B2B marketers have been a little slower than their B2C counterparts in shifting their focus to content marketing and B2B video marketing, but in 2014 they are beginning to catch up. A recent marketing study found that 93 percent of B2B marketers use content marketing, and 73 percent of that content is business marketing video. If you’re a B2B company with revenue goals that you’re still struggling to achieve by the end of the year, there’s a key question you need to ask yourself: How can B2B video marketing convert more of my prospects into customers? Read the full article »
According to a new study by video marketing and sales provider Vidyard and marketing research and tool provider Demand Metric, 63% of B2B marketers are planning to spend more on video in the coming year. B2B video marketing isn’t a new concept: 69% of those polled said they have used some form of video in their marketing campaigns, with the remaining 31% saying they are planning on doing so in the new future. Read the full article »
About 82 percent of marketers are having success with B2B video marketing — but only 15 percent describe themselves as "very successful."
That's one of the findings from a new report that evaluates tactics marketers use to maximize the impact of B2B video marketing. But the report "B2B Video Marketing: B2B Benchmarks and Best Practices" also raises questions about whether tactics for marketing content can be separated from the content itself. The report was sponsored by video marketing and analytics firm Vidyard and conducted by marketing researchers Demand Metric with Ascend2. Read the full article »
While online video marketing is more common with consumer-facing brands, B2B video marketing is gaining momentum. They’re reporting successes, but they’re also running into barriers.
The people at video marketing company Vidyard commissioned analyst firm Demand Metric to take a look at the state of B2B online video marketing, and the results have just been released. The report contains some interesting facts. Read the full article »
There are plenty of stats out there revealing just how popular video marketing is, but together with Demand Metric, Vidyard wanted to take a calculated look at the state of the B2B video marketing industry, in particular. Web video marketing is enjoying a period of unprecedented growth, and B2B video marketing is certainly no exception. There will be more B2B marketing videos produced in 2014 than ever before, but are companies creating their own internet videos in-house? Or are they using third parties? What are the main challenges that B2B video marketers face? What video distribution methods work best for B2B marketing videos?
The rise of corporate video marketing leaves us with many questions, and Vidyard is answering them. Read the full article »
B2B video marketing has become a core part of any sensible business's marketing strategy. In 2013, the Online Video Marketing Survey and Business Video Trends Report looked closely at how businesses are working with video.
One thing appears to be clear: corporate marketers are definitely wise to spend money on B2B video marketing. The question is: should they be spending money on creating viral videos to raise awareness of the business with as many people as possible? Read the full article »
The biggest challenge of B2B marketing often lies in communicating the value of complex and highly specialized products and services in a way that is easily digestible for your time-strapped corporate audience. So how can you effectively communicate these systems to those you need to sell your products and services to?
With B2B marketing videos. In a fast-paced business environment where decision makers have little time for lengthy passages of contrived marketing copy, more marketers are taking advantage of social video platforms to educate their B2B audiences. Read the full article »
Search engines have changed the way consumers shop, but while people have access to more options than ever before some things haven't changed. People still want to do business with companies they know, trust, and like, so how can your business ensure prospects can get to know you?
Next to a face-to-face interaction, no marketing tactic comes closer to bridging that gap and closing a sale than B2B video marketing. Read the full article »
Some 79% of IT decision-makers (ITDMs) say a "high level of product knowledge increases likelihood to purchase" and 72% "consider it very important that the IT vendor contacting them is highly knowledgeable about the product/able to answer questions," according to IDG.
So how can businesses revamp their B2B marketing efforts to better inform and influence those ITDMs? Via high-quality content, social media, and online video.
This infographic illustrates the myriad roles that quality content marketing, an active social media presence, and engaging online B2B video marketing content play in influencing IT decision makers. Read the full article »
Video engages your customer and sets you apart from the competition. A recent survey of U.S. consumers revealed some interesting stats:
- 96% of consumers find online marketing videos helpful when making purchase decisions online
- Nearly three quarters are more likely to purchase a product or service if they can watch an explainer video production beforehand.
Do you use video to connect with your customers? This infographic explores how online video impacts consumer purchase decisions and drives brand engagement for small businesses. Find out how your potential customers are consuming and reacting to B2B video marketing content. Read the full article »
B2B video marketing can help your business immensely when it comes to attracting and converting customers, getting people excited about your products, and making sales. But with that, how can you create videos that people will love, and will want your products after watching?
There are many things to think about when doing any kind of business marketing video, but fortunately, it can all be simplified. So, here are our top five B2B video marketing tips. Read the full article »
Humor is human! Despite that, there haven't been many great examples of humor in B2B video marketing. I believe that is changing.
Moreover, according to a global Nielsen Survey of Trust in Advertising conducted in September 2013 of 58 countries, 47% of respondents said that humor resonates more than any content approach.
Laughter lowers the intellectual shield your busy prospects have up all day just to survive the messaging onslaught. Business video marketing is about building a connection, and humor opens up a space for connecting because it disrupts the expected pattern.
Here are six types of humor that grab attention and generate conversation. Read the full article »
Consumer-facing brands have been quick to adopt online video and YouTube marketing as essentials for reaching their customers, while B2B companies have been more conservative. However, the importance of B2B video marketing shouldn't be understated.
How people shop is changing, and that goes for businesses, as well. Online video is often the first resource people turn to when researching a product or service. Here’s how Robert Weiss, president of video production and marketing company MultiVisionDigital, explains it:
“If you think about the sales process that most B2B companies go through, you have the awareness, you have the conversion, and you have the nurturing,” Weiss says. “Video can play a role in all those critical stages. Number one, the awareness: People go out, they don’t like salespeople anymore, so they’re really going to go out and look for a solution when they need it.” Read the full article »
It’s a no-brainer that the key to increasing revenue for your B2B services is learning the B2B market, but knowing which behaviors to analyze can be tricky. Luckily, the top three key takeaways from a yearlong study of B2B client behavior published by Software Advice have revealed some surprisingly simple ways to maximize your ROI and streamline your B2B video marketing campaigns. Read the full article »
Social media marketing is no longer solely for B2C companies. B2B video marketers are recognizing the benefit of engaging with audiences via social networks. By creating an online persona for your brand, you’re humanizing it, just as those in the consumer space do, creating a relationship that makes people feel like they know your brand personally.
91 percent of B2B companies are present on LinkedIn and more than 80 percent have Twitter and Facebook accounts. But just because they are “on” social, doesn’t mean these networks are being used efficiently or effectively. Developing a strong online presence takes cross platform planning and resource allocation. According to research by the Content Marketing Institute, only 44 percent of B2B marketers have a documented social content strategy, meaning too many companies aren’t capitalizing on social media the way they could be. Read the full article »
Content marketers often struggle with developing fresh content on a regular basis. Marketers in the B2B space are challenged with the goal of creating content designed to appeal to a very specific target market: the decision-maker who decides where a company’s resources are used.
In a perfect world, digital marketers are using a content calendar to plan upcoming content. Developing a content calendar provides content marketers with the security of knowing they will have a steady flow of new content. The following tips will help B2B marketers brainstorm new content ideas that appeal to the brand’s target market. This content can be re-purposed as great content for your company’s social media marketing campaign. Read the full article »
You're creating videos and distributing them through Facebook, YouTube, your blog, and paid media opportunities to generate hundreds to millions of views. But are you forgetting LinkedIn, one of the most important channels for B2B marketers?
LinkedIn has documented research indicating that members of the "buying committee" are more likely to connect with vendors on LinkedIn than any other social media platform.
So, if video is good for business (Dell Inc. Enterprise Solutions Group increased its revenue 8% largely because its ramped-up video marketing efforts got 6.5 million views), and if LinkedIn is good for business, then combining the two makes sense. Read the full article »