Online Videos: B2B’s Most Powerful Tool for Content Marketing
by | Aug 30, 2016 | Editorial, Marketing, Monetization, Social, Video Industry News | No Comments

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We live in an age when the electronic entertainment industry is at its peak, while the Internet is predominantly about online videos. Using the Internet, people have begun to express and share their thoughts almost entirely through online video form. Making video content has become straightforward and fun for users worldwide. The same thing is happening with B2B (business-to-business) and e-commerce, where more and more publishers are utilizing video as a means of growing their businesses — be they large or small.

Using video in a #B2B environment to improve #ROI Click To Tweet

Brand Recognition in a Competitive B2B Market

The rich marketing environment is now filled with companies striving to make a mark with their own brands in the ever-growing B2B marketing space. As a result, these companies are often faced with tremendous challenges before reaching a decision as to how best use their yearly budget. The market now offers an increasingly wider assortment of digital channels where they can potentially give their own brands the exposure it needs. And, of course, it most certainly boils down to achieving the best possible ROI (return on investment).   

For that reason, companies turn to B2B marketing agencies can move closer towards such goals and to assist in setting up a proper presence on the highly competitive B2B market. This process frequently depends on branding recognition, business intelligence, search marketing, social media and marketing automation.

Video Content Marketing is A Powerful Tool

52% users claim they leave a site without #videos Click To Tweet

Think of the current e-business scene as a hungry dragon that needs to be conquered and subdued and for that you’ll need the right tool. Whether your aim is to expand a small business or large business online video is your main weapon, while content marketing is the spear with which you strike into the heart of ‘beast’. Content marketing is considered a “technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.” So, there a rather simple definition that explains it to the core. Before you proceed any further, you need to understand that, as Bill Gates put it, “Content is King.” In other words, consumers are after quality not quantity, so the first step is to comprehend why certain content gets ahead.

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Online brands and retailers are massively taking advantage of videos to educate and engage customers and improve sales. Certain shoppers were questioned and 85% of respondents expressed that online shopping is more efficient when video is included in the process, whereas the exclusion of video could actually harm your business, with 52% of respondents claiming they leave a site without videos.

Videos Are Fun, Easy-to-Maske and Personal   

Making video content these days is fun and easy and it resonates better than any other marketing tool, because consumers manage to establish a personal connection with what they’re watching. Keeping people engaged is what’s important, and these days millennials are considered to be the biggest online audience, hence most of the content is aimed at that particular generation. Be aware of what kind of content works with millennials. As we shall explain a bit later, mobile is the key here – mobile apps, to be exact. As far as mobile apps are concerned, 30% of all online purchases by millennials are done on a mobile device. What’s more, as of 2015, this particular age group (18 to 34 year olds) is 75.4 million strong, and according to a survey conducted last year, 81% of these consumers use YouTube to stream videos.

#Millennials are 75.4 million strong Click To Tweet

Video content offers a more immediate experience with much more information served in a short period of time than that of the simple blog post. It triggers an emotional response much faster than simple blog posts, on which engagement can be, well, exploited. Engaged viewers are more likely to share the video with others and they spend more time on your website thus allowing you to exploit them in order to gain exposure, increase your traffic, brand your product or earn additional revenue with your video ads. Having a player that fully supports features like social share, player embeds, close captioning, playlist and related videos, etc. engagement certainly helps.

Viral videos are also quite powerful tools to reach people, so it’s vital to be aware of how they can be made.   

Social Media Presence and Live Videos

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Social network sites like Facebook and Twitter are still a dominant force when it comes to sharing content and info. They have become a premium content marketing tool, and a fast way to reach millions of people globally on a daily basis. One of the key factors here is watching how people respond to your brand or product. Yep, feedback is gold, and you’re going to want to keep your finger on the social media pulse. If there are people out there who are happy with your offer, you should acknowledge, be grateful and spread the word. Equally, if someone is spreading falsehoods you should do your best to defend your brand. It’s vital to reassure people by keeping a positive outlook and stay focused on how you can reach people and benefit publishers as well.   

Sites like Facebook are also the hottest platforms for live videos and people are getting hooked on those “because of its low barrier for entry, and its ability to provide an unfiltered, unedited look (for both brands and people),” said Brooks Thomas, social business advisor at Southwest Airlines. He added that “the platforms want to encourage popularity, and it usually works. Facebook Live is obviously best for live video right now for this very reason, because your audience isn’t currently gated by viewing restrictions like other content.” 

Mobile Friendly Market

Users are rapidly jumping on the mobile device bandwagon. Statistically, a majority of people are, in fact, accessing online information through their smartphones and tablets. Data has shown that people spend 174 minutes on smartphones (pdf.) every single day. Publishers now see mobile as a necessity and great opportunity because it’s very easy to reach even the low income group via video marketing.

To achieve their goals 62% of businesses (small and large alike) are developing mobile apps or currently utilizing them. Meanwhile, over 50% of the businesses employ these apps for customer support and engagement.

Top industry influencers have drawn attention towards other important facts. “US smartphone and tablet users spent an average of 3 hours and 5 minutes a day using mobile apps in 2015, and will spend 3 hours 15 minutes per day using apps in 2016. Time spent on mobile browser activities will hold steady at 51 minutes last year and this year,” as pointed out by Greg Jarboe, president and co-founder of SEO-PR, ReelSEO contributor.

Ad Revenue, ROI and Monetization

Videos are everywhere, and luckily the online market has evolved to a point where there are fast ways to make videos and achieve monetization and ROI pretty quickly. It’s a business driven by sales, albeit videos have a more powerful impact value, thus leading to a higher conversion rate. Unlike other forms of content marketing strategy, video reels in the highest ROI. It has been found that more than 60% of people are likely to visit a site after watching the video.

What’s Next?

Online video marketing is going to become more and more powerful tool for growing businesses as time goes by, with major companies expanding and improving their in-house tech towards mobile devices, as well as desktop. Players, often powered by Google, for both desktop and mobile web strive to serve ads across all major devices, and there are video platforms with full support for VAST and VPAID standards, allowing you to monetize your content quickly and easily.

Tagged: b2b, B2B marketers, video content marketing