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For companies that have a product or service that’s difficult to understand, video is an especially vital piece of your marketing strategy. A cutting-edge software platform, for example, will need a video for people to truly understand it and once you’ve turned a prospect into a customer, tutorial videos are beneficial for keeping them engaged with your brand.
Visual information is the ideal solution for communicating with customers about software platforms or services – products that solve a problem rather that being an object you can hold or wear. This is one reason why video is becoming increasingly important for the B2B sphere and why your company should consider promoting with the help of video.
Video is memorable – according to data from Online Publishers Association cited by B2B Marketing, 80% of viewers can recall a video they watched within 30 days. Video also provides a great way to present a lot of information in a short period of time. When you engage both the visual and auditory senses, your viewers retain more of the information, and walk away with a better understanding of what your product is all about.
An infographic just released by IDG Enterprise outlines what technology buyers look for during the sales cycle. Not surprisingly, the more they know about a product, the more likely they are to purchase. Nearly 80% of decision-makers on the market for information technology agree. However, 82% of respondents also said it was very difficult to locate high-quality information regarding these purchases. Among the challenges listed were finding information to be overly general or filled with buzzwords. This may be why 40% of decision-makers reported watching video in the course of their research.
There are many ways to use video throughout the buying cycle and plenty of reasons to do so. Since buyers want high-quality information about a product before buying it, you may want to consider making a video series rather than just a single video. These can even be aligned to the sales cycle. An explainer video provides a great introduction to your product, but you can offer more thorough content once you’ve gotten a prospect’s attention.
An additional benefit of using video is that it can portray your personality. After all, once a prospect purchases a product, their relationship with you isn’t over. Video can demonstrate that you’ll be a good partner. You may also want to consider creating a set of videos for customer support. As more resources become available online, customers often expect to be able to troubleshoot their issue without contacting you.
Take a look at a few animated videos in our portfolio that we’ve done for IT, tech, and software companies.
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