Why is video so important for B2B businesses?

Author: Alanah Author Alanah
Published: 28 April 2021
2 Minute Read

The world reportedly watches a billion hours of YouTube social video per day. As video continues to dominate as the preferred content medium, it’s important to understand its role from a business perspective. The easy to digest format means you can cover complex processes and products in an engaging fashion which can be especially useful for those in the B2B technology sector. With so much choice out there, people want easily accessible information that aids their decision making. Videos can be used to quickly give an in-depth explanation of a product or service in a way that text simply can’t offer.

Vision is our most dominant sense and most information transmitted to our brain is visual. Most businesses already understand the importance of images for boosting engagement, but video can do even more for your ROI. If you’re worried about not having the budget for professional production costs, fear not. Studies show that people are predominantly put off videos when they don’t explain their product or service clearly, while low quality production didn’t matter nearly as much.

83% of businesses who use video say that it provides them with a good return on their investment. Video can be used across marketing, sales and service in your business in order to gain a good ROI. In Marketing, videos can be used as attractive content pieces in email campaigns and across social media.  In the Sales process, videos can be used to help speed things up and increase conversion rates.  While for Service, videos can be utilised to explain common questions that take up valuable day to day sales team time, which frees up this time to focus on bringing in more sales.  Interestingly with this statistic, many businesses using video at the moment will be using costly production services. With a service such as Vidyard, you can get started with high quality videos without spending a penny on a production company – improving your return even more.

The average decision maker still receives 50-100 text based prospecting emails a week, despite the fact they’re 75% more likely to watch a video than read text. Including video in an introductory email hugely increases the click through rate. Using video in your email outreach helps you stand out from the crowd in an otherwise saturated inbox. It’s also worth noting that the majority of consumers are said to prefer video content to reading. This means that you’re immediately leaving a more positive impression than the business who sent a plain text based email.

A recent study by HubSpot found that 81% are already using video for marketing. This means, quite frankly, if you aren’t using video in your business already then you’re in danger of being left behind. Video is one of the most versatile and profitable marketing tools out there at the moment. Placing a video in a landing page is thought to increase conversion by up to 80% - what business wouldn’t want an uplift like that?

Cisco have predicted that over 80% of all traffic will consist of video by 2021. Search engines favour video because they class it as superior content, which means that using video on your pages can improve your SEO. When we say superior we really mean it, you’re 53 times more likely to show up first on Google if you have a video embedded on your website. It’s important to note that in order to reap the benefits, your videos will need to be fully optimised which means including the right keywords, a good meta description and a relevant title. Last but not least, remember to give your potential customers a logical next step with a powerful call to action. Video has the highest click through rate of all digital ad formats, so be sure to make the most of this engagement.

People stay on websites for approximately 2 whole minutes longer if they’re watching a video. Including videos on your website will not only help drive people to your website through SEO, but it will help keep them there once they’ve arrived. After that it’s up to you to keep them entertained and educated with a compelling video! If you’d like to find out the secret to making a compelling video, download our B2B Video Prospecting Factsheet below. 

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