The Value of Video: Why It’s a Must-Have for B2B Marketing

Video is getting a lot of buzz right now, with many naming it the future of content marketing. We say that future is already here. After all, 2017 was called “the year of video marketing,” and video’s benefits for reaching audiences across multiple channels and platforms have been well documented already. But video is also a key growth strategy for B2B marketing, and it’s one of the most powerful tools for reaching your audience.

According to an industry report from the Aberdeen Group, companies utilizing video as part of their marketing strategy see their revenue grow 49% faster than those that don’t. Additionally, 52% of marketing professionals cite video as the content with the most valuable ROI.

At Autodemo, we’ve seen videos used as a critical marketing tool over the 20 years we’ve been in business. One of the most significant developments that’s caught our attention is the rapidly growing demand for video content from both B2B and B2C audiences.

A Growing Expectation for Video Content

Video is the preferred way users consume content. Why? It’s easy to access, it’s engaging, and—most importantly—it’s compelling. Just take a look at these stats from Weidert Group, which detail survey results from a group of over 500 marketers and online consumers:

  • 95% of people have chosen to watch an explainer video to get more info about a product or service.
  • When given the option between text and video, 72% of people would rather learn about a product or service through video.
  • 59% of executives are more likely to choose video over text to learn about a topic, provided that both options are available.

Stand Out from Your Competitors

One of video’s most attractive qualities as a marketing tool is its malleability. For different occasions, there’s value in a 15-second live-streaming video shot from your smartphone and in a fifteen-minute minidoc that takes a deeper dive into one critical aspect of your company.

And there are a range of options in-between. Custom explainer or demo videos offer a streamlined, succinct opportunity to highlight a problem your organization solves for your prospects. Using music, careful scripting, and motion graphics, these one to five minute videos generate leads, engage prospects, and drive conversions by telling a compelling, creative story about what your brand or solution does and who it benefits.

The right video marketing provides an opportunity to meet your target audience right where they are, using a format they’re most likely to engage with. High-quality, easily consumable videos are also a great way to quickly differentiate yourself from the competition.

Addressing Multiple Needs

More than just a way to introduce your product or showcase your solution, videos are an excellent marketing resource when you need something with staying power. For example, a keynote video for a trade show can also be leveraged on your company’s website for the following 12-18 months to drive increased engagement.

Alternatively, you can increase the ROI of your video by using it not only as part of a marketing campaign, but also as an internal training or support tool. No matter how you’re choosing to put video to use, there’s no denying its value in helping you deliver your message to the right audience.

Every product has a compelling story—can we help you tell yours? Get in touch to learn more about our streamlined explainer or demo production process, and see the value of video for yourself.

We can’t wait to learn about your latest project.

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