage prospective customers by creating videos that are personality-driven or contain a "behind the scenes" look at a business. Apply an 80/20 rule to B2B video marketing content. Eighty percent of videos should be narrowly focused on products and services. Twenty percent of the produced videos can be less directly related to a business. Read the full article »
Employees can contribute to B2B video marketing efforts. Employee recognition and reward software company YouEarnedIt encouraged employees to participate in videos created for various B2B marketing efforts. The videos were used in conjunction with blog posts. The combined efforts helped increase website traffic by 380 percent, resulting in 33 percent of new leads. Read the full article »
B2B video marketing content should focus on the buyer's experience. Avoid producing video content that is product-centric and instead create videos that help to support sales lead generation. Consider developing several videos that support the buyer's journey and tell a story. Also, videos that focus on different stages of the purchasing process will help to convert leads into customers. Read the full article »
IntelliResponse, an emerging technology company, created B2B video marketing content to increase sales lead-generation. Video case studies that showcased industry-specific customer success stories was one of the key elements to IntelliResponse's B2B video marketing content. IntelliResponse incorporated video content into the corporate website and blog, along with distributing via social video marketing. Read the full article »
B2B video marketing is one of the thirteen content tactics actively utilized by B2B organizations according to the 5th annual B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America. Produced by the Content Marketing Institute and Marketing Profs, the study found that video content is used by 76 percent of B2B marketers. Read the full article »
Webcasts can be an effective form of B2B video marketing content. SAP launched a campaign in 2012 in support of its SAP Hana product featuring webcasts of customers talking about their experience using the memory technology product. $100 million in sales was generated in 2013 as a result of this B2B video marketing effort. Read the full article »
What’s exciting about B2B video content marketing, you ask? Until recently, nothing. B2B marketers have expressed interested in video content marketing, but have failed to align their efforts with sales and marketing results. However, with the help of new technology and companies willing to invest and test out their video content marketing strategies, marketers are finally starting to push such tactics to new heights.
Vidyard recently reported that the primary objectives among B2B marketers who are exploring video marketing strategies are brand awareness, online engagement, and lead generation. This data implies that B2B marketers are looking at video to satisfy multiple customer needs in all parts of the sales funnel. In order to do that, B2B marketers need multiple video formats targeted at different stages of the buyer’s journey. Read the full article »
It's rare that a marketing department or agency doesn't encounter some kind of resistance to their b2b video marketing efforts, but when that resistance is coming from high up in the corporate management chain, you will need all the tactics at your disposal to change opinions. Learning how to avoid the cultural pitfalls that are holding you, your team and your company back could transform your b2b video marketing potential.
At last month's ReelSummit, Sourabh Kothari, Senior Manager of Rich Media Marketing at Cisco, and Peter Angus Medlock, Creative Strategist and Video & Media Manager at Grainger, gave attendees an insight into starting this cultural revolution within your company, in their closing keynote presentation; "Is Your Company’s Culture Killing your Video Marketing Potential?". You can watch the session in the following video, and read the highlights below: Read the full article »
Most B2B marketing videos do not support the buyer’s journey because they are product-centric. They accompany product introductions, reside on product pages and are featured in product promotions. Most B2B videos are designed for the “awareness” phase of the buyer’s journey — that is, “Introducing (ta-da!) Cloud Security v.3.0!”
These overview, marketing explainer videos are useful. Customers, prospects, marketers, and salespeople all like short videos that answer the question “what does it do?” when the subject is new to them. But, product-centric videos — by themselves — do not support the buyer’s journey. Read the full article »
Twitter recently announced that it will be launching a beta test of Promoted Video, a new program that allows both B2C and B2B video marketers to stream videos onto users’ timelines. David Regan, the author of the blog post, wrote that promoted video tests have shown better engagement from users.
Promoted Video could be another important B2B video marketing tool at a time when the Internet continues to introduce new channels in to the buying process. With more channels competing for B2B buyers’ interest, high-quality video could help key buyers make a more informed decision. Read the full article »