Statistics show that 60% of business-to-business (B2B) marketers use video content in their overall marketing strategy -- a number that's will likely grow even higher in the months and years to come. However, that means roughly 40% of B2B marketers aren't using video. If you fall under the latter category and haven't jumped on the video bandwagon, keep reading to learn some of the amazing benefits it offers.
Adding video to your emails can help you generate a higher click-through rate (CTR). As you may already know, CTR is the percentage of users who click a link in an email. The higher your CTR, the more effective your email marketing campaign. While there are dozens of ways to promote a higher CTR for your email campaigns, one of the easiest and most effective is to include video. Research shows that adding video to an email increases its CTR by up to 300%.
Videos are also sharable, meaning prospects and other users can easily share them on social media, with friends and elsewhere. For B2B marketers, this means additional exposure for little-to-no work. Every time someone shares your marketing video, it generates new exposure for your company's products or services. Over time, this exposure can drive new sales.
Of course, video can boost your conversions. A report by HubSpot found that adding video to landing pages increases conversions by 80%. That's a pretty substantial number that's certain to capture the attention of B2B marketers.
Some B2B marketers assume that video is difficult and/or time-consuming to produce, but this isn't necessarily true. While there are countless video production companies that charge a fortune for "premium" videos, you can produce your own marketing videos for little-to-no cost. Turning on your webcam and talking about a product or service offered by your company, for instance, is a quick and easy way to make a video. Alternatively, you can use screen capture software to record what's being displayed on your computer monitor.
Finally, video can help you build trust in your target audience. An informational video shows prospects that you are a leading authority figure in your respective niche. And when these prospects trust you, they'll be more likely to buy your product or service. These are just a few reasons why B2B marketers should use video.