In the competitive B2B landscape, search has become the front page to most, if not all, B2B companies. The need for clear, concise and at times unique promotion has never been more evident. With the emergence of technologies and search strategies it becomes more difficult to differentiate your company from the competition. B2B marketers are beginning to utilize creative ways to persuade potential consumers to consider their solutions. The role of online video,
and the use of Wikis are all being used by B2B marketers as persuasion tools in the online B2B world. B2B marketers are looking for that edge that will allow them to intercept their audience and maintain their interest. One way they are accomplishing this is through the use of online video.
B2B SEO - Using Online Video as a Persuasion ToolSo why use online video as a persuasion tool? Well let us revisit what persuasion actually means. To persuade is to make your audience listen and take notice of what you are trying to communicate, in rhetoric, persuasion is the message of a marketer that is expressed in the attempt to persuade or attract an audience (consumer). A recent study by
Knowledgestorm Inc. and
Universal McCann has communicated the impact of online video as a persuasive tool in the B2B marketplace. This emerging role of new media, particularly online video, social networks and Wikis, is beginning to play a key role in B2B technology purchase decisions.
In the study, which was completed by over 5,000 business and IT professionals throughout the globe, Matt Lohman, director of market research, KnowledgeStorm stated that:
"Online video provides marketers with a powerful tool to enhance technology content, while social networks and Wikis offer untapped opportunity to target specific niches and increase reach within the B2B marketplace."
Some interesting findings out of the study include:
- 63% of respondents accessed online videos at least once a week
- webcasts are the most popular form of online video accounting for 70% usage of those surveyed.
- the majority of respondents feel that technology product information and research is more compelling and valuable when delivered with video
- 76% of respondents share online video information with their peers
With many B2B purchases, there is an ongoing need for a wide range and depth of information. Online video is a great way to get this information to your potential consumer. As Mr. Lohman alluded to, online video is a great way to enhance technology content. When consumers are going through the seemingly endless process of the research and consideration phase of the buying cycle, an online video or webcast can be the persuading piece that differentiates you from your competition. Knowing what information your potential consumer is looking for and providing it using a stimulating visual is proving to play a key role in B2B technology purchase decisions. Using online video is another creative way to promote your solutions to those who need it most, your potential consumer.
Jody Nimetz
Senior Organic Search Marketing Strategist
Search Engine Positioning by Searchengineposition
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