Mark Zuckerberg believes we are entering the new golden age of video, telling BuzzFeed: “I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.” This could go some way towards explaining why Cisco believes that video is set to account for 80% of the world’s internet traffic by 2020.
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Still not convinced that a video campaign could be just what you need to jumpstart your marketing efforts? Take a look at some of the statistics gathered by Wyzowl in a December 2017 survey of 570 marketing professionals and consumers:
- 81 percent of businesses use video as a marketing tool (up from 63 percent in 2017).
- 85 percent of businesses regard video as an important part of their marketing strategy (up from 82 percent in 2017).
- 95 percent of people have watched an explainer video to learn more about a product or service.
- 81 percent of people have been convinced to buy a product or service by watching a brand’s video.
Where both video and text are available on the same page, 72 percent of people would rather use video to learn about a product or service.
With such booming statistics showing clear success for video — particularly for video’s ability to convert viewers into customers — it’s not hard to see why this is a must for your marketing.
If a picture is worth a thousand words, videos combine the power of text and images into one powerfully persuasive tool that can be used by B2B marketers to generate quality engagement and ready-to-buy leads.
The B2C (business-to-consumer) industry has been relying heavily on videos to communicate with customers for as long as there’s been TV. For B2B, however, video marketing is a trend that’s been on the rise in recent years.
Video is a major asset for any B2B marketing strategy because a video is more effective than a 20-page brochure aimed at improving brand awareness or presenting a product.
Video content captures prospects’ attention more effectively and is far more likely to inform their decision-making process. Furthermore, it is a medium that is easily spread across the web as videos now generate 1,200% more shares than text and images.
Videos now generate 1,200% more shares than text and imagesClick To TweetBrands that use video marketing grow their revenues around 50% more
than companies that don’t, and the majority of professional B2B marketers (70%
) believe that video content is the best medium when it comes to conversion of qualified leads.These are just some stats proving that a B2B video marketing strategy is a must for businesses to drive growth.
Below are some ways you leverage the power of video content and make it a main sales funnel for your business:
1. Brand Presentation
Prospects land on your site and here you are with an audience that wants to know more about your business. Video Content is an effective medium to showcase your brand, build its awareness, and ensure the best chances for more engagement and better conversion.
No matter how sophisticated your video is, make the structure simple: pinpoint the problem first, then the solution that your business brings to the table.
Assuming you know your target audience and what topics they engage with, you should integrate webinars into the communication strategy of your brand to attract new prospects and foster your relation with old ones.
By connecting with your audience through live webinars, you can build authority, boost your brand’s notoriety, and stand out from competition in your field or niche.
3. Video and Whiteboard Explanations
You can use videos, or whiteboard animations, to present an overview of a product to highlight a specific feature or illustrate a concept and, more importantly, achieve the primary goal of generating qualified leads.
Again, keep the structure of your video and whiteboard explanations simple. They all should be built around “problem-solving”, starting from the customer’s problem and the way you intend to solve it.
4. Product Demos
Product demos can have a significant impact on the direct conversion of potential customers. As many people who visit your site are already in the decision phase, giving them more information on your product or service will greatly increase your chance of conversion.
Use video demos to explain to prospects the advantages of your product compared to the competition and visually detail its mode of operation and characteristics. Also, make sure to include how it would do in a real-world setting.
5. Customer Testimonials
Your presentation videos, webinars, explainers, and demos have attracted the interest of prospects, now they’re ready to move on to the next step of the sales funnel.
At this point, there’s nothing better than video testimonials to convince and reassure a prospect of your ability to provide them with the best solution to their problem.