Video content: every CMO and consumer is clambering for it. As a medium, video works better than almost every other format in helping businesses to connect with their target audiences, build relationships, and drive sales. In fact, 55% of consumers report that they consume video content thoroughly rather than skimming it, the best consumption rate of any form of media.
"At our B2B organization, we can rely on white papers, webinars, and email campaigns for lead generation, video is for B2C companies who are selling to people and not to organizations," I hear you say. Well, to paraphrase a Utah Senator, "B2B corporations are people too, my friend."
B2B video production matters. You cannot write off the importance of video content in securing buy-in from the stakeholders that matter most in the purchasing cycle for businesses.
That said, we all know it's difficult, time-consuming, and often expensive to produce video content. Here are some reasons why you should double down on that investment rather than shying away from it.
Why Video is Important for B2B Marketing
Let's run through why video is so important for B2B marketing. First, video is a powerful way to tell stories, the most essential building block of human relationships since time immemorial. Stories are a great way to connect with people on an emotional level, and they can be used to explain complex concepts in a way that is easy to understand.
Second, video hooks your prospects on more than just the value proposition of your product: it connects them with the individuals behind the product as well. When people see and hear from the people behind a company, they are more likely to trust that company. Video can be used to introduce employees, show behind-the-scenes footage, and share company culture.
Third, video is a great way to drive sales. Studies have shown that video content can increase website traffic, boost lead generation, and improve sales conversions.
Video Content Engagement Blows Other Media Out of the Water
The ROI of video content is clear and it generates far more engagement than other formats. 66% of respondents to a Wyzeowl survey said they highly engage with video compared to 18% for a blog of a news article and 3% for ebooks or manuals.
Tips for Creating High-Quality Video Content
If you're looking to create high-quality video content for your B2B company, here are a few tips:
Set a clear objective. Video is expensive, so you need to be crystal clear about what you want to achieve with your video content. Do you want to generate leads, increase brand awareness, or educate your audience? Once you know your goal, you can start to plan your video content accordingly.
Find a content producer that fits your needs. If you're not comfortable shooting and editing video yourself, it's a good idea to hire a professional videographer. Tulpamancer could be a great option for your organization.
Flex those storytelling muscles. People connect to stories, so use it as the framework for your video. Here at Tulpamancer, we work with a traditional three-act structure in mind, giving audiences a satisfying journey through any piece of content we build.
Elephant memories, goldfish attention spans. People have short attention spans. When you create video content, keep it short and sweet. Aim for videos that are no longer than two minutes.
Quality matters -- sometimes. People are more likely to watch and share video content that is visually appealing. That said, we realize that you can't fully polish every piece of content that goes out. Make sure you're making the right call on when to build content in-house (we can help train your teams!) or when to bring in the professionals (we can do that, too!)
Promote your video content. Once you've created your video content, it's important to promote it so that people can see it. Share your videos on social media, embed them on your website, and submit them to video-sharing websites.
Follow these tips, and we're sure you'll see a major improvement in your campaign outcomes! Are you ready to partner with Tulpamancer to help bring these multimedia dreams to life? Reach out to us today!
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