Video Advertising and the Shift to Online Channels

Business.com / Marketing Strategy / Last Modified: February 22, 2017

By creating videos, your business can build brand awareness and engagement while driving searches and new customer acquisition. Video...

In the past, TV advertising has been a major hot spot for marketing budget. Businesses were able to reach a wide audience with a somewhat targeted approach, paying attention to channel, program, and location segmentation. However, more and more buyers and business decision makers are turning to online sources to consume video. From sites such as YouTube and Vimeo to Hulu and Netflix, online video channels are one marketing medium advertisers would be wise to take advantage of. We produced this infographic to show marketers and buyers alike that there is value in online video. Businesses can produce valuable content for brand awareness and engagement, and buyers can get the information they need to make more informed decisions about the products and services they need to run their business.

Related: The Breakthrough of B2B Video Marketing

Who is Spending Money on Video Marketing and Advertising? Why?

Marketers, from a range of industries, are creating video content for marketing and advertising purposes. Video is now the 6th most popular content marketing tactic and according to an Ascend2 report, 47% of those with successful content marketing strategies cite videos as the most effective type of content used for marketing purposes (Tweet this!). As more and more businesses are finding ways to produce high-quality videos, from slideshow and screencast presentations to commercial, more are making the transition to online video marketing and advertising.

When people see a video about a product or service, it's likely they'll seek out even more information. Video marketing can increase engagement and build brand awareness. Similar to display ads, even a non-click can lead to a search query and greater brand recognition.

Related: Get started with whitepaper content marketing campaigns.

What Types of Videos Should I Create?

Before making purchases or when looking for ways to make the most of a product, B2B decision makers are turning to online video. The type of videos you create should reflect what your business represents and the target audience you are trying to reach. It should also have a focus on helping your business meet its overall objectives, whether that's a new email subscriber, a more informed customer, or new customer acquisition. Even if you don't have a big budget, the right lighting, speaker and content can make your video successful. Here are a few suggestions:

  • Product Demonstrations
  • New Product Introductions
  • How-To's and Tutorials
  • New Product/Service Teasers
  • Customer Testimonials

Once you know the type of video to create, keep in mind the length of your video. Most executives prefer videos that are 3 to 5 minutes long (Tweet this!) and most of the highly-successful B2B videos are 90-120 seconds in length. No matter the content, try to keep the run time short to ensure you keep the attention of your viewers.

Related: Get the new infographic about site speed optimization.

How Do I Promote My Videos?

Once you've created a video, there are a number of ways you can promote your new content. From uploading the video to sites your audience is on to embedding it into an email or blog post, promoting your video is a must.

  • Upload it to the right channels. Add your video to YouTube, Vimeo and other social video sites where your audience can be find.
  • Use social media. Tweet out your video, share it as a status update on Facebook, and post it to your Google+ page. If your audience is on Pinterest, you can even Pin your new video to the site and a relevant board.
  • Embed the video in blog posts and emails. Depending on the video content, you could find it valuable to add the video to prospecting or nurturing emails. You could also add it to a blog post for further elaboration or referencing.

Video marketing and video advertising are becoming more prominent. Customers and business buyers are online, watching videos and seeking out the information that can help them make decisions about the products they need and how to optimize that product use. By creating videos, your business can build brand awareness and engagement while driving searches and new customer acquisition. Video marketing is a must for B2B businesses looking to stand out from competitors.

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