In B2B, too many businesses target the decision maker with a glorified cold call and spend more time talking than listening. But SiriusDecisions has shown that 67 percent of the buyer’s journey is now done digitally — the implication being that customers are researching your business before they engage with sales at all.
So how do you attract your customers? Do the research, understand your target audience and try to solve their problems. This is where longform content does a great job. Guides and e-books that contain original research and data have been proven to be effective.
Beyond longform written content, today’s opportunity is long form educational video. A video is a great “lean back” way to connect with our desired information. According to Hubspot, 75% of business executives watch a work-related video at least weekly. Imagine a prospective client watching a video of yours while they eat their lunch at their desk.
We’ve put together a few ways to use video to connect with potential B2B customers below.