As marketing and sales leaders, we are all are uncomfortably aware that you have to take risks to be on the cutting edge. This is doubly true for B2B companies that embraced video marketing for lead generation early on. We all know that video is important, but we haven’t had a solid data narrative for B2B video marketing until recently.
But finally, the data is in.
Engagement metrics tell a story we have long suspected: video marketing can pack a powerful punch for B2B lead generation. And today we’re going to talk about three specific scenarios in which B2B video marketing can help you drive leads, convert customers, and grow your business.
First, the Facts: B2B Buyer Viewing On the Rise
First, let’s hear the facts. Video marketing in general has exploded in the past 10 years. YouTube reports more than 1 billion active users who watch hundreds of millions of hours of video footage every day, generating billions of views. These videos are available in 75 countries, 61 languages, and half of these views are on mobile devices.
(Speaking of mobile devices; Mobilegeddon, anyone?)
What’s more tricky is considering this data through the lense of B2B marketing. It’s clear that the customers are there: since 2010, more than 75 percent of the Fortune 500 C-Suite view online video; 95 percent of B2B tech buyers watch tech-related videos; and 42 percent of general B2B buyers use their smartphone to watch video. But when 300 hours of video are uploaded onto YouTube every minute, it’s a little disconcerting to think about how your business might fit in. That’s where strategy, planning, and video marketing blueprints can into help you determine the best way to use video for B2B marketing.
How and Who B2B Video Marketing Helps
Here’s a breakdown of three scenarios in which you should definitely consider investing in B2B video marketing, as well as examples of companies actively rocking their video strategy.
- You want more web traffic.
If you aren’t seeing adequate traffic to your website, consider incorporating a video strategy to get more hits and engage visitors for a longer time period once they visit your website. Content marketing that includes branded video doubles or triples a website’s monthly visitors and a visitor’s time spent on site compared to content marketing without video.
Networking systems provider Cisco offers a great example of functional B2B video marketing. The company produces in-depth videos and tutorials that help prospective customers understand how the company’s networking system works. Some videos have thousands of views! The company also integrates these videos into its social network and official blog to make it easy for B2B customers to click and connect with ease.
- Your target customer is Gen X, Y or Z.
The startup bug has invaded the B2B industry. This means young entrepreneurs are starting, buying, and building businesses that could be potential customers. If you’re looking to engage this market of 18- to 35-year-olds, then B2B video marketing is your friend. Thirty-nine percent of the 52 million American adults that watch YouTube fall into this targeted age group. When you target video toward their B2B business needs, you position your company to access the attention of these valuable customers.
It’s no longer a startup, but Dropbox is a great example of a newer company that built its brand on simple video. The same intro video sat on the Dropbox homepage for five years as the company great and expanded into what it is now. The video is simple, timeless, and currently has over 1 million hits.
- Serve the people that make up B2B businesses
To a certain extent, every B2B industry is a “people” industry because these companies are run by… people. But some industries rely on building a personal connection more than others. Among these people-focused industries, a few industries stand out: human resources and recruitment, healthcare, and even digital marketing (people talking to people about businesses, right?). These businesses can greatly benefit from the emotional, visual connection that video creates between humans.
At least two outstanding B2B companies deploy video marketing in this way. First, there’s HubSpot, an inbound marketing company that outdoes itself on content and engagement year after year. The company maintains an active YouTube channel with clever and funny videos based on marketing topics. Then there’s recruiting leader Simply Hired, which developed a YouTube channel that features recruiter insights and instructional videos on how to use its products. Both companies use video to create personal connections with B2B customers that need to create personal connections with their own customers.
Digital marketing in the B2B world is constantly evolving, and video is the next brave new step. If you’re want to drive more traffic to your website, reach a youthful B2B demographic, or market your services to human B2B industries, you’d be well served to look into video marketing.
However, keep in mind that you can’t reach any of these results by accident. Planning and targeting must be a focal point of your strategy. Not sure where to get started? I cover that on my most recent B2B Content Studio blog post here.
About the Author
Sarah Greesonbach stays up late helping new B2B consultancies and startups get traction for their marketing. She writes about how to turn big ideas and a DIY spirit into targeted website copy, white papers, and marketing assets at SarahGreesonbach.com and @AwYeahSarah on Twitter.