Tuesday, February 5, 2013

Five Reasons Video Can Help in the B2B Sales Cycle


Five Reasons Video Can Help in the B2B Sales Cycle
Feel like you need to work on your video content but haven’t gotten started?  More B2B marketers than ever are developing content marketing strategies to engage potential customers early in the decision making process.  Below are five reasons that video should be a key component for your content marketing strategies and specifically on social media channels.

        Research
Today’s consumers are tech savvy and their first impulse is to “Google” up a solution. There is a good chance they will begin researching products and solutions to solve their business problems long before they contact potential vendors. Videos do a great job of introducing your company or explaining exactly how your solutions solve specific business challenges. Video can help your brand and content get noticed ahead of the competition.

Real People
Yes, you are selling to other businesses but your target audience is made up of actual human beings with emotion and bias built in. Visual content, specifically video, is simply more engaging on social networks than text based content. People prefer watching to reading.

 Spreading the Word (Multi-Channel Messaging)
Many B2B marketers naturally think of using video content to use at trade shows, presentations or on their websites. They also need to consider a YouTube channel for their company. Benefits of a YouTube channel include search engine optimization. Marketing videos can easily be shared everywhere your company maintains a social media presence including Facebook, Google +, LinkedIn, Twitter and Tumblr to name a few. 

Social Sharing
Videos are shared on social networks 1,200% more than links and text posts combined. Most marketers would agree that a personal recommendation is still one of the most powerful influences for a potential buyer.

Mobile
When was the last time that you left home without your smart phone? They are ubiquitous and B2B marketers must find a good way to deliver content across a wide variety of mobile devices. With video it is simpler as most videos play in “full screen” mode on most mobile phones, solving the screen size challenge of accessing content on social networks.
Video is a very powerful tool for engaging potential customers across a wide variety of media.  If you are a B2B marketer trying to find an effective way to make use of your company’s video archive, consider the use of video to better communicate your message to your social media communities.

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