Why is Video important to B2B Tech Marketing?
Video has been a popular content medium for some time now, and it’s continuing to grow. More people are interacting with video than ever before, and for good reason. It’s worth putting in the effort to use video as a part of your digital marketing strategy.
Video provides an opportunity to expose your brand to your desired audience through a variety of effective ways. Videos amass significant levels of engagement, motivate click-throughs and shares, lead to sales, and ultimately help you achieve your bottom line.
What makes video be so effective for B2B tech, and what can you gain by adding it to your marketing strategy?
Here are 5 reasons why video is such an effective B2B marketing tool:
1. Everyone is watching video
Video is now ubiquitous in the online world, and its presence is only growing. Cisco has projected that global internet traffic from videos will make up 82% of all consumer internet traffic by 2021. If you’re not doing video, you’re missing out on a large portion of your customer base, because everyone is watching.
Yes, even executives.
Over 80% of senior executives said they are watching more online video today than they were a year ago, and 75% of executives surveyed by Forbes said they watch work-related videos on business-related websites at least weekly. With video’s online presence growing each year, these numbers are likely to rise even higher in the next decade.
2. Videos have high recall rates
Viewers who consume video also have a higher rate of recall compared to those who view “static” content. Even if someone does not act upon your call-to-action immediately after watching your video, they will remember your product and may act upon it later on.
3. There’s a growing demand for video
Not only do consumers pay greater attention to video content, but they also want to see more of it. There is a clear and growing demand for video from online users. A HubSpot survey conducted in 2018 showed that “54% of consumers wanted to see more video content from a brand or business they support.” That’s over half of consumers.
4. Video leads to leads
Recall and education aren’t all that video offers, though. According to Optinmonster, video marketers get 66% more qualified leads per year.
High quality educational videos make it easy for consumers to understand your product or service, and even shows that your company believes in your product enough to put the effort in to educate consumers about it. Video can inspire your audience by helping them understand their problem and connecting them with the solution you have to offer.
5. The Importance of Video in the B2B tech space
Video can be especially effective for those in the B2B tech industry. Video offers the opportunity to engage your audience, educate viewers, and motivate them to pursue your product or service.
The complexity and specificity of many B2B tech services lend themselves to this particular vertical. Video provides your audience an opportunity to connect their problems with your company’s solutions and to understand how your products or services can help.
Get started using video for B2B tech marketing
Know your audience’s needs
Considering where your customers might be in the buyer’s journey is a good place to start when developing a video plan for B2B tech marketing. Different stages of the journey require different types of attention. Tailoring videos to each individual stage can help the most effective messages get to each customer by meeting them wherever they are in their buyer’s journey.
Choose the right video editing program
Creating videos using video editing software doesn’t have to be expensive. There are resources online that offer solutions for creating simple videos that look professional but are easy to use and not costly to develop.
Professional video editing software, like Adobe Premiere, requires a bit more effort and expertise to use, but can be worth it if you’re familiar with using it. Of course, outsourcing to professionals is always an option as well, but some studies have shown that consumers don’t actually care if your video looks like it was created using a large budget. For many B2B tech video needs, a very basic software will suffice. We recommend waiting to invest in more expensive in-house editing tools until you’ve had some experience. Free or inexpensive editing software is a cost-effective way to experiment with what types of videos work before committing to an outsourced team or expensive video editing software.
As always, be sure to use video on the appropriate platforms and optimize for those platforms. Every company has different target audiences, so be sure your videos are shown on the right platforms to reach your prospects. Most social media platforms support video in both ads and organic posts, but spec requirements vary by length, size, and file format.
LinkedIn tends to be a popular platform for B2B companies. Facebook and Instagram are popular video platforms, however, these channels may be less relevant to a B2B tech service than LinkedIn, depending on your organization’s needs.
Building a YouTube channel or running video ads on YouTube is another option. Though most platforms support direct video uploads, a YouTube link will allow you to share or embed your video nearly anywhere on the internet.
Types of videos to use for B2B tech marketing
Create videos that share your brand’s story.
When people can understand and relate to a company, they are more likely to trust your brand and use your products or services.
Create educational videos about your products and/or services.
Explain what your organization does, what issues your products and services address, and why they are a good solution for your customer. This can be done through animations, live-action tutorials, product examples and un-boxings, case studies, question and answer sessions… the list goes on! No matter your organization’s needs, there are a variety of choices to fit your product or service.
Create videos of your products in use at a basic level.
Demonstrating your product or service in action shows how it can be used, what problems it solves, and how it can make customers' lives easier. Seeing a demonstration or how-to for your product also allows middle-of-the-funnel customers to envision themselves using your product and decide whether it fits their individual needs.
Develop testimonial videos
People can’t help but listen when customers rave about products or services, as long as the compliments are genuine. Prospects are more likely to trust your company and show greater interest in your offerings if they see that it has worked for someone in a similar situation and has been positively reviewed. Testimonial videos can be lengthy case study and client story videos, or as simple as a satisfied customer giving a 30 second testimonial for the camera.
Leveraging video could take your digital marketing to the next level and boost the success of your business. There are endless possibilities and opportunities to be creative, connect with your audience, and promote your products through video. The only question left is: what are you waiting for? Time to get rolling!