Whether using an explainer video or customer testimonial, experts suggest B2B marketers shift their focus to the customer’s pain point. B2B’s should address a client’s challenge within their video content, as opposed to why the recipient should buy their product, or how their product helped solve other customers’ needs.
“Most B2B marketers overlook the need to think holistically about their prospect and customer information needs,” said Heidi Cohen, Chief Content Officer at Actionable Marketing Guide. “As a result, they miss major marketing opportunities to use these videos for content, product, sales and customer service. Marketers have to put themselves in their prospect or customer’s shoes to give them the information they need without sales or promotion. Otherwise, viewers will abandon the content.”
Personalizing video content by addressing the recipients’ pain points and has client’s specific interests in mind creates a gateway into a new video content format B2B marketers are incorporating called: interactive videos.
Interactive videos can include a Call To Action (CTA) within the video giving the viewers the ability to take immediate action, such as view a related (and relevant) piece of content or fill out a form to request a demo right within the video itself.
In addition to CTAs, interactive videos enable two-way conversations through questions within the video and with using overlay annotations to drive related actions during the video playback, as seen in this VSP video example from SnapApp:
Interactive videos must be more than just a one-time experience. People love to hit the play button and will go into a zombie state watching quality produced videos. B2B’s have a good opportunity to seize their market using more vidoes.
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