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Does Video Have a Place in B2B Marketing?

posted March 22nd 2019, 8:00 am by Logan Schroeder

The use of video has become not only a more common marketing technique. It’s exploding onto the scene. According to one study, marketers making use of video get 41% more web traffic than those who haven’t implemented the video platform yet. Perhaps what first comes to mind when thinking of the many uses of video are the many benefits it can lend to B2C marketers. However, if you're asking Does video have a place in B2B marketing?, understand that B2B can reap these benefits, too - and perhaps even more so when used effectively and optimally. If you’re not already making use of video in your B2B marketing campaigns and efforts, read on. After reading this article, you’ll be made more aware of video’s many benefits and find out how exactly you can include it in your marketing as a B2B company.

Why Video? Tell Your Story

One of the primary reasons for making use of video is to tell your story as a manufacturing company. Instead of posting a lengthy article detailing who you are as a company, including your goals, accomplishments, and visions, post a short video. Not only does the viewer not have to do any scrolling or searching for information in text, but video is also a more professional look. It shows that you are capable of producing a variety of excellent content. Not only this, but by sometime this year in 2019, only 20% of global Internet consumption will be non-video content. This means that far more than just B2C marketers have mastered the art of quality video production.

It Works – And That’s a Fact

Another reason to make use of video marketing as a B2B company is that it just plain works. One study on the discussion concluded that 71% of marketers discovered video content was more successful than non-video content platforms and strategies. This isn’t to say you should give up on all other platforms all together, but including helpful links and accompanying video with text can go a long way in making sure your content is driving success.

Perhaps when discussing video production, the mind jumps to money and how producing high-quality video is too expensive. This used to be the case, but no longer. Before,  one had to purchase end-of-the-line video production equipment to produce a professional video. Now, with a little editing, you can make a top-notch video with the lenses found on iPhones and Androids.

Boost Your SEO

Of course. We can’t have a discussion on successful marketing in 2019 without SEO being a part of the conversation. This is for good reason, though, because being successful online and having a poor SEO ranking do not go hand-in-hand. The use of video will boost your SEO because Google sees video as engaging content that drives viewers to your site. Why is this? For one reason, as mentioned before, it’s because video is more objectively attractive than textual content. Additionally, the use of video is conducive to those using mobile devices. It can be difficult to read content off your website on a mobile device, but a full-screened video would be simple and not straining on the eyes.

Platforms to Post On

As a B2B company, you could post videos on almost any one of your company’s platforms and find success. Start with your website. Building a strong presence of video on your content will make it more likely that backlinks will link to your site, lending you more credibility in the field and driving more viewers to your site. After that, branch out to the social media platforms you’re using as part of your strategy to stand out from other competing B2B companies in your industry.

Learn more ways to improve your company's video marketing here. And, explore the many times we wrote about video marketing on our blog here.