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The success of the video with B2B decision-makers

Digital marketing has revolutionized our business world and the Internet has become a strategic place to talk and make people talk about their business because it is now an essential part of the consumer’s buying journey.

The best technique to incite Internet users to consume its offer rather than that of a competitor is nowadays video.

Thanks to it, you are 50 times more likely to appear on the first page on Google. And the more visible your brand is, the more your brand is in the minds of your audience and the more likely it is to be adopted.

Success of the B2B video

Video, an almost indispensable vector for your business!

Indispensable, because it has become the N°1 way to consume information on the web, but also because the return on investment of this type of marketing is incredibly good.

We know what you think: “Video is great for B2C, but the audience I need to reach is not as concerned about video. »
But that’s just not true.

One argument that business-to-business marketers often make is that video only appeals to millennials, not to people in positions of responsibility in business.

That was before, yes, the average business owner is in his 50s, but the latest data shows that 57% of people over 55 actually want branded and technical videos.

Although this percentage is the lowest in the age demographics, 57% is too large a group to be ignored.

A powerful tool in the B2B marketers’ arsenal

The B2B sector has not been spared by the digitalisation of the company and with it the boom in video. The figures speak for themselves: 72% of B2B buyers watch videos in order to find the information they need to move forward in their purchasing process.

Company managers are asking for more video: 92.5% of marketing professionals consider that video content offers more opportunities for creative expression. With this in mind, B2B video marketing is no longer a trend to follow: it’s a need that business leaders are strongly asking us to satisfy.

By meeting this need, video marketing corrects the gap between B2C and B2B. As non-specific content scrolls by, videos targeting this key demographic group are more likely to attract attention and be long-lasting.

Use the audiovisual tool to showcase your business

Video has become one of the most powerful tools in the arsenal of B2B marketers as they use increasingly creative formats to engage a professional audience.

86% of web marketing professionals now use video content.
Video content gives you the opportunity to present your company, showcase its range of products and services, address its main points of differentiation, get your customers to testify, show the company’s behind-the-scenes, and thus reassure them of the quality offered.

Video is also the preferred media for algorithms, allowing to optimize the feedback in search engines and social networks (Linkedin, Twitter, Facebook). Today, video is an excellent way to reinforce SEO (natural referencing).

The challenge is therefore to use these videos to bring qualified prospects back into the conversion funnel, to make them move forward in this tunnel and to avoid offering them irrelevant video content (e.g. insufficiently targeted complementary videos) that would make them stand out from the tunnel.

It is also important to integrate solutions that allow you to propose a call to action at the end of the videos to qualify B to B prospects (according to their profile: VSE, SME, ETI, Large Companies; according to the urgency of their needs (short term, medium-term), according to their preferred means of communication (email, phone, physical appointment) and to push them into action (information request, NL subscription, call, purchase, upsell …).

In short, video content oriented towards B to B is a great opportunity for companies to emerge and conquer new prospects provided they respect the basics: having authentic content (information and service vs. advertising), targeted, in the right format and broadcast at the right time and with a good analysis and processing of the data collected (responsiveness).

3 tips for a successful B2B lead generation strategy

Just like other sectors, B2B marketing is today in the midst of a digital revolution. It is now a thing of the past, the time when it was thought that only B2C could take advantage of the benefits of Google and social networks. By implementing a simple, yet properly executed strategy, it is already possible to reap the benefits with limited means. Discover in our last article some tips on how to get as many leads as possible.

“Content is king”

Content marketing or content strategy is essential to your overall marketing strategy. Pourquoi ? First of all, because content is one of the 3 pillars of SEO and it is therefore essential to produce content to improve your organic SEO.

Besides that, it also plays a dominant role when it comes to B2B marketing. Indeed, often faced with products that are complex to use, it is important to educate your future customers right from the start. A prospect who finds your product too difficult to use or simply does not understand its use will be less inclined to go all the way to the buying stage.

The quality of this content also plays a key role in lead acquisition. In general, the higher the quality of your content, the more it will be shared, liked and therefore distributed. If this content is attractive and value-added, you will have no problem collecting data from interested parties in exchange.

Social networks at your service

Once you have formatted your research and content creation, do not leave it in a folder on your computer or at the bottom of a cupboard. On the contrary, it should be distributed as widely as possible to maximize your chances of reaching your targets. Social networks are an excellent way to achieve this goal. Because if content is king, distribution is queen.

  • Facebook

Here’s a number that speaks for itself-même ; Facebook has over 2 billion active users. It is therefore irrelevant today to think that only individuals are present on the platform. The majority of companies have a Facebook page and often all employees have an active profile.

A network advertising campaign can be an excellent way to reach these people in a very targeted way (we will come back to this later), but more importantly, to reach them at a time other than when they are working. A priori, at the office, you are concentrated on your tasks and not necessarily permeable to everything that can be told or proposed. On the other hand, when you get home, it is very likely that you will be interested in the publication that you have not seen or have not had time to look at during the day.

  • LinkedIn

Unlike Facebook, the number one professional social network in the world, is often a place where you can land while working. Advertising digitally on both channels at the same time increases the chances of converting your prospects.

Several formats exist to achieve this

  • The simple image format or carousel format (brand new on the platform). The idea is to offer one or more images to a well defined target.
  • Video is a must for the last 2 years. It is often used to detail a complex product or process.
  • Remarketing is based on the 3 formats below with the only difference being that it is only shown to people who came to your website previously or visited a specific page. It is also possible to upload your own database.
  • It is therefore very important to correctly parameterize your campaigns to achieve your objectives, but also to adopt a multi-channel strategy.

Targeting, your trump card

As we have just seen, social networks are excellent tools to take into account in your B2B digital strategy. But they still need to be utilisés ! Once your content has been put in the form of advertising and is ready to be distributed, it remains to define to whom the diffuser ?

Either way, the two platforms mentioned above offer fairly advanced targeting possibilities. Let’s look at some of them that are of interest in this case.

  • Targeting by function
  • Targeting by company name
  • Targeting by degree type
  • Geographic/Demographic Targeting

These 4 target groups are only a small range of possibilities, but combined together, they already offer good prospects.