The main thing an audience wants to know is why they are buying into your company. What makes it so different from the rest? How does it stand out? Why should they choose you?
If your audience wants to know about your company they have a multitude of resources to do so, why should you not be the one telling YOUR story?
Videos are an engaging way to funnel your messaging to the audience.
B2B marketers should care about using videos because they are a huge player in the purchasing process due to the attention they grab from the audiences. Videos bring articles to life. They tie logic to an emotion, an emotional connection that keeps the viewers wanting more information.
What easier way is there to consume information than simply watching a video? Not just any video, but a video that is evergreen and has longevity. You want the audience to remember your video, and not only share it right away, but also over time.
So what makes a good video?
A good video is made through showing the value of the products/services. How does the product satisfy the buyer’s needs?
A problem needs to be solved. It needs to be relevant and engaging to the buyer. This can be done by making the customer the star of the video, show them that their needs are being fulfilled.
How can this be done?
Since most audiences will have already starting doing some research on a product, they all come into the cycle at different buying stages. When funneling messaging to an audience’s perspective, there are different videos that can be shown that will answer their questions and speak to all stages:
What product you are selling, how is this product made, and why are you selling it?
The what, how and why ARE the funnel.
A product demonstration can be shown for those who want to understand “what” exactly the product is. Once they see how the product works and fully understand what you are selling, it can ultimately convince them to buy.
“How” can be shown through physical tours of the company or behind the scenes tour. It can show where the product is made and what goes into each process. Not only does it have to be about the actual making of the product, but it can also show the employees and the people. This also provides an opportunity for culture sharing and creating a memorable experience that the visitor is prone to share or like.
That leaves us with the “Why”. This video could show why people want to sell this product. What makes them so passionate? This can be shown through testimonials. Whether these testimonials are through clients, influential, or even competitors, it still ties in the emotional connection.
It is important to have a strategy for developing compelling video content that can be repurposed for different uses or stages of your marketing campaigns or endeavors.
5 Reasons to use video in your marketing initiative:
- Grabs consumer attention
- Connects emotional level
- Easier than reading
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