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Amanda Greteman Brent Thomsen Laurie DePhillips Scott Holton
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5 Reasons to Invest in Video Marketing for Your B2B Business

On a scale of 1 to 10 (1 being not great and 10 being exceptional), how are your content marketing efforts going so far this year? If they aren’t where you’d like them to be, might we suggest incorporating video into your marketing strategy?

If you are already stretched pretty thin and at max capacity, you might be thinking, “what’s the point?” Well, do we have news and insight for you!

A whopping 70% of B2B buyers watch videos along their path to purchase. Now, before you go off and create more content for the sake of content, we’ll give you five valuable reasons to make it part of your business’s marketing strategy.

  1. Video can help explain your product or service. Explainer videos are popular in B2B as many people are visual learners and can find it more engaging than reading a wall of text. Plus, with complex products, it can be hard to explain the product or service in a way that everyone can understand. Sometimes it’s just easier to SHOW rather than tell. In a study done by Video Rascal, 85% of people are more likely to buy a product when they’ve watched the explainer video on it. (Video Brewery)
     
  2. Video is a compelling way to share your client success stories. If you haven’t created any customer success stories or case studies, what have you been doing? They can be extremely impactful and critical to the sale. When shared in video form, stories are even more appealing to prospective clients because video brings authenticity to your success stories. Watching a video puts the attention on the story, on the person and on their problems rather than your product or service. While taking the focus away from your product or service sounds like a bad thing, it’s not. When trying to make a sale, you want the prospect completely focused on the problem they want to solve and the results they could achieve from using your product or service.
     
  3. You can rank higher in Google with video content. YouTube, a Google subsidiary and the second most visited website, brings in $15 billion in revenue — it’s no wonder Google places higher value on video content. To ramp up your appeal for Google, combine video and written content and give your website visitors the ultimate experience. For example, include a video within your blog post. Blog posts with video content attract three times more inbound links.  Inbound links are simply other sites pointing to your website content, which is important because it signifies to Google that your site is an authority. You’ll want to create a transcript for your video, which will allow Google to index your keywords, optimizing your content for search. Once you have someone coming to your site to watch your video, guess what they’re more likely to do – Stay on your website longer. To Google, the longer someone stays on your site, the better. According to Wistia, having video keeps prospects on your page up to 2.6 times longer.
     
  4. Use video to make a more personal or emotional connection with your audience. We know people (even B2B) buy based on emotion first, then logic. With video, your business is able to establish that know-like-trust factor that has to be present for people to want to buy from you. When you can’t be face-to-face with your prospect, video is the next best thing. Video allows prospective customers to look you in the eye and connect more deeply.
     
  5. Video is perfect for social media – especially LinkedIn. Why LinkedIn over Facebook or Twitter? Because LinkedIn is 277% more effective at generating leads. There are three different ways to use video on LinkedIn – embedded videos, native videos and video ads. Embedded videos are first posted on YouTube and shared on LinkedIn via a link. Even more effective is the native video, which you either create right on LinkedIn or upload directly to the platform. For native video, the video will play in the newsfeed without sound. What can a video playing without sound do? Stop the scroll and urge the viewer to click the video for sound. The third type is LinkedIn ads – the sponsored company videos that you see in your feed.

Ready to try video?

Remember these tips to get the most from video

Whether your videos are to generate traffic or get prospects to become customers, keep these quick tips in mind before, during and after producing your video.

  • Write a script with a call-to-action (CTA)
  • Practice your lines – off the cuff can work, but not if it means your lines don’t make sense or logically flow to accomplish your goal
  • Edit – you’ll need to cut any umms and ahhs and perhaps, add graphics or closed captioning
  • Promote – no sense making the video without a promotion strategy—will you send via email, share on social media? Basically, we’re asking how will you get eyes on your video?
  • Hosting — where will your videos live? How will people find your videos? Will it be through organic search, in-app, or on-site?
  • Keep videos short — up to 2 minute videos get the most engagement (Wistia).
  • Just mentioning the word “video” in a subject line can increase click-throughs by up to 300%.

One final note…

To determine if your video is worth the time and money to produce, answer these three simple questions. If you can’t answer, go back to the drawing board:

  • Who is this for? (target audience)
  • Why should anyone care? (Is it entertaining, helpful, or interesting—hopefully it’s a combination of all three. Figure out what’s in it for me and by that we mean, what’s in it for your customer)
  • What should the viewer do next? (this is your call-to-action)

As Google constantly changes its algorithms, new social media sites pop up, and more and more content is uploaded to the internet, your business has to become hyper-focused on what makes you different.

Video has the power to do that and in turn, grow your revenues.

At AKC, we specialize in helping you find what your true value is in the marketplace and make it impossible for your prospective customers to ignore you. If you’re ready to take the next step in marketing for your business, REL Productions can help you create compelling stories from start to finish.

customer marketing video

At AKC Marketing we honestly assess the perception of your company. We push to market you above your competition. We do this by igniting your inner brand - focusing on what your true value to the marketplace is. To make it impossible to be ignored in your industry.
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