Video is one of the most popular forms of content sharing on the internet. It is easy to follow and understand by everyone, and various statistics have shown that people prefer to learn something new or be entertained by watching a video rather than reading a text.
As technology became more and more affordable, simple and easy to use, everyone developed the ability to produce a video and share it online. This was a big step forward towards making video the most frequent type of content prepared by marketers and advertisers to attract new customers.
When we are talking about the corporate environment, B2B video marketing is still a winning tactic. Of course you have to have a totally different approach when selecting the topics and preparing your videos for a corporate followers’ base, but the principles are the same:
- You have to offer your viewers true value
- You have to include a persuasive call to action
- You have to be consistent in your tone of voice
- You have to keep your videos short and engaging
Now let us go into detail and see how to make the most of videos in your lead generation efforts for the B2B environment:
1. Reinvent Landing Pages
The traditional landing page is static. It has photos, text and the call to action. Everyone does that and this means that prospects are already less than enthusiastic about them. If you really want to make a difference and boost your conversion rate, prepare your landing page as a video detailing your unique selling position, the core benefits of the offer and embed the call to action within it.
Research shows that people are far more likely to buy a product after watching a video than after reading a piece of text. The corporate environment, although operating at a different level, is still an environment made up of people, who have the same preferences as private consumers.
2. Save Your Prospects’ Time
Whatever message you want to convey, it will be easier to understand in a shorter span of time if it is presented as a video. Your prospects are busy professionals. They do not have the time or willingness to read a page-long article. However, they will spare 5-6 minutes to watch your videos. Actually, statistics show that videos are 12 times more likely to be watched than an article is to be read.
3. Re-Purpose Your Older Content
It is not always easy to come up with interesting content to share on your blog and social media accounts. Plus, there are some evergreen topics which you can approach from a new angle, and keep it relevant for your audience. Slideshare presentations, infographics, and research results can be turned into engaging video presentations – possibly adding the latest developments and data you know now to turn it into fresh and valuable content which will help you in your lead generation efforts.
4. Record Your Live Webinars
Webinars are very popular at a corporate level, because professionals cannot always find the time to go and attend a conference. However, they would like to join your event remotely and participate from their own office. Every webinar is a valuable piece of content, especially because they take a lot of time and effort to prepare and host. Recording and sharing your webinars allows people who could not attend them to obtain the knowledge and information shared during the event, and gives them the opportunity to build trust and confidence in your skills and expertise.
In the end, remember that more and more social media channels encourage video sharing and offer you the possibility to upload your files in high quality and even to host live chat sessions. Thus, the future of marketing and lead generation obviously belongs to video content.