The rate of change that is happening is quite high. Which means that the people who are keeping up with the change — or forcing the change and making it happen — will likely be in a really good position.”
Robert Kyncl – Chief Business Officer YouTube.
B2B organizations have a very specific set of challenges.
Where B2C businesses strive in creating content that appeal to a very broad audience, B2B sales executives usually have very narrow and specific decision maker they need to target.
Identifying and engaging the right decision maker is key. And unlike with B2C corporations, finding and selling to this one person can dramatically impact your bottom line.
When it comes to leads, B2B companies therefore have to focus heavily on quality over quantity and marketing material should be catered specifically to these qualified leads. With customers being 174% more likely to buy your product after watching a video, your chances to lend this big contract are much higher if you just put this presentation/sales pitch/demo in moving images and sound!
Here are a couple of ways B2B companies can use videos along their sales funnel to ensure a stronger engagement and higher sales:
1) Homepage videos:
Getting warm leads to your online platform is already a great feat, but converting those visitors into paying customers is obviously a plus. A well crafted, short homepage video is a great way to explain what you are about in a timely manner. No one wants to scroll through your entire website in the hopes to understand what you do or sell. In fact, while 20% of web visitors will read the content of a website, a whooping 80% will watch the same content in a video.
Getting all of your sales pitch and product description in a video under 2min is therefore a great way to ensure that prospective leads will contact you to chat some more.
Mir3
https://vimeo.com/126197830
2) Demo videos:
Sometimes a little bit more detailed than a typical homepage video, demo videos are a great support to an in-person sales pitch. Using this carefully-produced material, your sales team can focus on the details of the sale, rather than having to explain your entire business. By streamlining your sales meeting with a strong video that already answers most of your client’s questions, half of the work is done. Please bring me a pen to sign this contract!
H1 Video explainer
https://vimeo.com/123229795
3) Blog and PR videos:
Giving back and helping your peers is often a great way to engage customers and improve brand recognition. By creating video content that answers industry-wide questions and that are posted on well known forums, send in newsletter, or blogged on, B2B organizations can ensure to be seen as leaders who can provide useful solutions to their key target demographic. Here again, the numbers speak for themselves, with an increase of 13% in open rate of emails that includes videos.
How to teach us
https://vimeo.com/131026264
4) Webinars / Training videos:
Once sold on a product or service, getting a customer to do repeat business with you is key to your growth. Webinars or training videos are a great way to do that. By providing with new information and/or by ensuring that the new functions or capabilities of your product/service are known by your current clients, you can improve brand awareness, recognition and insure that your customers come back for their next big project.
Office of Emergency Services San Diego
https://vimeo.com/140101798
Not convinced yet? A recent study by Cisco is predicting that video will account for 80% of ALL web traffic by 2019, most of it being on mobile. So if you haven’t yet, jump on the bandwagon and create your next big B2B video campaign!
For more information or questions, contact us at Helium Films USA
How to make your B2B brand stand out with video December 4th, 2015Thierry
