According to the Corporate Executive Board, 60% of the B2B buyer journey is complete before prospects reach out to vendors. And when they do allow a salesperson to call, it’s to discuss terms and pricing.
How can you establish a relationship and build trust when they won’t talk to you? By connecting in a low-risk and emotional way. The Corporate Executive Board’s latest report shows that emotional marketing messages are twice as effective as promotional ones.
Statistic Brain says that our average online attention span has dropped to 8 seconds! The amount of information in the world continues to double every 18 months. We check our phones 150 times per day.
All this available data is creating a battle for attention between vendors, publishers, and everyone else who creates content. But more importantly, it’s forcing businesses to think and act like publishers That’s why Content Marketing is such a hot topic. It requires businesses to create relevant, useful and (ideally) entertaining content that their customers consume because they want to.
The Content Marketing Institute’s 2014 B2B study states that more than 90% of marketers are using content marketing, but only 42% rate their content marketing efforts as effective. How do we make it effective? How does a business break through the clutter? How do we reach prospects in a way that engages them?
Articles with images get 94% more views than those without. And posts with videos attract 3x more inbound links than plain text posts. A study by 3M showed that 90% of the data sent to the brain is visual, and visuals are processed 60,000 times faster than text.
Stories have a special appeal to human brains. We are hard-wired to be fascinated by stories. Stories were told by our earliest ancestors around the campfire. Storytelling is truly universal across every culture and through all of known history.
Stories relax a buyer’s skepticism while activating the part of his brain where trust is formed and connections are forged. Neuroscientists have determined that people don’t make decisions solely on the basis of logic; in fact, emotions play the dominant role in most decision-making processes… even B2B purchase decisions.
Content Marketing Using Video to Show Visual Stories
Our prospects are drowning in data; but we know that if we package and deliver highly targeted information (that is of value to them), they will consume it.
We know that well-produced videos have a much higher likelihood of being watched than even well-written text has of being read.
Every aspiring novelist is given the advice to “Show, don’t tell.” And “Paint a picture with words.” Visual storytelling engages the emotions and gently persuades.
So, why not produce video content marketing containing brief visual stories that deliver relevant and useful information to your target prospects? Wouldn’t that gain mind share early in the buy cycle? Wouldn’t those videos convince your prospects to research your solution, before your competitor’s salesperson is allowed in the door?
I left one ingredient out of the recipe… because it deserves a post of its own. Next post, I’ll describe HOW to transform your marketing message into a visual story.