Forrester’s Q1 2017 International B2B Marketing Survey – Online Survey
It’s no secret that marketing budgets are on the rise. In fact, 72% of marketers plan to increase their budgets this year, according to a recent Forrester report. But how does one allocate those budgets? With plenty of options for marketing automation tools, 360-degree view content and performance measurement, marketers can be certain that their every decision is being tracked and recorded – and that nothing is being missed. And perhaps most importantly, they can be sure that their efforts are producing the desired results.
So whether you’re an entrepreneur seeking to enter the market or a market researcher looking for a better way to understand your clients’ needs, this guide will help you engage with your target audience and optimize your marketing strategy in accordance with the latest digital marketing and analytics trends.
The Rise Of Video In Online Marketing
Video content is becoming an essential part of digital marketing, especially social media marketing, due to its interactive and engaging nature.
According to HubSpot Blogs’ 2018 Digital Marketing Predictions report, video content will account for 79% of all consumer-facing digital content by next year.
As people become more accustomed to consuming content on their smartphones, the video element allows for smaller file sizes and faster load times – important when users have limited data plans. And since people are more likely to seek out videos when they’re bored or seeking information, it’s the perfect fit for today’s digital market.
Attracting, engaging, and delighting your audience is the key to marketing success
According to HubSpot Blogs’ 2018 Digital Marketing Predictions report, a successful digital marketer will be one who can “attract, engage, and delight” their audience – in other words, possess the ability to connect with (and encourage) consumers on a personal level.
This combination of personal connection and professional expertise will make or break your marketing strategy. Why? Because recent research from HubSpot Blogs found that:
- 76% of consumers said they’d be more likely to purchase a product or service if they felt the marketing was personally directed at them
- 70% of consumers said they’d be less likely to purchase a product or service if they felt the marketing was aimed at someone else
- 51% of consumers said they’d be less likely to recommend a product or service they feel is targeted at someone else
- 44% of consumers said they’d be more interested in hearing about an emerging industry, rather than an already well-known brand
If your goal is to gain a higher conversion rate and acquire new customers, you must incorporate video content into your strategy. Not only will video marketing help you connect with your audience on a personal level, but it also allows you to optimize your marketing for the digital era – focusing on the small tweaks that will make the biggest difference.
How Video Can Improve Your B2B Marketing Strategy
Let’s take a quick look at how video can improve your B2B marketing strategy.
First, video helps you connect with your audience. According to HubSpot Blogs’ 2018 Digital Marketing Predictions report, consumers now seek out video content on their smartphones in order to discover new things – whether that’s a product or service or an emerging industry.
Whether you’re pitching a product or service, explaining a new policy or feature, or sharing exciting news, the video content you produce will depend on your purpose for creating it. But it’s important to make sure that all of your content – whether it’s written or visual – supports your overall marketing strategy. In other words, the video you’re about to put out there should fit in line with everything else you’ve published or will publish on your marketing communications plan.
Along those same lines, you must also determine how you want your audience to experience your video content. Do you want them to watch and listen to you without any other forms of interaction? Or do you want them to engage with you through motion, sound, and visual stimuli? To create the perfect video for your needs, you must consider a number of different factors, including your intended audience, format, and content.
The Benefits Of Video For Brand Awareness
You’ve probably heard of the power of a video introduction or elevator pitch to get a point across. In a moment, a consumer may feel passionate about a product or service you offer – or they may just have a passing interest in what you’re promoting. Either way, the point is that you’ve got their attention and sparked their curiosity.
Along those same lines, you can use video to great effect to drive brand awareness. When a consumer views your company’s video – whether that’s on your website, social media, or Google search results – they will most certainly see your logo and text as well as the product or service you promote. This type of branding will give you the competitive advantage of knowing what your customers are interested in, what they know, and what they feel about your brand and its marketing strategies. In other words, video allows you to measure the success of your marketing efforts and adjust your strategy as needed.
According to HubSpot Blogs’ 2018 Digital Marketing Predictions report, consumers now value personal, one-to-one communications more than ever before, especially when it comes to customer service. As a result, brands that produce videos showcasing their expertise, values, and personality will enjoy an edge in the marketplace.
Attracting, engaging, and delighting your audience using content strategy
If your goal is to grow your customer base and expand your reach, you need to incorporate video into your content strategy. Why? Video content can boost your SEO, attract relevant traffic to your site, and build credibility – not to mention that users often prefer short-form videos.
To create an effective strategy, you must first identify your target market. Then, you can incorporate video into your content to engage with this audience, gain their trust, and ultimately grow your business.
Video Is Key For Online Customer Retention
According to HubSpot Blogs’ 2018 Digital Marketing Predictions report, maintaining a good relationship with customers is important. Whether you have one loyal customer or you’re looking to retain a few more, video is key.
Why? Video is a great way to tell a story, build credibility, and gain a deeper understanding of the customer’s experience. To put it simply, video allows you to connect with your audience on a personal level. In other words, rather than just having an ad broadcasted at them, you can engage with your audience through short-form videos.
This kind of video content usually ranges between two and five minutes in length. And since users can opt out of having their videos recorded and broadcasted and you’re always in control of what you post, the chances of the customer getting offended are minimal. Plus, with the ability to pause, restart, and rewind live videos, you can ensure you get the exact message you want to convey.
The Importance Of SEO In Video Marketing
To optimize your video for the search engines, you must first understand how SEO and video work together. Generally speaking, the video element adds more value to your SEO strategy, so you should work together as a team.
However, since video is considered “informational content” by Google, you must ensure that your written content accompanies the video – or at least appears at the same time. In other words, Google doesn’t always consider video to be “quality content” and will sometimes cut against it – especially if there’s no corresponding text. In these cases, Google may think the video is just a cheap shot at attracting traffic.
How Do I Create A Killer Elevator Pitch For My Product?
Let’s take a look at how you can create a killer elevator pitch for your product.
As the name implies, an elevator pitch is a sales pitch intended for use in an elevator. However, you can use this strategy to win over customers, secure funding, or launch a product – so long as you tailor your pitch to the needs of your audience.
To create a killer elevator pitch for my product, I first need to identify my target audience. From there, I can determine what would make this audience most interested in my product. The next step is to analyze why people might not be interested in my product, and what would cause them to change their mind.