- Jon Rivers
6 Tips You Need to Know to Start Your B2B Video Marketing Strategy
It has been several years now since the first YouTube video. That first video was titled Me at the zoo and was published on April 23, 2005, and has co-founder Jawed Karim visiting the San Diego Zoo. Since its release, it has had over 123 million views and nearly 5 million likes.
Today, over 500 hours of video are uploaded to YouTube every minute worldwide. That's 30,000 hours of video every hour and 720,000 hours of video every day. If you were to try to watch all the videos uploaded in only an hour, it would take you 82 years!
This tells us that consumers want to see more video content from brands and businesses like yours.
88% of video marketers are happy with the ROI video marketing brings on social media.
As a B2B marketer, you know you need to start your B2B video marketing strategy, but how do you do it, right – and is it really worth the effort?
Should a B2B Company do Video Marketing?
Yes, Yes, and Yes.
With video marketing becoming (actually it already has) the top marketing strategy for B2B Companies, you need to take it seriously.
A recent study by Heinz Marketing found that a staggering 68% of organizations plan to increase their video marketing investments.
So why aren't you adding videos to your marketing? Are you concerned you don't have time, or it's going to cost too much?
The reality is videos are amazing when it comes to engaging B2B customers.
With videos being 600% more effective than print and B2B marketers rating videos 62% as the most important content this year, why would you take this seriously!
So if you want an effective and affordable marketing strategy, video marketing is your best option.
OK, we are not done yet.
Shall we get into discussing how to build a B2B video marketing strategy?
Kickstart Your Video Marketing With These Video Strategies
Still, feeling lost and not sure where to start? Just follow these steps to success.
Use Video to Overcome Buy-In Barriers
We have learned that most B2B buyers have somewhere between one and six people who are typically involved with the buying process.
Wow… that's a lot of people to have to persuade. Bringing video in the mix allows you to overcome the barriers one by one in a very short period of time.
Keep it Short and to the Point
When writing content like blogs, the longer the content is, the better it tends to be for traffic and conversions.
But for video… it's all about shorter and straight to the point!
A study found that 75% of the videos produced by B2B marketeers were less than two minutes, which was down from 56% a year earlier.
It's surprising what you can achieve within a video within only a minute.
Have the Right Video in the Right Place in the Sales Funnel
Yes, video is about raising awareness, but it doesn't stop there. Videos can also help to drive direct conversions.
Boost Your Written Content With Videos
For many of us marketeers, we are so busy, or we have already spent a great deal of our budget on written content. Videos allow you to repurpose your existing written content in awesome slideshows or live-action videos.
No longer are the days like social media where it's a "I'll get to it tomorrow," but instead, it's a must-have in every B2B marketer's world. Here is the good news you're don't need the Hollywood actors, even a professional studio, or even a crazy budget.
Last few words – choose wisely when it comes to the platform you use to host your videos, and also, you fully understand the personas and goals you are trying to achieve with your videos.
Good luck and have fun.
About the Author
Jon Rivers – Jon has been recognized as a pioneer within the partner channel as a digital marketing expert for his leadership in helping partners develop social brands, marketing strategies, and content to drive successful marketing campaigns.
Before starting Marketing Monarchs, Jon spent many years working in the Microsoft Dynamics ERP ecosystem system. Jon serves on various boards, including Directions North America, IAMCP (International Association of Microsoft Channel Partners), and CMA (Channel Marketing Alliance).
When Jon is not busy running Marketing Monarchs, you can find him Co-Hosting Leadership Goes Beyond one of the fastest-growing virtual conferences for Leadership.