By ANDERSON CHOW

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 shifting. It is understandable as the audience is no longer the passive consumer. They demand immediacy and expects nothing less. Like consumers, companies are no less different as they are now riding on the digital bandwagon, posting more video content than last year. 
 
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. Technology in filming and video equipment leapfrogged, with digital advancement in video hosting platforms, streaming, creation, and optimization makes the cost of creating video fallen 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 that’s where your customers are. Companies are hungry for trust-worthy 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 video for business at 56% over personal ones while over 86% of online marketers are already using video content. According to Cisco’s predictions, by the year 2021, video content will account for 80% of all internet traffic! That is just insane. LinkedIn wrote, B2B video’s time is now and argued why this couldn’t wait any longer here. 
 
With all these empirical evidence, here are some video marketing strategies we believe could strengthen your company’s brand building effort. 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. Don’t stop at One.
Video marketing is about building a relationship with your audience, and in this case the business you want to connect.  Imagine a new business associate you’ve just met, and 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 wasn’t built in a day and your brand couldn’t 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 video 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 a story that befits your buyers’ 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 founders’ video message or backstory can also build trust for your brand. People prefer to watch rather than read, making video on your landing page material and sales pitch better consumed hence narrowing the sales gap even more.
 
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 content a particular urgency and rarity making it even more compelling and not to be miss. It helps build authentic engagement with the audience not found on any other medium thanks to its “real-ness” of the live event. After all, B2B clients are human too. Because live video’s raw-ness due to its unaudited and shaky recording, brands are seen as being authentic and on-the-ground connecting with their audience. 
 
Live video was somewhat a priority to most major social media platforms in 2018, and onwards, resources by these platforms are also pouring in with continuous enhancement 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’ll probably find a webinar for it, either live or recorded. The popularity of webinar is 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 effective for B2B businesses because it is very targeted at specific industries; people who like to learn, need to be kept updated or has the 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’s 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 metric 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’s human nature to prefer watching a video over reading content. A video is more memorable and emotionally more engaging. So, whether it’s business or personal, B2B or B2C—it boils down to the same principle. Engaging emotionally and authentically with your target audience is the primary job of the video as content for marketing. The better the quality of material and the higher the value a viewer could experience from the video, from your message, from your brand, the better it will stay at the top of your client’s mind. After all, that’s the 101 of brand building.