The Power of Video in B2B Marketing
A recent study by Brightcove and Ascend2 found that video plays an important role in the B2B buying process. In fact, 95% of B2B buyers say that video plays an important role in their decision to move forward with a purchase.
Here are some of the key findings from the study:
- Video is the most effective way to create awareness of business challenges. 70% of B2B buyers say that video beats research reports, webinars, infographics, books, and whitepapers in creating awareness of business challenges.
- Video is important in building trust in a brand. 93% of B2B buyers say that video is important in building trust in a brand.
- Video is more engaging than other content formats. 88% of B2B buyers say that they are more likely to watch a video about a product or service than to read a blog post or white paper.
- Video can help to shorten the sales cycle. 97% of recent video viewers say that they would be more receptive to sales communication from a business after consuming their video content.
These findings show that video is a powerful tool that can help B2B marketers to reach their target audience, create awareness of their products or services, build trust in their brand, and shorten the sales cycle.
If you’re looking for ways to improve your B2B marketing results, I encourage you to consider using video. Video is a versatile tool that can be used at every stage of the buyer’s journey, from awareness to decision-making.
Here are a few tips for creating effective B2B videos:
- Keep your videos short and to the point. B2B buyers are busy people, so they don’t have time to watch long, drawn-out videos. Aim for videos that are two minutes or less in length.
- Use high-quality video and audio. Your videos should look and sound professional. This will help to build trust with your viewers.
- Tell a story. People are more likely to remember and connect with a video that tells a story. Your videos should be engaging and informative.
- Call to action. Tell your viewers what you want them to do after watching your video. This could be anything from visiting your website to signing up for your newsletter.
By following these tips, you can create B2B videos that are effective and engaging. Video is a powerful tool that can help you to reach your target audience, build trust in your brand, and close more deals.
