B2B Monday Myth: Product Demos Are Things of the Past

by MGB2B

b2b product demosThe Myth: No One Wants to Watch Demonstrations of Your Products.

The Truth: 55% of B2B Buyers Rank Product Demos as One of the Most Influential Types of Content.

Before the days of the world wide web, your printed product brochure and instructional materials were more precious than gold to your audience. Without them, B2B buyers had no way of knowing exactly how your products worked, how they were installed and used, or how they differed from your competition’s. Today, while a Google search won’t tell your buyers everything they need to know about your products, they can probably gather enough information to make an informed buying decision without the need for a demo. Right?

A recent study performed by the Content Marketing Institute and SmartBrief revealed which types of marketing content were most important to those responsible for B2B buying decisions. When asked to rank how much influence various types of content had on their purchases, 55% of respondents placed Product Demos in their top two. With over half of B2B buyers turning to product demonstrations to help fuel their purchasing decisions, you should think twice before removing your demo videos from YouTube. After all, you are the expert when it comes to your products.

Now that you know just how valuable B2B product demos are, it might be time to consider freshening up your collection.  Here are five tips to keep your demos up-to-date:

Five Tips for B2B Product Demos

  1. Give it real-world application. Don’t just demo your product arbitrarily. Have it solve a problem that vexes your buyers.
  2. Keep it simple. Though tempting, don’t overcrowd your video with too much info. Stick to two or three of the most helpful features and common uses, and you’ll strike a compelling and digestible balance.
  3. Keep it short. No one has the time to sit through a ten-minute video. Aim for 2-3 minutes – this will not only keep them watching to the end, but them much more likely to share it.
  4. Include a Call To Action. Conclude your video by directing your viewers to action. This could anything from reaching out for a consultation, requesting a sample, or buying the product itself.
  5. Go with pros. If you can, have them done professionally. You know your product inside and out. But a marketing or video production team knows how to make it look good. Capitalize on the benefit of your knowledge and their professional expertise.

B2B product demos are not a thing of the past and marketing videos are only gaining popularity. Invest in your demos, and keep your sales team armed with engaging material that your buyers will want to share – and respond to.  (Want more marketing video tips? Read this.)

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