The Power of Video In The B2B Buyer’s Journey
by Kylie Stanley, Public Relations Technician
According to recent research from Brightcove and Ascend2, 88% of B2B buyers have watched videos to learn about a company’s products or services in the last three months.
Over the last couple of years, video content has become increasingly popular and it’s very easy to see why. B2B buyers can see information quickly and with people’s short attention spans, videos are perfect for businesses. 70% of B2B buyers say that video beats other content formats in creating awareness of business-related problems compared to research reports, webinars, infographics, blog posts, e-books and white papers.
You might be thinking, “why is video so important to my customers”? Well 40% of people find video helpful to learn how to solve a problem, 36% of people use videos to hear other people’s opinions on products and 32% use it to learn more about the organization.
When looking at videos to solve a problem or learn, more users will look for reviews, demos, brand story videos, customer testimonials and more. Video enables buyers to visually connect a product or service offering to their needs in an easily digestible and efficient way.
For building trust among your customers, you want to create meaningful relationships while delivering a personalized experience. Videos are a great way to build that trust with your audience and allow them to learn more information about your business. Keep in mind that video quality matters to your audience, 44% of buyers say that video quality matters as they navigate through their buying journey. So, if you have a video with low quality, buyers can easily make assumptions about your brand and products.
B2B buyers find video to helpful in sharing information to others who may be interested.
How is your company using video in its marketing efforts?
When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings.