With over 600,000 restaurants in the U.S., it’s virtually impossible for a food manufacturer to call on more than a small fraction – even with a robust direct or broker sales force. And with a typical sales call costing around $400, it’s imperative to find cost-effective ways to reach highly profitable independent operators. That’s where video can come into play. Here are just a few stats to show the power of video in your B2B marketing mix:
- More than 70% of B2B buyers view video product demonstrations before making a purchase.1
- A video on a B2B landing page can increase conversion by 80%2
- 48% of B2B buyers use their smartphone to watch video3
Whether you’re using video to introduce a new product (such as our Yoplait® SmoothiePro™ example below), or using it to show new uses for a mature product category (such as our Marzetti® Dressing example), it can be a powerful way to extend the reach of your salesforce.
A single video can be leveraged in multiple ways to drive engagement and sales — from paid and social media, to your website, tradeshows, e-mails and blog posts.
Interested in exploring videos for your business? Contact firstname.lastname@example.org
1 IT Business Edge
2 Demand Metric B2B Video Marketing Benchmark and Best Practices Report, 2014
3 EMarketer, 2014