video marketing
7 min read
12 Nov 2024
83% of consumers prefer video to text.
Let that sink in. When given a choice between reading or watching a video, most people hit "play."
Why? Because videos are vivid, memorable, and more engaging. They grab attention and explain things fast.
Today, video marketing isn't just for B2C brands. B2B companies are now also leveraging video marketing. B2B video marketing helps businesses to connect, inform, and convert like never before.
So, what is B2B video marketing? Think of it as storytelling with a purpose.
It's all about using video content to promote products, services, or values to other businesses. It's different from B2C video marketing.
In B2B, your goal is to show other businesses how you can solve their problems or make their lives easier.
Whether it's through a quick tutorial, a product demo, or a deep dive into industry trends.
And the beauty of video? It's versatile. You can use it across multiple platforms like LinkedIn, YouTube, and more.
So, why should B2B businesses use video? Because it works. Here's why:
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.
There's no one-size-fits-all approach to B2B videos. Different types serve different purposes.
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.
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.
To maximize the impact of your B2B video marketing, you need a strategy that connects with your audience and achieves your business goals. Here's how to build one:
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.
Once your videos are live, it's time to measure their performance. This will help you identify what's working and what's not. Here are the top metrics to track:
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.
B2B video marketing has the power to change how you connect with clients. It's more engaging than text, builds trust faster, and simplifies complex information.
With a well-planned B2B video marketing strategy, you can use videos to reach the right people, share your message effectively, and boost your brand.
Ready to see what B2B video marketing can do for your business? Start crafting your strategy, hit "record," and make your message unforgettable.
And remember, sometimes a single, well-crafted video can make all the difference.
Author
Rhea Diamante is a copywriter at Debutify, where she crafts compelling and engaging content. With a knack for storytelling and a keen eye for detail, she ensures every piece she writes resonates with the audience and drives results.
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