Humans are visual creatures. That’s why we have two eyes and only one… um… nose. (Okay, we have two nostrils.) Anyway, what we see has a huge impact on what we buy, which makes video an effective tool to add to your kit of B2B online marketing.
According to the “B2B Demand Generation Benchmark Report” from Software Advice, videos are the most-used type of content among the 200 B2B marketing professionals surveyed. 92% of respondents use videos in their B2B online marketing. But everyone with two eyes and two nostrils knows that usage percentages aren’t everything. Video was also most-commonly cited as producing a very high amount of leads.
Right off the bat, we will tell you that website traffic isn’t one of the three most important metrics for successful content marketing. According to research by the Content Marketing Institute, traffic has been consistently named by B2B marketers as their most used metric over the past 6 years. But it’s not the most effective.
Have you heard the expression, “You have to play with the cards you’re dealt”? In poker, as in e-business, there’s a bit of luck to the game. But think beyond the aces and spades. There are other players besides yourself at the table.
Top poker players learn to read their opponents. That’s how they know when to hold ‘em and when to fold ‘em. When a poker champion sees a “tell,” or some indication of the type of hand his opponent, they know whether the opponent has a Royal Flush or just a bluff. This is one way top poker players stay consistent winners in a game of luck.
If you want to stay consistent in the world of eCommerce, you don’t want to rely on luck either. For your e-business to raise conversion rates and engage more customers, one of your first objectives should be to deliver more relevant products and content to its prospects and customers. The more relevant these recommendations are, the better chance of a transaction.