In the competitive B2B landscape, search has become the front page to most, if
not all, B2B companies. The need for clear, concise and at times unique
promotion has never been more evident. With the emergence of technologies and
search strategies it becomes more difficult to differentiate your company from
the competition. B2B marketers are beginning to utilize creative ways to
persuade potential consumers to consider their solutions. The role of online
video,
B2B social networking and the use of Wikis are all being used by B2B
marketers as persuasion tools in the online B2B world. B2B marketers are looking
for that edge that will allow them to intercept their audience and maintain
their interest. One way they are accomplishing this is through the use of online
video.
B2B SEO - Using Online Video as a Persuasion Tool
So why use online video as a persuasion tool? Well let us revisit what
persuasion actually means. To persuade is to make your audience listen and take
notice of what you are trying to communicate, in rhetoric, persuasion is the
message of a marketer that is expressed in the attempt to persuade or attract an
audience (consumer). A recent study by
Knowledgestorm Inc. and
Universal McCann
has communicated the impact of online video as a persuasive tool in the B2B
marketplace. This emerging role of new media, particularly online video, social
networks and Wikis, is beginning to play a key role in B2B technology purchase
decisions.
In the study, which was completed by over 5,000 business and IT professionals
throughout the globe, Matt Lohman, director of market research, KnowledgeStorm
stated that:
"Online video provides marketers with a powerful tool to enhance technology
content, while social networks and Wikis offer untapped opportunity to target
specific niches and increase reach within the B2B marketplace."
Some interesting findings out of the study include:
- 63% of respondents accessed online videos at least once a week
- webcasts are the most popular form of online video accounting for 70% usage of
those surveyed.
- the majority of respondents feel that technology product information and
research is more compelling and valuable when delivered with video
- 76% of respondents share online video information with their peers
With many B2B purchases, there is an ongoing need for a wide range and depth of
information. Online video is a great way to get this information to your
potential consumer. As Mr. Lohman alluded to, online video is a great way to
enhance technology content. When consumers are going through the seemingly
endless process of the research and consideration phase of the buying cycle, an
online video or webcast can be the persuading piece that differentiates you from
your competition. Knowing what information your potential consumer is looking
for and providing it using a stimulating visual is proving to play a key role in
B2B technology purchase decisions. Using online video is another creative way to
promote your solutions to those who need it most, your potential consumer. |
enquiro research
Jody Nimetz