Updated: Mar 19, 2018
If you work with a B2B company and you’re NOT using video as part of your online marketing strategy, then you are likely not being seen by potential clients. How do we know this? Read on for some very persuasive statistics.
According to Google, 70% of researchers and buyers in the B2B industry watch videos throughout their purchase journey. In addition, 48% of them spend at least 30 minutes watching B2B videos for their research.
Did you know that 53% of B2B buyers conduct their research on social media first? Research tells us that Videos on Facebook earn the highest engagement rate, despite making up only 3% of content. In short, your audience is active on Facebook and other social media platforms and they prefer to consume content in video format.
Convinced? Read on for our top 3 tips to use Online Video in B2B Lead Generation.
Tip #1: Essentialism
Choose ONE objective for each video piece you create. This single objective must be strong, and be clear within the first 5 seconds of the video. Start by writing a list of the top three facts that make your company unique, the top three benefits of your product or service, and then add any wild card ideas to the bottom of the list. Each one of these answers deserves it’s own video. Why? Because your audience is busy. They need short, sharp, and to the point messaging, and they prefer to pick and choose the topics that they are most interested in. Take on the Essentialist approach and trust that less is more.
Tip #2: Professionals Only
Your videos are an extension of you brand, and as such should be fitting of the quality of your product or services. Highest quality production is essential to build trust with your audience. Your viewers want beautifully recorded, edited and presented video to know that your company is legit. This doesn’t mean your content should be too slick and un-relatable, it’s incredibly important to maintain the personal look and feel, but bad lighting, atrocious sound or out of focus shots scream amateur and shatter buyer confidence. Successful videos are not made up of random, pretty shots of your brand or products. They are carefully crafted and then specifically edited together to illicit an emotional response.
Tip #3: Silence is Golden
Create video that does not rely on audio. This is becoming more and more important as video is being consumed mostly with the sound off. Whether it’s scrolling through an Instagram feed on your phone, or perusing Facebook during work hours, most people are blocking any sound from playing. The latest stats tells us that a whopping 85% of Facebook users watch videos with the sound off, so it’s important to tell your story with images first, and to then use captions as a backup.
An example of a video we produced with zero dialogue:
Video will educate, engage and entice your potential customers, it will strengthen SEO, substantially increase the time spent on your website, as well as build buyer trust faster and stronger than you other marketing efforts combined. You can’t afford not to use it - and we can help. We produce Video Content for business with a focus on telling your unique brand story in a way that consistently gets results. Send us an email to start the conversation, or visit our website for more information: www.frontrunnerfilmsllc.com