B2B Video Marketing: The Complete Guide

Video gives your brand a face and voice. It makes your business feel real. 

So, when potential clients see the people behind the brand, they're more likely to trust it. And in B2B, trust is everything.

Have you ever tried explaining something intricate over an email? It's tough.

But with video, you can show, demonstrate, and break down complex ideas in seconds.

Did you know that using videos can increase website traffic by up to 157%? That's because videos keep people on your site longer, which boosts engagement and signals to search engines that your content is valuable.

Video is made for sharing. If your B2B video is engaging enough, people will share it with colleagues and decision-makers. This expands your reach and increases brand awareness.

Videos can help retain clients by showing them how to get the most out of your product. A tutorial series or helpful tips video keeps them engaged. It's like giving a helping hand even after the deal is done.

Studies show that video can increase conversions by up to 80%. Why? Because it builds trust and explains value instantly.

When prospects see a product demo or client testimonial, it's easier for them to picture how it will solve their problems. Imagine a potential client hesitating on your product page.

A short video explaining the product's benefits might be all it takes to convince them to take the next step.

These videos simplify complex products or services. Imagine you're introducing new software that streamlines project management.

An explainer video can show step-by-step how the software works, making it easier for potential clients to see its value.

That's exactly what this explainer video from Crazy Egg does. 

Crazy Egg

A demo lets viewers see a product in action. Unlike a static image, a video can showcase features, functionalities, and use cases.

This is great for tech products, software, or any solution that benefits from visual demonstration.

Here's an example from Airwallex:

[Demo] Airwallex Business Account

In this 3-minute demo video, Airwallex shows how it can help businesses simplify money management.

Hearing real clients talk about their success can be incredibly persuasive. Testimonials provide social proof and build credibility. It shows potential clients that your solution works.

For example, a logistics company can create a testimonial video featuring a client in retail who explains how using their services improved their supply chain, reduced delays, and ultimately boosted sales.

Think behind-the scenes only work for eCommerce videos? It can be used for B2B videos, too!

Show the human side of your business. Behind-the-scenes videos can showcase your team, your work culture, or even a day in the life at your company.

It's a great way to build rapport and give potential clients a peek into your operations.

Want an example? A tech company shares a behind-the-scenes look at the team developing a new app, highlighting the passion and effort involved.

Webinars are perfect for deep dives into a subject. During a webinar or live stream, you can answer questions and connect with an audience meaningfully.

Here's a B2B video marketing example of a webinar:

Partnering with Debutify: The ways and the perks

This webinar explains the benefits of being a Debutify partner.

First, ask yourself: What do you want to achieve? Is it brand awareness, lead generation, or client retention? The kind of video you create will vary depending on your goal.

Who are you speaking to? CEOs? Tech teams? Understanding your audience's needs will help you create content that resonates.

For example, if your audience is senior executives, you might focus on ROI. For tech teams, you might highlight features.

Based on your goals and audience, choose the best type of video. For example, if you're launching a product, a demo video might work best. 

Where will you post your videos? LinkedIn, YouTube and your website are all solid choices. 

But each platform has its nuances. For example, YouTube marketing requires SEO-optimized titles, descriptions, and thumbnails.

Videos can be costly. So, it's important to set a budget for production, editing, and promotion. 

Next, decide on a realistic timeline for each phase. This way, you're not rushing to meet deadlines.

Will you create your own video? Or will you hire a professional?

Either way, ensure your video is clear, concise, and visually engaging. Script it out and rehearse if needed. 

Most importantly, make sure your message is clear.

Using SEO tactics will help more people find your videos.

Optimize your title, description, and tags with relevant keywords. This will increase visibility, especially on YouTube and LinkedIn.

A video is great for engagement, but without a strong CTA, you're leaving opportunities on the table. So, make your next step clear.

For instance, end your video with "Book a Free Demo Today!" or "Contact Us for More Info."

A well-made video won't get far without promotion. Integrate it into your social media strategy, share it in newsletters, and consider paid ads for broader reach. The more eyes on your video, the better.

These metrics show how many people watched your video and how long they stayed. Longer watch times mean viewers find your content valuable.

This includes likes, comments, and shares. High engagement suggests that your video resonates with viewers.

If your video includes a call-to-action (CTA), CTR shows how many viewers took the next step. A strong CTA could lead viewers to your website, a product page, or a sign-up form.

Ultimately, did the video achieve your goal? If your goal was lead generation, how many leads came from the video? If it was sales, what's the revenue?

Qualitative data, like feedback and comments, can provide insight into what viewers liked and didn't like. This can help you refine future videos.