How To Win Business with B2B Video Marketing

“B2B does not mean boring marketing.”
– Beth Comstock, Businesswoman & Author

B2B Video Marketing in Numbers

• 70% of B2B buyers watch videos along their path to purchase. (Source: Google)
• 75% of executives watch work-related videos on business-related websites weekly and 52% watch work-related videos on YouTube weekly. (Source: Forbes)
• 91% of businesses use video as a marketing tool. (Source: Hubspot)
• 92% of video marketers reported that video gives them a positive ROI. (Source: Hubspot)
• 96% of marketers agree that videos have helped increase user understanding of their product or service. (Source: Hubspot)
• 62% of B2B marketers rate video as the most important content format. (Source: LinkedIn)

What Business Goals Does B2B Video Marketing Support?

• In terms of the metrics, the number of video views remains the most popular at 63%. (Source:Hubspot)This is followed by:
  • Audience engagement (61%)
  • Leads/click throughs (56%)
  • Brand awareness (43%)
  • Customer retention (42%)
  • Bottom line sales (26%)

What Are the Benefits of B2B Video Marketing?

“Great content is the best sales tool in the world.”
– Marcus Sheridan, The Sales Lion

• People would rather watch the Internet than read it. In fact, 59% of B2B decision-makers say they prefer video over text content.
• Video has also been shown to boost website engagement by increasing page visits and average website visit durations.
• One study found that marketing emails with “video” in the subject line can experience improved click-through rates of up to 300%.
• Including the word ‘video’ in a blog, the title can also boost click-through rates.
• Adding video to a web page can significantly increase its search engine ranking and well-optimized YouTube videos can rank at the top of Google search results.

The 5 Stages of A B2B Video Marketing Campaign

1. Planning

During this stage, you will need to gather information and make decisions on a number of factors:

• Goals
• Budget
• Timeframe
• Target Audience
• Resources
• Constraints

  2. Content & Design

• During this stage, you will have to write the script and decide on the CTA and design for the video.
• If you are struggling to come up with an original idea, why not repurpose an older piece of content such as a blog post or podcast.

3. Production

• In this stage, you will either create the video yourself or you can outsource production to professionals.
• Once you have created the video, you will need to decide where you will host the content. Some popular video hosting platforms include YouTube and Vimeo.
• If you intend to share the video on various channels, be sure you have several versions to suit each channel’s unique specifications.

 4. Promotion 

• Once the video is completed, you will need to promote it to your desired target audience through your assorted media channels.

5. Measurement & Analysis

• • Analyze the metrics and see if they indicate particular areas of improvement and apply these learnings to your next campaign.
    • • The metrics you measure will depend on the goals that you set out at the start of the campaign:

     

    Goal	Metrics
    Awareness	View count, watch time
    Engagement	Likes, comments, shares
    Lead generation	Subscribers, free trials, form fill-ups
    Sales	Conversions

• Next steps!

  With this info, why not organise a shoot with us and speak directly to your audience, and if you don’t have an audience, use video content to create one! Here’s your next steps below:

  • Take a look at some of our previous work,
  • Or simply talk to us today to get started on your project!