Video is now a key component of any data/content driven Inbound Marketing strategy.

Throughout 2012, video marketing for B2B businesses showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

Here are a few relevant findings: 

Research firm and reviews publisher, Software Advice, recently found in their 2012 B2B Demand Generation Benchmark Survey that video was the second most popular type of content used across channels.

In another study, B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends it was found that video had the largest increase of any content marketing tactic in 2012, jumping by 70 percent from an already hot 54 percent increase in 2011.

Findings from Searchmetrics could partly help to explain this trend. They found that, of all content included in Google’s general search listings, video appeared most frequently, being displayed in over 70 percent of search results.

But video content raises entirely new technical and functional challenges for marketers in their efforts to target customers as a component of their Inbound Marketing Program. But the results that video has had in generating the desired response from target markets is substantial and the data shows that it's entirely worth the effort.

A study from the Web Video Marketing Council and Flimp Media suggests that the use of video embedded in an email is a powerful tool, with 88 percent reporting that email with integrated video improves campaign performance, 76 percent acknowledging that it generates high click-through rates, and 72 percent believe that their prospective clients are more likely to buy after viewing video content sent via an email.

Have you ever heard of the "Dollar Shave Club"? No one had until this start-up produced its own video, posted it on YouTube, self-promoted it and watched it go viral. To date that gem of a self-produced marketing piece has had over 10 million views. According to Entrepreneur Magazine  "In the first three months after the startup posted the clip on YouTube last March, it racked up 4.75 million views--thanks in large part to shares on social media sites." The video cost $4,500 proving that video can be produced very, very effectively today on a minimum budget and is becoming essential in reaching customers as part of a well managed Inbound Marketing Campaign.

An example of an effectively targeted use of video content embedded in Email was received by me from McKinsey recently (see the screen shot below).

In the title of the email and next to a picture of Eric Schmidt in it I read the following description:

Eric Schmidt on disruptive technologies Computational biology. 3-D printing. Autonomous vehicles. In this video, the first in a series of interviews and new McKinsey research reports on technology trends, Google’s executive chairman looks into the future at technologies that will change business models and lives. more

I have recently begun reading Mr. Schmidt's new book "The New Digital Age: Reshaping the Future of People, Nations and Business" and I highly recommend it (Amazon). I have seen him interviewed three or four times during the last couple of and  months and I'm fascinated by what he's talking about - and I want more of Eric Schmidt. I was delighted to see that there was more and clicked on the link immediately.

The click took me to this landing page (there's a screen shot below) where I immediately watched a video that I found informative, educational and fascinating. Thank you McKinsey & Co.

This is a wonderful example of targeted content that delighted the receiver.


Landing Page: ( Enjoy!