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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  November 05, 2015

The Real Power of Video

Videos are a very popular content marketing tactic right now. I can understand why: for businesses based on personal brands, they are a great way to showcase our winning personality. Thanks to this recent study from Ascend2, we now have facts around the results videos generate in the B2B (business-to-business) markets.

What I like about this research: the data is fresh (from last month) and the majority of respondents (77%) are decision makers. Check out these findings:

  • A majority (60%) of marketing pros surveyed report that videos were “somewhat successful” in achieving important objectives. In other words, we like videos but don’t know why.
  • Almost half (48%) don’t have an effective strategy for video. No surprises here. Totally explains the previous finding.
  • Most effective videos are customer testimonials (51%) and explainer/tutorial videos (50%). This is the big aha for thought leaders.

 

Related post: Videos That Get Shared

 

Here’s an idea: let’s use explainer videos to showcase our thought leadership. Instead of highlighting our personality, let’s get practical. The better we can explain what is felt but not discussed, the more our community believes we have something to say.

My vote: put this on your to-do list for next year. Click here to get the full report (registration required).

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.