5 ways B2B marketers can attract more leads with video
Marketing with video is one of the best ways to increase sales. EmailMonks shows that emails with video have a staggering 280% greater return than emails without videos. A report of the Aberdeen Group shows that 67% of organizations use videos to build brand awareness, 60% use it to drive conversions, 53% use it to nurture leads.
What can B2B marketers do to capitalize on this trend and grow their businesses?
I will be sharing 6 ways that your video content can help you attract more leads to your business.
1. Explainer videos
Explainer videos are an excellent way to engage and attract top-of-the funnel (TOFU) customers. They clarify the problem that your product solves and explain how your business can help your customers.
It’s important to create explainer videos that not only build brand awareness, but also engage your buyer persons and answer any questions. No matter how appealing your explainer video may be, if it fails to identify and address the primary problem of potential customers, they’ll quickly stop watching. You should do keyword search to find the topics and trends that will interest your audience. Then, choose the topic of your explainer. Find relevant LinkedIn groups to learn what your target audience is talking about the most.
Your explainer video should not be long and only answer the B2B researcher’s questions. This will persuade them to keep consuming your content. Here’s Unroll.me doing it. The first half of this video explains how Unroll.me solves the problem (clearing out your inbox from unnecessary subscription emails) and the second half demonstrates their product.
2. Whiteboard Series
Whiteboard videos look similar to explainer video but can focus on a single topic. An explainer video may give a general overview of the product or service, but whiteboard videos let you focus on specific benefits or features of your solution or a customer problem. If your target audience are small business owners, you might create whiteboard videos that address their issues with sales, marketing and incorporation.
Whiteboard videos could be part of your larger education-based marketing strategy. Rand Fishkin, Moz Team and their WhiteboardFriday video series are excellent examples of how video marketing can educate B2B audiences and increase brand awareness. Vidyard’s Chalk Talk was inspired by their success.
3. Webinars
Ebooks and whitepapers can help you position yourself as an industry expert and establish authority. Videos can be used as a rich source for expert opinions, helpful insights, and concise facts.
Webinars allow you to use live videos to connect to your audience. These webinars allow you to discuss a variety of topics that are important to your audience in depth. By inviting guest speakers to speak, you can not just build a good reputation for yourself but also convert leads to paying customers.
webinars tend to be episodic and can encourage visitors & leads return to you for additional valuable information. You will also build a library of informative video content that can be repurposed in other forms such as infographics, slideshows, and articles for distribution on various channels.
4. Testimonial & Case Study Videos
A testimonial video is an effective way to show your customers that you are the best option. This is far more persuasive than simply stating your opinion or writing a testimonial. You can show examples of your company’s strengths and values. This not just adds credibility your business but also allows you to stand out from your competition.
Testimonials don’t require you to think of anything creative. Record your customers talking about their experience with your product/service and how it helps them in their everyday lives.
To show customers how your business has helped them, you can create case study videos. Customers who are happy with their business will be the best advocates. A positive story can have a profound impact on how B2B research perceives your product/service.
5. Demonstrating Product
A product demo can be useful, especially for services and products that are not obvious to B2B customers. Our website does most of the talking. Many visitors are hesitant to sign up for unfamiliar services or not knowing what to expect.
Product Demos can be a great way of demonstrating what your product does, and how it solves customer problems. Even demos that are specific to a particular use case or feature can be made. Your demo will make it easier for leads to sign up for the free trial. A lead capture form can be added right at the end to your demo video.
Live product demonstrations also convert leads. Your customers are actively searching for the right solution to their problems. They are also evaluating different tools and platforms. A product demo can show you that your product is simpler to use and provides more features.
Wrapping up
Video content is an effective tool to educate and share engaging stories with your audience. It’s versatile and can aid in decision-making at any stage of the sales process. This includes short videos shared via social platforms, interactive videos to increase conversion, and case studies that demonstrate the credibility of your business. Sharing informative videos that appeal to your target audience is key. Video can make executives, managers, salespeople and other professionals excited about your company and help convert more leads to paying customers.
Is video one of the strategies you plan to implement in 2018? Which types of videos have brought you the most success in your business? Please share your stories in the comments.