Countless studies and surveys seem to agree that online video viewership is generating large numbers and is unlikely to slow down any time soon.
During the first month of 2011, more than 170 million US Internet users viewed an average of 14.5 hours of media content online.
Going even further, 66 percent of participants in a recent study indicated that they watch more video content online than they did a year ago; a figure that is expected to grow significantly in the coming year.
The growing audience for online video has led many companies to realign their advertising campaigns with additional focus on the Internet.
In another study, companies that reallocated at least 5 percent of their television advertising budget to online marketing efforts increased their brand exposure and reached new viewers previously inaccessible through television.
These findings underline the enormous value that online video campaigns can have for B2B marketing companies and their clients. In addition to costing significantly less than traditional media campaigns, online video content can be accessed by internet users anywhere via mobile devices.
Online video content can be an extremely effective tool for brand advertising and lead generation. However, getting your content within view of your intended target base can be challenging due to the sheer number of videos floating around the web.
Whether you’ve launched an online video campaign or are in the process of creating one, here are some suggestions that will enhance your business-to-business marketing efforts on the web.
YouTube Text Summary
With over two million daily viewers, YouTube is perhaps the most trusted online platform for promoting video content. But simply uploading your content to YouTube is not enough to attract viewers.
One of the main ways that people discover YouTube video content is through a keyword search. With search engine optimization (SEO) playing such a big role in exposure, it’s important that a text summary accompany all of your YouTube videos. The summary should be an accurate and compelling description of the video incorporating keywords and a link to your website. Not including a text summary essentially defeats the purpose of your video marketing campaign, since it’s unlikely that someone will watch your video if they don’t know what it’s about.
Junk mail
Video can convey more information per minute and is the most persuasive method of delivering product information compared to any other media platform. With this in mind, it’s only practical to include videos in your email marketing efforts. Some surveys suggest that email marketing campaigns that include videos can increase conversion rates by up to 300 percent. Using videos will also increase your chances of reaching potential customers who primarily access their email via mobile devices.
These are just two ways to improve the online presence of your B2B internet marketing video campaign. No matter how you decide to promote your video content online, it’s important to remember that the quality of your viewers is more important than quantity.