The thought of integrating video into your company’s marketing strategy can be daunting—and it’s easy to see why. From the creative concept and storyline through to original footage and hiring talent, suffice it to say, they take work. Yet, in today’s age of rapid content consumption—and rapid content creation—not all videos have to be award-winning productions to be successful. Depending on your audience, sometimes quick and easy is all you need.
Nothing is truer than in the B2B space. In most cases, B2B clients aren’t looking to be wowed by high-quality graphics and polished production footage. They’re watching videos from their favourite vendors—or potential vendors—because they crave information. And providing them with what they want can pay off. Consider these stats:
- 92% of B2B customers watch online video.
- 75% of execs watch work-related videos on business-related websites at least weekly.
- By including a video in their emails or e-newsletters, companies can increase their open rates by 5.6% and increase click-through rates by 96%.
- Businesses enjoy an 80% increase in conversions when video is added to a landing page.
- YouTube is the second largest search engine—bringing in more than 4 billion views per day.
With this information in mind, it’s clear that B2B clients want to learn more about a product or service before investing in it. They want to see, first-hand, how a new upgrade will work. They want to hear from subject matter experts that can answer their burning questions, or help them troubleshoot a problem.
So how do you use the power of video to satisfy your target audiences’ needs without breaking the bank? Here’s a step-by-step guide to achieve just that:
Step 1: To reach your audiences in the most time- and cost-efficient manner possible, take your existing digital assets—like lower res videos, photographs, voice recordings and audio files—and assemble them into professional videos on the back-end.
Step 2: Supplement this existing framework with elements like storyboarding and scripting. Add some royalty-free images and music, using stock footage and audio files, and then liven things up with some location shooting around the office and embedded interactive elements (like click-through or other calls to action).
Step 3: Distribute it. Upload your video to YouTube, post it on your company blog and send it out in your next e-newsletter.