“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)
  • 73% of B2B marketers say that video positively impacts marketing ROI. (Source: Tubular Insights)
  • 62% of B2B marketers rate video as the most important content format. (Source: LinkedIn)
  • 82% of B2B marketers report success with video marketing initiatives. (Source: Vidyard)

What Business Goals Does B2B Video Marketing Support

  • BRAND AWARENESS

  • 62% of B2B marketers say that video content helps to build greater brand awareness.

  • LEAD GENERATION
  •  
    78% of B2B marketers agree that video engagement helps them identify higher-quality leads and a further 57% say that it helps drive more leads overall.

  • EDUCATE CUSTOMERS

  • 86% of B2B marketers say that video is valuable because it can explain a product or service in detail to potential customers.

What Are the Benefits of B2B Video Marketing?

  • 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

    • 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

    • Analyze the metrics and see if they indicate particular areas of improvement and apply these learnings to your next campaign.

     

     

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