Why? Here are three reasons:
1. It translates to less work for you.
One of the best ways to leverage B2B video marketing is to clone your top producers. By digitizing your early-stage sales pitch into video format, you no longer give that pitch over and over again every time a new prospect comes down the pipe. You can just send each new prospect a link to your pitch video, saving you the many hours you spend pitching to only vaguely qualified prospects.
2. It’s science.
According to Dr. Susan Weinschenk, also known as ‘the brain lady’, there are hardwired biological and psychological phenomenon that make video a more engaging and persuasive format than text. Weinschenk gives four reasons for this:
- The Fusiform Facial area makes us pay attention to faces
- Voice conveys rich information
- Emotions are contagious
- Movement grabs attention
~Watch her detailed presentation on the topic here
When presenting information in video format, the experience your prospect has is multi-dimensional (auditory and visual) and therefore deeper than the experience of a purely auditory (podcast) or purely visual (blog post) format. Because emotional connection plays such a large role in B2B sales, anything you can do to create a deeper or more emotional experience is good.
3. It’s measurable.
The importance of measurement and analytics is growing rapidly in B2B with the advent of marketing automation platforms and sales technologies along with the rise of customer relationship management. Videos are great for measurement and ROI reporting because they are easily trackable. Some video hosting platforms (like Wistia) allow you to not only track views, but also how long prospects are watching each video. In the case that most of your prospects stop watching at the one-minute mark, this will help you know when and how to refine your message.