There’s no denying the power of video as a content medium. In fact, according to research by Hubspot, 53% of people want to see more video content from marketers and 52% of marketing professionals worldwide name video as the type of content with the best ROI. But how well does video fare in the Business to Business (B2B) world?
While B2C businesses have been using video for decades, B2B has only recently seen more traction. Despite its infancy, businesses are already seeing success. At RAW Marketing, we also believe there is a lot of value in video.
Video gives you the opportunity to look in the CEO’s eyes, which builds trust and rapport without knowing them. It is an opportunity to know exactly what a company stands for before doing business with them. Video allows viewers to feel like they know the company.
Not only are they more trustworthy, but they also boost conversion rates. In fact, in a Forbes Insight survey, it was found that 50% of business professionals who viewed an online marketing video actually made a purchase for their business.
Videos are also ranked higher in search engines. Search engines understand the value of video and therefore look for this type of content over many others, particularly if the video is well crafted, well annotated and appropriately tagged.
LinkedIn has touted the value of video as well, recently releasing the ability for users to leverage video content on the platform through the newsfeed and when running native video advertisements. This new addition not only allows businesses to make use of the huge professional network on the channel but also finely tune who the content reaches. LinkedIn noted that “Company Page video is 5 times more likely than other types of content to start a conversation among members (based on results in our beta program)”.
As an asset, video is great to build into integrated digital and traditional marketing campaigns with clients. It can supplement and improve the effectiveness of other tactics, making it a great addition to your overall strategy.
Check out some of the videos we have helped clients create:
Before you jump into the world of video, there are some questions we prompt our clients to ask:
- Budget and Timeframe: What can you spend and when do you need it completed by? These should be your first questions as they will guide the whole project.
- Purpose: What are you hoping to achieve with the video?
- Audience: Identify who the video will be aimed at.
- Length: Keep videos to 1-2 minutes. Anything more and you may lose the interest of the viewer.
- Hosting and Promotion: where will the video be hosted – YouTube, Vimeo, another place? How do you want to promote it – social media, eDMs, events?
By answering these questions, you can build a solid base to develop your video from.
Often, creating a video starts with a blank slate – creating something from nothing can be hard (and expensive)! At RAW Marketing, we can help, with a variety of video styles from interviews and testimonials, to customer stories (on-site visuals), animation and demos. From initial briefing and scripts to guiding the talent during the video production and developing the final product, we can assist in creating something you are proud of.
Want to find out more? Contact us to discuss your business goals and how video may fit into that.
