Importance of Videos in B2B Marketing

importance of video in b2b marketing

Many marketers only use online videos for bottom of the funnel content like product demos. But leading businesses leverage them throughout the sales funnel and marketing channels in response to the growing customer desire for video. Unlike text-based content, inserting videos into web pages, social media, emails, and sales outreach can significantly increase user interest and engagement.   

Due to tight budgets and challenging production procedures, many business-to-business (B2B) marketers continue to be hesitant to incorporate video into their marketing strategies despite being the next frontier in digital marketing.   

But to get a good return on investment from our videos, we don’t always need to spend a fortune or produce flawless content. Videos that are genuine, practical, and relevant to a purchaser’s interest can have a similar impact.   

Here’s why video creation and video marketing are important for B2B companies in their marketing:

Why Are Videos Important in B2B Marketing?

Video gets people’s attention

Creating videos online is a fantastic way to connect and pique the curiosity of your prospective customers. In a B2B setting, your core audience consists of people who prefer to conduct more online research before purchasing or using a service. 

By producing brief and interesting explanatory videos that summarize the goods or services your business offers, as well as webinars that address the client’s problems, you are going above and beyond to pique the attention of your consumers. By doing this, you will give your audience what they want and maintain their interest. 

However, it’s crucial that the video content you generate is of a good standard if you want your film to stand out. Use a professional-grade video camera, try to incorporate actual people, and, most importantly, make sure your video tells an engaging story.

Video improve the quality of visitors to your website

Small local companies often have little marketing reach because of intense competition online from larger businesses. Writing blog posts and articles is often where local or small enterprises concentrate their energy, but standing out in the search results can be tricky — especially if they don’t have a SEO strategy in place. 

Adding video to your content is one way to increase your likelihood of ranking and drive more visitors to your website; according to Searchmetrics, 62% of universal searches on Google include a video.

Video provides a strong return on investment

Video marketing is a great marketing technique to improve ROI for your company; according to Wyzowl, 80% of video marketers say video has directly helped increase sales.

Video provides a brief, straightforward explanation that makes it easy for customers to comprehend the brand’s message. With video marketing, marketers can make complex topics easy to understand. Marketers can also assess videos’ impact more accurately by tracking and analyzing key performance indicators like engagement, views, and leads.

Video marketing provides B2B marketers with improved analytics that can help them optimize their overall marketing strategy and potential video efficacy. Marketers may draw more conclusions and insights from the data by using more sophisticated video hosting solutions.

Videos have more favorable conversion rates

Since creating videos online helps viewers comprehend your products and services and establish trust at crucial points in the buyer journey, incorporating them into your marketing plan can dramatically boost audience engagement and conversion rates. 

The audience is more likely to disseminate videos than other types of content; in fact, social videos get 12 times more shares than text and images combined, according to Small Biz Trends.Therefore, providing the audience with a positive impression of your company is crucial to increasing conversion via video content.

Buyer choices are influenced by video

Today’s consumers have a preference for video content that is conveniently accessed and digestible. Video doesn’t need celebrities or influencers to be popular, either. Google noted that how-to videos earn the most attention of any content category on YouTube. 

Clearly, when learning more about a new good or service, many consumers would rather watch videos than reading about it or looking at photographs. Videos greatly impact consumer conduct and purchasing decisions because they foster trust and instantly capture the audience’s focus with eye-catching graphics. According to Google, over 40% of global shoppers surveyed say they have purchased products they discovered on YouTube.

Videos can help with SEO

When done properly, video marketing may significantly enhance your SEO strategy and help you outperform online rivals in the search results. TechCrunch noted that research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.

Videos can increase time on site and help keep visitors engaged, both of which tell search engines that your page has quality material. The shareability of videos also helps encourage backlinks to your webpage. In summary, video supports important ranking variables that Google considers, such as session length and the number of links pointing to your domain.

Benefits of Video in B2B Marketing

The major benefits of investing in video marketing include an improvement in conversion rates, improved SEO, and a great return on investment. 

Videos present information in bite-sized chunks. B2B video content can always assist B2B marketers in delivering useful information by attracting attention and creating awareness. It is easily consumable, engaging, and, most importantly, useful.

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