Video has become a powerful tool because it accelerates the demand generation process for business-to-business marketing.
With the marketing trend away from traditional ads, video can be an especially effective alternative. Images and sounds are more compelling than text, capturing attention and creating credibility for a company’s messages.
With current digital technology, video is easy to produce. Relevant and engaging content is effective in building awareness and increasing brand interest.
Video can more easily showcase a company’s expertise as a leader in its industry. The format is also effective for presenting case studies and testimonials.
VIDEO ON WEBSITES
Video is used strategically across all communication channels. Links to video content on the Dynex website and campaign landing pages increase traffic and improve opt-in registration of visitors.
Onsite video also improves search engine ranking since video content is typically about 70 percent of search engine results.
Marketing across multiple communication channels delivers pertinent messages to targeted audiences when they are most receptive.
Dynex uses targeted online advertising, with appropriate video for specific market segments, to generate leads that can be qualified.
A link on the company’s YouTube page drives traffic to its website. Video does not need to be complex. A simple animated line-drawing illustrating Dynex pump operation has generated over 60,000 views.
Successful email campaigns use segmented customer and prospect lists to nurture leads. Custom messages include video content aimed at different market segments. Readers are directed to landing pages, with relevant messages that promote products and market the Dynex brand.