There is some scepticism in the B2B world about the use of video for content marketing. We have all seen the benefits of video content for B2C companies but does and can video actually work for B2B, too?
Well, we are not going to lie – adding video to your content marketing arsenal is no plain sailing but with a pinch of insight, creativity and inspiration, and, of course, spot-on implementation, it can turn it into your most valuable marketing tool.
Why B2B companies should tap into video
If you remain unconvinced of the power of video content, then consider the following stats:
- Videos are 53 times more likely than text pages to appear on page one of search results. (Forrester)
- B2B companies using video experience up to a 36% annual sales increase. (Brightcove)
- Businesses using videos see on average a 45% increase in web traffic and time spent on site. (Brightcove)
By adding visual value to content, a B2B company can boost its web visibility and drive increased online lead conversion as web visitors spend more time engaging with your content.
B2B approaches to video creation
Since you are not selling commodities and your target audience is likely to be niche, thinking outside the box when brainstorming subject matter ideas is a must. And, no doubt, so is good targeting! After all, you don’t want your video to look boring, nor do you wish to attract the wrong crowd.
Here are a few tips that could help in this tough endeavour:
Revisit your personas.
What better way to predict what will resonate with your audience than going back to your brand personas? Who are they? Where do they hang out? What are their issues and pain points? What would they like to learn about? These considerations will help generate lots of topic ideas that are likely to be relevant to your personas.
Establish your expertise
Thought leadership is arguably one of the most effective content strategies in B2B and videos are an excellent opportunity to build credibility by showing your expertise. A professionally shot video of a company CEO or a partner dealing with an issue that is red hot in their sector is an excellent way to build credibility.
Video case studies: let your clients tell the tale
To avoid the risk of appearing self-promotional, you can let your clients tell your target audience what your company has helped them achieve. There’s no better way to convince your prospects that you’re trustworthy to do business with than a third-party endorsement, especially if it is in the form of a client testimonial.
One legal firm that is doing video right…
Have a look at this video created by Dechert LLP in which six of the law firm partners deal with a topic of current interest – The Eurozone Sovereign Debt Crisis: Investment Risks and Opportunities. The video has a professional feel, is well branded, concise and to the point, with fluid transitions but most importantly, it addresses a topical issue for businesses looking to invest in Europe.
We imagine that lots of companies would be eager to hear what the Dechert LLP partners have to say about the sovereign debt crisis in the Eurozone. From a marketing perspective, this informative and perfectly executed video helps build the law firm’s reputation as a reliable, professional and knowledgeable legal practice.
… and one software technology company
Eloqua and JESS3’s award-winning video, Future of Revenue – there’s not much to say really – it’s a must-watch. Unique, creative, inspired… not to mention informative and educational, this animated video is a paragon of B2B content. Who said topics such as revenue performance management and software technology had to be boring?
Image credit: M4D GROUP via Flickr/Creative Commons