With video-based content continue to influence B2B buyer behavior, brands should take steps towards optimizing their B2B video marketing efforts.
Traditionally being utilized for product demonstrations, online videos have come a long way in influencing buyers’ decisions. To respond to the growing demand of the customers for videos, top brands are using video-based content across various marketing channels and throughout the sales funnel. By embedding videos into websites, email, social media, sales outreach strategies, and customer onboarding, brands can generate a higher user engagement than text-based content. Yet, many B2B brands are still hesitant to incorporate videos into their digital marketing strategies due to budget constraints and complex production processes.
According to industry experts, it is not essential to always create perfectly polished videos to get a high return on investment (ROI) on videos. By creating helpful, relevant, and authentic videos, brands can have just as much impact.
Here are a few strategies that brands can incorporate into their B2B video marketing efforts that enhance the buying experience and bring customers down the sales funnel.
Also Read: The Role of Intent Data in B2B Marketing
Aligning video content with right channel and funnel stage
The basic, but most often overlooked rule to develop video marketing more purposeful is by knowing who the buyers are. While crafting their video content plan, brands should ensure it has the potential to reach buyers at different stages of their buying journey alongside the right message that meets the needs of the customers.
Developing a robust B2B marketing strategy should contain a blend of high funnel videos focused on brand development and low-funnel videos designed to drive purchases.
Your video content will be influenced by two factors: where buyers are in the sales funnel and on which marketing channel your video lives.
Educating and engaging the customers
Today’s B2B buying journey has become more dynamic, with buyers constantly bouncing to and from crucial decisions, such as identifying a business problem and identifying new solutions. Thus, capturing the attention of the target audience is just the first piece of the puzzle. Brands should craft videos that educate their prospective customers with helpful content as well as recommendations. Furthermore, they should remember that these videos should resonate with them to establish an emotional connection. Also, as per Gartner’s “5 Ways the Future of B2B Buying Will Rewrite the Rules of Effecting Selling” report, customers who believe the information they get from suppliers is helpful are three times are more willing to make a significant investment with less regret.
Also Read: Four Ways for Organizations to Use Digital Brands Ambassadors
Leveraging video customer reviews
As per industry experts, customer reviews and testimonials can strengthen the confidence of customers towards a prospective brand. While incorporating them in videos, reviews and testimonials have a powerful impact on the audience. They help to humanize case studies and marketing collateral while creating a personalized, emotional response to their otherwise dry text descriptions or use cases. Additionally, video-based customer testimonials and reviews have shown an exceptionally higher conversion rate and can be placed at all sales funnel stages.
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