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Why video content matters for B2B marketing

While your brand might have a great B2B strategy, no marketing campaign is complete without effective content – more specifically, video content, which is growing rapidly. According to an infographic from Gryffin, it’s estimated that 55 percent of all online traffic will be from video in 2016, and mobile video traffic will increase by 1,800 percent (1). This means that implementing a strong video content strategy should be the next step for your B2B marketing campaign. Here’s five reasons why video content is essential for any digital campaign to win:

1. Consumers watch it
According to an infographic by Canadian advertising agency War Room Inc., 92 percent of B2B customers watch videos online (2). Additionally, 34 percent of respondents are more likely to purchase a product after viewing the ad online. While video content does not pose itself as an advertisement, it can raise awareness of your product or service by drawing consumers to topics they will enjoy viewing on repeat. These videos can show the personality and capabilities of your company. Combined, these elements make video content enjoyable for target audiences.

2. It’s popular
In a 2013 report from research firm Software Advice, video content was the second-most popular type of content across all channels (3). Three years later, that trend continues. Video content is expected to become 69 percent of all online traffic by 2017, according to a 2015 white paper from Cisco (4). Considering the growing popularity of the medium, it’s essential for B2B businesses to utilize this form of marketing if it wants to stay relevant.

3. It drives SEO
Online video content is easy to search for thanks to keyword algorithms on YouTube, Dailymotion and Vimeo. With proper keyword practices, a business will find your video easily. Try using a meta description in your videos featuring as many keywords as possible without falling victim to poor SEO tactics. An example of poor SEO tactics would be choosing random keywords that are not unique to your product yet receive a lot of hits. Choose the correct keywords and your video will receive the views it deserves.

4. It’s efficient
Many business leaders don’t have time to read long editorials. Instead, video content gives concrete data in a quick and engaging matter. The videos are not only efficient for the viewer, but for you as a marketer. Instead of spending hours laboring over a print media campaign, video content can be developed with the help of an animation or production team. Video content can also be extremely dense in a short period of time, making for clips that are worth repeated views.

5. New audiences are reached
According to 360DMG, one of the many benefits of video content is its ability to bring in a new audience (5). Your brand and current marketing tactics may have sightly different audiences for each social media account. If your primary social network attracts views from small-business owners looking to partner with your company, your video content may attract an entirely new demographic. Because of YouTube’s unique algorithms, video content can often be found through a series of related videos. New audiences will be excited when they come across your brand’s engaging content through these chains of events.

(1). Visual Customer Service in the Social Age
(2). Video Marketing: 10 Benefits
(3). B2B Demand Generation Benchmark IndustryView | 2013
(4). Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper
(5). Top 10 Benefits of YouTube Advertising

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.