How To Transform B2B Engagement With Video Marketing

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

Almost one-third of Americans say they are online “almost constantly,” scrolling through social media feeds, scanning headlines and responding to Slack messages.

Even a decade ago, when the web was much less widespread and smartphones were just achieving mass market appeal, the average American consumed more than 100,000 words daily between print and web content. That’s almost a quarter of Tolstoy’s War and Peace, a famously verbose text. Today, this total is undoubtedly higher.

People are awash in text, swimming in an ocean of words, while trying to achieve the proverbial equivalent of drinking from a firehose with a straw. Unsurprisingly, online audiences have become skimmers, overwhelmed with the volume of online information flooding their screens. As a result, finding potent strategies for capturing audiences’ attention has become paramount. This is especially true for B2B organizations looking to optimize their brand messaging for a word-saturated ecosystem.

Cue the video, including live-action, screen-recorded and animated productions, as valued assets to augment or replace written content online. In 2023 and beyond, video isn’t a nice-to-have B2B marketing asset. It’s a critical pillar of any effective B2B marketing program.

Why Video Is Essential In Your B2B Marketing Strategy

While everyone has their own unique content preferences, data shows that video content is quickly becoming people’s preferred medium. According to one study, 83% of consumers prefer video over text for informational or educational content. Wyzowl’s 2023 State of Video Marketing report found that businesses are responding to audience preferences, with 91% leveraging video as a marketing tool this year, an all-time high.

Notably, 96% of marketers reported that video is an “important part” of their marketing strategy, as 92% said that video provides a positive ROI, driving sales, understanding of products or services, and brand awareness.

Consumers share this sentiment. Ninety-one percent of people said they want to see more videos from brands this year.

In total, 88% of consumers have made a purchase after watching a company’s video, underscoring video’s capacity to propel purchasing decisions.

Even the nonbelievers are starting to take notice. Seventy percent of “non-video marketers” plan to implement video marketing this year.

5 Steps To Implement A Successful Video Marketing Strategy

Implementing video into your business and brand strategy efforts can feel overwhelming. After all, nobody wants their new brand initiatives to fall flat.

Here are five steps you can take to begin implementing video marketing into your business…