Have you ever seen a video that pushed you to learn more about a product or service?
Video marketing is a powerful tool that's effective not only for B2C companies but for B2B companies as well.
In fact, according to a recent survey, 96% of B2B marketers use video in their marketing campaigns, with 73% reporting positive ROI!
B2B video marketing is an effective way for companies to cut through the noise and connect with potential clients. It offers a more engaging and intimate experience with your brand, helping you stand out in a crowded market. By leveraging the power of video, you can convey complex technical details in a dynamic and visually compelling way, giving your audience a deeper understanding of your products or services.
In this article, we share with you strategies that will help you in boosting your business with B2B video marketing.
Let's dive in!
What Is B2B Video Marketing?
B2B marketing is the creation of video materials specifically developed to raise awareness about B2B businesses. More often than not, these videos are utilized to generate leads for B2B and engage corporate audiences.
The video content strategies of B2B and B2C differ in terms. How? B2C video marketing usually aims at convincing one consumer to purchase, thus making the distance from the prospect to the buyer relatively shorter.
In B2B, consumers generally spend more while linked to many more decision-makers in the buyer’s journey. B2B buyers are perceived to be more sophisticated with a greater sense of knowledge about e-marketing strategies.
How To Use Video In Your B2B Marketing
Did you know 86% of businesses use video as a marketing tool?
For B2B businesses, video marketing forms one of the critical tools that they resort to in enhancing their product or service offerings.
The following steps can be derived for organizations to undergo successful B2B video marketing.
Identifying Your Target Market
The first step is to identify your target, their pains, interests, and what it is that they are seeking in order to be able to plan the marketing program. This way, you create videos with which your ideal customers feel identified.
Set Your Objectives
What do you want to come out of your video marketing strategy? You either want to improve your lead generation, increase brand awareness, or gain massive conversions. You have to know what you want to achieve from the videos specifically.
Generating Your Content
Your video content strategy should align with both the target audience as well as the objectives. It could be anything from product demos to customer testimonials to explainer videos and webinars.
Optimize for SEO
Work in keywords as well as titles, descriptions, and tags so that the search engines pick up your content.
Promote Many Times Over
Sharing your videos on social media, email newsletters, and other channels will help you in better promotion of the videos. You could also make use of paid advertising to make it reach a larger audience.
Evaluate And Improve
You should track your video performance with metrics such as views, engagement, and conversions. You can then use this data to assess and even improve the marketing strategy applied over time.
Why B2B Video Marketing Is Important
Video content is the trend for businesses across the globe today. Research has shown that viewers remember 95% of a message in video format, while only 10% convey it through text.
Paradoxically, just a while ago, people considered video marketing fit only for B2C businesses. Well, that day has gone. More and more B2B businesses see the heavyweight value video brings to their marketing campaigns.
After the COVID-19 pandemic took over the world and drove up competition across industries, the video became an excellent tool to engage users at every stage of the inbound funnel.
In 2020, when the pandemic peaked, 80% of marketers incorporated video into their non-paid advertising strategies.
Marketers use video content to drive traffic, enhance internal communications, and create a closer link with their customers and prospects.
The use of video is going to continue rising in the following years, and businesses in the B2B area have to work under this trend.
Produce high-quality and informative content in the way of video that makes your business stand out over a crowded marketplace.
What Are The Benefits Of B2B Video Marketing?
Video marketing has become one of the integral parts of modern business marketing.
With the shift of companies to remote and hybrid work formats as well as digital contacts, video has gained the top priority among mediums needed to connect with audiences and deliver brand messages.
Here, we will look into the top 8 B2B video marketing benefits, so no matter if you are a small business owner or professional marketing guy, here comes how video marketing can help you benefit.
Videos are a Conversion Tool
Video marketing should be part of your investment to boost your marketing efforts.
Including video content in your marketing campaigns can increase the chances of your leads being converted to customers and, in turn, increase your revenue.
According to HubSpot, landing pages that have videos on them lead to an 80% increase in the conversion rate!
The stat above explains how video content is kind of semi-forcing in nature, for it compels its viewer into action.
Videos Can Level Up Your Email Campaign
Did you know that all that engagement and open rates for your emails are increased by twice when you just add a single word – “video” – to their subject?
Studies have shown that adding video to your emails can raise up your click-through rates by as much as 200%-300%.
In fact, adding videos to your marketing strategy is an easy and quite effective step, resulting in making your e-mail campaigns all the more impactful for driving conversion.
Video Adds Credibility To Your Brand
With the help of video marketing, brands can represent their own identity and interact in a different way with the target users to foster trust and have loyal customers for life.
The Power of Sharing Visual Content
We live in a time where every second that passes by, people are sharing videos with friends.
This will be helpful for businesses because they can add humor or create how-to videos as a marketing trend. This creates a culture of sharing and reader confidence, thereby solidifying the relationships of the customers.
Visuals Enhance Learning And Retention
Though words of a message may only capture the eyes of customers for a second, video messages do not easily get out of their minds. This is because of the attractiveness and emotional prompting that come with video content.
Video marketing helps many businesses to pass their message perfectly and, most assuredly, ensure better bonding with their target audience.
Video Content can maximize your B2B Impact
B2B video marketing helps in increasing conversions and audience engagement. For instance, adding a product demo or explainer video to a landing page raises the viewer's likelihood of following other parts of the site by up to ten times.
Videos Save Time And Boost Productivity
Video content marketing is essential because it simplifies and makes things easy to understand. However, no matter how complicated your product or service is, video content for sure helps to break the complexity into easy-to-understand information.
Decision-makers are busy and require on-time information. B2B video marketing assures the best and most organized way for decision-makers to understand what your brand does and says in the least amount of time.
Users Can't Get Enough Of Videos
Billions of viewing hours of video content across the world were eaten up by people on platforms like YouTube and Facebook.
According to Statista, the monthly time spent on mobile apps of YouTube worldwide in 2022 was anticipated to be 23.1 hours per month.
Whether your business operates in finance or ecommerce, using video content as a marketing strategy can be a successful means of connecting and captivating your intended viewers.
How to Create A B2B Video Marketing Strategy
We can now say that a comprehensive video marketing strategy development is a must and should differ for every single business. But there are some fundamentals common to all. Below are some key success metrics you need to keep in mind while creating a B2B video marketing strategy:
Research comes first
Certainly, it makes sense that marketing comes from you understanding your customers. By reviewing the market, the target audience, and your brand inside out with a detailed study of them, all will be thorough enough for you to find yourself successful when coming up with a marketing campaign.
Why do all of this? Because data-driven B2B video marketing engages and serves your customers on a greater level.
Time spent in research and understanding your customers will pay back in terms of being able to market and impress them better, developing a top-notch quality product or service, and building stronger relations with your clientele.
Finding Your Niche
Marketing the product or services you may be offering would be relatively easier in the case of specialization in a unique area of operation since this would establish the target audience, what they need, and the way to capture their attention.
Cultivate A Deep Understanding Of Your Target Market And Buyer Personas
A deep understanding of your customer’s personas paves the way to this knowledge of what they want and need. Without this kind of understanding, it results in getting lost amidst the noise the market is making.
Consider age, location, and pain points when creating buyer personas to understand your target group's plan needs. With such a knowledge base, you are better placed to create marketing strategies that cut through in reaching your customers while meeting their individual needs.
Define Clear-cut Goals
This is equivalent to knowing what you want and planning on how to achieve it. Consider identifying core success criteria and monitoring through periodic reports.
You have also got to ensure there is a shared understanding and that all in the team are working towards the same objective.
The team will, therefore, perform collectively with a clear vision of success from the leader.
This approach brings down all the confusion and keeps us headed to the most essential goals.
Top 14 B2B Marketing Video Types
Otherwise, video marketing is the extra flavor you need to add to your strategy for B2B marketing to succeed.
You could also go for an assortment of videos that will work best for your business.
The following sections will provide you with a greater understanding of the 14 top B2B marketing video types.
Marketing videos that a business creates to help people understand what their products or services really are.
Such videos can be in the form of animations or even live-action scenes incorporated with the addition of a narrator to help explain complex concepts.
Explainer videos provide an excellent opportunity through which businesses can enhance a more personal relationship with their clients, thus fostering trust and authenticity.
In a survey by Wyzowl, 84% of people bought a product or service after watching an explainer video.
The above statistic shows the power of explainer videos in B2B marketing. Take advantage of them.
Case Study Videos
According to Wyzowl, 71% of businesses used a video case study as a marketing tool. It’s because case study videos are great informative and engaging ways for companies to share their success stories with potential customers.
These range from interviews of satisfied customers or project teams to behind-the-scenes footage to stats showing a business’s expertise and results.
Case study videos enable businesses to acquire credibility and present their ability by simply differentiating themselves from their competitors.
Imagine watching a video about some new exciting product or service from the company you've been interested in. You expect it to show you a clear and engaging demonstration of how their product actually works and what good results it can bring you.
This may involve fun animations or graphics and an engaging voiceover telling you everything you need to know. To cap this all off, post these videos on your website, and social media platforms, and even send them via email.
Consider behind-the-scenes videos as a kind of sneak peek into what took place behind production or how you create the product.
People like to see what goes on behind those closed doors - from brainstorming all the way to the finished product. These videos help humanize your company.
According to a Brightcove study, videos featuring behind-the-scenes content have a 29% higher conversion rate than other videos.
These are videos that act as a friendly guide to using a particular product or service. They help save you from frustration and wasted time. Instead of spending hours trying to figure it out quickly, look up a video tutorial.
A customer testimonial video shows a satisfied customer sharing out positive experiences and results of using your product or a service. There, they explain how it was helpful for him in solving some specific problem or satisfying some particular need.
Those videos help to persuade potential customers that your product or service is going to be working for them, too.
According to G2 Crowd, 92% of B2B buyers are more likely to purchase after watching a customer testimonial video.
A brand video tells a brand's story and demonstrates its values, personality, and mission. B2B companies use these types of videos to increase brand awareness, recognition, and differentiation from competitors.
Brand videos are a great way to market a company. They use visuals, music, and storytelling to make the viewer feel emotional and involved. They also showcase a company's history, accomplishments, and goals for the future. This kind of marketing is currently very effective.
These are short videos bearing some publicity about an outstanding forthcoming event – like a conference or product launch. Event teasers typically create hype and make people warm up for the given event.
A business may use teasers for its event highlights from the past, a preview of what will take place, or even showing influential speakers or presenters. They would include as well when and where the event was to take place and how to register.
Recap of the Events
This video summarizes the central moments and activities and gives insights into an event.
Even recap videos give people who could not attend the event a clue about what happened and what they missed.
Usually, these videos will involve keynote speeches, panels, demonstrations, and interviews with the attendees about thoughts, practicum, and experiences, along with presenters and sponsors.
Companies can spread their recent businesses, announcements, and accomplishments in videography through company news.
These videos help to keep the customers, stakeholders, or employees abreast of what is happening in the company.
These types boast about how a company is a great place to work and tell people to apply for job openings. These videos show potential candidates what the company is like and why they should want to work there.
According to a study by CareerBuilder, job postings that include a recruitment video get 34% more applications than those without.
Expert Interviews are conversations with an industry expert. Companies use these videos to promote their expertise and thought leadership in the industry.
They may also offer great ways to enlighten the audience on new industry trends, best practices, or the addition of products and services.
Blog Post Summary Or Teaser
It has been a short video that creates awareness about a blog post. It is usually based on the article but typically gives a brief overview of the article content and basically teases one to go ahead and read the full story.
These videos are then posted on video hosting platforms such as YouTube or Vimeo, which companies can count on more traffic coming to their blog and, therefore, increasing the interaction with the content put up for publication.
These short videos are done through different types of media, such as images, text, and animations.
The videos do not promote any product or service but simply focus their attention on the creation of interest in the clients.
Again, creating educational and informative yet fun-to-watch video content would allow you to echo with your viewers, which could help you build a relationship with them, hence being able to gain their trust.
When successful, these videos build positioning and awareness of your brand, allowing you to source leads and generate sales.
Summing up, B2B video marketing is a tried and tested way to increase engagement and ultimately boost sales.
With an overwhelming majority of B2B marketers already indulging in using video content as a part of their strategy and reporting positive results out of the same, it becomes vividly clear that this medium holds a place of importance in the modern-day business landscape.
From the improvement of conversion rates to the building of trust and credibility or boosting of email campaigns, video marketing lets you connect with your audience.
So don't miss out on B2B video marketing — on the contrary, integrate it into your strategy today and see tangible business growth coming in.