The Big Picture: Video in the B2B Marketplace

Clay Chaszeyka - Account Executive


March 2014 – Film and video can be used to inform or entertain. It can even inspire. When executed properly, the medium can accomplish all three simultaneously. In recent years, video has become a far more widely used means of communication for businesses to reach their audience. Such marketing has predominantly been consumer-focused but recently business-to-business marketing has seen an extremely remarkable upswing in the utilization of video.

The surge of cellular phones featuring high-quality video cameras along with the decreasing prices of traditional video cameras have made it possible for nearly everyone to create and share video content.  As a result, it has become a daily part of our lives as we pass links back and forth across social networks, demonstrating one of the mediums greatest strengths – its inherently social nature. Since the advent of film over 100 years ago, people have been sitting elbow to elbow in crowded theaters to experience the communication of information, stories, hopes, and dreams transcending cultural and generational barriers – a purely social experience.

A recent Fast Company article pointed to the fact that YouTube, the most popular social network for sharing video, reaches more adults between the ages of 18 and 34 than any cable network.   That statistic may not be extremely striking on its own, but consider that each month Internet users watch over 6 billion hours of video – nearly an hour for every person inhabiting the planet!  Furthermore, one hundred hours of video are uploaded to YouTube every minute, which is 50 percent more than last year.   Video, with its growing accessibility and social nature combined with the ubiquity of high-speed Internet connections throughout the globe, is becoming impossible to ignore even in the B2B marketplace.

So what are the implications of video’s popularity for business owners in this new market?

  • 93% of companies are now using video for marketing and communications with 82% citing positive impact on their organization. 
  • 56 percent of all online consumers watch video on a mobile device at least once per month, and that trend is increasing as cellular networks become more and more robust.
  • Hyperlinks to video can be utilized in shortened, easily digested marketing emails that are more likely to be opened, read, reread, and shared with video increasing click-through rates by 96%.
  • A study by The Relevancy Group found that including video in email campaigns increased email marketing revenue by 40%.
  • Websites with unique video are 50 times more likely to rank at the top of Google search results.
  • Pages with video attracted two to three times as many monthly visitors, doubled time on site, and achieved a 157% increase in organic traffic from search engines.
  • Visitors that view video stay on site two minutes longer and are 64% more likely to make a purchase.

So the benefits of a well-crafted and properly positioned video campaign in the business to business market are clear.  Marketers are utilizing video to move prospects all the way though the sales funnel as the medium can be used to start conversations by generating conversions, to increase depth and breadth of conversations, and for after-sales support.

Here at COACT we offer video marketing as part of our services to support our clients’ business growth campaigns.  We assist our clients in developing video concepts, producing professional grade content, and distributing across multiple channels with metrics to analyze and monitor each video’s success.

Questions? Please contact Clay Chaszeyka at cchaszeyka@teamCOACT.com

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