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5 Reasons to Add an Explainer Video to Your B2B Marketing Strategy

May 24, 2020

Video is claimed to be one of the most effective sales and marketing mediums available for businesses today. As per HubSpot, 92% of marketers say that video is an important part of their marketing strategies in 2020. It has increased from 78% in 2015, demonstrating the fast-growing demand and significance of video for business.

According to recent studies, 96% of B2B companies have incorporated a video in their digital marketing campaigns, and 73% of them have already reported excellent ROI results. The research also shows that 75% of executives watch work-related videos at least once a week. It means that nearly 50% of them watch video content to get more information about the company, 65% of them visit a business website via a button or link in the video, and around 39% of them make calls to schedule meetings with a company.

Are you still unsure about the necessity of leveraging the power of an explainer video in your B2B marketing? In this article, we have provided more reasons why it is crucial for your B2B business success in 2020.

Animation by Aslan Almukhambetov for Explain Ninja

Animation by Aslan Almukhambetov for Explain Ninja

Video Supports Long Sales Cycles

The most significant difference between B2C and B2B marketing lies in the comparative complexity of B2B sales cycles. On average, it may take around half of the year to convert sales after the initial customer inquiry. You may wonder why a decision-making process is so long for a B2B customer? There are three main reasons:

  1. The purchase can influence other employees in the company, so it’s a particularly important decision.
  2. Usually, there are several stakeholders participating in the process. So, it may take a longer time to agree on a purchasing decision.
  3. It is only one of the B2B customer’s priorities, competing for attention and time with other essential tasks in their to-do lists.

Closing the deal requires many more interactions than converting an average B2C purchase. Video marketing can help you support a B2B sales cycle by acquiring new conversions at different touchpoints with the customer along a whole funnel. For example, short introductory videos can spark the customer’s interest in your offering, while longer videos can provide them information about a specific product in detail. 

Video Boosts The Overall SEO and Digital Marketing Efforts

Illustration by Lily for Explain Ninja

Illustration by Lily for Explain Ninja

A video is an excellent tool that can support different areas of your marketing, from social media and blog content to search engine optimization to email marketing. As per SmallBizGenius, digital marketers see 66% more solid leads every year when they incorporate a video in their campaigns. 

Backlinko reports that video thumbnail can improve subscriber engagement by almost 41% when it’s included in an email. When it comes to social media marketing, we can see that social media posts with video have 48% more views, according to HubSpot. From our experience, adding a video to a B2B website can considerably grow its search results on Google or any other search engine. Also, well-optimized YouTube videos can rank at the top of Google search results.

Personalized Videos Can Target Different Customer Personas

Businesses can invest in producing personalized promotional videos, targeting different customer personas. Creating a niche video may appear to be even more useful for brand promotion than generic content aimed for a wider audience. 

A niche video can offer what the customer is looking for. Instead of too general brand messaging, you can create a highly targeted message that addresses a specific audience group. Everyone, working in both B2B and B2C areas, knows that personalization is the power and competitive advantage in the modern digital world.

The Increasing Power of Video Advertising on LinkedIn

ANimation by XiaobeiJiang

Animation by XiaobeiJiang for Fireart Studio

LinkedIn is the biggest B2B network for today. It allows exact targeting and promoting your company via sponsored posts to specific categories of professionals. It helps businesses convert quality leads more easily. People find expanded reach and higher engagement on LinkedIn through a video. Today, this B2B networking platform offers brands even more benefits by providing options for native video ads in LinkedIn sponsored content.

Video Can Help You Tell an Exciting Story About Every Industry 

There are things we use every day without the need to understand all the depth of a process. For example, we make money transactions to different bank accounts without having a clear understanding of a complicated algorithm of operations, which your money is experiencing before it gets to the receiver’s account. The attempts to learn more about this process might be very time-consuming since this information is complex and difficult to understand for non-experts. 

However, some businesses need to tell about similar complex processes in an easy-to-digest form to educate their customers about how to use products or promote a brand. An explainer video is the best way to transfer complicated information in a simple shape and entertain viewers at the same time.

Conclusion

An animated explainer video for business is one of the most actionable practices to boost your services in the digital world. It will help your website rank better on Google, attract new customers, and explain your company’s most complicated processes and concepts straightforwardly. 

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