Video is one of the fastest-growing marketing mediums this year and for good reason it’s effective for reaching and engaging audiences. And while many B2C companies have already started incorporating video into their digital strategies, those in B2B industries have been slower to adopt. Can you guess, what are the top three social networks for B2B marketers? According to a study by B2B Marketing, if you answered LinkedIn, Twitter, and YouTube, then you are right.
Why videos matter for B2B marketers
According to a report by the Aberdeen Group, companies that utilize video in their marketing strategies grow their revenue 49% faster year-over-year. This average includes both B2C and B2B companies. It is believed that three-fourth of B2B industries convert qualified leads more effectively than all other forms of content marketing which is much better than social media posts, graphics, guides, and even blog posts. The blogging for B2B marketers which has long been considered the standard for online content, video even beats out them. So, let’s have a look on some significant YouTube facts and stats which should convince you why YouTube should play a big part in your B2B marketing strategy:
• YouTube has over a billion monthly users — Almost 33% of all people on the Internet use it every day, people watch hundreds of millions of hours of content on YouTube and generate billions of views.
• People are spending their 60% of time watching videos on YouTube.
• 76% of B2B marketers use YouTube as part of their content marketing strategy.
So, large number of potential people you are missing out on if you are just sticking to promoting your company or services on LinkedIn and Twitter.
So, here are 5 tips for using YouTube for your B2B marketing strategy! which you must follow:
1. KEEP YOUR VIDEOS UNDER 2 MINUTES
You know that our attention span has consistently dwindled with the rise in popularity of GIFs, Instagram, and Vines. It seems to have dwindled to the point where we can’t watch a YouTube video for longer than two minutes without getting distracted.
According to a study of the 300 most viewed YouTube channels among different industries, videos between 16 seconds to 120 seconds generate over 50% of all views on YouTube.
Don’t forget, the first 15 seconds are crucial! Make sure the content you produce at the beginning of the video really stands out and grabs your audience’s attention. If it doesn’t, there are literally billions of other videos out there that will.
2. PRODUCT DEMONSTRATIONS AND EDUCATIONAL CONTENT
YouTube videos will, not only help you build credibility for your B2B business, but will also help you build a stronger relationship with your target audience. Hosted video content offers a low cost way to advertise your products and provide other businesses with more in-depth and comprehensive information regarding their features and uses. Providing potential clients and customers with more detailed information about your products may prove to be a much easier undertaking when you have access to the right resources.
When deciding what type of videos to create, focus on creating videos your target audience will find useful and educational. Create product demonstrations that will help your clients easily understand the benefits of your latest software update or your newest service etc.
The purpose of these videos is to give your potential and current clients something substantial and educational. When your audience receives meaningful information from your video, you will not only be remembered, but they will come back wanting more!
3. Be Disciplined About New Content
Just like your other social media platforms, YouTube thrives on consistent content. Just posting video without a regular refresh leaves too much silence and no reason for a viewer to come back. When you build up your YouTube strategy, make sure you can add new content on a regular basis for a sustained campaign. To be on top of your game in any industry, it is important to keep track of industry trends and updates.
4. TREAT YOUR VIDEO LIKE A BLOG POST
When you post a video, create a whole social campaign around it. Blast it on all your social media channels. Using right hashtags which will attract your buyer persona’s attention, explore LinkedIn and find the relevant groups to post it in, create an email nurture campaign around it, and send it to the relevant people in your contact lists.
The more nurturing your YouTube video gets from social media, the more traffic it will receive and the potential to reach your target audience will be greatly amplified.
Lastly, always remember to embed your video content on your website or landing page.
5. MAKE SURE YOUR VIDEOS ARE MOBILE OPTIMIZED
The report says close to one-fourth of the population of the world watch video over their mobile phones. The stats also say that these devices have become the entry point for internet access around the world which in turn makes them the primary device for watching video. Wouldn’t it be a shame if you brought people on their iPhones to your awesome video for nothing?
Make sure to keep mobile screens in mind when creating your newest videos to ensure there are no small objects or messages that are difficult to see. If you are a small business, you must have a mobile presence. Because it is the device where your customers are going to find you and even purchase the products and services you offer.
A good YouTube marketing strategy involves leveraging all the tools and features at your disposal and employing them to build engagement. It also involves keeping a watch on the industry as well as your competitors. Monitoring your competitors is an integral part of every business and marketing strategy. It can be easily done by visiting their YouTube channel itself. Identify their videos with most views to identify content that most people resonate with.
Skim through their comments to find out any mentions of your brand. In case you spot your brand mentions, make sure to respond to each of the comments.