It’s no wonder of course that B2B marketers are embracing video, given today’s demand for it. A 2010 survey published by video ad company YuMe, for example, revealed that 49 percent of respondents shared they are watching videos every day. More than 66 percent of respondents said they watched more online video now than they did a year ago and more than 40 percent expected they would continue to watch more online videos in the future.
In fact, according to Forrester Research, video increases the chance of a front page Google result by 53 times. In other words, you are 53 times more likely to land on the front page of Google with a video than basic text.
Forrester also reports that adding video in to e-mails increases click-through rates by two to three times,” says Keith Smiley, a freelance B2B copywriter in Indianapolis, Ind.
Smiley, a video maven, provides the following as great reasons to use video:
- It can visually demonstrate how a product or service works
- It communicates a specific message or company news
- It can be used a lead generation tool, or in case studies
- It can be used for executive summaries and video versions of white papers
- It can be used to share content from webinars
- It can be used to interview partners and customers at a trade show
- It can be used to hold a Q & A session with an expert within your company
- It can be used to give a sneak peak at product releases
Sean Randles, owner of webVM ltd and UK Partner at FLIMP Media in Manchester, United Kingdom echoes Smiley in some of the uses for video marketing. He shares that his Web video company creates video versions of PDF case studies, which he says are “very powerful lead generation tools.” Randles suggests video can be used to create product visualizations, elevator pitches and video brochures, as well as direct video marketing campaigns using www.flimp.net - which he says enables real time tracking of views and response by e-mail address.
Lindsay Leugers, vice president of marketing at OneCommand in Cincinnati, Ohio, says B2B video is a great way to deliver dynamic, real content such as client testimonials, event promotions and new product launches. In addition, Leugers believes video marketing efforts don’t need to cost a fortune to be worthwhile. “We get a great response, even with the most basic, grassroots of our video efforts - and while polished, professionally produced videos are great to have, they aren't always in the budget,” he says. “We’ve learned that being creative and just having fun with the channel is just as important. Whether we shoot out in the field with one of our Flips or in against a green screen with a Sony-DV - the content is what really matters.”
Daniel Roberts, CEO of Friendly Human in Atlanta, Ga., offers this insight into the use of video.
“B2C videos tend to focus on information (think animated infographics). In B2B, the lead generally already knows what you do. B2B videos must be less about information and more about authenticity and relationships … the real key for B2B is to think smaller yet deeper.”
How have you been using video to grow your business? I’d love to hear from you.
This article originally appeared in a slightly different form on FastCompany.com.