As we came across various marketing strategies and techniques, many still refresh and renovate themselves to sustain, like Search Engine Optimization. In that case, some of the strategies generate more results than those traditional methods. In that arsenal, especially when it comes to engaging and converting B2B customers, video is an effective tool.
As per the survey results, 95% of B2B marketers stated that video plays a vital role in purchasing decisions. Beyond engagement, videos help customers better understand your products or services and build trust throughout the funnel stages.
But what type of video should you create for better results? What types of videos venture at which stage of the marketing funnel and buyers’ journey? Let’s take a deep dive to understand how videos impact buying decisions.
As previously mentioned, videos are the best content format for creating brand awareness. B2B buyers turn to video to learn about the products or services they need and find solutions to their problems. Moreover, 87% of buyers want to see more videos from the brand.
While we concentrate on the benefits of video marketing and customers’ interest, it’s crucial to be attentive to problems that create significant challenges for marketers like you. ‘A battle for customer attention.’
Because the internet has brought benefits that seem unbelievable, it also brings some cases of information overload. While considering the workplace 128.8 billion business emails are sent every day. In our personal life, we have got attached to 24 hours of social media, news and smart phones. At the same time a cluster of businesses are looking for their ideal customers. Hope you got the picture. Comparatively, on YouTube alone people watch billion hours of video each day.
Many people will say video marketing/advertising is the future. But this is not the case. Digital marketing tides can change depending on customer behavior and real-time activities. The video is right now. Despite the fact that nowadays people are more accessible with constant internet connections and the video watching percentage is rising at an astounding rate. It’s not about what people do; it’s about what they like to react to. In that case, grabbing the customers’ attention, video is the best way to achieve it.
Need more convincing? Let’s see some of the statistics and study to see the light. In 2021, video traffic on the internet will be 82%. 48% of people find video is the best form of communication than standard text (only 15% prefer plain text). Including video and video testimonials on the landing page increases conversion by 80% and creates credibility for your product/service.
According to Facebook, video ads have an average click through rate (CTR) of 1.84%. The highest CTR value in all format of digital ads. Also, they tend to grab attention compared with the static images.
Another exciting way to improve conversion rate is recorded webinars and demos; 73% of marketing and sales leaders consider webinars and demos to be one of the best ways to enhance the quality of leads. But how? According to the GoTo Webinar, the average time attendee spends on a webinar is nearly 61 minutes. If you’re looking for a customer’s attention, you’re an absolute 60 mins of attention to share your brand message by means of a webinar.
Webinars are more engaging and work across all the stages of the buyers’ journey. Moreover, the webinar comes with plenty of information about your buyers. From the webinar attendee registration form, you can collect the lead data from your sales team to convert them into your customers. Besides, if you choose webinars, make sure to record them. Because it will increase the life of the content, and you can offer it as gated content and collect leads. Furthermore, you can use it to upload YouTube videos to create a chance for people who were unable to join the webinar. That creates more engagement.
Landing pages play a vital role in digital ads. And typically, best for those in the product aware funnel. Compared with the static images on the landing pages, product or service-based video can increase by 12% conversion rates.
Pro tip: Include webinar signup, white paper download and eBooks downloads in the landing pages to increase your lead. Most importantly, video testimonials are another essential way to engage your customers. That will create credibility, back up the promise with evidence and trigger users to move on with your brand.
Like landing pages, product pages are the essential medium to showcase your product or service’s best features. With the video, you can make even more sound! According to the Techsmith survey, the product page with unsounded video (Gifs) brings in 6% of conversion and 12% of revenue.