Make your video ads go viral to boost your lead generation

Brits react better to branded videos that have been recommended to them

In our Key Marketing Trends for you to employ in 2012 Part One blog, we looked at the emerging trend of video marketing as a way of boosting your lead generation. Let's take a closer look.

Video marketing

Video marketing budgets grew by double figures in 2011 and this sector looks set to grow even further this year, especially in terms of viral videos.

Making a video viral just means that it has been shared on social networks, such as Facebook and Twitter, while users of these sites have also recommended the content to their social media friends.

In this way, online videos can reach a wider audience than just those who visit your website or your YouTube channel.

Benefits of viral video

A new study by Unruly, released on February 7^th, found that people react better to branded videos that have been recommended to them by their social media friends than those who have found the content through browsing.

It was found that brand recall and association was seven per cent higher among viewers who had been advised to watch the content in comparison to those who came across the content unintentionally.

A total of 73 per cent recalled the brand represented in the video if their social media friends pointed them to it, while 68 per cent of those who viewed a video after browsing remembered the company involved.

There was also a 14 per cent rise in the number of people who enjoyed the video if it had been recommended and if people enjoy [enjoyed] a video they are [were] 97 per cent more likely to purchase the product seen in the video.

Sarah Wood, chief operating officer of Unruly, commented: "If a brand creates great video content and makes it easy to share, it will see impressive results across the entire purchase funnel."

B2B videos
Online videos created by B2B marketing executives like you will vary from those created by B2C firms but this doesn't mean they should be dull.

After all, the more engaging and funny a video is the more likely it is to be shared on social media sites.

Try creating online videos that showcase how your product or service works in funny circumstances, add interactive elements such as alternative endings, and incorporate question and answer scenarios too.

Let us know if you have seen any interesting B2B videos or if you have created on yourself send it over and we will showcase it in our pipeline e-newsletter.

Key marketing trends for 2012 (part one)

As the New Year is here, you may be wondering what key marketing trends you should get involved in to boost lead generation in 2012.

That's because marketing is one of those sectors that is constantly evolving as new technologies develop and people find themselves engaging with digital data in innovative ways, such as through smartphones.

Let's take a look at some of the trends that are set to be important this year:

Branded Advertising
One big marketing trend for 2012 is set to be advertising that benefits those who see it rather than traditional advertising on mediums such as TV.

Such is the prediction of Chris Gorell Barnes, chief executive officer at Adjust Your Set, who was writing on the Econsultancy blog.

He explained that people, including B2B buyers, want advertising that contributes to their quality of life, meaning online marketing will be big news next year.

Instructional demos, product innovation and your Corporate Social Responsibility strategy, which means running a company so it doesn't have a negative impact on the environment, stakeholders and the public, should be a focus in 2012 in order to boost lead generation.

This also means there will be a greater focus on pictures and images over words, with Cisco predicting that online video will account for 90 per cent of all internet traffic within the next three years, leading us to the next trend.

Video Marketing
You can also employ non-traditional advertising in the form of online video marketing, as you can provide demonstrations of your products and how they would benefit a B2B buyer.

The amount of money spent on video advertising increased by double-figures this year, with a further rise in budgets expected in 2012, according to a study by Break Media.

Smartphones
It found that 68 per cent of marketers intend to boost their online video marketing budgets in 2012, suggesting brands are seeing this channel as beneficial in terms of sales and new clients.
Mr Gorell Barnes revealed that another key marketing trend for 2012 will be mobile.

He wrote: "Smartphones have revolutionised how we interact with content on-the-go and in 2012 the mobile device will continue to play a significant role."

Smartphones are gaining ground in the UK, US and even Japan where the majority of owners are male aged under 35, according to Comscore.

This is an ideal demographic for you as these people can be involved in the buying process at a B2B firm so mobile marketing is also a great channel for lead generation.

What marketing methods are you planning to employ in 2012?