When HubSpot asked nearly 6,400 marketing and sales professionals and executives about the state of the industry in 2017, one factor that rose to the surface as disrupting the industry status quo was video.
“Many see video as a great channel to better connect with a prospect, while others fret that video will make their day jobs obsolete,” wrote the authors of the 2017 State of Inbound Report.
What makes video so powerful?
Consider these video marketing statistics:
1. Business buyers look to video: 74% of business people say they have been convinced to buy a product or service after watching a brand’s video. (Wyzowl)
2. More than one-third of business buyer strongly agree with the statement “I prefer audio/video content that I can access on demand.” (DemandGen)
3. More than a third also strongly agreed that they are willing to consider vendor-related content as trustworthy. (DemandGen)
These statistics show that video is no longer something reserved for national consumer brands. It is not just the fun, funny, “viral” content for the masses. Today, video has a place reaching the value-based decision making of B2B purchasers.
But, that third number also brings up a question: What should your B2B marketing videos look like?
It is a great start when decision-makers say they are open to considering brand-developed content as trustworthy, but when only a little more than one-third (34%) have that view, it says that we as marketers have an uphill battle ahead.
Video may still have the perception of being a more aggressive form of marketing, but it has the potential to be the kind of inbound marketing content that builds trust and a relationship.
Remember to treat your video content with the same care as you do blog posts, website copy, and downloadable offers (see our Content Quality Report Card for a reminder) and keep quality in mind when making the five decisions outlined here: 5 Decisions to Make When Planning Video Marketing Content.
What are businesses doing about video?
Many B2B marketers are embracing video, with nearly half of those surveyed saying they plan to add YouTube to their marketing effort in the next 12 months, and 39 percent planning to add Facebook video.
Among the comments made by respondents included indications of using video for a number of steps along the buyers’ journey.
At the awareness level:
“We are looking more into video content and visuals. We also want to get more into podcasting and creating relevant content that consumers enjoy looking at.”
In lead generation:
“We’re moving towards more live videos and video content on social media and adapting our approach to be less ‘in-your-face’ and more subtle to acquire conversions.”
In lead nurturing:
“We’re going to have a vast increase in video and reduction of outbound email. Video means we’re taking even more time to foster lasting customer relationships in a way that’s really difficult to scale (but super important).”
“We’re responding to people’s desire to learn online through video as opposed to face to face.”
Are you moving into video for the first time in 2018? Are you wondering what might be involved? Download the JONES Video Solution & Creation Process for a look at what goes into an animated explainer or problem/solution video.