Online video viewing and sharing continues to increase at a rapidly growing rate. YouTube, the world’s largest video hosting and sharing site, is ranked as the #2 most visited website worldwide and the #2 search engine behind none other than Google. This means that users are searching YouTube for information much like they do Google or any other search engine. Additionally, YouTube videos appear in the search engine result pages (SERPs), so, as much as organic and paid search engine optimization (SEO) are part of your online marketing strategy, video marketing and SEO should be too.
According to a recent Forbes study, 75% of executives watched work-related videos on business-related websites at least weekly while 52% watched work-related videos on YouTube. Overall, 65% of these executives visited a vendor’s website after watching a video. In fact, Media II created a personalized YouTube channel for a client who now credits a 30% sales increase to the 8,500 views its channel has received in just 4 months. These statistics should jumpstart your consideration of online video as a B2B marketing strategy for your company; listed below are additional benefits to consider.
Informative but Brief – Video allows you to deliver a quick and concise message in a timely matter. This is important given that today’s busy executive is likely to be under strict time constraints. The ideal length for a video is 2.5 to 3 minutes.
Increased Engagement – Many individuals would rather watch than read, and humans can process visuals much faster than text alone. The combination of visuals and audio stimulates the human senses and emotions creating an engaging source of information that is likely to be enjoyed, remembered and shared.
Enables Demonstration – Oftentimes B2B products and services are too complex to illustrate using text only. In this case, showing is better than telling. Video allows for dynamic product demonstrations, case studies, client testimonials, and interviews with key people in the industry.
Mobile Friendly – The demands of today’s mobile executive require that they become increasingly reliant on mobile devices for purchase decision information; videos present a dynamic, concise, and convenient method of delivery on handheld devices.
SEO Friendly - Videos can be optimized for search and do appear in search engine result pages.
Sharable Content - According to a Forbes study, more than 50% of senior executives shared videos with and received videos from fellow colleagues at least weekly. Video can be embedded all across the web including video hosting and sharing sites like YouTube, other social media sites, corporate websites, email campaigns and more.
Measurable – Video marketing efforts and the demographics of your viewing audience are measurable with YouTube Analytics.
Consider having a personalized YouTube channel created for your company and develop a video marketing strategy that will deliver interested prospects to your website.