In today’s digital age, video content is a powerful tool that B2B companies can use to drive pipeline and revenue growth.
The increasing popularity of video content and the shift towards digital marketing, video has become an essential part of any successful marketing strategy.
More specifically, here are a few stats worth noting:
- According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate.
- According to ComScore, 45.4 percent of users viewed at least one video online over the course of a month.
- YouTube reports mobile video consumption rises 100% every year.
- According to Rhythm and Insights, combining video with full page ads boost engagement by 22%.
- 75% of executives watch work-related videos on business websites at least once a week.
- More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have been created in 30 years.
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video according to Forbes.
In this blog post, we’ll explore why video content is so effective and provide actionable tactics to help you track the performance and ROI of your video executions.
Why Video Content is So Effective for B2B Companies
Video content can help you achieve several marketing goals and also the outcomes you want to achieve. Here are a few reasons why video content is so effective:
- Video is Engaging. Video content is more engaging than other forms of content. People are more likely to watch a video than read a long article or a whitepaper. Video content can be entertaining, informative, and educational, which makes it more enjoyable to watch.
- Video Builds Trust. Video content can help build trust with your audience. People are more likely to trust a brand that produces video content because it shows that the company is transparent and authentic.
- Video Demonstrates Products and Services. Video content is an excellent way to demonstrate products and services. It allows customers to see how a product works or how a service is delivered. This can help customers understand your offering better, which can lead to more conversions.
- Video is Shareable. Video content is highly shareable. People are more likely to share a video than a blog post or an infographic. This can help increase your brand’s reach and drive more traffic to your website.
- Video is Memorable. Video content is more memorable than other forms of content. People are more likely to remember a video they watched than an article they read. This can help increase brand recall and recognition.
Tactics for Driving Pipeline and Revenue Growth with Video Content
Let’s dive into some tactics for driving pipeline and revenue growth with video content.
Create Targeted Video Content
The first step in using video content to drive pipeline and revenue growth is to create targeted video content. You need to understand your target audience and create videos that will appeal to them.
For example, if you are targeting C-level executives, you may want to create videos that focus on the business value of your offering. If you are targeting mid-level managers, you may want to create videos that demonstrate how your product works.
When creating targeted video content, you want to create videos that speak directly to your target audience. To do this, you need to understand your audience’s pain points, challenges, and goals. You can use this information to create video content that addresses these issues and positions your offering as a solution.
KPIs:
- Views: The number of people who have viewed your video.
- Engagement: The number of likes, comments, and shares on your video.
- Time watched: The amount of time people spent watching your video.
Performance ROI Calculation:
- Cost per view: The total cost of creating and promoting your video content divided by the number of views. For example, if you spent $5,000 creating and promoting a video that received 10,000 views, your cost per view would be $0.50.
Use Video Content in Your Sales Process
Video content can be a valuable tool in your sales process. You can use video content to educate your prospects about your offering and demonstrate its value. For example, you can create videos that show your product in action, provide case studies of successful implementations, or feature customer testimonials.
Using video content in your sales process can help you personalize your outreach and engage prospects in a more meaningful way. You can create personalized videos that speak directly to your prospect’s pain points and challenges. This can help you build rapport and differentiate yourself from competitors.
KPIs:
- Video views: The number of people who viewed your personalized video.
- Response rate: The number of people who responded to your outreach after viewing your personalized video.
- Conversion rate: The number of people who converted to the next stage of your sales process after viewing your personalized video.
Performance ROI Calculation:
- Cost per conversion: The total cost of creating and promoting your personalized video divided by the number of conversions. For example, if you spent $1,000 creating and promoting a personalized video that generated 10 conversions, your cost per conversion would be $100.
Host Webinars
Webinars are a great way to use video content to drive pipeline and revenue growth. Webinars can be used to educate your prospects about your offering and demonstrate its value. They can also be used to generate leads and nurture existing leads. For example, you can use webinars to showcase your thought leadership, provide training on your product, or host Q&A sessions with industry experts.
Hosting webinars is a great way to engage prospects and provide value. You can use webinars to provide educational content, showcase your offering, and position your company as a thought leader in your industry.
KPIs:
- Registrations: The number of people who registered for your webinar.
- Attendees: The number of people who attended your webinar.
- Engagement: The number of questions asked, chat messages sent, and polls answered during your webinar.
Performance ROI Calculation:
- Cost per attendee: The total cost of creating and promoting your webinar divided by the number of attendees. For example, if you spent $5,000 creating and promoting a webinar that generated 100 attendees, your cost per attendee would be $50.
Use Video Content in Social Media
Social media platforms like LinkedIn, Twitter, and Facebook are excellent channels for distributing video content. You can use video content to showcase your offering, provide thought leadership, and engage with your audience. For example, you can create short videos that provide tips and tricks, share industry news, or showcase your team.
Using video content in social media can help you reach a wider audience and engage with your followers in a more interactive way. You can create short-form videos that showcase your offering, provide educational content, and feature customer success stories.
KPIs:
- Views: The number of people who viewed your video.
- Engagement: The number of likes, comments, and shares on your video.
- Click-through rate: The number of people who clicked through to your website after viewing your video.
Performance ROI Calculation:
- Cost per click: The total cost of creating and promoting your video content divided by the number of clicks. For example, if you spent $1,000 creating and promoting a video that generated 500 clicks, your cost per click would be $2.
Measure Performance and ROI
To ensure that your video content is driving pipeline and revenue growth,
you need to measure its performance and ROI. This can help you identify which videos are resonating with your audience and driving the most results. Here are a few metrics that you should track:
- Views: This metric tells you how many people have watched your video. It can help you gauge the overall reach of your video content.
- Engagement: Engagement metrics, such as likes, comments, and shares, can help you understand how your audience is interacting with your video content. These metrics can also indicate how well your video content is resonating with your audience.
- Conversions: Conversion metrics, such as click-through rates and conversion rates, can help you understand how your video content is driving results. For example, if you create a video that promotes a gated asset, you can track how many people clicked through to download the asset.
- ROI: Ultimately, you need to measure the ROI of your video content. This can help you understand whether your video content is driving revenue growth. To calculate ROI, you need to compare the cost of creating and promoting your video content to the revenue generated from that content.
To measure the performance and ROI of your video content, you need to track the metrics mentioned above and calculate the cost per result. This will help you identify which videos are driving the most results and adjust your video content strategy accordingly.
KPIs:
- Views
- Engagement
In addition to the KPIs mentioned above, you should also track the conversion rate of your video content. This is the percentage of people who take a desired action after viewing your video, such as filling out a form or making a purchase. By tracking your conversion rate, you can identify which videos are driving the most revenue and adjust your video content strategy accordingly.
Performance ROI Calculation:
- Cost per conversion: The total cost of creating and promoting your video content divided by the number of conversions. For example, if you spent $10,000 creating and promoting a video that generated 50 conversions, your cost per conversion would be $200.
Another important metric to track is the retention rate of your video content. This is the percentage of people who watched your video all the way through. By tracking your retention rate, you can identify which videos are holding people’s attention and adjust your video content strategy accordingly.
Performance ROI Calculation:
- Cost per view: The total cost of creating and promoting your video content divided by the number of views. For example, if you spent $5,000 creating and promoting a video that received 10,000 views, your cost per view would be $0.50.
Finally, you should track the lifetime value of your customers who were acquired through your video content. This is the amount of revenue that a customer generates over the course of their relationship with your company. By tracking the lifetime value of your customers, you can identify which videos are driving the most valuable customers and adjust your video content strategy accordingly.
Performance ROI Calculation:
- Lifetime value of a customer: The total revenue generated by a customer over the course of their relationship with your company.
- Cost per customer acquisition: The total cost of creating and promoting your video content divided by the number of customers acquired. For example, if you spent $20,000 creating and promoting video content that generated 100 customers with a lifetime value of $10,000 each, your cost per customer acquisition would be $200, and your return on investment would be $800,000.
By tracking these metrics, you can identify which videos are driving results and adjust your video content strategy accordingly.
Wrapping it Up
B2B companies can drive more pipeline and revenue growth with video content by creating targeted content, using video content in the sales process, hosting webinars, using video content in social media, and tracking the performance and ROI of all executions.
By tracking KPIs such as views, engagement, conversions, retention rate, and lifetime value of customers, B2B companies can optimize their video content strategy and achieve greater success.
Work with Me
If you’re interested in working with a marketing expert who can help you develop a video content strategy that drives more pipeline and revenue growth for your B2B company, then let’s talk.
As a seasoned marketer with experience in developing successful video content strategies for B2B companies, I can help you:
- Identify your target audience and create video content that speaks directly to them
- Develop a comprehensive video content strategy that aligns with your business goals
- Create compelling video content that engages your audience and drives conversions
- Measure the success of your video content strategy and make data-driven optimizations to improve results.
