To say that a video marketing strategy should be the foundation of any B2B campaign in the modern era is something of an understatement. Video marketing isn’t just popular – it’s also wildly effective, particularly when it comes to ensuring an ROI for your company. According to a study conducted by HubSpot, video marketing can improve just about every aspect of your campaign in a variety of ways. Even the simple act of including a well-produced, professional video on your landing page can increase conversion rates by an incredible 80%. Video marketing is an efficient way to increase exposure in the B2B space, as 92% of mobile video consumers are likely to share a video they enjoy with others.
However, it’s also important to understand that your video marketing strategy must be constantly evolving. The online video space itself is constantly changing and you need to make an active effort to stay up-to-date on all of the latest trends. Doing so will help generate the results you’re after and maintain them on a recurring basis.
Video: It’s For More Than Just Branding
In the early days of video marketing, the primary way that these assets were used in the B2B world had to do with branding. Well-shot, beautifully designed videos uploaded to YouTube or even a video ad on Facebook were a great way to increase awareness about your organization. They also provided a creative outlet to tell your brand’s story in a meaningful and engaging way.
However, this leads directly into one of the most important video marketing trends for B2B marketers of the last few years: videos aren’t just for branding anymore. According to one research report conducted by Ascend2, the companies that we’re seeing the greatest success in terms of their video marketing strategy were prepared to use video assets throughout ALL parts of the customer journey – not just the early stages of awareness.
When properly designed, videos can be a great way to educate buyers about your company as well as your products and services. Personalized product demos are a great way to improve customer satisfaction or to help close a sale. In today’s modern environment, your video marketing strategy should include an emphasis on ALL aspects of the customer journey. Not only does it help you build better relationships, but it can also be an effective way to improve sales and conversions at the same time.
Interactive Video: The Way of the Future
Another one of the core video marketing trends for the B2B space, in particular, has to do with the rise of interactive videos. If video, in general, was already a terrific way to increase engagement (as studies have proven time and again that people would rather watch a video than read a text-based piece), interactive video extends those engagement benefits even further.
With the right tools at your side, video marketing can now be integrated to include things like data collection forms, surveys, and even questionnaires. Videos no longer have to be passive experiences – they can officially become the active, effective tools you’ve been looking for to help better qualify customers and generate new leads.
Personalized Video is On the Rise
Finally, personalized video marketing is also one of the most important trends to keep an eye on in terms of B2B marketing. New personalized video technologies make it possible to easily create videos that are targeted not just at specific businesses, but at specific decision makers WITHIN those businesses. Not only does this help immediately strengthen the relationship between your business and its customer at such an important moment in their journey, but it’s also yet another way to see significant gains in terms of engagement at a time where this is your number one priority.
These are just a few of the many key trends in the B2B video marketing space today. As technology continues to evolve and video marketing in particular changes rapidly, it’s more important than ever to keep one eye fixed firmly on the future to quickly identify what new trends you can start taking advantage of for your organization.