Tech companies must develop marketing strategies that appeal to prospects throughout the sales cycle. Without a thorough campaign, made up of various types of media, prospects may not be convinced that one tech item works better than the next. Video marketing, however, may help guide leads toward conversion much quicker than other channels.
IDG Research’s “The Echo Effect Study” looked at the reasons why tech buyers turn to video – what they look to get out of the experiences, too. According to the report, tech buyers turn to video content for a variety of reasons. Sixty-one percent want to learn how to use new products or services, and 58 percent research items they may buy in the future. Fifty-seven percent want how-to content and 54 percent look for specific reviews. While the data shows tech buyers are influenced by many types of visual media, the data offers marketers insights into how to engage their audiences.
In fact, 95 percent of tech buyers turn to videos hosted online – 78 percent even share content after viewing clips. So, how can brands leverage this data for their own monetary gains? Build video marketing strategies that help develop a diverse array of media. The more educational content available to new and existing customers, the longer they’ll remain loyal to their favorite companies. Check out Brafton’s white paper: Video marketing from Production and Purchases
Tech companies that want to attract new customers need to produce visual content that speaks to them no matter their place in the sales cycle. A how-to guide will reach a different audience than a product review, and that’s OK. Start looking at leads as individuals, not demographics, and through communicative video content, the right messages will reach the perfect audience every time.