Considering the videos you watch on YouTube, you might not think that it’s the right place for B2B companies to communicate. Isn’t it for videos of cute kittens and babies?
But as online video consumption increases, YouTube is becoming a top online destination for everyone, including the B2B industry. Increasingly, video is proving it can engage users much more than any other medium, no matter who they are.
Why should B2B marketers use YouTube?
YouTube has evolved over the years from a novelty into a mainstream method for executives to receive business information. In fact, 75% of executives watch work-related videos each week (Forbes Insights). Studies show that decision-makers increasingly want to watch, not read.
You can probably draw from your own experience. How many times have you reverted to YouTube to learn more about a company ? Or to learn more about some business-related subject matter?
B2B companies often have involved concepts and processes that are hard to explain with text. A dynamic video can explain these much more efficiently and in a more captivating way than a long text-filled web page.
Not only will executives appreciate the brevity and ease of a video that can spark their interest, but they’re also apt to share it with their colleagues. Younger execs, in particular, are more inclined not only to view video but to also create and share it over the business-oriented social web. The more your videos are shared, the greater the likelihood that other people will watch it.
If I haven’t given you reason enough to consider YouTube as part of your B2B marketing strategy consider this: Studies show that people who have seen a video are more likely to convert to a lead.
So, YouTube is not only helping B2B marketers build incremental reach among decision makers, but it’s also helping to engage and convert them. All in all, YouTube is helping B2B organizations sustain long-term customer relationships and carve out potential leads.
Using YouTube has a few other added bonuses:
- YouTube improves a brand’s SEO and natural search rankings. Because Google knows that people prefer videos, a keyword-titled video shows up in search results much more often than a written post. In fact, videos attract 300% more traffic than a plain-text article, according to Marketing Sherpa.
- On YouTube people are able to leave comments, creating an even stronger bond between them and your brand.
- YouTube provides comprehensive reporting and analytics to track your efforts, so that you can be absolutely sure you’re creating the right content for your target.
How to properly take advantage of YouTube & video marketing for your organization:
B2B marketers who use YouTube can increase awareness and preference, demonstrate products, share knowledge, and put a likeable, human face on their company, but it takes a sound strategy in order to do this. This strategy is built by learning what information and content your current and prospective clients are looking for and what they want to know about you. American Express has done a wonderful job leveraging YouTube for their B2B communication needs: Amex Open Forum.
Craving more information? Leave a comment below with your questions or email awassum@dbrboston.com for more specific strategic approaches to YouTube as well as information about YouTube advertising!
