Not too long ago, above-the-line advertising using mass media to promote brands with conventional media like television, radio, and print has been the core of creating brand value, equity, recall, and new business generation. Well, that is until digital took the front seat, and the entire advertising and marketing paradigm is now continuously shifting. It is understandable as the audience is no longer the passive consumer. They demand immediacy and expect nothing less. Like consumers, companies are no less different as they are now riding on the digital bandwagon, posting more video content than they ever did.
Businesses are more willing to experiment when creating video content with a variety of production quality and format. The perception of production cost being high may not be entirely true anymore. As technology in filming and video equipment leap-frogged, the advancement in video hosting platforms, streaming, creation, and optimization makes the cost of creating video dropped drastically in recent years.
Why It Matters
It does matter to B2B clients, especially for SMEs or businesses that have not previously budgeted for video marketing. The short answer is because there is where your customers are. Companies are hungry for trustworthy content that engages, and intelligence that could help leverage their brand over their competitors. Video does that job effortlessly.
The not-so-short answer is because the internet is already populated with statistics, research, and data proving so. For example, more people are creating videos for business at 56% over personal ones, while over 86% of online marketers are already using video content. According to Cisco predictions, by the year 2021, video content will account for 80% of all internet traffic! That is just insane. LinkedIn wrote, B2B video time is now and argued why this could not wait any longer.
With all this empirical evidence, here are some video marketing strategies we believe could do to strengthen your company brand-building efforts. If you are currently thinking about the next step in digital marketing or thinking of creating more profound engagement with your community, these strategies would work well for your brand.
1. Do not stop at One.
Video marketing is about building a relationship with your audience, and in this, the business you want to connect. Imagine a new business associate you just met, and both of you exchanged business cards. The next day you called him/her up and immediately make business propositions. What are the odds of you sealing a deal at all? What if you spent a little bit more time genuinely connecting with this new associate over time-sharing valuable insights. You are merely feeding with the right information at the right time when he/she needs it.
Similarly, video marketing is about creating an extended period of engagement with your target audience. You can do this by breaking your information into smaller chunks and working through the buyer’s journey with targetted information. It means you should plan from the beginning and communicating your ideas to your B2B audience over time. As they say, Rome was not built in a day, and your brand could not either. You should develop your strategy and be prepared to do it over time. A good brand-building exercise would require a more extended period to engage with the audience and leaving values that resonate with them.
2. On touch down
Create videos and put it up on your landing page. Tell your compelling story the moment your audience arrived on your designated page. Make a product demo video, a technical explanation video, or any story that befits your buyer’s journey. Reward them with insights or in-depth information they were searching for using video. After all, they did click onto your landing page so they could find out more about your proposition. According to WordStream, an online SAAS company, using video on a landing page can increase conversion up to 86%.
Other reasons video can lift conversion rates include increasing the length of time people stay on your page. Naturally, this allows your message to better sink in. Using authentic founder’s video message or backstory can also build trust for your brand. People like to watch rather than read, and making videos on your landing page can help your sales pitch as well.
3. Live Life
Viva la Vida! Live video is a hot item compared with other forms of content now. More buzz means more audience and engagement. Live events give the material a particular urgency and rarity, making it even more compelling, particularly in the age of FOMO. It helps build authentic engagement with the audience not found on any other medium thanks to the ‘raw-ness’ and realism of live video.
Live video started to become a priority to most major social media platforms. Resources by these platforms are also pouring in with continuous enhancement with add-ons like stickers, emojis, and even AR. The investments in Live video are not by accident as the statistics show 82% of internet users prefer live video by a brand over static social posts or reading the content.
4. I See You
Name a business event or seminar that worth its salt in 2018, and you would probably find a webinar for it, either live or recorded. The popularity of webinars is also brought on by the advances in technology and video marketing recently. The webinar is an online seminar similar to a conference call. Participants are required to register earlier before they get a link. It allows them to connect to live-streaming of a presenter with guests at a pre-determined time for the event.
Webinars are very useful for B2B businesses because it is very targeted at specific industries; people who like to learn, need to be kept updated or has FOMO syndrome. These attendees are already further down the marketing funnel and are very receptive to the streaming of information by your business. The audience is literally ‘captured’ for the next hour or more listening to your expertise sharing. At the end of this sharing, attendees groomed for a brand buy-in. It ultimately helps your brand build authority in your field.
5. I Tube, YouTube
No video strategy is complete without the inclusion of the world’s second largest search engine. YouTube now has 1.8 billion users every month; a slither behind Facebook very own 2 billion. Brands should build a strong presence leveraging on the high search potential by creating a Brand Channel on YouTube. A content-rich channel with brand and product information will keep consumers more engaged for a more extended period, available 24/7. A key feature includes having the ability to measurement metrics and learning from data collected from viewing patterns via YouTube Analytics. The data enables the brand to better improve all the current as well as future video assets.
It is in our nature to prefer watching a video over reading content. A video is more memorable and emotionally engaging. Whether it is business or personal, B2B or B2C—it boils down to the same principle. Engaging emotionally and be authentic about your brand with your target audience is utmost. With better quality content, viewers could enjoy better experience with video and in return reward your brand. So why is your business not on video yet?