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Video marketing: what it is and how it can drive your sales


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View the video marketing playbook, including the top 5 ways to gain most value from this tool, along with the top 5 types for maritime marketing success

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Video marketing: what it is and how it can drive your sales

  1. 1. Video marketing: what it is and how it can drive your sales
  2. 2. Technology continues to propel rapid change across B2B marketing. Information about products and services is now freely available to consumers. 2
  3. 3. 3 70% of buyers’ journeys are complete before they contact vendors. 70% 90% of buyers say that, when they’re ready to buy, they’ll find a vendor. 90% The result? The rise of the empowered buyer. Buyers, not vendors, now control the sales cycle.
  4. 4. 4 The solution? Content marketing. This new way of attracting and retaining prospects works by providing buyers with valuable, relevant and consistent information.
  5. 5. 5 And one particular content marketing tool is dominating the landscape and taking the B2B market by storm. Video marketing.
  6. 6. 6 Forbes revealed that 75% of executives watch videos on business sites every week. Of those, 65% visited a vendor’s website after watching the vendor’s video. 50% of those who viewed a marketing video went on to make a purchase.→→ 75% 65% 50%
  7. 7. 7 So what can you do with video marketing? How can it build your sales and your brand? Here are our top 5 ways you can gain most value from this powerful tool.
  8. 8. Give your prospects what they want Buyers want information and videos are an engaging delivery platform. By educating prospects with relevant information, you’re leading them one step closer to a sale. 8
  9. 9. You can also strengthen your market differentiation by embracing video marketing. The marine industry remains slow to take advantage of content marketing – act now to put your prospects in the know and leave your competition in the dark. 9
  10. 10. Be more visible to more buyers Having video content on your website increases your search engine optimisation (SEO). You’ll appear higher in online search results – so buyers searching for what you offer will find you more easily. 10
  11. 11. You can pull further ahead by including video in your marketing strategy. Optimising your video content with your keywords, links, site structure, language availability and mobile responsiveness will send your site soaring up search results. 11
  12. 12. Sell more socially Adding video to your social media content adds value – for your prospects and your business. Good videos engage interest, encourage sharing and provoke responses – from comments to enquiries (and eventual sales). 12
  13. 13. By offering video content on your social media pages, you distinguish yourself from competitors who don’t. Faced with the choice of vendors – one with a helpful video and one without – a buyer’s choice becomes a no-brainer. 13
  14. 14. Videos are the ideal product demonstration – letting your prospects understand the features and benefits of your offering at their own pace. Show off. Pause to take it all in. Rewind to take a second look. 14
  15. 15. Given the complexity of many marine products and services, video is a valuable tool for giving your prospects the clarity they need. You can choose from text, voice, sound, animation, graphics, photos and moving images. 15
  16. 16. Raise your reputation From a compelling introduction to who you are, to case studies and demos – video can increase your visibility and relevance. All of which builds your brand reputation and attracts more prospects. 16
  17. 17. In today’s technologically-driven world, credibility depends on being up-to-speed with the latest developments. Video marketing is your opportunity to gain stand-out credibility, in a marine market that's slow to adopt new techniques. 17
  18. 18. 18 Those are the whys, now the hows: our top 5 types of video you can use for marketing success.
  19. 19. The sizzle reel video Short, fast-paced sales presentations that creatively communicate your messaging with engaging sounds and visuals – quickly engaging interest. 19 See example now »
  20. 20. In an industry where text-heavy documents are the standard, you can make real impact with a sizzle reel video. Grabbing attention and ensuring engagement, a sizzle reel video can turn a casual prospect into an enthusiastic seeker of more information. 20
  21. 21. The video case study Enabling your prospects to hear directly from your satisfied customers, video brings your case studies to life. Through sharing on social networks, videos also have the potential to reach a wider audience and so convince more prospects. 21 See example now »
  22. 22. Longstanding relationships are common within the marine industry, making it easier for you to ask your clients to contribute testimonials for your video case studies – creating powerful tools for showcasing your strengths to prospects. 22
  23. 23. The animation video Ideal for explaining complicated solutions, animation videos are now particularly affordable, thanks to technological developments. Giving you complete content control, animation enables you to set the tone and character of each video. 23 See example now »
  24. 24. However complex your latest marine products and services, animation enables you to: • explain every feature concisely • highlight all the benefits • save your prospects the time and effort of reading text-heavy documents 24
  25. 25. The staff video A video introducing your people lets prospects see who they’ll be doing business with. It’s an open way to start a relationship built on trust. 25 See example now »
  26. 26. The maritime industry is founded on the trust that typifies long-term client-vendor relationships. A staff video not only shows that you trust your people, but it enables your prospects to see that they can trust them too. 26
  27. 27. The TED talk The TED talk is a video of a presentation at a TED (Technology, Entertainment, Design) conference or event. Hugely popular, they demonstrate how audiences are attracted by intelligent content. 27 See example now »
  28. 28. Hosting a relevant TED (or TED style) talk video on your website – whether or not it’s presented by one of your people – positions you as forward-looking. Your prospects will certainly be surprised and may well be one step closer to purchase. 28
  29. 29. 29 If you’re interested in finding out more about video and content marketing, we’re the specialist B2B marine marketing agency. From video to websites to brochures, our content marketing expertise and experience spans every B2B discipline. +44 208 735 9115 @Mabox_Marine Get in contact: