When you think about video marketing, it’s normal to first consider B2C companies. It’s true, video marketing is used often by B2C companies to promote products or services. Videos of this type might include demonstrations, short ads, or customer testimonials. But, does video marketing apply to B2B companies? What value does video marketing have in the B2B community? Let’s take a look at the role videos play in B2B marketing.
According to an article from Inc., over 90% of B2B customers watch videos online. Furthermore, nearly half of these B2B customers watch videos online when researching products or services. Regardless of a company’s status, marketers are human and, as a result, respond to video and images more than text. B2B customers who have multiple responsibilities on their plate value video as a source of quick, reliable information. Video marketing opens up a new world for B2B marketers who want to emphasize the value of their brand in an eye-catching way.
The B2B community is catching on to the convenience and simplicity of video marketing. Not only do videos inspire engagement with a brand, but they also illustrate the value, functionality, and practical use of a product or service. Let’s take a look at some top video marketing trends for B2B marketers.
A few top brands are using video marketing to their advantage. For example, General Electric created a video marketing campaign to promote software with a Matrix theme. In the video, the brand is portrayed as “good agents” helping provide care to those in need. Check out the video below.
Another company doing video marketing well is Eloqua. In this video, creativity and animation combine to spin marketing into an adventure-filled story.
B2B marketers are using video to their advantage and reaching more potential customers than ever before. As competition increases, B2B marketers need to accurately target their audience and focus on creating engaging, original video content.
Do you have a favorite B2B video?