There are many benefits of video for generating leads in B2B. It can offer evergreen generation, improve lead quality, and expand your brand’s reach. Video is an integral part of business-to-business marketing, and it isn’t something that should be left to chance.
This importance leads a lot of brands to hiring B2B video production agencies to oversee their content. It’s hard enough to build a brand, establish expertise in your field, and reach the right audiences. When it comes to generating leads with high-end video content, you should take all the help you can get.
Why Video for Leads
B2B marketing is unique. Just as with consumer marketing, you’re competing for the attention of busy people whose feeds and days are flooded with content.
With B2B marketing, however, you’re fighting for the attention of decision-makers who are responsible for large amounts of capital and need to get other people on board before decisions can be made. Engaging these people long enough to care about your product and see how it’s different is an uphill battle. Video is one of the ways forward.
Video content has surged in importance across all kinds of content, and the reasons for this are the same reason it’s a powerful tool for lead generation. Video unfolds in time, creating narratives and characters and quickly forming an emotional connection with the viewer.
Because it’s a visual medium, it also allows these things (and practical explanations of product functions) to be achieved quickly. Video is also more likely to be shared, which is another benefit of B2B video for sales and lead generation. You never know who will share one of your videos explaining a specific topic, leading you to catch another customer.
The Funnel
It’s impossible to talk about lead generation, video or otherwise, without talking about the funnel. There are three levels to the lead funnel: awareness, consideration, and conversion. Video can meet an audience at any stage of the funnel.
Awareness
At the top of the funnel, a brand can offer thought pieces and explainer videos that attract new leads through good SEO. This is the first step, where a simple Google search lets potential clients know your brand exists. Here, a brand can show they’re an authority in their field.
Consideration
At the middle of the funnel, product tutorials and webinars can establish further expertise and suggest the brand’s specific solution to an issue. These leads are closer to making a purchase and are considering your brand as the answer. This is often where more focused content is used.
Conversion
At the bottom of the funnel, a prospective client is ready to make a purchase. Case studies and testimonial videos can help seal the deal.
Video can work effectively at all levels of the lead funnel, and it should be used every step of the way. Just getting a business interested isn’t enough; you have to get them to commit. Video can help do that, no matter where in the process they are.
How B2B Video Supports Lead Generation at Every Funnel Stage
Evergreen Generation
Quality video content generates leads; exceptional video content generates leads for years. Creating a video that falls at any point on the lead funnel, as long as the writing and production quality are superior, can bring in new leads and usher potential clients one step closer to making a purchase.
Improving Lead Quality
Every business knows not all leads are created equal. A high volume of low-intent leads might be okay if they eventually convert, but if they don’t, it just means wasted time and resources. Video can help brands filter who is genuinely interested. Part of this is the information available through videos.
A potential client watching a video is potentially signaling something different from staying on a blog page for a certain amount of time. Moreover, seeing at exactly what timestamp a viewer left a video helps brands understand what that demographic is interested in so they can more effectively move them through the lead funnel.
This kind of data also helps brands identify which leads are worth pursuing and how best to do that.
Expanding Reach
Video can also help with B2B lead generation because it can function across multiple platforms. This can be great for ROI, because once you invest in a quality video, parts of it can live on YouTube, Instagram, TikTok, or embedded in webpages. Videos are the lifeblood of the internet, and having content appealing to specific audiences posted across diverse settings is not only necessary, it’s a smart use of money.
Leading the Way
When you’re ready to reap the benefits of high-quality video content, reach out to grouphugs. Our expertise in video can yield all the upsides discussed in this article, and we can help you plan for the future by teaching you how to create a B2B video content plan!
