Online videos have classically been used for product demos, but top brands are responding to the growing consumer appetite for videos by using them across the marketing channels along the sales funnel.
A clear source of this shift is the changing consumer patterns. According to a Gartner survey, the consumption of online videos has risen sharply since the pandemic, and these habits will likely persist in the coming years [1].
Embedding videos into landing pages, websites, social media, email, customer testimonial sections, sales outreach strategies, and customer onboarding can generate much higher user engagement than text-based content.
Despite videos emerging as the next frontier in digital marketing, many business-to-business (B2B) marketers still hesitate to include them in their marketing plans, due to limited budgets and complex production processes.
You don’t always have to break the bank or create perfectly polished videos to receive a higher return on investments (ROI) on your videos. Gritty videos that are authentic, helpful, and relevant to the buyers can have a positive impact and build brand awareness.
We discuss the four best practices of creating effective B2B marketing videos that move your customers down the sales funnel and improve their buying experience.
