If you have access to the internet, it’s likely that you’ve spent (and occasionally wasted) a good chunk of time watching and sharing video content. The amount of time the average user spends watching digital video more than tripled between 2011 and 2015. YouTube recently announced that more than a billion hours of video content is watched from its platform every day.
All the statistics make video seem like a no-brainer for any content marketing strategy, but when most of your personal favorite videos feature funny comedians, cute animals, or famous musicians, it can be difficult to imagine what video content would look like for your brand. B2B marketers, more than those working on the consumer side, may have a particularly tough time imagining their products on the big screen.
Yet B2B video content can not only be entertaining, it can be effective—64 percent of consumers are more likely to buy a product online after viewing a video. Here are 10 ways B2B marketers can incorporate video into content marketing strategy.
How we use the internet today has equalized the playing field for B2B marketing. Today, where content is posted is less important than the quality of the content. Great content can be published anywhere, which is why most successful B2B brands publish blogs. If you fall into that group, try turning one post a month into a vlog (video blog). Your followers will appreciate the change-up and you will realize the benefits video brings to your organization.
With ample competition in B2B markets, consumers are looking beyond the features of a product, wanting to learn more about the company behind the product. Millennials in particular want to know what a brand and its employees stand for before making a purchase. Telling your story is easier and more relatable through an “about us video”, where consumers can see the faces behind the brand.
Stories are about 22x more memorable than facts The brain processes visual content at a much faster rate than words. Rather than listing your product features like every one of your competitors, try demonstrating them in a visually compelling video. Leads will be more likely to absorb and retain the information. Stories are actually 22x more memorable than facts.
Every B2B marketer knows that testing, testing, and more testing is critical to making a successful sales funnel. If video is not part of that testing strategy, it’s time to make a change. Creating videos for your landing page specific to products or services will increase your conversion rate, compared to static content.
More than 70 percent of Americans report reading product reviews before making a purchase. But when testimonials are on a brand’s website versus a separately curated site, we’re more likely to express healthy skepticism towards the views conveyed. Video testimonials put faces to the praise so your leads feel more confident to act based on proof of social praise.
Remember how excited you were when a teacher rolled a TV into your classroom? Everyone loves learning through visual stories. In fact, it’s the only way some of us can learn. Try using product videos to educate your target audience about your products and why they are superior to the market.
Training videos are the most effective and cost saving way to train people internally and externally alike. Training videos help expand your attention span by keeping you engaged in material that otherwise may be dry, while nearly doubling your retention rate in comparison to static content. Customers who know how to use your product well are more likely to capitalize on its benefits because of their deepened understanding. Your employees can learn more efficiently and at the convenience of their own time. Managers no longer need to waste their time teaching on an individual basis.
As evidenced in recent news stories of prominent executives falling from grace, liking or disliking the people who lead an organization has an effect on brand trust. You can show your target audience who powers your brand by creating executive interview videos. Afterall, who is more qualified to talk about your company than the people who’ve created it?
Studies done by neuroscientists have shown that the brain reacts in more positive ways to information conveyed in a narrative arc (background, rising action, climax, falling action, conclusion) than information without narrative. Capitalizing on this psychology you can create interesting stories about your people and products that give the audience a reason to get excited.
Using any of the above, you can derive shorter length clips for use across your social channels. Facebook users alone watch 8 billion videos per day, and with Snapchat and Instagram Stories, video continues to rise. Put your video content to use double (or quadruple) time by repurposing it on social media.
You don’t need a Hollywood storyline to create great video content for your content marketing strategy. Your product or service, and your brand as a whole have a story that’s worthy of sharing and the options for how to tell it are plentiful.
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