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Making the Case for Video at Every Stage of the Buyer’s Journey

Video Marketing Statistics for Each Stage of the Buyer's Journey

Video Marketing Statistics for Each Stage of the Buyer's Journey It’s been said before, but I’ll say it again: Video across the digital landscape is what buyers and consumers alike crave. The average U.S. adult spends 5 hours and 57 minutes a day watching video. Compare that number to the average amount of time someone reads each day (16.8 minutes), and you’ll find that people watch videos over 21-times longer than reading text. Video informs, engages, and entices audiences, which means video can and should have a place within your B2B content marketing strategy. But when and how should you leverage video? It’s not just a top-of-funnel tactic reserved for B2C brands. And here are the *stats that showcase it’s potential.

15 Video Marketing Statistics for Every Stage of the Buyer Journey


  1. 84% of marketers credit video with increasing traffic to their website. (3)
  2. 87% of people would like to see more video from brands. (3)
  3. 82% of all internet traffic will be video by 2021. (4)

As we covered earlier, more and more people are spending an increasing amount of time watching video online. And that includes your buyers. For your marketing messages to capture and pull in your target audience, it needs to be in a place and in a format they prefer. Today, one of those important formats is video. From teaser videos to trailers, these video types are great for generating excitement and holding your audience’s attention, making them perfect for the awareness stage of the buyer journey. Here’s a little something from the TopRank Marketing vault, introducing a new interactive experience featuring insights from several marketing industry experts. Top-Performing Video Types: Trailers, Teasers & Brand Video


  1. People watch videos with subtitles 40% longer than videos without subtitles. (1)
  2. 52% of viewers watch a video all the way through. (2)
  3. 68% of people would rather watch a video to learn about a product or service rather than read about it. (3)
  4. 80% of marketers credit video with increasing the average time on page for their website. (3)

B2B videos can range from mere seconds in length to a full hour. Buyers in the engagement stage are likely considering their options, weighing potential solutions to their problem. Videos that explain how your products or services can solve problems are great for this stage. In addition, video reviews also help give your target audience the information they’re looking for, increasing engagement rates with your brand and videos. Here’s an example from **Dell Outlet, teasing the insights they’ve gathered from an array of small business experts and entrepreneurs on making smart tech purchases. Top-Performing Video Types: Explainers, Reviews


  1. 83% of marketers say video results in a good ROI. (3)
  2. 79% of people say a brand’s video convinced them to make a purchase. (3)
  3. 81% of marketers say video has helped them generate leads. (3)
  4. Including a video on a landing page can increase conversion rates by 80%. (6)

Video is a great learning tool. In fact, approximately 65% of the global population are visual learners. And the more your audience understands and is knowledgeable about your solution, the more likely they are to purchase it. Together, this makes video an excellent way to convince your audience of the value of your product or service.  What types of video are best for the conversion stage of the funnel? Live or on-demand webinars are an excellent way to give your target buyers an in-depth, detailed look at your solution and the benefits you offer. In addition, video testimonials from actual customers are an authentic way to communicate your brand’s value and why you’re a crucial partner across company types and industries.  Top-Performing Video Types: Webinars, Testimonials


  1. 41% of marketers say video has reduced their number of support calls. (3)
  2. 86% of viewers say they regularly turn to YouTube to learn something new. (5)

The buyer journey doesn’t stop with a sale. Retention is just as important, if not more so considering the fact that it costs 5-times more to acquire a customer versus retain one. To help you hold on to your customer base, video is a great tool for continuing education and problem solving for your audience. Whether it’s a tutorial video or a video essay, videos are excellent education tools that keep your customers around longer. For example, Salesforce provides several how-to and troubleshooting videos on its Salesforce Support YouTube channel to make it easy for its customers to find solutions and guidance. Top-Performing Video Types: Tutorials & Video Essays


  1. 74% of consumers share video content from brands on social media. (7)
  2. Videos receive 21.2% more interactions on Instagram compared to images and 18.6% more interactions compared to carousels. (7)

Yes, marketers want to win new business and encourage return customers. However, another common item on a marketer’s wishlist is to transform buyers (and even employees) into raving fans that advocate for their company to fellow colleagues, peers, and partners. Given the virality of video content, especially on social networks, video marketing is a great opportunity for promoting advocacy within your audience.  To encourage greater advocacy through video, create videos that have the sole purpose of being watched and shared over social networks. These could be short, exciting videos that tease a new product launch or a video that highlights your company culture. Regardless of the topic, it’s important that the video contains something worth sharing and advocating about to others. Top-Performing Video Types: Teasers, Trailers & Cultural Highlights

In the Director’s Chair

There’s a reason why 64% of B2B marketers increased the amount of video content they produced in 2019—it’s effective. And it’s effective across the buyer journey. From attraction to conversion and beyond, video marketing brings B2B brands closer to their buyers. As the person in the director’s chair, now is the time to expand your video marketing (if you haven’t already). What kind of videos should you be making? Check out our breakdown of four different types of B2B videos to learn which ones are best for your brand and marketing goals. *Sources:

  1. Databox
  2. Vidyard
  3. Wyzowl
  4. Cisco
  5. Google
  6. Unbounce
  7. Sprout Social

**Disclosure: Dell Outlet is a TopRank Marketing client.

The post Making the Case for Video at Every Stage of the Buyer’s Journey appeared first on Online Marketing Blog – TopRank®.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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