Word of the week: Video Marketing

By Word of the Week on August 29th, 2014

With an overabundance of marketing messages in the B2B space, it is often difficult for marketers to break through the clutter and reach potential buyers. However, every month 22 million B2B customers watch videos on YouTube, proving that content marketers should begin focusing on producing high-quality educational video content. Recent research has shown that video converts better than other forms of content because 80 percent of online visitors will watch a video from start to finish, while only 20 percent will read an entire piece of written content. Producing company-made videos and publishing them online provides marketers with the opportunity to successfully integrate content marketing, lead generation and SEO into one cohesive marketing strategy.

Unbeknownst to many marketers, video can be integrated with a marketing automation platform in order to capture email addresses, track prospect engagement and convert leads. To drive conversions, make sure to include a straight-forward call-to-action within your video that prompts prospects to enter their email address or be redirected to a landing page where they can sign up for a newsletter, webinar or demo. In addition to lead generation benefits, videos are 50 times more likely to receive an organic first page ranking than traditional written content, helping to improve SEO.

In order to incorporate video into your company’s content marketing strategy, strategize what valuable information your company has to offer potential buyers and how you can present it. Producing how-to, tip of the week or trend videos can help your company to build a reputation in the industry as a thought leader, drive traffic to your site and help you convert a greater number of leads.

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