We all know video packs a punch!
So why are B2B marketers choosing video over other content formats?
- It’s the most impactful way to build brand awareness and educate.
- Video can create deep emotional connections with B2B buyers across the customer lifecycle!
Forrester indicated that video is 1800 more valuable than written content, and now that is something! Not only this, but between 60-80% of people are visual learners, making video a highly effective way of conveying information.
The question for sales professionals is how can we utilise video to engage with our B2B audience across the sales funnel?
Think… Product reviews, demos, tutorials, webinars, personalised introductory videos, and podcasts.
It’s not uncommon to send videos as part of the prospecting process. For instance, embed an intro video into a personalised EDM for your prospects; it’s a memorable way to build an instant connection. 97% of Brightcove respondents said that they would be more receptive to sales communication from a business after consuming their video content. So, brainstorm how you can use this at the top of your sales funnel.
While nurturing, you could utilise videos in many forms, from product demos and tutorials to reviews. They all educate and help to build credibility and trust. 93% of B2B buyers say video is important in building trust in a brand.
Once the deal is signed, sealed and delivered, it’s not time to take your foot off the gas. 97% of B2B buyers said that they find content and comms in video format useful post-purchase (Brightcove). This could be anything from FAQs, sales support, troubleshooting, you name it. Continuing the nurture journey post-purchase is tremendously important for customer retention and brand loyalty, so keep this in mind as you plan your video content at each customer touchpoint.
If you’d like to check out how we utilise video, head to our Youtube channel where we have the amazing ? Rebecca Saunders unpacking how video has changed as a sales and marketing tool and many more! Some pretty epic videos are to be released soon, so don’t forget to hit subscribe.
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