The video whirlpool is a visual of the various levels that a buyer goes through on their buying journey, towards purchase. It guides our content plan on a partly emotional and partly functional basis. So it defines the content relevant to each moment of the buying journey.
Our goal is to draw buyers towards closure of course. And to deliver a consistent message, no matter
where buyers have previously been. Let's take a virtual stroll down the whirlpool's path and see how video
content helps at each stage...
In the vast ocean of digital content, attracting attention to your brand is akin to a beacon guiding ships through foggy waters. But it's not just about shining the brightest; it's about shining in the right places and in ways that resonate with your audience. In the realm of B2B services, this could mean leveraging industry-specific forums, LinkedIn groups, or other professional networks where your potential clients gather.
Sprout Social underscores the importance of video in this aspect, stating that 91% of marketers are either satisfied or very satisfied with the ROI of video marketing on social media. To create this allure outside of your own digital properties, we craft compelling short-form videos packed with insights, showcasing thought leadership, or highlighting innovation without an overt sales pitch. Shared on the right platforms with precision targeting, these videos catalyze the first orbits around our marketing whirlpool.
As buyers edge closer to the whirlpool's center, they seek assurance. It's crucial to foster confidence in your firm's capabilities and establish credibility. Accenture reports that 94% of B2B executives believe that delivering personalized content is essential to reaching customers. Through customer testimonials, case study videos, and data-driven results, we offer social proof that conveys your proven track record.
Our videos here are typically longer and more detailed, integrating client stories and tangible metrics that serve as evidence of the success buyers can expect. The tone is authoritative yet approachable, always backed up with substantiated facts and a clear sense of the real humans behind the success stories.
Knowing the 'what' and 'why' is a start, but the 'how' forms the backbone of buyer reassurance. According to HubSpot, 96% of B2B buyers seek content with more input from industry thought leaders. Our explainer videos here demonstrate methodologies and services in clear, jargon-free language, ensuring that even the busiest, time-starved executives can quickly grasp the potential opportunities for their own businesses.
These videos are designed to be informative yet concise, effectively utilizing graphics and animation where appropriate to breakdown complex processes into digestible components, making the incomprehensible not only comprehensible but engaging.
A call-to-action (CTA) is not merely a sign-off; it's a guidepost. With persuasion being a subtle art, especially in a B2B context, it's essential to propose clear, compelling actions without descending into high-pressure tactics. A Demand Gen Report suggests that content preferences of B2B buyers lean towards shorter formats that can be accessed on-demand and which offer valuable takeaways, with 95% favoring brands that provide content throughout the buying process.
Whether we're advocating for downloading a whitepaper, scheduling a demo, or simply initiating a conversation, our videos embed CTAs seamlessly within their fabric, ensuring that the step from viewing to engagement feels natural and, above all, valuable to the prospect.
Prospecting cold leads - often the most challenging aspect of the B2B marketing funnel - requires both creativity and precision. A LinkedIn study revealed that posts with images receive 98% more comments, and videos are shared 20 times more often than other content formats. We harness the power of interactive video, combined with precise targeting strategies, to introduce your value proposition to new audiences without coming across as intrusive.
Our approach focuses on crafting narratives that pique curiosity and offer genuine insights, prompting those cold leads to begin orbiting closer to the heart of your offerings.
The journey down the funnel requires consistent nurturing, a task for which video is eminently suited. Research by Google and The Boston Consulting Group found that over 70% of B2B buyers and researchers watch videos throughout their path to purchase. At Marketing Films, we foster this path with a mix of educational content, industry updates, and direct communication through webinars or live Q&A sessions.
This content is tailored to keep prospective buyers informed and engaged, reinforcing the value your services provide, and establishing your brand as a dependable resource they can trust and turn to as they delve deeper into their research.
When leads are warmed up and teetering on the edge of decision-making, our videos become the gentle nudge that tips them over. That's when well-crafted videos can accelerate the buyer’s journey, as indicated by Forbes, which notes that executives are more inclined to make a purchase after watching work-related videos.
We create personalized video messages and tailored demos that address the specific needs and pain points of these leads, fostering a connection that text or graphics alone cannot achieve. It’s a method that feels both exclusive and directly attentive to the buyer.
Once a lead morphs into a buyer, the relationship shifts. As LinkedIn's State of Sales Report 2021 highlights, 44% of buyers view trust in a sales relationship as more important than the price. Our strategy involves onboarding videos that welcome new clients into the fold and deliver essential information ranging from project timelines to support structures, always reinforcing trust and transparency.
These videos are warm, friendly, and reassuring, ensuring the buyer feels their decision to engage is affirmed and appreciated, laying the foundation for a lasting relationship.
Finally, with a foot firmly placed in client satisfaction, it's time to inspire further trust and encourage repeat purchasing. As the old adage goes, it's much easier (and cost-effective) to retain an existing client than to acquire a new one. Forrester emphasizes that emotion plays a role in B2B buying decisions, similar to B2C.
Thus, our videos at this stage spotlight the evolving partnership, the ongoing results, and the continued opportunities for growth, reminding clients why they chose you in the first place and encouraging them to deepen their investment in your services.
Here are some filmable video ideas that can illuminate the process we’ve explored:
Reveal the good you do - and its consequences for buyers - and watch the benefits flow in. Brighter reputation, increased sales, team confidence and a more human brand. Take a deep dive into the whole process.
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