Video plays a leading role in B2B marketers’ toolkits, and rightfully so. A whopping 80% of users can recall a video they viewed in the past 30 days, and 75% of executives watch work-related videos on business websites at least once a week, according to HubSpot.
Setting The Scene: Why Video?
Immersive, compelling and easy-to-digest, video is the content antidote for buyers’ increasingly hectic lives. When asked how their content preferences have changed over the past year, 34% of B2B buyers strongly agreed that they had less time to devote to reading content and conducting research, according to Demand Gen Report’s 2017 Content Preferences Survey. As time becomes more precious, buyers have started to gravitate to shorter formats (46%), interactive and visual content accessible on-demand (41%) and audio/video content accessible on-demand (35%).
For marketers that have added videos to their demand gen campaigns, the investment has paid dividends. According to a survey from Wyzowl, 63% of businesses are now using video, and among this group, 97% said video helped them improve user understanding of a product or service. Moreover, these businesses were able to link their video investments to an increase in sales (81%) and website traffic (76%).
We had the opportunity to spotlight three brands that saw success with video in our 2017 Killer Content Awards Report and in an article for IBM’s THINK Marketing blog. One of our winners was TD Ameritrade Institutional (TDAI).
TDAI Gets Up Close And Personal With Clients
Historically, TDAI created content from the brand’s point-of-view. But after conducting some buyer research, the company came to the stunning realization that its target audience favored the perspectives and advice of their peers. Rather than creating case studies focused on its products and solutions, TDAI turned the model on its head and created a series of case study videos that highlighted real customers and their personal stories and experiences.
The videos put the lens on TDAI clients, including how they view the world, how they operate their businesses, their fears, motivations and so much more. In the first phase of its case study transformation, TDAI created videos to spotlight three customers: The Fong Brothers, Ryder Brose and Evelyn Zohan. These participants aligned with TDAI’s target buyer personas and told their unique stories about how they became Registered Investment Advisors.
This initial video case study launch saw a lot of success, which encouraged TDAI to expand the campaign into an annual initiative. Since launch, the customer story videos have contributed to a 38% year-over-year increase in conversion rates, and a 34% year-over-year increase in active opportunity value.
By making clients the true stars of its case studies, TDAI has been able to truly connect with prospects and ultimately, generate more engaged leads. It’s easy to fall into the trap of creating videos just for the sake of creating videos, but TDAI’s story reaffirms the importance of creating strategic, buyer-focused content. Here are a few final takeaways to keep in mind and share with your team:
- Have a clear vision of who you’re trying to engage. Connect with sales to ensure you’re targeting the appropriate job roles and titles.
- Build a story from the buyer’s point of view. Your narrative needs to revolve around the day-to-day goals, struggles and overall mindset of your target audience. Buyer personas are a great tool to build a relevant storyline, but if you don’t have them, try to interview key sales executives and clients to build your story.
- Embrace content formats that resonate. Video is a great medium to communicate and tell stories in a succinct, yet memorable, way. The format can also be easily embedded and shared, which affords marketers with plenty of amplification opportunities.
If you want to learn more about TDAI and other Killer Content Award winners, check out the awards report here.