When BtoB magazine did its annual “marketer priorities and plans” survey late last year, the findings were predictable. Most companies chose to trim “traditional” marketing budgets for 2009, but are dramatically boosting Web-related spending (66 percent on average). Online video was one strategy identified as a leverage point for attracting new customers this year.

Another survey (Knowledge Storm/Universal McCann) of 5,300 business-to-business professionals showed 63 percent access online videos at least weekly for vital information. We’re not talking goldbricking employees laughing over sports bloopers, but millions watching videos regularly to make better business decisions and purchases.

Web video convinces

Ounce-for-ounce there isn’t a more compelling or convincing marketing form — besides face-to-face presentations — than video. Video is where you can see and hear people demonstrate products and services, and where you can hear satisfied customers endorse companies. With video you can tell a story about what you believe and can educate target audiences on benefits. You can make a pitch in a truly convincing manner, and create drama and emotional involvement.

Web video is flexible

Until fairly recently, selling with video meant producing and distributing tapes or DVDs, or buying expensive TV spots, with costs quickly escalating out reach. Today, thanks to the Internet, a company with a million dollars in annual sales has as much opportunity to tell a story online as a company with billion-dollar revenues. You may not have a big budget, but the opportunity exists to create something memorable.

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