Time and again video has proven an effective B2B marketing strategy. As technology improves and audio visual content becomes easier to create, more agencies turn on the camera and produce digital advertising materials that give audiences a direct look at products and services. These strategies are not only fun and creative; they generate results.
In 2013, eMarketer reported marketing professionals found video to be the second most popular method for successful ROI, after featured articles (1). While companies saw positive results from the content, respondents at the time found videos difficult to create and somewhat expensive compared to other forms of content marketing.
In a more recent study, ReelSEO, a video marketing guide, and the Web Video Marketing Council found 73 percent of B2B companies said video content definitely provided positive ROI (2). Specifically, 80 percent of respondents found video marketing improved brand awareness, 61 percent said it increased search engine optimization and 57 percent believed it contributed to B2B lead generation.
According to the ReelSEO survey 93 percent of B2B marketing teams currently engage in video content campaigns and 41 percent plan to increase spending in the strategy. As positive results continue, the industry should expect to see more videos on business websites, email marketing and mobile advertising.