5 Reasons the Future of B2B Marketing Lies in Video Content

Posted by Owen Matson, Ph.D. on December 15
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More video content is uploaded online in 30 days than all three major U.S. T.V.  networks combined have created in the past 30 years.  

In an era increasingly defined by the power of the visual, online presence means online video.  Here’s why.

Our Brains are Hard-Wired for Video

Reporting statistics that seem more like the stuff of science fiction speculation, a recent report suggests that the dominance of visual communication has begun to transform how our brains process knowledge. According to leading digital-asset company, WebDAM, our “visual IQ” is rising faster than any other form of IQ—our intelligence changes as human behavior adjusts to process and make sense of emerging forms of visual communication

Video Amplifies the Impact of Storytelling

What’s driving the peerless rise of video marketing? For one, video exponentially amplifies the impact of storytelling.  No other marketing channel combines sound, sights, and dialog to bring ideas to life and create an emotional connection with audiences. According to Wyzowl’s report, 69% of users prefer to watch a video over text to learn about a product or service. Some 98% of users say they’ve watched a video to learn more about a product or service.

Lead Conversion Rates

Consumers crave video as part of the customer journey, and marketers who serve it up are seeing killer conversion rates.Including video on a landing page can improve conversion by 80%. Nearly 74% of respondents who watched an explainer video to learn more about a product subsequently bought it. Furthermore, 77% of users say they’ve been convinced to buy a product or service by watching a video. Online videos are clearly a persuasive and profitable marketing tool, and those businesses that fail to include it in their internet marketing strategies do so at their expense. (Source)

Unrivaled Reach

When it comes to potential reach, video is without parallel.  More than a billion users—a third of all internet users—visit YouTube every month. More impressive still is that 70% of consumers have shared a brand’s video with a friend, and some 76% of users would share a branded video if it were entertaining. Fortunately for marketers, consumers are highly motivated to share branded videos. Peer-to-peer endorsements helps businesses cut through the chaos and are one of the most compelling forms of advertising a brand can obtain. 

Search Engines Love SEO

A recent study reveals that a good online video marketing strategy can increase your likelihood of achieving first-page Google rankings by up to 53 times. And getting your business a number one ranking in 'video' search can be a lot easier than the same ranking in an 'everything search because 'video' search is far less competitive. Video pages send strong “Indicators of Relevance” to search engines, like Google, which boosts the search rank of your content. Some of those tangible benefits for SEO include:

At MarketScale, we’ve seen the power of these transformations first hand.  Our work in video content has opened new markets for our partnering clients and led to exponential increases web traffic—quite literally, our analytics have revealed jumps in web visits of over 500%. 

Learn more about how MarketScale supports the marketing and video goals of partnering clients around the world, here.


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Topics: Video, B2B Marketing, SEO, Video Marketing

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