I can’t offer any better reason for companies’ starting to use video than this excellent explanation by Wendy Marx in Fast Company
12 Reasons to Start Shooting Video Today
BY FC EXPERT BLOGGER WENDY MARXThu Mar 17, 2011
This blog is written by a member of our expert blogging community and expresses that expert’s views alone.
B2C marketers are not alone in jumping aboard the video marketing bandwagon. If YouTube is any indication, B2B marketers are increasingly utilizing online videos to inform and engage, and to take advantage of the increasing numbers of Internet users with high-speed connection.
It’s no wonder of course that B2B marketers are embracing video given the outsize demand for it. A 2010 survey published by video ad company YuMe, for example, revealed that 49 percent of respondents shared they are watching videos daily. More than 66 percent of respondents said they watched more online video now than they did 12 months ago and 48 % expected they would continue to watch more online videos in the future.
If you’re still on the sidelines, consider this stat from Forrester Research: Video increases the chance of a front page Google result by 53 times. You got that. You are 53 times more likely to land on the front page of Google with a video than basic text.
Forrester also reports that adding video in to e-mails increases click-through rates by two to three times,” says Keith Smiley, a freelance B2B copywriter in Indianapolis, Ind.
Smiley says that B2B marketer’s use videos in a variety of ways, including:
visually demonstrating how a product or service works,
communicating a specific message or company news
as a lead generation tool
executive summaries and video versions of white papers
Smiley says other video uses can include:
Sharing content from webinars
Interviewing partners at a trade show
Holding a Q & A session with an expert within your company
Giving a sneak peek at product releases.
Sean Randles, owner of webVM and U.K. Partner at FLIMP Media in Manchester, United Kingdom, echoes Smiley in some of the uses for video marketing. He shares that his Web video company creates video versions of .PDF case studies, which he says are “very powerful lead generation tools.” Some other ways to use video, according to Randles, include: product visualizations, elevator pitch videos and video brochures. In addition, “B2B videos can also be used for direct video marketing campaigns using www.flimp.net, which enables real time tracking of views and response by e-mail address.”
“B2B video is a great way to deliver dynamic, real content – client testimonials, solution-info snacks, event promotions and new product launches, says Lindsay Leugers, vice president of marketing at OneCommand in Cincinnati, Ohio. “We get a great response, even with the most basic, grassroot of our video efforts – and while polished, professionally produced videos are great to have, they aren’t always in the budget. “We’ve learned that being creative and just having fun with the channel is just as important. Whether we shoot out in the field with one of our Flips or in against a green screen with a Sony-DV- the content is what really matters.”
“Video content is huge in the B2B space, both for promotional or educational purposes,” agrees Devon Galloway, co-founder of Redwoods Media in San Jose, Calif. “The market has really evolved beyond just live filmed testimonials, and now includes animated info-graphics discussing key features of the product, product walk-throughs actually demonstrating products in action (which double as a first reference point when a customer needs technical support), and of course the classic webinars discussing areas of interest to potential customers.”
Somewhat conversely, Daniel Roberts, CEO of Friendly Human in Atlanta, Ga., stresses the use testimonials over animated info-graphics within B2B videos. “Video testimonials are gold, especially in the B2B space,” Roberts says. “B2C videos tend to focus on information (think animated infographics). In B2B, the lead generally already knows what you do. B2B videos must be less about information and more about authenticity and relationships. B2B videos tend to work best in more unconventional ways.
To help B2B clients using video, Roberts suggests …
Creating simple weekly videos. “Think of it as ‘quality spam,’” he says. It’s quality in the sense that it’s useful, but it keeps you in front of their face like spam.”
Creating customer testimonials that decimate objections and ask for the sale on your behalf.
Send someone difficult to reach a personal video.
“I have studied viral videos extensively and know exactly what it takes to make one happen. By design, none of our videos will ever go viral. Viral is B2C. The real key for B2B is to think smaller, yet deeper.”
Follow @FastCoLeaders for all of our leadership news, expert bloggers, and book excerpts.
So, if you’ve been a video couch potato, what are you waiting for? How are you using video to grow your business? I’d love to hear from you.