Episode two of our podcast, B2B Marketing Now, was posted last week and we learned so much about video for B2B marketing creating this episode. We invited Paul Carpenter to educate us on the value of video for B2B marketing, covering the why and how with video programming. Paul is the director of client relations at LionStar Films in Atlanta, Georgia. Here are some of the high points we reviewed, and check out the full episode to hear all the great knowledge Paul shared with us.
Why should have a video marketing program?
- By next year, over 80% of Internet traffic will be video content. This means if your message isn’t being transposed or accompanied by some type of video element, it’s likely to get caught in the wake of all the other content that is video.
- 83% of marketers surveyed recently have said “video is becoming more important” as being an essential part of their content strategy. With devices & distribution being compatible for just about anyone in the workforce, not having video as part of a marketing or communication strategy could be detrimental to your goals
- 53% of Consumers will engage with a brand after they’ve seen a video of that brand via social media and what’s more, 72% of people prefer video over text when learning more about a product or service.
- 65% of executives will visit a vendor’s website after viewing one of their videos.
- Companies using video will see 41% more web traffic than a company NOT using video in their marketing plan
- Having a video on a landing page will show an 80% increase in conversions.
That is a heavy list of statistics to hopefully inspire you to want to take action, but how do you get started?
How can you build a video marketing program?
Paul very clearly described how to incorporate video into each stage of your marketing and sales funnel.
This is a great place for a company (large or small) to have some type of anthem, mission or sizzle reel, keeping to less than two minutes; video that introduces your company’s mission, the people/culture of the organization, or even the introduction of a particular product. From a production value standpoint, I would suggest having [your awareness video] more polished than some of your DIY videos. Why? Because this is your first (and could be only) impression to your new audience. So, are you ready to have your first impression in the hands of a video done from a phone?
In this phase, we often talk to clients and marketers about leveraging video to simplify the messaging for a complex offering — product demonstrations, graphic-based explainers, and even webinars are all ways to give your new audience the confidence in learning more, while positioning yourself as a thought leader in the industry you are in.
Another way to leverage video in this phase is to get customer testimonials. Customer interviews are good, but customer stories are fantastic! I emphasize “story” because a good story always creates a more emotional connection between company and viewer, and unlike a DIY interview, working with a video creator/producer brings professional storytelling and scripting to the table.
Let’s talk about training. You have a complex or proprietary solution to help bring more value to your customer. Video helped explain it at a high level in the consideration or intent phases. Now it’s time to go into more depth with training modules for your customer’s work force. What’s more, there are great new platforms and approachable technology that provide real-time reporting and measurement, allowing your new customer to “grade” their work force on product/service adoption.