When it comes to creating a content strategy to spread the word about your B2B company, you must prioritize video. It may not be cheap, and it isn’t easy. We can help you with that, though. It’s well worth the investment in both money and time. Don’t believe our words? We have the numbers to back it up
- By 2021, over 80% of IP traffic will consist of video, according to a study by Cisco.
- HubSpot found that 87% of consumers would like to see more videos from their favorite brands.
- So obviously, HubSpot deduced that 99% of marketers who already use video plan to continue doing so, and 88% plan to spend more.
- 90% of consumers find that videos help them decide whether or not to make a purchase, according to Social Media Today.
- People stick around on a webpage for approximately two more minutes when there is a video present than when there is just text to read. Crazy Egg also states that these consumers are also 64% more likely to make a purchase.
So if you’re not on the video train yet, it’s about time you get started. If you’re looking for ways to get those wheels in motion, you’ve come to the right place. Here are some video ideas to help you get started with your video content strategy.
Do you already have a blog? Congratulations, then you already have plenty of video blog content. While the fact that a piece of content you’ve put time and effort into writing isn’t getting the traffic you’d hoped is a tough pill to swallow, a good consolation is that you can repurpose it into video content. If the piece you’re working with is long, take a single point you make in the post and elaborate upon it for the video. If the article is short or easy to segment into bullet points, you can summarize the whole thing in a video blog.
Do you have a CEO with a real personality? Is the founder of your company a compelling storyteller? Put them in a video! Whether the purpose of the video is to tell the story of your B2B company or to announce an exciting new campaign, putting real people involved in your business in front of the camera is a great way to humanize your web presence and get people engaged.
What do your customers tend to struggle with? Ask your customer service team what questions they answer most often and be proactive by creating a video that directly addresses them. Not only will this take a little bit of pressure off of your customer service team, but it’ll also be handy for your consumers to be able to troubleshoot some of their issues with a simple Google search.
Do you look for reviews of a product before you make a purchase? Video testimonials from past customers are a way to spread the word about your business. They also help people who are still deciding whether they want to spend their money with you the little nudge they might need.
If you have a great animator on staff — or are willing to bring one on board, your video possibilities are endless. Animations are an excellent way to explain something on the more technical side and bring some personality to a topic that might be dry in front of a camera.
Where are you posting these?
Will these videos you’ve created live on your website, or are they a part of a more extended content strategy to create a more robust social media presence? If you’re going to post your content to social media, it’s essential to make sure people will watch it. It’s not as simple as just taking the video and uploading it to all mediums.
Format a square version for Instagram, cut a quick clip that’ll intrigue people enough to head over to your website for the full version. For reference, HubSpot recommends keeping your Instagram videos below 30 seconds, Twitter videos below 45 seconds, Facebook videos below a minute, and YouTube videos below two minutes.
And as for anything in the B2B marketing space, don’t forget optimizing your video content for search engines, by using captions and turning on autoplay. Don’t autoplay the sound, though! Think about the last time you had a random video playing in one of your browser tabs. Did you go to the correct tab and actually watch the video, or did you mute the page?
One more thing that shouldn’t come as a surprise to any B2B marketer: include a CTA! Even if it isn’t clickable, end your video on a note that tells your viewers what to do next.