Sense-Based B2B Marketing
Elder millennials and up will remember the elation of the old A/V cart squeeeeaaaakkking into a classroom because that meant temporarily tossing textbooks to the side! Fast forward to the digital age, and A/V continues to spark joy by offering alternatives to old-school methods of information intake.
The marketing world, including the B2B space, remembers the good old days too. There’s a sizable push toward sense-based marketing. It makes perfect sense. Think about commutes, packed schedules and all the people looking down at mobile screens. Stats suggest most people only read around 20% of the words on a web page, so clever marketers need to use other tactics to break through. Luckily, the trendiest of trends happen to be audio/visual tactics and include videos, podcasts and voice search.
Raise your hand if you would rather watch the movie than read the book?
Video has been huge for years now for that very reason, and it doesn’t look like that trend is slowing down. Experts predict that over 80 percent of internet traffic will be video by 2021. Reality check: that’s only 2 years from now. Marketers now vlog, live stream and create YouTube ads, rolling it all into media spends.
Video is a great option considering its flexibility and re-usability across multiple channels. It’s also getting cheaper to produce high-quality video content. Some marketers have even created awesome content with mobile tech and apps. So in conclusion, video helps marketers diversify content offerings and create personable, digestible ads for people in a hurry (which is everyone).
Podcasts are cool. All the kids are doing it.
The stats here are pretty impressive. Last year, there were 73 million podcast listeners in the U.S. alone. Data suggests that monthly podcast listeners will reach 112 million by 2021. If this sounds like video, you’re right. The technology for high-quality recording and editing gear is becoming less expensive and more accessible for B2B marketers.
Podcasts, however, are not a one-and-done execution. They require tons of commitment and planning. The most effective podcast series have:
- Dynamic hosts
- A clear narrative focus every episode
- Appealing imagery
- Vigorous promotion to garner attention on popular listening platforms like iTunes and Spotify
Don’t sweat it though. Remember authenticity matters most. Podcasts are a conversational format, and they can be an effective, knowledgeable companion for a potential buyer during their daily commute or lunch break. If that’s not a good enough reason to consider podcasting, finding guests is a great excuse for networking and creating more meaningful connections with partner organizations.
We live in the same time Bladerunner was supposed to take place.
We just have Alexa and Siri instead of replicants. More than half of U.S. households will have a smart speaker by 2022, and 30-50% of all queries will be voice searches by 2020. Voice assistant technologies offer two-way interaction with quick, direct answers instead of a long list of links like in a traditional web search. This marks a new frontier for SEO strategy, and while data and research are limited, marketing will catch up quick.
To stay ahead, SEO strategies will have to take how people use these devices into account. These users don’t speak in keywords. They ask questions. That shifts the focus to conversational, long-tail keyword phrases that answer natural, conversational questions. The new Q&A-based reality necessitates more FAQ-like content offerings to help the AIs behind assistant programs find and interpret the information. Making content easier for robots to find makes that content more easily accessible to their users.
Looking back and looking forward.
We’ve reminisced about the past and looked forward to the future. Now, let’s go out there and create some awesome sense-based marketing! If you aren’t into A/V or terrified of these future trends contact us at Mighty & True for a consultation or help from our A/V loving, future-ready team.