Why Use Web Video?

B2B marketers are increasingly utilizing online videos to inform, engage and even have a little fun. Here are some of the key reasons why:

With proper optimization, video increases the chance of a front-page Google result by 53x. Forrester also reports that adding video in to e-mails increases click-through rates by two to three times. (Forrester, January 2010)

This bears repeating. Web videos are 53 times more likely to appear on the first page of Google than text or static images. So obviously an effective web video is going to generate more qualified leads.

We also find that even busy executives want to do more than just read on the web. Executives with no time for fun and games do have time for the sound and motion of video, according to findings from Forbes Insights. They actually prefer it to text for learning about products and services.

Forbes Insight found that 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. Three-quarters of all executives said they watched work-related videos on business websites at least once a week. (Forbes Insight, December 2010)

The value of video goes way beyond lead generation. By answering many of your prospective clients’ basic questions quickly and effectively, it simultaneously slashes sales cycle times and multiplies the productivity of your sales team.

By providing consistency to your messaging, video ensures that your key sales points are always reliably presented to your prospective clients. This allows those who are not good fits for your solution to self-qualify out of the sales cycle. For those who now more readily recognize the applicability of your product or service to their needs, video increases close rates.

Here are a few more reasons why you should be using web video:

People want to see what you can do. They like speed. Your message can get delivered in just a few minutes and finally people like a multifaceted experience of visual and auditory stimulation. (New Evolution, June 2011) 

To demonstrate ideas in a way that is best done through video. Reading is fun, but watching can stun! To make an impression and be remembered.
(Richard Grace, January 2011)

A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester. (Forrester, January 2009)

According to Cisco, video will increase from 30% of Internet traffic to 90% of Internet traffic by 2013.

Finally, video enhances your brand image. Fast Company lists the following additional ways that Technology Solution Providers should be using web video to accelerate their revenues. (Fast Company Expert Blog, March 17, 2011):

  • Visually demonstrate how a product or service works
  • Communicate a specific message or company news
  • Case studies
  • Executive summaries and video versions of white papers
  • Share content from webinars
  • Interview partners and customers at a trade show
  • Hold a Q & A session with an expert within your company
  • Give a sneak peak at product releases
  • Product visualizations
  • Elevator pitch videos and video brochures.