Curtain call for camera shy businesses?

Video marketing is not king of content. But it can help you dethrone your competitors.

So here is another written piece about the importance of video. You might ask – do we believe our own advice? Video will never replace the written word. Just as movies didn’t replace books. Some kinds of information just need to be read… A whitepaper would take hours to watch. You wouldn’t want to pause an infographic. Email is doing just fine.

But many messages also benefit from visual storytelling. And some thrive on it. So why has the B2B world lagged behind the consumer specialists?

Cost has been a factor.

B2B budgets tend to be more modest than their flashy B2C counterparts. Even now video is to some extent equated with eye-wateringly expensive national television campaigns. Fortunately, video is also a lot cheaper than it used to be. The revolution of social media and low cost software-as-a-service means that professional quality live streams, interviews and animations can be turned around relatively quickly and cost-effectively and shared with the right people with impressive accuracy.

Now that you’ve got the budget, and the means to reach your niche audiences, here’s some of the reasons to incorporate video marketing into your next campaign and stand out from the traditional text lovers.

Hard to ignore, easy to consume
We’re all hardwired to detect movement. This helped us to hunt and stay alert to predators in the wild. Now prey has become prospect.

And we can’t help ourselves. Video just grabs our attention. The brain processes visuals 60,000 times faster than text. We’re all a bit lazy at heart—so make it easy for your audience!

Video marketing essential stats
Video leads to a 200–300% increase in click-through rate
After watching a video, consumers are 64% more likely to purchase a product…
65% of executives visit a website
…and 39% go on to pick up the phone to make an enquiry

Source: Hyperfinemedia

Crying out for action
Video allows you to elicit a powerful emotional response and bring your brand—and sales—to life.

John Lewis’ Christmas campaigns are the archetypal example. First they empty tear ducts, then wallets. But B2B brands can use video to drive positive engagement without triggering the waterworks.

Video marketing is an excellent means of adding a human touch to your brand, something that B2B businesses often struggle with—coming off as corporate and, dare we say it, a bit boring.

Want to talk about a product? Get your experts to make a ‘How to’ video.

Want to raise awareness of an industry challenge or company development? Conduct an interview and stick the footage online, proving humans are behind the brand and real people actually use your products and services.

B2B video done right
Salesforce and Barclays build trust and communicate the bank’s values in a personal, retable way through interviews with senior managers at the bank.

Slack serves up a case study, complete with testimonials from the real-life users, while clearly explaining what that product does, who it’s for and why people should use it.

The horse’s mouth in high definition
Case studies are a central tool of B2B content marketing. Make them even more powerful by asking your client for a video testimonial.

If a potential customer can literally see previous customers raving about your product or services, it will build a level of trust and authenticity that the written mode just can’t attain. To put it bluntly, it’s always better coming straight from the horse’s mouth.

What are you waiting for?
Everywhere we now look online is flooded with video content: Facebook, Instagram, Twitter, business websites, news websites, the list goes on and on.

Video marketing is everywhere for a reason. And B2B marketers shouldn’t be allowing B2C brands to have all the fun.

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