Video does what text can’t: It creates an immediate, real and authentic route of interaction and connectivity with audience members. This presents opportunities for businesses to inspire, evoke emotion and appeal to the needs of their audience in a real and authentic way.

That’s why video marketing is on the rise in B2B marketing. According to the most recent annual survey by Wyzowl, the use of video has grown every year for the past three years. In 2017, 63 percent of marketers were using video to promote their business. In 2018, the percentage jumped to 81. Today, 87 percent of marketers leverage the power of video to transform their marketing programs.

The 2018 State of Video Marketing Report found that 83 percent of B2B and mixed B2B/B2C companies say that video is more important than ever for marketing and sales. Twelve percent say its importance has not changed, which means 95 percent say video is either as important or more important than before.

As video’s growth trajectory rises, many B2B marketers have questions.

And we have answers to some of the most frequently asked questions about video marketing.

Digital Marketing is the act of promoting and advertising your business in our new age world of technology. Websites, social media, videos, photos/images and email are all tools that are used for digital marketing.

A reputable digital marketer figures out how to solve business problems using various digital marketing platforms. This may include creating a marketing strategy, developing websites, managing social media or working on Search Engine Optimization. All marketing initiatives need to be measured and analyzed to fully understand marketing ROI (return on investment.)

Your product, service and/or brand benefits by gaining exposure and positioning of subject matter experts. Many times, digital marketing goals are attached to direct business results. When you invest in digital marketing you are creating opportunities to speak to your market and target audience to help them solve their problems.

We instruct our clients to update their website often when it comes to publishing new content. New content is a signal to search engines to let them know your website is relevant. Also, update your site whenever your company changes phone numbers, addresses, or hours.

ABB MEDIA GROUP loves blogs and content marketing. Blogs give you an easy way to stay in front of your target market. Publishing to blogs allows you to exercise your voice on industry topics and also post How-To content to help solve problems. While not required on your website, blogs are a great idea.

SEO or Search Engine Optimization is the practice of making sure your website is visible, working correctly, and set up properly for search engine indexing. This is done by making sure your content is latent with keywords that relate to terms users are entering in search engines. SEO is a tricky practice, and when it comes to hiring an agency to perform SEO tasks for your business, make sure you vet all companies based on their past track records of success.

It’s essential to measure all digital marketing platforms, tools, and initiatives. The most trusted source to measure digital marketing is Google Analytics. Trusted by all marketers, Google Analytics provides a way to measure all things marketing.

To measure marketing ROI, it is essential to understand your marketing goals and costs. From there, it’s simple math to extract the metrics from the inherent cost to derive your ROI.

According to the Wyzowl survey, B2B companies cited the following ways that video is helping improve the result of their marketing programs:

  • 94% helped increase user understanding of their product or service
  • 84% increased traffic to their website
  • 81% helped them generate leads
  • 80% increased dwell time on their website
  • 41% helped them reduce support calls

Good news on that front. In the same survey, 83 percent of marketers say video gives them positive ROI (up from 78 percent in 2018).

Yes. Google’s algorithms are increasingly prioritizing websites with video content. When Google robots crawl your site they are looking for several indicators, including page quality, relevance and keyword instances. Multimedia objects add value to all three of these metrics. Adding videos specifically helps increase your search engine results page (SERP) rank in a few key ways:

This is important because creating videos isn’t enough — you need to actually publish your videos everywhere it makes sense. There are a variety of effective ways companies are getting more people to view their videos. Here are some examples.

1. Carefully choose your video thumbnail. The thumbnail of your video is the first thing people see when they do a search. So, it needs to be click-worthy.
2. Carefully craft your video title. Just like the title of your blog posts, the title of your videos will either help attract viewers or not. Be sure to add keywords.
3. Carefully craft your video description. Beyond the headline, go into more detail about the video with a compelling description of the content. That will pull in even more viewers.
4. Push it onto social media. Post all videos on all of your social channels to ensure the widest potential reach.
5. Promote your videos. Use other forms of marketing to generate video traffic, including your blog posts and emails, for example.

Yes. In fact, videos are perfect message delivery systems for websites. Their benefits include:

  • Delivering your message quickly, before visitors can click away.
  • Engaging your website visitors more easily, before they can lose interest.
  • Keep users on your website longer, not only on the pages they land on, but also on other relevant pages as well.
  • Sharing your personality and, therefore, strengthening your bond with your website visitors.

Yes. The power of Facebook, Twitter, LinkedIn, Instagram, WhatsApp and more are intensified when companies post videos on social media platforms. Video consumption is growing rapidly on media platforms.

Yes. Blog posts with videos perform well. In just one example, blogs with videos will attract almost three times more linking domains than a post with text only. Linking domains are sites that link to your site.

Video marketing does not have to be expensive. Costs can range from low to high. For example, on a minimal budget, you can curate relevant videos into a marketing campaign. On the high end, you can hire professionals to produce high-quality videos with all the bells and whistles. And, of course, there is everything in between. The bottom line is that the cost of video marketing varies from one company to another, depending on many factors.

The first consideration is your target market. Identify the demographics of the people you want to reach. After identifying your target audience, determine their likes and interests. Consider how you can translate their preferences into video content. The best place to start is with your buyer personas. They will tell you what you need to know to get started on the right foot with messages that match your ideal customers. Then begin experimenting with a few different kinds of videos, different lengths and different messages to discover which formats perform best.

Videos work at every stage of the buyer’s journey. Here are some ideas of the types of videos you can incorporate at each step of the sales cycle:

  • Attract prospects. Use informational and entertaining videos to convert visitors into leads.
  • Generate interest. Use demonstration videos to show prospects how your products work.

Convert to buyers. Use testimonial videos to show leads how satisfied current customers are with your products and services

Like any other form of marketing, video marketing improves the more you engage with it. Here are some tips to get better at video marketing:

  • Produce more video. The more video content you create the better. As the volume of videos increases, so does consumer satisfaction with videos from a brand.
  • Test and measure video types and placement. Experiment with a variety of video types and evaluate new distribution channels.
  • Leverage advanced features and functions. Advanced features like video performance analytics, in-video calls to action and syncing viewer engagement data to marketing automation or CRMs are readily available today.
  • Track your metrics. Examples of metrics to assess include: views by location, viewer drop off rates and contribution to sales.

Video can be a powerful weapon in your marketing strategy. But don’t create video for the sake of creating video. Make sure each one has a message that is true to your brand and valuable to your audience.