The power of video in B2B marketing cannot be ignored.
It connects with your audience on an emotional and rational level, allowing your personality and humanity to come through. People pay more attention to video than other forms of content, making it a super powerful medium to get your message across.
In my recent interview with Ben Amos, the founder and CEO of Innovate Media, he discussed how to design a B2B video strategy for 2023 and beyond.
According to Ben, 60% of B2B deals begin online, and 70% of buyers research a product or service before ever speaking with a salesperson.
This means that your online presence and the content you create are essential to the success of your business.
But having a strategy is not enough.
You also need to create the right content and deliver it at the right time.
Ben emphasized the importance of considering the three levels of the brain: the reptilian brain, the limbic system, and the neocortex. The reptilian brain is responsible for our gut reactions and responds about 60,000 times faster than the neocortex, which is responsible for rational thought and processing.
Therefore, it’s essential to make a good first impression that connects with your audience on an emotional level, or else they won’t move on to the next stage of the buying process.
Just like in dating, you need to make an emotional connection quickly to keep your prospect interested.
Ben also highlighted the importance of having a strategy designer to create a plan and get the right actions in place. However, it’s crucial to deliver the right information in a sequential way and at the right time, as delivering the wrong information can do more harm than good.
In conclusion, if you’re in the B2B space, you cannot ignore the power of video in marketing.
It’s critical to have a strategy in place, create the right content, and deliver it at the right time to connect with your audience on an emotional and rational level. By doing so, you’ll be able to capture their attention and move them through the buying process successfully.