B2B buyers spend 80%-95% of their buying journey online. Stats vary (StoryLane, Gartner, Forbes, Dealhub) but there's one thing every source agrees on - there's a big enduring move afoot from sales enablement to buyer enablement. Videos make buying easier for your prospects.
The key point here is that buyers want to spend less time in person, and more time digitally in every aspect of buying your complex B2B service. That might feel scary. But actually it's a huge productivity opportunity.
All you have to do is create videos which help prospects in 9 key activities: finding, learning, comparing, benchmarking, pricing, evaluating, simulating, choosing and predicting. The winners in your niche will provide the best videos in these areas.
In other words, they'll provide buyers with all the things they want, immediately, on your website, not in a call or meeting. Which means easier sales, bigger accounts and more clients.
Try this two-click bias test - Google your website for two orientations - 'us' versus 'you'. Just Google site:yourdomain.com us|our|ours, and compare with site:yourdomain.com you|your|yours replacing your domain). It's a rough test, and if your writing predominantly uses 'we' as a universal term rather than self reference, then the test may be less valid. But if you're writing 'normally', it's valid.
If your results show say 60:40 self-bias, oh dear. Rough parity would be better. But your focal bias should obviously be greater towards your client - anything close to 60:40 is good. Self-bias isn't solved by a clever website rewrite. No, it's solved by something that every business should have baked-in: embracing the client's perspective. Buyer enablement is a powerful practical strategy which does just that. And it works well with brand redevelopment too.
Essentially, anything online that describes or evaluates a client's future with you - in their terms - is buyer enablement. And video is brilliant for visualising a client's future. Which empowers them to choose you over others. Buyer enablement was a strategy half-observed, half-invented by Gartner in their wonderful analyis of B2B websites. And we've been deploying it since then with our clients. Imagine what you and your clients could achieve with video:
Yes, I'd like a Video buyer Enablement Demo
Choose your buyer enablement videos by matching your investment to the profile of your performance in each of the areas below. Wherever your challenge is biggest, just focus spend there. Here are common problems in under-performing marketing:
Assigning investment to th eright areas in the right ways, wll that's always going to matter. Here's some practical inspiration:
Attracting video example: Bloodhound attracted volunteer suppliers with this example
Attracter videos catch your clients' attention. Their job is to put a clear and relevant idea into the minds of your clients, and to inspire them to learn more.
Reassuring video example: 4C Associates used this video to assure their web visitors of their professionalism
Reassurer videos invite viewers into your world. Their job is to reveal your professionalism and expertise - in ways relevant to clients - and so build their interest in your firm.
Explainer video example: ADA Economics used our video to explain their proposition and process
Explainer videos reveal how you work. Their job is to reveal processes and skills at work - in ways relevant to clients - and so build understanding and buyer alignment.
Persuader video example: Brigade Electronics used our animations to persuade web visitors and conference delegates to enquire on the basis of key benefits
Persuader videos incite inquiry. Their job is to set out compelling reasons for clients to take the first step and contact you. They need to couched in terms beneficial for clients.
Video prospecting example: CQC canvassed first-line investors with this explainer
Prospecting videos boost email conversion. Their job is to add reasurance and proposition depth to your email outreach - in ways that chime with clients - and so encourage contact.
Yes, I'd like a Video Buyer Enablement Demo
Our creative team is ready to help you with developing buyer enablement. Ready to build ways to improve client-facing assets. These will be enrich and fortify your marketing perfomance. Together, we'll cover:
When the creative team finish their work, your buyer enablement videos will feel consistent, bang-on-message and commercially useful. And your your prospects will see you, feel you and know you.
After the buyer enablement work is done, you'll encounter gains in so many areas in marketing, and, optionally, beyond::
|Marketing: improvements in proposition, differentiation and market positioning. Successful growth in promotion, demand and lead-generation. And a stoinger reputation, better thought leadership, and more distinctive social media.
|Sales: Improved performance in opening, pitching, lead-nurturing and lead-warming. More proposals and higher conversion through use-cases and demos. Better objection-handling and closing rates.
|Client Services: Improvements in onboarding, servicing and reporting speeds and productivity. More cross-selling and up-selling. Improved client satisfaction in FAQs and tutorials. Improved problem resolution and retention.
|Digital: Increases in awareness, engagement and posting frequency and response. Also more traffic, clearer proposition standout, improved proof and higher demand. And more potent story-telling, story-finding, and digital visibility.
Book a free, one-to-one, idea-packed session today, with no obligation. Explore precisely where Marketing Films would convert on your website and social media.
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