Daniel Mullins
Daniel Mullins

September 29, 2014

B2B Video Marketing

Like social media marketing, video marketing can be a hugely powerful tool in b2b markets when used correctly. According to the B2B Content Marketing 2014 report by CMI and MarketingProfs, 73% of b2b marketers are now using video in their content marketing, with 63% believing it’s effective. So, to avoid being left behind, now is the time for your b2b company to fully embrace video marketing. Need some more convincing? Here are 3 of the main reasons why your company needs to utilise b2b video marketing.

Deliver your message and drive engagement

Video offers a great way to deliver your marketing messages and communicate your b2b brand’s values and ideals in the form of visual storytelling. Content marketing has become saturated, and the sheer amount of articles, white papers and infographics has become overwhelming. Online video, however, is still a relatively underused tactic in b2b markets. Original and creative b2b video content means your brand can stand out amongst the masses of written content, prompting more engagement from your audience. More so than any other type of content, video can excite interest and help to influence and even shift the perspectives of your audience. For example, a study by Forbes and Google in 2010 revealed that 65% of C-level executives have visited a vendor’s website after watching a video. B2b video content, therefore, is a great way to deliver your marketing messages, stand out from the crowd and drive engagement.

Influence the b2b buyer journey

More and more video content is being watched and shared nowadays, and the success of any video marketing can be judged by the amount of views and shares a video receives. B2b customers are not exempt from this rising trend, with 92% of b2b customers claiming they watch online video according to an article by Inc. In fact, the same article suggests that 43% of b2b customers are using online video to research products and services for their business. So, an opportunity exists to influence the decision-making process by utilising b2b video marketing. B2b video content consisting of valuable, thought-provoking insights will go a long way to engaging the buyer on their journey, and should help to enhance your brand’s influence over the purchase decision.

Use feedback and data to better understand your audience

Similar to b2b social media marketing, b2b video marketing can reveal masses of valuable data about your audience. Analysing video statistics can identify who is engaging with your brand, what type of content is and isn’t resonating with your audience, and whether your b2b video content is successfully influencing the buyer journey. Access to this data means you can continually optimise your b2b video marketing, using the insights gathered to shape future content creation and increase levels of engagement among your audience. A deeper, more thorough, understanding of your customers and potential customers can also be applied to your overall content marketing efforts, optimising not only your b2b video content but also your social media, website and email content.

To what extent is your company using video in its marketing? Let us know in the comments section below.