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What is business video content marketing and how to get started

Business decision-makers LOVE online B2B marketing videos because it gives them the most amount of information in the shortest amount of time.  And what’s good for the company that makes an investment in online B2B marketing videos is that they are proven to increase metrics such as awareness, conversion rates, quality leads that go into the sales process, thought leadership, social metrics, open rates, and click-through rates in email campaigns.

So now that you are on board with the benefits of online B2B marketing videos, what does video content marketing really mean?  Video content marketing means creating engaging video content that is thoughtful, planned and integrated into the different parts of your marketing process and sales process.

And the good news is that you are already creating this content…just not with video.  If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.  That is the same approach to create a sound business video content marketing strategy.

If you wanted to get started in creating an effective business video content marketing strategy that aligns with your marketing and sales process, then start by looking at your existing marketing and sales process.

For example, if you realize that 81% of B2B purchase cycles start with a web search, then you probably invest in SEO.  An investment in SEO means that you need to create a constant flow of content to help you get found.  Because Google and other search engines, value video content more and give it more ranking power, being thoughtful, planned and integrated with online B2B marketing videos means that you take a Video 1st Strategy to ensure that your budgets are productive and you create the most cost-effective content (click here for a video blog post on Video 1st Strategy).

After you get traffic to your site you might send that traffic to a landing page to convert prospects into leads.  If you have video on your landing page, leads will be converted at an 80% higher rate. Thus any money you spend will have a higher ROI because your SEO ranking and your conversion rate will improve.

Because most business transactions take a long time and are built on relationships and trust, sales teams should be empowered with B2B sales videos.  While sales teams are busy making follow-up calls and “sending information” to get these leads to understand the value and benefits they will receive, but prospects are busy and can’t stop for a minute to read your nicely designed brochure, sales sheet, white paper or case study.

Because some would argue it is not a “sales cycle” any longer, but rather a “buying cycle” as buyers have more information and power than ever before, thus making B2B sales videos even more important as they are the only medium that can showcase your people, processes and benefits in a very personal manner from where ever and when ever buyers want.

So instead of arming your sales teams with PDFs, make sure your business video content marketing strategy includes many B2B sales videos for all the product, service, and industry segments you serve. As the buying cycle may be long, these B2B sales videos can be used at higher stages of the buying cycle or deeper into the funnel.  Not only will videos give more information in a personalized manner, but these videos will streamline the communication directly to decision-makers when there are team decision-making procedures.

By having a business video content marketing strategy that includes online B2B marketing videos and B2B sales videos you can get decision-makers to understand more about your organization, your products/services, people, and client benefits. So start today by looking at your brochures, white papers, emails, blogs, website, and sales sheets to help you make the best decision on what is the best online B2B marketing video for your business.  There’s a lot of content within your organization to get started.

Have any thoughts or questions on any aspect of video, let us know in the comment box below. And we love hearing about successes, so post yours today!

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