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B2B Video Marketing and Production News, Articles, Trends, Tips and Strategies
Scan the latest news, articles, tips and trends about B2B video marketing and production, including best practices, business video marketing strategies, video marketing content, and using video for sales lead generation.
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MediaPost's Online Video Insider - Gannon Hall
Two trends have contributed to the accelerated growth of online video: technological advances in broadband and computer technology and the development of video sharing sites.
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Viewers can be converted into buyers by creating videos that illustrate a products key benefits through imagery and the spoken word.
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MediaPost's Online Video Insider - Adam Singolda
In order to monetize online video, web publishers need to "video-ize" content that can be promoted to attract a viewing audience that can be effectively measured.
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Since online video generates a click through rate that is 4 to 7 times higher than other online content, organizations should consider creating a video hub to engage target audiences and stakeholders.
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As online video moves away from a user-generated, "snack based" content platform and emerges as a significant supplementary entertainment portal, B2B organizations are creating highly sophisticated web video marketing campaigns that generate a strong ROI and viewer engagement.
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B2B video marketing is an effective way to showcase complex products or services while enabling an audience to develop a relationship with an organization, leading to a higher lead conversion rate.
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Enterprise software company Attivo was able created B2B video marketing content tied to specific buyer personas, leading to a more targeted lead to conversion process.
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Online video can be integrated into the sales cycle via a number of distinct tactics including video email, webinars, product demos, and podcasts.
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One effective way to make sure B2B video marketing content is optimized is to incorporate a direct call to action into the end of the video.
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New York-based Finch Paper has created the Go with Finch Go with Finch B2B video marketing campaign to showcase how the operation is an integrated paper company.
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Hewlett-Packard has created a new web-based "Chief Household Officer" series features supermodel Veronica Webb promoting HP printers.
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Since online video increases email click through rate, B2B marketers should consider incorporating web video marketing into their marketing mix by creating video content promoting white papers, case studies, webinars, and video brochures.
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A MarketingSherpa survey of nearly 1,000 B2B marketers found that 88 percent agreed that integrating online video content into a website is effective.
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The etailing group's "13th Annual Mystery Shopping Study" found that the amount of online video on eCommerce retailers product pages increased 18 percent between Q4 2009 and Q4 2010.
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ScaleMatrix, a provider of a variety of cloud services, included video content as part of its website redesign as a way to educate prospective customers.
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The "Worldcom Social Media B2B Study" found that 69 percent of B2B marketers are using YouTube and other social media sites to share video content.
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A key element to creating engaging B2B video marketing content is to keep the video simple, but make sure to include branding and key calls to action.
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