Article

The Importance of Video Marketing for B2B

When it comes to reaching customers we all know that email converts higher than any other marketing channel. Video has proven extremely powerful in getting the best from email as just using the term “video” in the subject line boosts conversion rates by 19%, click rates by 65% and even goes as far as to prevent users unsubscribing by 26%.

It may also surprise you to know a massive 74% of marketers say that video converts better than any other medium for B2B.

ForThe this article in our Strategy 101 series we look at a great example of how video can work with B2B.

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For our example of B2B video content used best we wanted to go a bit out there with Squarespace’s “Sleeping tapes” video which attracted over a million views on YouTube and was adapted into a second feature that became their spot for the Super Bowl in 2015. They feature famed actor Jeff Bridges as he creates an album on the pursuit of attaining the most peaceful night’s sleep possible (of which became an actual album that was sold to benefit No Kid Hungry).

For small businesses that were previously unaware of Squarespace’s services it served to awaken them to the prospect of friendly and fast site hosting. For everyone else it certainly captured the attention of an audience who were more than likely well acquainted with The Big Lebowski.

In the months preceding the Super Bowl, Squarespace posted multiple mini-documentaries that captured a near half million YouTube views as part of their campaign to show potential customers that no matter how strange your business may be they are more than capable to give you everything you need to best suit your customer’s needs.

If you have a brand that can cater to just about anyone then it is important to make your audience well aware of this fact. For one of their documentary spots they featured the death defying Alex Honnold, who is best known for performing free climbs so dangerous that his biggest sponsor Clif Bar ended their partnership.

This bridge burned so dramatically caused Squarespace to jump at the chance of featuring him and proving by proxy just how daring they also were.

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1.5 million YouTube video views on their Super Bowl ad.

Another 1.5 million video views on “Dreaming with Jeff”.

The ad teaser preceding “The Cliff” was easily the most popular video on the SquareSpace YouTube channel attracting a total view count of 5,964,987.

Over 17,000 Squarespace channel subscribers.

To see the power of video for your business contact Magnafi today.

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