June 26, 2014

It’s More than Cute Cats: Online Video Drives B2B Business Opportunities

The video revolution has been going for nearly a decade. A once-small company called YouTube exploded onto the scene in 2005 and ended up being purchased by Google for $1.65 billion a year later. Things haven’t quite been the same since.

Plenty of changes have taken place in society since YouTube’s ascent. In my line of work, I’ve seen B2B companies effectively use this platform to grow their business in ways that wouldn’t have previously been possible.

What’s the first thing that pops into your mind when you think of online video? Cute kitten videos? Fail compilations? As a B2B professional, it should be your business. You may not think about your organization in terms of a video. However, even if there aren’t any traditional visually appealing aspects of your organization, the ability to tell your story in this format can move preverbal mountains.

By the numbers

Why should B2B companies utilize video? According to a report from Forbes:

  • 75% of executives said they watch business-related videos
  • 65% of those executives end up visiting a company’s website afterward
  • 50% who viewed a video end up making a purchase from that company


If these aren’t enough to convince you, keep in mind that Cisco has predicted that video will be 55% of all Internet traffic in just two years, YouTube videos account for 28% of all Google searches (per comScore) and videos have a 41% better click-through rate than text. Inc. Magazine has reported that 92% of B2B customers watch videos and 43% use them to research new products and services they are considering.

As a businessperson, you already know how important statistics are for making the right call on investments. In my mind, these aforementioned numbers and benefits are simply too good to pass up.

Giving the best impression

You may look at these numbers and think “Well that’s great, but how can we do this in a way that makes sense?” Great question. The first, and most important, thing to do is ensure you are finding the right audience for your videos. Not only will this make sure the right people see your videos once you produce them, they’ll help your organization figure out the most appealing subject matter pre-production. Having a clear idea of what you (and as importantly your audience) want from a video before putting it out will be essential.

Some examples of videos that are successful include:

  • A demonstration or explanation of your products or services
  • Success stories from customers
  • Expert interviews to show and tell why use of your product or service is a good idea
  • A “how to” video that will position your company as a thought leader
  • Something that makes your business unique which people may not know about

The most important thing will be thinking of what your audience wants to see, how you can put forth the most important information about your business and giving a call to action. This will make sure viewers go past watching video and move into browsing the website and perhaps even making a purchase.

As a B2B video professional, it’s my job to help a company look good. With this platform, I hope to give a brand’s audience the full picture: music, color and above all, personality. Whether your company is looking for a creative or informative video, this method is fantastic for branding and can open customers up to new thoughts and suggestions.