Video Marketing Minute: B2B Video Marketing Best Practices

Hey, I'm Kate from TwentyThree and welcome to our first ever Video Marketing Minute. Every week I'll answer the most pressing questions about video marketing and share insights on how marketers can harness the power of visual storytelling. Today we're talking about B2B video marketing best practices. So why video? It's proven that video content is more engaging, process faster, and makes up the majority of online communication. In fact, by 2019 Cisco estimates that 80% of all internet traffic will come from video, making it more important than ever for marketers to harness the power of video, track how it's performing and test based on these results. We've put together five tips to consider when developing your B2B video marketing strategy. First, engage your audience through expert content. Doing so will position your brand as a go-to resource in the industry. A great example of this is HubSpot's blog, which features videos that cover all aspects of inbound marketing. Second, add calls to action in your videos. This creates an opportunity for users to interact with your video, enabling engagement and gathering insightful data. More specifically, you can gate your videos, just like an ebook or white paper, to gather viewer information in exchange for your content. Third, add videos to landing pages and blog posts. We found on our own blog that video increased engagement by up to 300%. Fourth, measure. Pay attention to engagement and performance rates in your video, with a special focus on completion rate, click-through rates, and conversions. For example, Investopedia looks at VCR, video completion rate, as a key metric. That's the percentage of video that has been completed, and their goal is to have 80% of their videos at least 95% completed. Lastly, use a video marketing platform. This allows brands to distribute videos from a single platform, generate leads, integrate with existing automation software, and properly measure results of video and content campaigns. Thanks for watching. Follow us on Twitter to catch us next week's episode. And tweet your video marketing questions at 23.