If you are a B2B marketer, you have likely noticed the growth of B2B video marketing. But how do you do it right, and is video marketing worth it for B2B? Let us find out!
There is no wrong in saying that video content is rapidly being accepted as the preferred content format for B2B content marketers. With less percentage of marketers convinced with their content marketing achievements, video content has turned out to be a new window of opportunities. Videos are more hypnotic and engaging than any other content ad formats. It conveys more in less time and makes the content interesting, pleasant, and user-friendly. On average, prospects view 1.5 hours of online video per day, and if this is not something to utilize for your business, then nothing is.
What Is B2B Video Marketing?
B2B Video Marketing is one such part of content marketing that involves planning, developing, and sharing content in video format.
There are multiple types of B2B video marketing including; YouTube videos, social media lives, video-podcasts, webinars/webcasts, and social native videos. Similar to regular content marketing, a range of your video content should be “free” to access and some should be paid.
Why You Need Video Marketing For Your B2B?
Video marketing is fast becoming the top marketing strategy for B2B companies. It is highly effective in driving traffic, nurturing prospects, and providing detailed knowledge of customer’s needs.
You see in today’s digital world, the majority of people prefer to watch videos rather than reading text for any matter. Video allows a personal connection, tells a story and adds color that can’t easily be replicated in text. It is also a great medium to educate and inform users about your business, products, or services.
Videos on websites are more sticky as users tend to spend more time and view more pages. The best part is that 60% of B2B decision-makers prefer video over text content. So, moving ahead with video marketing will only benefit you and your business.
Businesses only see the Google search engine as their default platform for advertising. However, YouTube is the 2nd largest search engine in the world and you need a video to show up on this platform.
Benefits Of Video Marketing To B2B
Video content is easy to consume in a variety of situations. It can be much easier to understand than a blog, white paper, or other detailed content, especially for someone on the go. Below are some other benefits that you get from video marketing.
- Improves customer engagement.
- Enhances audience retention rate.
- Improves demand generation.
- Supports SEO, blogging, social media, and other marketing efforts.
- Reach clients at different points in the B2B sales cycle.
- Creates effective remarketing campaigns.
Common Myths About Video Marketing
There are tons of common misperceptions that prevent businesses from getting started with and getting the full potential out of video marketing. Here are some of the examples of myths and the truth.
Myth #1: Our product is complicated for making a video.
The Truth: You don’t need to tell them everything about your company and its products or services in the video; you just need to tell enough to motivate them for taking the next step.
Myth #2: Video marketing is expensive.
The Truth: Video production is now more cost-effective than ever. You can shoot in high-quality, or even 4K quality with your smartphone. There are plenty of inexpensive and free tools available to help you make it through.
Myth #3: There’s too much video for us to cut through.
The Truth: Understanding and keeping your audience in mind at each touchpoint will help you create specific and useful videos. Talk only about their pain points and it’s the solution to capture their attention.
Myth #4: We need actors for developing a video.
The Truth: Remember, you are not making a movie. Anyone can be in the video, you don’t need training or experience, and if it is about building a relationship with the audience, then nothing is better than featuring you or your coworkers.
Myth #5: We need a professional to create a video.
The Truth: 45% of companies rely on their marketing team to produce video and it is highly likely that very few of those marketers are professional videographers. Don’t let a lack of technical know-how stop you from giving the video a go.
Myth #6: Video is only useful for the top of the funnel.
The Truth: It’s a mix of top and bottom of funnel initiatives. It considers all the pain points of businesses like brand awareness, customer education, lead generation, and buyer education.
Myth #7: If the video doesn’t go viral, there’s no point.
The Truth: It’s not about your video being seen by more people, but more about being interacted with the right people. The goal is to target a specific audience. Think of it as a matter of quality over quantity.
Types Of B2B Marketing Videos
Promote Call to Action (Corporate Videos):
This type of video can be used to improve conversion rates by adding up an extra element of persuasion on why the buyer needs to take the next step. Prospects are always seeking three questions; What you do; how will it benefit me; how do I take the next step. The video answers all three questions in a playful way.
Demo videos exhibit how your product works. This includes taking viewers on a tour of your software and explain to them how it can be used, how it can benefit them, and how it is unique from others
Case Study Videos
These videos are created to get hold of potential clients by displaying your expertise. You can achieve great results for someone similar to your prospect.
If your business hosts a conference, round table discussion, fundraiser campaign, or another type of event, then this is your type of video. Make use of this by highlighting the reel or releasing interesting interviews and presentations from the event.
B2B consumers are influenced by other buyers and their experiences with brands. Using testimonial videos is an extremely effective way for B2B companies to put their best success stories in an engaging, easy-to-digest video format.
Capturing interviews with internal company experts or thought leaders in your industry is the best way to build trust and authority within your target audience. Find the influencers in your industry, whether they share your point-of-view or not, just get these discussions in front of your target audience.
These videos should highlight your branding and your vision instead of heavily endorsing your products and services. The end goal here is to inspire your audience to learn more about you and how you might help them in their business. Use your video marketing to increase the recognition of your brand. Do not forget to include your name and logo for visual impact.
Educational or How-To Videos
Instructive videos can be handy to teach your audience something new or build the foundational knowledge that they need to understand your business and solutions better than before. These videos can also be used by your sales and service teams as they work with customers.
Product or Service Videos
These videos are designed to highlight a specific product or service. They demonstrate how your B2B prospects and customers use your brand’s products. This serves the dual purpose of generating brand awareness and allowing viewers to visualize the product benefits.
Live video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.
Explainer videos are all about educating and informing your viewers. Your business is free to choose what to explain to your audience, whether it is answering common questions, discussing new product features, or promoting an upcoming webinar.
Step-by-step walkthrough to create a B2B video Marketing strategy:
#1. Who Are You Marketing To
The very first step is to understand who are your target audience. Whom do you want to interact with within your videos?
B2B companies usually find it tough to create a video that has a vast reach, but this doesn’t lower the value of video to your ideal client.
So, decide your target audience and understand their pain points, their content preferences, and the style of message that resonates with them.
Need help with your target audience? How to Find Target Audience for Your Business This article will guide you.
#2. Set Goals For Your Video Marketing
Understand the purpose of your video. Always keep your ultimate aim in mind while making decisions about your video. The best suggestion is to have a single goal in view, as this will keep your focus on the content and style of the finished video. Consider which stage of the sales funnel you’re targeting with your video content.
#3. Decide On Your Video Marketing Budget
If you have a clear strategy of what you want from your video campaign and have the necessary equipment, then you can do it by yourself. Set a goal, prepare a script, start shooting it, and edit to give it a fine touch with available tools. However, if you hire a professional video production company, you’ll avoid the investment in specialized equipment, videographers, scriptwriters, and even location and travel costs.
#4. Experiment With Different Types Of Videos
If you’re planning to hit the video marketing campaign, try experimenting with different types of video. Simply select a video format that best suits your desired goals. For example, a case study video is suitable in the middle and late stages of a buyer’s journey, and a brand video works best in the awareness stage. Choose your type of video marketing wisely.
#5. Create Your Video
Video creation can be done by just holding your camera and asking a colleague to tell the world about your product or service. However, if your audience values quality, you need effective visual content that is professional, well-curated, and polished. This is the time where you decide to either invest in the necessary equipment, resources, and time or hire a video production company to do it all for you.
#6. Decide On The Right Platform
Reaching your target audience (and your goal) totally depends on the platform you choose to publish your video. If you are starting with only one or two types of B2B video, then you must consider publishing on a single channel and grow there. A brand video is ideal to increase awareness on both social media (Facebook & Twitter) and your business website. Use a case study video on LinkedIn to build trust among your customers.
#7. Promote Your Video
Do not stop after publishing your video. An essential part of video marketing is to promote the video and let it reach the target audience efficiently on social media platforms like YouTube and Facebook. Start engaging with them by responding to their comments and feedback.
#8. Track The Success Of Your Video Campaign
This particular step is extremely important for a couple of reasons. The first is, if you do not track the results of your video marketing then you will never get to know how successful your video is as compared to your goals. The second is to improve your marketing efforts with the help of the response you get from it. Consider analytics to understand the CTR and Conversion rate.
Where Can You Use/Publish/Promote Your Videos – Platforms
One of the important steps is to publish your videos online so your audience can start viewing, sharing, and engaging with them. While you have several options for hosting videos online, let’s talk about some of the best ones.
The largest video hosting platform and the second largest search engine and the second most visited website, both after Google.
If you’re looking to showcase high quality, artistic content, Vimeo might be the platform for you. It also partners with businesses to produce quality marketing content.
Vidyard is a video hosting platform built specifically for businesses. A powerful platform with analytics that will bring a world of insights for your business.
Facebook & Instagram
If you want to boost your brand awareness then these two are the right platform for your B2B. With most numbers of users coming daily on these platforms, you are just a step away to grab some attention.
LinkedIn is a great way to demonstrate the buzz you’re creating in your industry. Publish your best content here and build a network that will help you grow your B2B brand.
Twitter is one such platform that makes your brand more human while building personal connections with your engaged followers.
Above all the given platforms, the website is the one that matters a lot. You would want your users to stay more on your website than your social media.
Publishing your videos on a blog is one of the best ways to engage with your audience and educate them at the same time. Also, it will help your SEO efforts.
Over To you
As videos have emerged to be the most consumed form of content, it is imperative for businesses, both big and small, to build a viable video marketing strategy. One can say that creating great video content isn’t easy, but once there’s a plan of action in place, then finding the flow isn’t that big.
The use of B2B video marketing is on the rise. It’s time to reach more buyers in 2021.