December 5, 2021

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5 Ways Video Enables B2B Marketing Strategy

1 of 5: Capture a More Engaged Audience

Video is a highly effective method for capturing and engaging an audience, particularly in B2B Marketing scenarios where attention spans tend to be short. According to Cisco, 90 percent of information transmitted to the brain is visual, compared with just 10 percent that is auditory. In other words, people retain what they see far more readily than what they hear—which also means that video captivates audiences 80 times more effectively than text alone .

In addition to its power as a reference tool, video delivers on the promise of greater engagement by enabling a multi-sensory experience. As noted in a recent “Journal of Public Policy & Marketing” study by researchers at Carnegie Mellon University, adding narration or music to a video increases its memorability by as much as 80 percent. In fact, 73 percent of those surveyed said they’d rather watch a marketing video from egg shell powder buyers a company that featured music or narration than one without.

2 of 5: Differentiate Your Brand and Expand Your Reach

With the average American worker spending two full days per week watching online videos, it’s difficult for B2B brands to ignore the influence of this medium. As another “Journal of Public Policy & Marketing” study revealed, over 70 percent of business decision-makers would be more likely to do business with a brand whose website features videos. The same researchers also found that nearly 75 percent of respondents are far more likely to visit a product page featuring a YouTube video than one without. In fact, the study revealed a direct correlation between video and website traffic—in all but one out of 10 cases, those with videos on their websites received far more organic search engine visitors than those without.

As Google’s search algorithm continues to favor sites containing rich multimedia content, marketers can employ video as an effective method for not only differentiating their brand online but also attracting new business prospects.

3 of 5: Provide Information That Increases Your Expert Status

According to Hub Spot Research, “video is now the #1 type of content requested by B2B buyers.” As such, it’s critical that brands act quickly to capitalize on this opportunity before competitors do. Among marketing executives surveyed by Bright cove, 34 percent cited short-form videos as the most effective means of increasing their company’s expert status. This finding makes sense in light of recent research from Animator, which discovered that nearly 70 percent of consumers are more likely to trust a brand that uses video, while 83 percent said they’d rather watch a video about a product than read about it.

This trend is particularly advantageous for B2B brands because it enables them to use video content to showcase market leadership, industry expertise and thought leadership. Marketers can also create demo or testimonial videos demonstrating how products work in practice—a strategy pursued by the global technology manufacturer Cisco, whose “Video Surveillance Solutions” channel on YouTube features dozens of videos showcasing everything from wireless sensor networks to property security technologies.

4 of 5: Monetize Online Videos with Sponsored Content

Video is an excellent platform for connecting with prospective customers in ways that are both highly informative and engaging. However, in addition to serving as a revenue stream in its own right, video also presents another opportunity for marketers to generate revenue—by working with companies like Promo Jam to monetize their videos through the use of sponsored content.

This approach has proven extremely effective for B2B brands because it enables them to not only generate additional income but also strengthen their relationships with existing customers by providing ongoing value. Companies can use this strategy regardless of whether they’re focusing on short-form or long-form videos; just one example of how it works is IBM’s “Smarter Planet” channel on YouTube, which features dozens of videos showcasing everything from smarter cities to cloud computing.

5 of 5: Enhance Your Social Media Marketing with Video Content

Perhaps the greatest advantage of integrating video into your B2B marketing strategy is the way it enables you to engage target audiences in ways that are far more effective than other platforms—particularly social media sites like Facebook, Twitter and LinkedIn. According to Hub Spot Research, nearly 75 percent of business decision-makers prefer watching a video over reading text when learning about a new product or company.

This trend is particularly advantageous for B2B marketers because it enables them to capitalize on the power of online influencers who already have large followings within their target markets. For example, Cisco recently used this tactic by launching a video contest on Vine wherein contestants were encouraged to create six-second videos about the Internet of Everything for a chance to win one of three $5,000 prizes.

Cisco’s Vine competition is an excellent example of how B2B brands can use video content as part of their social media marketing strategies. However, marketers can also create and share short-form and long-form videos across their company’s various social media channels as a way to spark conversation and increase brand awareness within target audiences.

What do you think? Do you currently use video in your B2B marketing strategy? What results have you seen? Share your thoughts or questions in the comments below.