Video marketing, which uses videos for marketing, is being introduced not only by BtoC companies but also by BtoB companies.
Videos can be used to promote the value of products in an easy-to-understand manner, and can be expected to make it easier for information to reach corporate purchasing personnel.
This time, we will introduce what video marketing is, the effects of video marketing, and the key points to make video marketing successful.
What is video marketing?
Video marketing is a method of marketing companies, products, and services using videos.
In recent years, as the Internet environment has improved, flat-rate communication charges have become commonplace.
Additionally, with the spread of smartphones and tablets, many people are now able to watch videos without worrying about communication charges.
Furthermore, videos are becoming more widespread through social networking sites such as YouTube, Facebook, and Instagram.
Changes in the Internet environment are accelerating the use of video for marketing, and many companies have already introduced video marketing not only in BtoC but also in BtoB.
Effects of video marketing
Let’s take a look at how video marketing is especially effective for B2B companies.
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The value of the product can be promoted in an easy-to-understand manner.
One of the characteristics of videos is that they have a higher ability to convey information than text or images.
By combining dynamic diagrams and verbal explanations, even complex matters can be explained in an easy-to-understand manner.
In general, the products sold by BtoB companies are intangible items such as complex precision machinery and software, and services such as distribution and consulting, so simply showing the product itself or giving a simple explanation does not provide value. There are many things that are difficult to convey.
Videos, which have a high ability to convey information, can clearly convey the value of such complex products.
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It is easier for corporate purchasing personnel to receive information when collecting information.
When a company considers purchasing a product, it first collects information. In the past, this information gathering was done by calling and interviewing sales representatives, but in recent years, this information has come to be done using the Internet.
Search engines such as Google and Yahoo are used to collect information on the Internet.
Video content often has an advantage in search engine rankings.
Therefore, by utilizing video content, you can expect that your company’s information will be easier to reach the purchasing staff of your company.
As corporate purchasing processes increasingly take place from the bottom up, it is often field personnel in their 20s or 30s who gather information for purchasing.
Because people in their 20s and 30s have grown up in an environment where the Internet is widespread, many people have the habit of watching videos on a daily basis, and it is said that they often watch videos to gather information for work.
In fact, according to a study conducted by Google in the United States in 2015, about 70% of corporate purchasing managers watch videos to gather information, 50% watch videos for more than 30 minutes, and 20% for 1 hour. I’ve been watching videos for more than a few years.
Introducing products through videos can effectively convey information to corporate purchasing personnel.
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Corporate decision-making becomes smoother
Purchasing decisions by companies are not made solely by on-site personnel, but generally require approval from superiors, management, etc.
Therefore, there may be situations in which the on-site person in charge makes a presentation to obtain the approval of the approver.
Video content is extremely effective for presentations given by on-site personnel.
If you have a video that accurately conveys the value of your product, it will be easier to get approval from the approver.
For on-site personnel, the presence of video content greatly reduces the burden of explanations.
Therefore, products with video content can be expected to have an advantage over competing products that do not have video content.
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Key points for successful video marketing
Let’s take a look at what points BtoB companies should pay attention to in order to make video marketing successful.
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Intended to be viewed on a desktop PC
Many people watch business videos on their desktop PCs.
According to a 2016 study by Vidyard, a US video distribution platform, 86% of B2B videos are viewed on desktop PCs.
In BtoC video marketing, it is said that multi-screen measures are essential with mobile devices in mind, but in BtoB video marketing, videos are planned and produced with the assumption that they will be viewed on a large desktop PC screen. That can be said to be important.
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summarize in the shortest possible time
According to a study by Vidyard, 56% of videos used in video marketing are shorter than 2 minutes.
While the completion rate for videos under 90 seconds is 53%, the completion rate for videos longer than 30 minutes drops to just 10%.
BtoB videos tend to be long because they have to explain complex products.
However, in order to increase the effectiveness of your videos, it is important to create them in the shortest possible time.
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Measure effectiveness correctly
For video marketing to be successful, it is important to accurately measure the effectiveness of your videos.
By verifying the measured effects and planning and producing new videos based on the verified effects, you will be able to further increase the effectiveness of your videos.
summary
◆ Video marketing is a method of marketing using videos.
◆ Video marketing has many benefits for BtoB companies as well.
◆ In order for video marketing to be successful, it is important to summarize it in as short a time as possible, assuming that it will be viewed on a desktop PC.