“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
During this stage, you will need to gather information and make decisions on a number of factors:
- Target Audience
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.
- 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.
- 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:
|Awareness||View count, watch time|
|Engagement||Likes, comments, shares|
|Lead generation||Subscribers, free trials, form fill-ups|
- Analyze the metrics and see if they indicate particular areas of improvement and apply these learnings to your next campaign.