The Value of Video in Your B2B Marketing Strategy

Newest Statistics on Video-Internet Domination

According to GlobalWebIndex, 92% of the internet’s 3.388 billion users watch videos online! That’s more than 55% of the global population as your potential audience reach when you market using video on the internet! This is significant, seeing that around 57% of the world’s population is active online, and the stats show that viewership is growing.

2.818 Billion people purchase goods using online methods or as a result of online marketing. If you want to have your slice of the attention, it’s time you consider video in your online marketing strategy. Video is the internet king set to dominate the online world, and the prime space for video marketing is YouTube.

Why is YouTube the Best Video Marketing Platform Online?

According to SimilarWeb’s ranking of the world’s most visited websites, YouTube is the second most popular and most visited site on the internet after Google! The same statistics say the average time a user spends on YouTube is more than 21 minutes! That’s much longer than Facebook and Google’s averages of 11 minutes and 6 minutes, respectively.

If you want the attention of an audience, YouTube video advertising is the way to go. YouTube has over 1.9 billion active monthly users, second only to Facebook. Did you know that over 500 million hours of YouTube is watched worldwide every day? That’s insane!

Daily YouTube viewership is increasing and becoming a part of many people’s daily routines. It’s interesting to note that a large percentage of the daily viewership happens during “prime time” in the evening. Your brand can find its way to those most interested in it with some targeted advertising on YouTube.

Is Video A Successful Marketing Tool?

The short answer is yes. Using video on your website’s landing page can increase your sales up to 86% (Eyeview Digital). Why is that? Us humans are visually stimulated and find visual content enticing. It’s also been noted that 72% of internet users prefer to learn about something by watching a video rather than reading.

Why Isn’t Online Video in Marketing More Common?

If video is so amazing, why isn’t everyone using it? For most of those not using online video in their marketing the reasons are practical. Creating video content is time-consuming and complicated. According to Wyzowl, around 23% of marketers do not create video content because they don’t have time to give the endeavour adequate attention.

Of course, creating video takes money too. Another reason some companies do not use video is because they haven’t realised a means of producing video content that is easy and affordable. Then there are the 21% of marketers that admit they don’t have a clue where to start. You’ll find about 91% of marketers understand the value of video and feel it is needed, even if it can’t be achieved for practical reasons.

In spite of the above, Hubspot claims that four out of five businesses have begun incorporating video in their marketing in 2019. The same research claims that 99% of companies utilising video in their marketing are satisfied with their video efforts online and plan to keep it up. Then 74% of those not on board yet said they planned to start using video in 2019! If your company isn’t using video yet, the time to start is now.

Strategies for Effective Video B2B Marketing on YouTube

Video sounds like the answer to all your problems, but where to begin? Our first tip would be to make your video content stand out. As more and more companies adopt video as part of their marketing strategy, the kind of video content you create becomes more relevant.

Include Interactive Elements in Your Video

To make your video stand out, include interactive elements. Things like 360° views of a frame, data inputs, hotspots, and branches. We also love the concept in the new YOU vs. Wild Netflix series with Bear Grylls that gamifies the series. Choices he makes are determined by the viewer. These kinds of elements make your videos stand out and make them more exciting. Only 23% of marketers are using these kinds of interactive elements in their videos currently, although 78% think they’re a great element to include in strategy.

Use YouTube to Post Engaging Vlogs Regularly

Most business-to-business marketing strategies include regular blog posts, and in 2019 vlog is the new blog. Vlogs can elaborate on topics discussed in the blog and can be uploaded on the second most popular search engine in the world. YouTube.

Your vlogs can include things like trade shows, group panel discussions, customer testimonials, how-to’s, tutorials and explainer videos, and executive interviews. Trade shows are a big investment but your personal presence at the show and then online can really pay off, particularly for tech companies.

Perform Regular Content Audits

A good auditing strategy can help you assess the effectiveness of the content you create. Look at how your content performed and compare it to what you expected. Any anomalies in the data that didn’t align with your expectations should be investigated. With careful analysis, you can tweak your content to increase viewership of your YouTube videos.

Use the Power of Storytelling

This tool has often been used in B2C marketing, but it remains a crucial element for B2B companies too. You can use the power of storytelling by appealing to your audience, however marginal, with a narrative that provides entertainment, emotion, or escape. The corporate heads are humans too, and they’re just as interested in story as consumers. B2B story narratives can include staff commendations, community projects, or other positives about the company.

Build Your YouTube Audience and Channel

Yes, you need your own YouTube channel to post those vlogs and all the amazing content you’re creating. Your YouTube channel is as important as your other platforms, so make sure your banners, icons, and logos are top-quality, consistent, and looking good. Your channel description should be equally awesome.

The channel description can increase your reach if you use the right keywords and hashtags for SEO purposes. Don’t ramble on too long; your description should be short and clear and should include a call to action like visiting your website (include the link).

Keeping your channel attractive means organising your videos well. Build category albums or “playlists” and use easy-to-understand titles. You want your audience to find the content they are looking for easily.

Use Paid YouTube Advertising

As with other channels, you’re going to miss out on a lot of reach if you don’t include paid advertising on YouTube. There are different types of YouTube adverts, and the platform makes your advertising specifications very customisable. Speak to a professional online marketer about which adverts to post and how to optimise your advertising for the best results for your specific company.