Many small businesses today rely a great deal on Business to Business (B2B) marketing as part of their business model.
When it comes to content marketing, a whopping 76% of businesses are using video as part of their content marketing strategy. 72% of those that use it, say that YouTube is their video platform of choice to distribute content for lead generation and brand visibility purposes.
The question is this: is video marketing effective in all cases? Or should it just be one small part of a broader B2B content marketing strategy?
As with all marketing strategies, though, one must know their audience and what will be most effective for who they are targeting. As a marketer of your small business, it’s key to understand what will be received well by who you are marketing to.
Video is a quick way to get the message about your services or products out there. But B2B is complex and it isn’t always as easy as making a video, pushing it out there, and seeing immediate results, and video marketing isn’t a silver bullet. As a marketer of your small business, you should never over-simplify your buyer into one narrow package. Not all buyers are looking for the same thing or using the same process to make a choice of product or service: some rely simply on facts, some on emotion, some on a combination of both. Video is an excellent way to draw in the buyer emotionally but may not provide as much fact as the buyer needs to make a choice. On the flipside, a fact-based video may draw in a buyer based on product description but not draw in an emotional buyer who is looking for a compelling connection when making the choice of which business to go with.
At the end of the day, any marketing strategy for your small business should be nuanced and complex enough to cover the many different people who are looking to use your products or services. At Old City Web Services, we can help guide you in the process of broadening your strategy and help you grow your business in 2015.