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5 Reasons Why B2B Video Marketing is Important in 2023

By: Andrea Panno

Have you noticed your attention span narrowing in recent years? If you answered yes, you’re not the only person who’s struggling to focus. With content to consume coming at us from all angles, it can be hard to stay engaged for longer than a few minutes at a time. Do you see where I’m going? Long-form, written content isn’t enough to keep you or your audience engaged anymore.

If you want your B2B company to be distinctive, it’s time to start prioritizing video marketing. In fact, 86% of businesses are already using it.

Keep reading, and you’ll soon see why video marketing is important in 2023. We’ll also provide an example of video marketing so you can see it in action.

Your Audience Loves Video

With approximately 5 billion hours of video watched every day on YouTube, it’s clear that the platform provides some serious entertainment. But if you think YouTube is just for entertainment, you’d be mistaken. What’s more, you’d also be missing out on a huge opportunity to promote your products and services.

You might be hesitant to create video because your audience is primarily B2B buyers, but don’t be. People who work for B2B companies in need of complex products or services enjoy YouTube just as much as the next person, so don’t think for a second that your audience wouldn’t engage with your video marketing content.

The fact is, if you’re not creating video in 2023, you’re missing out on one of the most popular ways people consume content today.

Videos Are an Easy Way to Explain or Demonstrate Products and Services

As a B2B company, your products and services are likely more complex than those provided by B2C companies. Videos provide a great way to break down your products and services so your audience can better understand your offerings.

If you can clearly explain how a product or service will help your audience (or even provide a recorded demonstration so they can see for themselves), your prospects and customers will be much more likely to buy into it.

Videos Provide a Good Return on Investment (ROI)

It can be easy to be put off by video marketing if you think about all the time, energy, and expertise that’s required to produce videos. But today, there are plenty of software solutions and DIY platforms you can use to easily develop video content in-house.

Or, if you have the budget for it, you can work with an agency, a production company, or hire professionals individually. Doing so can help ensure that you always achieve a professional final product with your marketing videos, whatever your goal.

The best way to achieve a positive ROI? Keep your video production costs low by using software or a DIY platform such as Lumen5.

Video Marketing Is a Versatile Medium

Video marketing enables companies like yours to engage audiences, educate them with demos, inspire them with testimonials, and inform them during the decision-making process with high-value content such as webinars. No matter what your company’s marketing objectives are, there’s a video style that aligns with them.

Here are some of the most popular marketing video styles you can create:
  • Brand Awareness
  • Explainer
  • Product or Service Promotion
  • Testimonials
  • Interviews
  • Case Studies
  • Tutorials
  • Demos

There are plenty of ways to share your videos once they’ve been produced, too. Beyond simply publishing them to YouTube, you can:

  • Add them to your website
  • Share them on social media
  • Promote them in emails
  • Embed them on landing pages

Many social media platforms also have built-in integrations for creating and posting videos. For example, on Instagram, you can record videos to add to your story, go live, or create Reels.

Videos are Valuable for SEO

Did you know that video content can help you rank on the SERPs? If you didn’t, now you do! For popular keywords, search engines like Google often include videos at the top of their results pages. If you’re creating videos based around popular search terms in your industry, don’t miss out on the opportunity to potentially rank for them – always upload them to YouTube first!

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If you want to break down a complicated idea or help customers learn more about a specific product or service, video is an excellent tool that can help you accomplish these objectives and more. Hopefully with these five reasons broken down, it’s easier to understand why video marketing can be such a valuable asset to your marketing strategy.

Need help creating compelling marketing videos, developing or refreshing your brand identity, or another area of marketing? Sagefrog would love to help. Let’s talk!