Video Marketing For B2B
Video marketing has gained popularity in recent years and has proven to be a valuable digital marketing tool for B2B businesses. Statistics show that 88% of marketers have a positive return on investment by using video.
What Is A B2B Video?
B2B video marketing is content marketing that involves creating, planning, and sharing content in video form with B2B companies. It includes video podcasts, webcasts, social media videos, and live streams. B2B videos are usually longer than B2C videos since the products are targeted at complex companies.
When developing video content for businesses:
- 24% of marketers used promo videos
- 24% went with training videos
- 14% chose demo videos
- 12% opted for personalized videos
- 14% used live streams
- 10% went with how-to videos
- 2% used customer onboarding videos
Is Video Marketing Effective For B2B?
Video marketing is versatile. Videos are no longer only meant for internal sales communication or training. Video is the best marketing tool to help build trust in B2B clients. You can use video marketing to educate potential clients, share customer testimonials, and engage with your audience on social media. B2B marketing helps in building credibility and driving conversions.
Benefits Of B2B Video Marketing
There are numerous benefits of using video marketing. Here are some of the benefits for your business.
Improves Search Rankings
Videos have the ability to rank on search engines on their own. The video results often appear near the top of search engines. Therefore, if you are not using video marketing, you may be missing out on free exposure.
Generates Demand
Video is a vital tool for engagement and also helps with lead generation. About 93 percent of businesses have found new customers by posting a social media video. When you add a video to your website’s homepage, product pages, or landing pages, you increase the average time people spend on your page. You’ll increase the conversion rate when you keep your viewers engaged.
You’ll succeed with your video marketing when you create a value-packed webinar that requires viewers to sign up. You can also add a call to action to redirect prospects to download free content, book a demonstration, or sign up for a trial.
Assists Account-Based Marketing (ABM)
If you have specific prospects you are targeting, you should use customized video content. High-level decision-makers get hundreds of messages daily, and you’ll need a way for them to notice you. You can use videos in your email messages to stand out.
Creating A B2B Video Marketing Strategy
According to HubSpot, 46% of marketers use video marketing as a social media strategy. Before beginning the strategy, you need to define your target audience. Here is how to create a B2B video marketing campaign.
Choose A Type Of Video & Strategy
You should experiment with different video types when you are starting out. Choose a video format that meets your aim. A brand video is an ideal choice if you are still in the awareness stage, while a case study is suitable for the late stages of a buyer’s journey. Explainer videos that advertise your product or service by showing it in action are fantastic resources at any step.
Creating Your Video
Trusting a company that specializes in the creation of video marketing – such as Adventure House – is often the best idea. While you may be an expert in your own line of work, we are best equipped to properly communicate the message you wish to send. We also have access to years of knowledge and the proper equipment needed to produce the highest quality content.
Publishing and Promoting Your Video
There are several publishing platforms you can choose from. Each platform has limitations on the length and type of video you can publish, so make sure your video meets those requirements. If you only produce a few videos, a single channel is a great place to start. You can put a brand video on your Facebook page to increase brand awareness. If you have a case study video, you can place it on LinkedIn to build trust from customers.
You have to promote your B2B video, especially if you use social media and YouTube. By promoting your videos, you get to boost engagement of your videos by responding to viewers’ feedback and comments.
Track The Success Of Your Video
Tracking your video will give you an idea of how successful it is. You can also use analytics to improve your video marketing.
Common Types of B2B Marketing Videos
Depending on what your business is bringing to the table, specific types of specialized marketing videos may serve you better than others. Common approaches you can take include
- Brand Videos: The brand video emphasizes your vision. The goal is to motivate your audience to know how your company may help them.
- Product or Service Videos: The product videos highlight a product or service. They show your B2B buyers how to use your products. Such videos allow your viewers to better visualize your products and their uses.
- Explainer Videos: Explainer videos inform and educate viewers. You can choose what you want to explain to your audience. You can discuss new product features, answer common questions, or promote upcoming webinars.
- Case Study Videos: You can use case study videos to show your expertise and the results you have achieved with similar prospects.
- Testimonial Videos: Testimonials will make your B2B customers trust your brand. Testimonial videos allow you to put your best stories in an easy-to-digest format.
How To Use Your B2B Videos
Social Media
You can post your B2B videos on social media platforms like LinkedIn or Facebook. About 87% of video marketers who use LinkedIn have described the channel as effective. Facebook is also effective for marketers.
On Your Website (SEO)
You can also put the video on your website. Testimonial or product videos have the best chance of being viewed. This also gives potential clients viewing your website a moment of connection with your brand—if they’re able to see the masterminds behind your project, your products in action, or a live testimonial about your services, they’re far more likely to trust the information available on your website.
Email Marketing
Sharing your videos in email campaigns can be very effective. It’s a direct outreach to potential clients in a convenient-to-read format. Custom graphics for your email campaigns are strategically effective—the more polished your outreach looks, the more likely it is to generate leads and get people asking for more information.
Video Marketing Experts
Video marketing is an excellent way to help your customers learn about your business. Hiring video marketing experts will give you access to someone with experience to work on your videos as well as all the necessary equipment for the highest quality result. Contact us today to schedule a meeting and get started.
- About the Author
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Alex is the president of Adventure House and is based out of New York. He lives with his family and little cavapoo, Daisy.