Most of us will confess to getting caught up watching online videos while researching and evaluating our product purchases. Video marketing has become an increasingly important marketing tactic as we continue to be captivated by its engaging and easy-to-consume format. Globally, Internet video traffic is projected to account for 82% of all Internet traffic by 2022 (Cisco). The B2B world’s consumption of video is gaining momentum with over 70% of B2B buyers and researchers watching videos throughout their purchase decision (Google Research).
As B2B marketers, you realize the value and need for video marketing and want to incorporate it into your strategy, but feel that you don’t have enough resources to create good content. The perception is that creating a professional quality video takes a lot of time and effort, and requires a big budget to pay production costs for a film crew, equipment, and recording studio time. But what if you could save money and time, and leverage your existing marketing collateral to create quality video content? Using motion graphics to bring your current marketing material to life is an effective way to produce professional marketing videos without breaking the bank.
What are motion graphics?
Motion graphics take static graphic design or photography and give it movement and dimension. It is a video style that combines informational and educational content with colourful, animated graphics. A simple example would be animating your company logo so that it moves from side to side. Audio can be added to accompany the on screen animation. This may take the form of a voice over actor who reads the animated graphics to increase emphasis or music to help set the mood. Videos created using motion graphics work well in the B2B market. They can visually illustrate complicated concepts, and may be seen as more professional than traditional cartoon animation.
Types of marketing videos you can create with motion graphics:
The B2B market is using video across all levels of the marketing funnel: from lead generation by creating brand and product awareness, to nurturing leads through explainer and customer testimonial videos, to maintaining customer loyalty with holiday and thank you messages. There are many types of videos that can be created with motion graphics:
Brand Videos
Creating a brand video is a great way to introduce your company, and connect with the audience by sharing your company’s story.
Product/Service Snippet Videos
A short snippet video that features a key statistic or quote about your product/service can act as a teaser, and entice the audience to want to find out more.
Explainer Videos
Explainer videos are used to describe your product/service in a clear and succinct way using animation to help your audience better understand its value and why they need it. This is especially helpful in the IT industry where products or services can be difficult to describe. In fact, “four times as many customers would prefer to watch a product video than read a product description.” (NG Data)
Case Study/Customer Testimonial Videos
Customer testimonial videos and case study videos are becoming a crucial step for technology buyers who are often making large financial investments in new products/services. According to G2 Crowd, 92% of B2B buyers “use online review sites to get information and recommendations to support their purchase decisions.”
Holiday/Thank You Message Videos
A holiday greeting video, that may include a thank you to customers, helps to create lasting connections and build customer loyalty.
Leverage your existing marketing materials to create videos using motion graphics:
A motion graphics video can be built by leveraging your current marketing materials, which stretches both your marketing dollars and decreases your time to market. Videos can be created from a variety of different marketing resources that you already have at your fingertips:
Website
- A brand video can be created by animating the “About” section of your website.
- Customer quotes and reviews from your website can be used to create customer testimonial videos.
Infographics
- A single statistic can be used to develop a short snippet video, or the whole infographic can be animated for a longer video.
White Papers/Sales Brochures
- Explainer or product/service snippet videos can be built using product information from white papers or sales brochures.
Blogs/Newsletters
- Blogs and newsletters are both good content sources for snippet and explainer videos. Short teaser videos also offer a great way to promote your blog or article.
Case Studies
- Case studies can be used as a source for customer testimonial videos.
Where to use your marketing videos:
You can get a lot of mileage out of your marketing videos by using them in multiple places, depending on the video’s length. Optimal length varies by the platform you choose to share or embed the video.
Social Media & Google / LinkedIn Ads: Shorter snippet videos, including your holiday/thank you messages, are perfect for posting on social media and using as your Google and LinkedIn Ads.
Email Marketing: Explainer videos and customer testimonial videos are a great fit for your email marketing campaigns. Email subject lines that have the word “video” show a 19% increase in open rates and a 65% increase in click-throughs (NG Data).
Website/Blog: Video content, including explainer and customer testimonial videos, should be regularly posted to on your website in places such as the homepage, services pages, or within blogs. This will help increase your SEO (search engine optimization).
Average costs and turnaround time for motion graphics video production:
You can engage your B2B buyers with professional quality video content, and keep your budget in check by producing motion graphics videos that bring your current marketing materials to life.
GamePlan Marketing can help you build your video marketing strategy for the B2B market, and produce your motion graphics videos. Costs and turnaround time will vary depending on the type and length of the video.
GamePlan Marketing is a Full-Service Creative & Digital Agency located in the Oakville, Greater Toronto Area in Canada. We Specialize in Digital Marketing for B2B Technology Companies.
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