The amount of time you have to capture your audience’s attention is short. If your target audience is the C-Suite, that window is even smaller. To be noticed, brands must cut through the noise and deliver a succinct and powerful message to consumers with increasingly short attention spans at all stages of the new buyer’s journey.
I’ll cut to the chase -- content marketing is the answer and video must be in the mix.
According to Forrester, 74 percent of B2B buyers conduct more than half their research online before they make an offline purchase and 59 percent of senior executives state that if given a choice between text or video on the same topic, they prefer video. So if you’ve got to attract, educate and persuade a prospect before ever speaking to them, then why would you tell your brand story in written form only?
If leveraged strategically, video can attract and engage new audiences, push prospects through the funnel and pull your customers closer -- from “how-to” content to customer testimonials to GIF’s on social media (yes, those count), there’s a video opportunity at each stage of the buyer’s journey.
Not convinced? Don’t take our word for it. We’ve gathered lots of compelling data to prove that this isn’t just a passing fad and some suggestions on how you can incorporate video into your current marketing communications program.
INKHOUSE TIP:Try creating a video recap of your highest performing blog posts to expand the reach and impact of your message. Post the video on YouTube with the transcription of the video to improve search visibility and consider including it within the blog post itself to improve engagement and shareability.
INKHOUSE TIP: Recently, InkHouse produced a video for a client and organic impressions were 330% higher than the same social post without video. Have a great piece of coverage or a blog post you plan to promote on social media? Animate a quote or stat as an alternative to a teaser image and compare your results.
INKHOUSE TIP: Poor bounce rates can cost you new leads and customers, but they can also have a negative impact on SEO. Have an important landing page with a high bounce rate? Incorporate an explainer video or visual case study on the landing page to improve visitor engagement, time on site and search engine rankings.
INKHOUSE TIP: Develop customer testimonials to feature on your website and in email and social media campaigns to help convert prospects into customers. People trust other consumers more than brands.
INKHOUSE TIP: Information retention is important at all stages of the buyer’s journey, but absolutely critical in the awareness stage when you’re battling for attention and striving for brand recall in a very crowded room. Incorporate video into your thought leadership program through creative brand storytelling, interviews with key executives or videos that highlight company culture to create an emotional connection with your audiences. Brands that create authentic connections win customers.
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