B2B Articles - March 29, 2014
Video can be a highly effective tool for B2B marketing. It's important that the videos an enterprise creates are useful, educational, or interesting to potential prospects, customers, or influencers.
"Approximately 75% of online viewers interact with video ads in a month." -- Tremor Video
Word of caution when self-producing a video.
Often times when an organization produces a video as part of a content marketing strategy, there is too much focus on in-the-weeds type thinking. Don't get overwhelmed with technical details or a tight paper script. Focus on a simple and accessible message that is short, easy, and digestible.
Some B2B videos are nothing more than self-promotionals or product pitches. Blatant commercials don't help organizations build meaningful relationships with prospects, leads, and customers. They are a turn-off.
Some of the most successful videos used in B2B marketing fall into the following categories. These categories should not necessarily be prescriptive but simply an example of ways to educate, inspire, entertain, and nurture your relationships.
Video is increasingly becoming vital for aiding customers with purchase decisions. Learn more about how online video affects purchase decisions. Also, a recent report by Millennial Media shows that mobile ads that employ integrated interactive and animated features largely beat the performance of standard banner ad campaigns last year. Mobile video advertising scores high performance ratings.
Engaging with users is critical. For video, an organization must work hard to engage with users quickly and gain their trust. The following is a quote from Visible Measures that shows the challenges associated with failing to build engagement with video content.
20% of viewers click on other videos in 10 seconds or less. By the 30-second mark, you would have lost 1/3 of your viewers and over 60% of the remaining ones before two minutes are up.
Here are a few tips for engaging viewers quickly:
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