Why video for marketing? Think like Google.

The Business-to-Business marketplace is changing. This is no surprise at all with the way things are evolving, however, this might serve as a wake-up call for some businesses and their brands. Over the past couple of years, there has been some rather interesting shifts in B2B interactions. 

For example:

Caterpillar recognized when they launched FOUR NEW VIDEOS for their “Built For It” brand campaign last year, that the B2B audience is now younger and online. Thus, the company set out to make the CAT brand more human, more approachable and more relevant with convenience in mind. It’s not a secret that most B2B audiences are online, since we are living in the digital era.

So what has changed?

Google partnered with Milward Brown Digital to find out. 3,000 B2B researches were surveyed, resulting in purchase habits which involved the use of digital specifically, Search, Mobile Friendly and VIDEO’S. Online VIDEO is where Google saw the most growth. 70% of B2B buyers and researches are watching videos throughout their path to purchase. A 52% jump in just 2 years.

What’s got their attention?

VIDEO’S about products features top the list, followed by training & tutorials and professional reviews. These videos are also helping extend the conversation: when asked what they did after watching, B2B researches said they talked to colleagues, looked for more information, visited a brand website/store or shared the video.

Start to finish, VIDEOS are playing an increasing role in most industries and businesses. That means you need to be producing content that helps them learn about, compare and research their B2B purchases. The most important thing to be thinking about is whether or not you’re marketing to this changing audience. Business-to-Business influences are likely younger than expected, and you need to make sure you’re reaching them where they are and providing them with the content they’re seeking. That means stepping up the intensity in your Search, Mobile and VIDEO experiences is now critical to successfully reaching your B2B customers and moving them through the path to purchase.

For more information and to get a Video Started for your company or Product contact us here.