To address a professional audience effectively, online video has assets that make it a formidable tool — provided you strike the right tone. This type of communication is all about art and manner.
“A professional is a human being too”
Behind this quip lies an idea: storytelling and the creation of desire matter at least as much in a B2B context as in B2C.
Connecting video to your company’s prosperity
Whether you need to convince your customers or your employees, a video is worth a thousand words. The idea is more and more widely accepted, in the face of the obvious: the tidal wave of video seen in recent years has revolutionised the web and the way people express themselves on it.
There remains, however, the obligation to justify one’s decisions and choices. On that front, studies abound. An animated cartoon helps you convince by synthesising and clarifying ideas that may be complex or off-putting.
Why invest in a video on your website?
First, it increases your organic TRAFFIC. According to the Brightcove study, video drives an increase of up to 157%.
https://www.brightcove.com/en/resources/blog/create-compelling-video-experiences/
You thereby increase the chances of your target audience noticing you.
Second, a video can significantly increase your SALES.
According to Tubular Insights (marketing and statistics analyst), 73% of B2B marketing professionals report that video has a positive impact on ROI.
https://tubularlabs.com/blog/consumers-purchase-video/
After video has improved your visibility, it converts your prospects into customers, with the direct impact that implies on your revenue.
Art and manner…
Behind the apparent rationality of professional purchasing, every high-performing salesperson knows there is a large share of the irrational and the emotional — and these are precisely the levers they use to make the difference in their daily efforts to generate revenue.
A story told by pros
Since 1999, 3TOON has had countless opportunities to put its storytelling talent at the service of its clients, well versed in marketing techniques and neuroscience… The fact is that knowing your target and its needs is a prerequisite — but not enough to convert a target into a customer. A B2B prospect is a human being too, whose thought processes you must understand intimately to find the right tone that will reach them effectively!
Justifying every expense
In a professional context, every purchase of goods or services must be justifiable by the manager who made the decision. They must not only produce an invoice for accounting, but also provide a justification for the purchase, based on arguments understood and accepted by every stakeholder.
Sometimes that is simple; sometimes much less so, as in the field of communication. That is why it is essential to be able to draw the line between an investment in online communication and its direct translation into revenue for the company.
