Why YouTube Works for B2B Marketing (Part 2)

I previously discussed some of the benefits of the role of YouTube in B2B communications. YouTube is the largest online video sharing network: a Forbes study reported that more than half of executives watch work-related YouTube videos at least weekly. You can read the full post here.

 

Research indicates trends that YouTube’s presence in the B2B marketing space is increasing, and when trying to engage your target audience, it’s important to market yourself where they’re looking. Videos are a valuable means of communication – they elicit emotion in viewers, help establish connections, and convey a call to action. B2B marketing today is not the same as it was years ago, and YouTube has played a large role in that.

1)      Visual Appeal Leads to Emotional Appeal

Video humanizes your brand. With B2B communications, it’s important that the businesses are able to understand your brand and connect on a personal level. After all, you’re not trying to persuade a company, you’re trying to persuade the people that work for a company.

Rick Segal, President and Chief Practice Officer of Gyro, one of the top B2B marketing agencies in the country, claims that “90 percent of business decision making is emotional.” Your company can use YouTube videos to show your business’ message, rather than just tell it, and consequently appeal to viewers’ emotions.

Corning Inc., the world leader in specialty glass, is a B2B YouTube marketing success story. In 2011 they made and uploaded a video entitled “A Day Made of Glass … Made Possible by Corning,” that depicts a futuristic world where nearly everything is made of glass. The video went viral, with over 22 million views. What Corning was able to do was use video to connect with viewers and inspire them to think about something ordinary in a completely extraordinary way. And YouTube was the platform that made it possible to share this thought-provoking video with millions of people. You can watch the creative video here.

2)      Connect with Existing and Prospective Clients

Powerful videos like Corning’s are a mechanism to gain the interest of prospective clients and keep current clients engaged as well. Use videos to show that you’re aware of your clients’ challenges and that you will continue to provide solutions to them.

As for potential clients, your videos can reach decision makers that are either unfamiliar with your company or executives familiar with your company – but are currently clients of one of your competitors. Brand differentiation is a top priority in B2B marketing and videos are a highly valuable tool in distinguishing yourself from the competition. According to the Forbes Insights “Video in the C-Suite: Executives Embrace the Non-text Web” study:

• 65% of senior executives have visited a vendor’s website after watching their video.
• Over 50% of senior executives share videos with colleagues at least weekly.

Another useful aspect of YouTube is that your results from using it in B2B Marketing can be measured. You can track viewer demographics, how many users have subscribed to your branded channel, and how many views your videos have received.

3)      It’s Where your Target Audience is Looking

Trends show that YouTube is playing an ever-increasing role in B2B Marketing. The Content Marketing Institute’s “B2B Content Marketing Benchmarks, Budgets and Trends Report” indicates that 61% of B2B marketers are using YouTube in 2013, as compared to 56% in 2012.

The increase in B2B marketers using YouTube makes sense – it’s where executives are looking for more solutions to solve the challenges unique to their business. The Forbes study also reported:

• 83% of senior executives said they watch more online video today than they did a year ago.
• 59% of senior executives prefer video over text.

YouTube videos are a vital part of the future of B2B marketing. In a field where you’re competing against other business and trying to expand client bases, it’s crucial to have a presence where those decision makers are looking.

4)      Video Communicates a Call to Action

While text on a website helps publicize your message to existing and prospective clients, video allows you to convey a call to action as well. After briefly (and hopefully creatively) illustrating how your services solve their challenges, you have the chance to tell them to “contact us,” “speak with our sales person” or “sign up for a free quote.”

Brand your B2B videos properly with a quick intro and outro to ensure that all viewers know you created it and how to contact you for more information. Include a link to a landing page that asks people to take the next step. At this point, you have the ability to get prospects to learn more about your brand and hopefully establish a connection with you.

YouTube is a Priceless (and Free) Resource

YouTube is a highly useful social media site for B2B communication. Its popularity cannot be denied, and its value should not be overlooked. It is an outlet that will help make your brand emotionally appealing, keep current clients engaged, gain the interest of prospective clients, and market yourself where your target is looking.

Check out JCPR’s video production division, JCIP, to learn more about how we can help your brand harness the marketing potential of video on YouTube – and beyond.