Video has been growing in popularity ever since it was integrated into social media, communication, and other apps. Video is more than entertainment. Videos are the best medium to demonstrate products, review them, and do many other things.
Statistia data shows that online videos had an audience reach of 93% among internet users in 2022, according to statistia.
Not only do consumers prefer to learn about brands via video content, but they use it as a necessary tool in the information-gathering phase of their buyer’s journey. This trend is not limited to B2C markets. A survey showed that 9/10 B2B buyers viewed videos in the past 3 months to learn more about a product.
Video plays an important role in different stages of a decision making process when it comes to purchasing a product. Forrester has estimated that video content is 1,800x more valuable than written content. This makes sense since 60-80% of people around the world are visual learners.
How is video being used to increase B2B sales? Let’s take an in-depth look.
Understanding the preferences and expectations of your audience for video consumption
Video continues to be the most popular form of content, but not all videos are equal. Videos that are clear, personal, and encourage action in B2B sales work well. These are four things to know about B2B video sales.
1. The long format has lost its sheen
People have shorter attention spans today than 20 years ago, as evidenced by Instagram reels that last no more than 30 seconds and TikTok videos that last no longer than 30 seconds. The following graph shows the viewer abandonment rate based on viewing time.
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You’ve lost 35% of your audience if you can’t convey the majority of your message in 30 seconds. You can reduce the video to just 90 seconds and half your viewers will have left. The internet is full of information these days and the target decision maker won’t be interested in long explanation videos.
2. It’s just not possible to use linear videos anymore
No matter how well-written or informative your video may be, it will not have the desired impact unless the viewer engages with it. Interactive videos can be a great way to encourage prospects to take action, and to increase engagement. Your short videos may include interactive elements such as:
Use polls and quizzes to engage viewers with video content by asking questions. Branched stories: Allows the viewer to choose their own story and then decide which video they would like to see next. Hotspots are clickable areas that link to other videos.
3. Personalization is the new way of connecting with prospects
People expect personal interactions at business levels to make crucial decisions in a market that caters more to their individual needs. Personalized videos give people the feeling that they are being created by the creators and aim to provide the human touch. Personalization has been shown to increase in popularity:
Customer engagement Customer retention and conversion rates Customer loyalty & trust ROI with the target markets
4. Video production is no longer necessary
Professionally produced marketing videos work well in the B2C segment, particularly if they are large-budget and have actors who follow a script. It is important to keep your content as authentic as possible when you want to tailor it to your B2B prospect.
A simple message such as “Hey, I drove by your office and wanted to know if you could take a few minutes to connect with me?” is as basic as a clip of 20 seconds from you. “Let me know!” is far more powerful than a production with a large budget.
How B2B businesses can adapt strategies to meet consumer expectations
A B2B video can be very versatile, and you have a lot of creative freedom. These are some strategies that you can use to win this game.
1. Make short videos for each stage of the sales process
Long videos are no longer the way to go. Condensed snippets can be the best plan of action. It’s crucial to use videos at the right stages to provide enough information. This means that you will create short videos at each stage of your sales funnel, from the top to the bottom. Here’s how it works:
The content at the top should focus on awareness and discovery. This will help your prospects understand the “why” behind your products. Videos can be used to highlight the problems, provide solutions, and establish the brand’s credibility as a trusted resource. Your prospects will have identified their problem and are actively seeking solutions. Video content in the middle of your funnel can help you focus on the solution. These videos could include actionable checklists, guides, and free trials. These leads are ready to convert if they have reached this point. Your videos can assist them in making informed decisions.
2. Make customer testimonial videos and FAQs videos
Videos from satisfied customers are the best way to spread word about B2B sales. Testimonials are social proof of your product that builds confidence in your prospects. Although they may be skeptical about the salesperson, testimonials from existing customers can influence their buying decision.
FAQ videos can answer the most frequently asked questions and can be customized to the needs of each lead. It will be very useful during the pre-discovery phase and can speed up the lead’s progression through the funnel.
3. Video demonstrations of products can be accessed via this link
These are screen share videos that are mostly product demonstrations. This is because your leads are already interested in purchasing and moving in that direction. Demonstrating how they can achieve their desired solution, while keeping the focus on product, is what this demo does. These videos may be a little longer, but they are still very informative.
Understanding the needs of leads is the key to a successful product demo. Then, you can offer your product as the solution. Demos must tell the story that leads to your product.
4. Videos can be contextually personalized
Contextual personalization allows you to personalize the actions they take based on your inputs. It works as a catalyst, providing prompts or nudges based on the prospect’s behavior or interests in real-time. Your prospect may have just watched your video, and you will be notified about the linked case study they opened. You can then send them a follow-up video asking if they have any questions or if they are satisfied with the results. This is the power and potential of contextually personal videos.
5. Use LinkedIn videos
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LinkedIn is a professional B2B social network that has a reputation for being reliable. It allows you to reach key decision-makers in your organization by using B2B sales. Instead of sending boring LinkedIn InMails, send a video to build real relationships.
6. Explore less popular B2B social channels
By not exploring alternative channels like Instagram and TikTok, B2B sellers could be wasting money. TikTok, a relatively new social media platform, took the world by storm with its ability to share short videos and snippets. 28% of marketers agree TikTok is second in popularity for video content, after LinkedIn. This is because it appeals to younger audiences. B2B TikTok videos may include intro videos, workspace tours and success stories, as well as meet the team snippets.
7. Video clips can be integrated into industries that are less well-known
Even in the most traditional industries, such as finance and real estate, video selling can be a great way to make a sale. These tried-and-true methods of selling can be given a trendy twist to bring a touch of novelty to the established sales processes. All three industries offer sales agents the opportunity to improve their selling skills by creating highly personal videos that build trust with prospects. This is particularly useful because prospects can be very skeptical about new salespeople. You can include videos in industries like:
Insurance: Check out recent 5-star customer reviews and the latest company news. You can also see an introduction video for the sales representative.
Real estate: Crisp videos showing the property and its surroundings. Customers’ testimonials expressing their satisfaction with their purchase.
Finance: Videos to help customers onboard and testimonials.
You can stay ahead in 2023 with video elements
The tool you used to create your video is just as important as its quality. Hippo Video is a video hosting platform that allows you to quickly create sales-worthy snippets. These are just a few of the features that will make your videos stand out.
1. AI can be humanized
A feature that creates personalized videos for prospecting can be very useful if you’re working with dozens of people at once. The AI will take over and create multiple videos based on different prospect attributes. Instead of spending hours creating individual videos for everyone, you can create hundreds of customized videos that are ready to go in just minutes.
2. Video Analytics
Video analytics can help you understand how your video is performing with your audience. This tool provides insight into viewer engagement by providing information such as views and shares, watch rates, length of views, reaction times, and other important metrics. The detailed reports are available in real-time so you can quickly identify the best leads and close more deals.
3. Pre-built templates
For new salespeople, creating engaging videos can be time-consuming. Hippo’s pre-built templates make it easy for salespeople to record, edit, and share personal videos while on the move.
4. Video Workflows
Video workflows allow you to create personalized intros and combine prerecorded segments with your own video clips to make new videos. While the flow is natural, the pitch remains consistent and it reduces production time. Instead of making individual videos for each stage of the sales process, you can use existing templates.
Here are some examples of videos that were successful in the environment of 2023
1. Interactive videos
SAP- Are You Ready for the Experience Economy?
SAP has released a video about customer engagement in the new economy. The video is similar to an explainer video but contains interactive hotspots throughout that can be accessed by those who want to learn more.
2. Videos personalized
Nike
Nike’s 2015 video shows how personalization can motivate people and create a strong impression about how the brand cares about each customer. This video shows Chelsea’s year as an aspiring runner. It includes her data and milestones. This emotional video will motivate her to run faster and further.
Conclusion
Videos are the most popular type of content online and will remain so for many years to come. You now know the reasons for using different types videos and can use them to your advantage at different stages of your sales process. Hippo Video makes it easy to simplify and scale video production, and helps you close more sales. You can go as far as you want with a little creativity!
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