Video marketing for industrial marketing: what real value does it provide?
Posted: Mon Feb 17, 2025 7:15 am
The most widespread use of video content is almost always associated with brands that target their end consumer, but can video also be leveraged within the B2B world? Is a video marketing strategy really worthwhile for industrial marketing ?
You may have already asked yourself this question and your first opinion was no, because you do not see a solid audiovisual strategy as viable. And maybe you think that a couple of videos on YouTube are enough. But think again , you surely have relevant content . You just have to think about the way you communicate it.
It's time for you to start finding ways to implement audiovisual content in your marketing strategy. It may seem complicated, since generating video marketing content for industrial marketing means targeting a specialized audience. In other words, the type of B2B buyer, who is looking for something more technical and related to their sector, is very influential. Without a bosnia and herzegovina phone number list doubt, this is an approach that is more adapted to the industrial sales cycle.
Look around you – remember those videos popping up on your LinkedIn or Twitter timeline? That newsletter with videos or gifs? Or even blog posts with video? Yes, that’s video marketing . You’re already immersed in the world of video, you just haven’t noticed it. So you may not be taking full advantage of this opportunity.
Video marketing statistics
Some statistics show that 65% of executives are directed to the website after watching online videos related to their sector. As for how to consume content, 20% of users are more inclined to read it, but up to 80% prefer to watch a video . With video marketing you can educate or entertain, but above all you must build a relationship of trust with your ideal client, which can help you in the sales cycle.
Keep in mind that more than 72% of B2B buyers consider the web to be the most important factor in their decision-making when looking for new industrial suppliers. Implementing video will help build trust in your brand , your product or your services. But most importantly, it will help you connect in a special way with your buyer persona , since you will be providing them with an extra advantage in their search process.
Okay, the numbers speak for themselves, but how do you leverage them in a sales funnel? B2B specialists claim that video is the most effective way to generate conversions, and according to data from a Hubspot study, using videos on your landing pages increases the conversion rate by up to 86%. Or even if you want to generate traffic organically, you can do so by including video in your blog posts, as it increases traffic by 157% .
The key question is the video itself. What do you want to communicate? Most B2B companies invest in tailor-made content, designed to be launched on one platform or another, whether for an event on a landing page or a message for Twitter. Be aware that it has to be interactive content that generates interest among your target audience.
Short content works best . 75% of videos published in 2018 were less than two minutes long. If you're looking to create content for the top of the conversion funnel, it makes sense to stick to these parameters. You also shouldn't invest time in a video if you're not going to put resources into boosting its reach. Often, promoting them on online platforms like LinkedIn will bring you closer to your target audience and you can gain momentum to convert leads.
Industrial marketing doesn't mean your content or video should be boring . Give it your own branding touch and personalize the video , just like the rest of your own content, to generate more engagement . Just like your blog, the video should cover key points of your strategy and essential information that you want to highlight to generate more leads.
Last but not least, you should include or make clear a call to action. Ask yourself where you want to direct the user after watching the video . As an example, take a look at this tweet from LinkedIn:
You may have already asked yourself this question and your first opinion was no, because you do not see a solid audiovisual strategy as viable. And maybe you think that a couple of videos on YouTube are enough. But think again , you surely have relevant content . You just have to think about the way you communicate it.
It's time for you to start finding ways to implement audiovisual content in your marketing strategy. It may seem complicated, since generating video marketing content for industrial marketing means targeting a specialized audience. In other words, the type of B2B buyer, who is looking for something more technical and related to their sector, is very influential. Without a bosnia and herzegovina phone number list doubt, this is an approach that is more adapted to the industrial sales cycle.
Look around you – remember those videos popping up on your LinkedIn or Twitter timeline? That newsletter with videos or gifs? Or even blog posts with video? Yes, that’s video marketing . You’re already immersed in the world of video, you just haven’t noticed it. So you may not be taking full advantage of this opportunity.
Video marketing statistics
Some statistics show that 65% of executives are directed to the website after watching online videos related to their sector. As for how to consume content, 20% of users are more inclined to read it, but up to 80% prefer to watch a video . With video marketing you can educate or entertain, but above all you must build a relationship of trust with your ideal client, which can help you in the sales cycle.
Keep in mind that more than 72% of B2B buyers consider the web to be the most important factor in their decision-making when looking for new industrial suppliers. Implementing video will help build trust in your brand , your product or your services. But most importantly, it will help you connect in a special way with your buyer persona , since you will be providing them with an extra advantage in their search process.
Okay, the numbers speak for themselves, but how do you leverage them in a sales funnel? B2B specialists claim that video is the most effective way to generate conversions, and according to data from a Hubspot study, using videos on your landing pages increases the conversion rate by up to 86%. Or even if you want to generate traffic organically, you can do so by including video in your blog posts, as it increases traffic by 157% .
The key question is the video itself. What do you want to communicate? Most B2B companies invest in tailor-made content, designed to be launched on one platform or another, whether for an event on a landing page or a message for Twitter. Be aware that it has to be interactive content that generates interest among your target audience.
Short content works best . 75% of videos published in 2018 were less than two minutes long. If you're looking to create content for the top of the conversion funnel, it makes sense to stick to these parameters. You also shouldn't invest time in a video if you're not going to put resources into boosting its reach. Often, promoting them on online platforms like LinkedIn will bring you closer to your target audience and you can gain momentum to convert leads.
Industrial marketing doesn't mean your content or video should be boring . Give it your own branding touch and personalize the video , just like the rest of your own content, to generate more engagement . Just like your blog, the video should cover key points of your strategy and essential information that you want to highlight to generate more leads.
Last but not least, you should include or make clear a call to action. Ask yourself where you want to direct the user after watching the video . As an example, take a look at this tweet from LinkedIn: