Digital marketing tools have become essential to B2B digital selling, and particularly so in the case of content marketing. Content marketing is a lead generation strategy and consists of the distribution of content relevant to your industry to help inform and attract the attention of potential consumers. 

Video is becoming an increasingly popular digital selling tool. This is no surprise in the digitally driven world.

Studies suggest that our attention span is decreasing and it is currently less than that of a goldfish. A study conducted by Microsoft revealed an attention span of 8 seconds. Compare this to the 12 seconds attention span of 2000 and it highlights the declining nature of our attention spans. With shorter attention spans among audiences, it is no surprise that videos shorter than 60 seconds prove to be most popular with two-thirds of consumers.  

A piece of video content can be a greatly effective when trying to engage audiences and convert leads into buyers. Personalized videos can be a great way to distribute your value message and increase brand awareness.

You don’t have to be the next Spielberg to create an effective piece of video content. Just focus on creating an authentic piece of video that contains relevant content to your industry.


Why adopt video content? 

By 2021, online video content will be responsible for over 82% of all consumer internet traffic. With that being just over three years away, it would be a smart move to begin building a video content strategy if you don’t already have one in place. A forecasting statement may not be enough to convince you, but the following statistics should be.  

YouTube is the second largest search engine. HubSpot surveyed global internet users and uncovered some interesting trends. Among those surveyed, video was the most attentively consumed content. Over half reported it as the piece of content they would thoroughly consume, while 32% would find themselves skimming through the content. Other studies have revealed the frequency of video consumption. Over half of people watch online videos every day, while 78% of people watch online videos every week.  

Video content is easy to consume across all devices and can deliver a large amount of information quickly. The desktop is used by 90% of consumers to watch at least one video per week. Mobile devices are also a popular means of consumption with 55% of consumers reportedly using them to watch at least one piece of video content per week and 28% do so on a daily basis. An hour of video is consumed via tablet devices by 33% of users daily.  

Creating videos that demo your product are a proven effective digital selling tool. Four in five consumers find demo videos to be helpful and four times as many customers would rather watch a video about a product than read about it.

While I have outlined many advantages to adopting video content, there also appears to be a negative component of not having it. One in four consumers have reportedly lost interest in a company if they did not offer video content. Not having video content could be negatively affecting your business.


Where to share your video content 

A company’s landing page seems an obvious place to include video content. Incorporating video content into your landing page can increase conversions by over 80%. The majority of businesses are doing just that. Just over 80% of people feature their video content on their brand website. 

Video content can also improve your email marketing campaigns. Including links to videos in your email newsletters can increase the likelihood of being read by 50%. Email marketing that includes video content is also proven to dramatically increase the click-through rates by 200-300%.  

Social media platforms have become an essential digital selling tool in their own right. They make the sharing of video content extremely easy. 500 million people watch Facebook videos every day.

Including subtitles in your video content is proving to be increasingly important. Not only are they an important aid for any viewers with hearing difficulties, 85% of Facebook videos are being watched without sound.

Twitter is also an effective social media network for sharing videos. The majority of Twitter users (82%) watch video content on the platform.

Consumers use social media to interact with businesses of interest to them. Almost 85% of consumers say that they have liked a company’s video on their newsfeed, while almost half have shared a company video on their personal profile.


How to get started 

Get the right tools 

Very few businesses can afford to have an expert team of filmmakers or producers at their disposal. To be honest, that would be unnecessary expenditure, particularly at the beginning.

Making videos does not have to be hard on your budget, and it also does not have to be greatly time-consuming.

Recording devices are a lot easier to come by these days. Every smartphone has a built-in camera and, more often than not, every one of your employees more than likely has a smartphone.

Videos recorded on your phone can be edited directly on the device using one of the many numbers of video editing apps currently available. Otherwise, they can be easily uploaded to your computer if you would prefer to use a video editing software.  

YouTube is more than likely going be the digital channel where you upload your video content. It is the second largest search engine, and it enables easy sharing across all the popular social media networks.

It is important to ensure that the video appears in organic searches outside of the YouTube platform. When uploading your videos to your social platforms and your landing page, be sure to tag them with keywords to enable search engine optimization (SEO).


Start small 

There’s no need to jump straight into trying to make long and complicated videos. Start out small. Begin with creating a short introductory video, or perhaps a short demo of your product. These can be easily done within one minute.

Design videos that speak to your target audience and their interests, all the while staying true to your value message in a humanizing way.  As time progresses, you will begin to feel more confident creating longer videos. Stick at it and the creative juices will begin flowing.


Be committed 

It might seem like grueling work initially, particularly if you are not getting the return on investment that you may have hoped. Not all customers will respond, and you should not be discouraged by the lack of shares or likes on your video.

Creating video content is a learning experience and it can be a greatly rewarding one, both professionally and creatively!


Orla Murphy

Orla Murphy

Digital Content Writer at Connectors Marketplace writing about the latest digital selling topics and strategies.


Orla Murphy

Posted by Orla Murphy

Digital Content Writer at Connectors Marketplace writing about the latest digital selling topics and strategies.

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