According to a Forbes-Google situs slot online Video in the C-Suite study, lots of senior executives watch work-related videos and in fact prefer video content over text. The study further found that these executives are open to sharing and viewing B2B videos on social media.
In fact, among B2B marketers, videos are already the third most popular form of marketing content, surpassed only by non-video social media posts and case studies. They have also been rated the most effective in converting qualified leads.
When executed right, videos have the potential to transform your B2B content marketing efforts. They allow you to retarget content across channels for different audiences. You can, for instance, repurpose videos you made for YouTube to be reused for blogs or ebooks.
They can also be strategically targeted at different points along the customer purchase journey, from brand awareness to conversion. Also, compared to text, they are easier to consume and are more likely to be shared.
At the same time, a video marketing campaign done wrong can be tedious, underwhelming and invisible.
There are five fundamental rules to make video content work for your B2B business.
1) Have the right content strategy
Your video strategy has to be in sync with your overall content strategy. It is important to identify ways to complement your existing content strategy with videos.
One study, for instance, found that email conversions could shoot up by as much as 500% with the help of personalized videos. Knowing this, your video strategy may also include email marketing as part of your portfolio.
Once your platforms have been identified, you may also look at specific business objectives across the sales funnel where you could leverage your video content.
Even though video marketing has strategic applications across the sales funnel, it is best to focus on your most critical objectives, especially if you do not have the organizational resources to manage a multi-faceted video campaign.
Given the higher engagement levels offered by videos, you may focus on marketing pain points that have not been adequately addressed by your existing content formats.
The final step in the process will be to identify the specific kinds of video that best serve your campaign goals. There are several kinds of marketing videos to choose from.
You could have videos focusing on building a brand or demonstrating business values, showcasing your product or service, as well as conversion-focused videos like case studies & testimonials.
The decisions you make here will have a significant bearing on the next phase of the process.
2) Figure your video production strategy
Video length is one of the most critical variables in this stage, as it correlates with platform characteristics, conversion funnel stage as well as customer expectations and behaviours across platforms and messaging objectives.
Take platform characteristics to start with. Social media videos under 90 seconds have an average retention rate of 53% compared to 10% for videos over 30 minutes.
A HubSpot study of the correlation between video length and customer engagement identified 30, 45, 60 and 120 seconds as the optimal length for videos on Instagram, Twitter, Facebook and YouTube respectively.
Similarly, it also possible to map optimal video length to funnel stage. Vidyard suggests a range of 30-90 seconds for top-of-funnel videos, followed by 2-10 minutes for mid-funnel and possibly even 10 plus minutes for bottom-of-funnel content.
But platform-video length optimization is still not an exact science. Today, even Instagram and Facebook support long-form videos. And even though 75% of B2B videos are under two minutes, the average length across all videos work out to around nine minutes. So, it is possible to make long-form videos work.
For example, a B2B brand with long sales cycles may consider producing educational and interactive video messages through webinars while organizations looking for branding may create short video messages to create brand awareness.
The key to effective video marketing, however, is to understand the expectations and behaviours of your customers across platforms and funnel stages. And that is the next stage of the process; analytics.