Content and Conversion: What's Missing from Unleavened Bread?

Content and Conversion: What's Missing from Unleavened Bread?

This post is the fourth in a five-part blog series centered on the digital marketing topics that we most frequently discuss with our brand customers. Read on!

I grew up playing a lot of tennis. When I wasn't on the court, I would spend hours in my driveway, hitting balls against the garage door. Sorry mom and dad, for taking all of the paint off of the door...oops! Essentially, I loved rallying--anytime and anywhere. Serving? I wasn't as excited about serving. Nevertheless, my tennis instructor would force me to spend countless lessons perfecting my toss, my grip and my follow-through. Why? Because, if you don't have a good serve in tennis, the entirety of your game is thrown. At the same time, the better your serve, the better your all-around play.

This domino performance effect is true in marketing as well. Specifically, think about it in terms of how improved conversion rates can not only make the rest of your marketing programs work harder, but also dramatically improve the effectiveness of all of your overall marketing initiatives.

Before delving into this topic too deeply, it's important to define conversion and what it means to various audiences. In a business-to-consumer selling environment, physical commerce and an exchange of goods for money is considered conversion: consumer to customer. Simple, right? Not so fast in a B2B setting. Conversion could be a sale or the signing of a big deal, yes. But, conversion can also signify that prospective customers have responded to a call-to-action embedded within any combination of your marketing collateral. Downloading a whitepaper, requesting a meeting with the sales team, signing up for a product trial or even clicking on a banner ad--all of that is considered conversion.

So, when the barrier-to-entry is relatively low--you're not asking for the exchange of funds at the outset after all--but the influence of improved conversion is so profound, then the stakes are high. Shouldn’t you want to do anything (within reason) to improve conversion rates? Integrating video into a static landing page is an increasingly popular method for improving conversion and it's a relatively easy, low-cost add-on.

Steve Rotter, vice president of marketing at Brightcove notes that "If you’re able to double the conversion off of a landing page with the simple introduction of video, it's as though you've doubled your advertising without spending any more money."

It's hard to argue with logic like that. Video really is the missing ingredient when it comes to stagnant conversion.

So dust off the tennis racket and practice your toss; serving up video to your B2B prospect base is an ace move.

What B2B brands are doing a good job of integrating video into their digital marketing strategy? Please let me know in the comments.