Video, video, everywhere. But it’s not just for influencers and teenage dance videos. Whether your business is primarily products or services, if your customer is another business then you can’t ignore video marketing.
Here are some of the content that video marketing encompasses:
- Brand stories
- Explainer videos
- Case studies
- Client testimonials
- Product promos
- Value-driven webinars
- Short-form social media snippets
- Filmed podcasts
- Industry event coverage
- Step-by-step tutorials or screen recordings
- A day in the life of your team or behind the scenes
Of course, a truly comprehensive marketing strategy will also include other elements of content, like podcasts, and search engine optimization. They’re all important!
Why You Need B2B Video Marketing
Did you know that the search engine video juggernaut YouTube reaches more US adults between the ages of eighteen and thirty-four than any cable network out there? That’s a jaw-dropping level of reach!
With over one hundred hours of video uploaded to YouTube every minute and over one billion unique monthly visitors, I’d be willing to bet that many of your B2B customers are hiding in that demographic.
Videos drive purchasing decisions! Wyzol reports that 84% of people say a brand video convinced them to purchase a product or service and 79% say they downloaded software or an app after watching video content.
Upwards of 94% of video marketers report that video content has elevated user comprehension of their service or product. When your audience understands what you offer, they attribute a higher value to it and are less likely to present cost objections.
But it all comes down to the dollars, right? What about the ROI? If you spend all this time in planning and production, maybe even dancing a jig or two, is it really going to work?
Wyzowl’s research states that 87% of marketers report that video content produces a good ROI and are overwhelmingly satisfied with the financial gains. They saw an increase in leads, repeat sales, and customer satisfaction while also seeing a drop in support requests.
It’s obvious that video content is a powerful tool for your B2B market.
Tips to Boost Sales With B2B Video Marketing
A thoughtfully executed video marketing strategy can equal amazing results in traffic, earned media, and sales.
#1 Draft Your Video Marketing Plan
What you don’t want to do is start posting videos with no direction because someone on the internet said you should. You need a plan.
Define your campaign goals and objectives. It would be a waste of time and money to create a video marketing campaign if you don’t know how to measure its success. A few examples of campaign goals are:
- Lead generation
- Traffic boost
- Prospect nurturing
- Increased earned media or brand awareness
- Improve engagement
- Higher conversions and sales
Now that you know what you want, how do you know it’s working? Your KPIs (Key Performance Indicators) like click-through rates (or CTRs), number of leads, time spent on the page (or dwell time), and sales are all elements you would measure to determine the success of your campaign.
Once you have your objective nailed down, it’s time to plan your content.
#2 Create Content That’s Dynamic and Interesting
Obviously, we’re still talking about B2B video marketing here but even within this one strategy, there is a virtually unlimited variety of content. You cannot simply focus on sales in every video. That’s just an ad campaign.
Video marketing is a more comprehensive and dynamic approach to content about your brand and services. Entertaining your customers may be a foreign concept for B2B marketers but nobody is asking for a Broadway performance. Use simple but effective ways to liven up what would otherwise be a boring tutorial video or podcast interview.
Flip the script with a “how NOT to” video. Create a parody of a trending clip or audio file. Film a time-lapse video of your process or behind-the-scenes activities.
Share before and after stories from clients or with engaging animated videos. Did you or someone on your team write an excellent and relevant blog article? Film it! Now it’s a video!
Go the “unpopular opinion” route or bust an industry common myth. Share a practical list of tips or hacks that would be meaningful to your audience. Leverage current events in your messaging to stay front of mind and make real-life connections.
Start small, but plan out a few weeks of B2B video marketing content of various formats and visualize the overarching theme of your story. Strategically forecast the desired actions along the way and create videos to match your customer’s journey through the sales funnel.
Create a calendar and publishing schedule for deploying your video content. Your calendar should have publishing dates, clearly stated objectives, content topics, and distribution channels. Be sure to set reasonable deadlines that you can meet but still allow time for edits and pivots.
#3 Clearly Define Your B2B Customers
Your video content should be uploaded where your target audience spends their time. As the marketing gods say, if you’re marketing to everyone, you’re marketing to no one. Your market should be a specific niche of the market that you can help.
There are four basic parameters to start with for defining your target audience.
If you’re focused on a local B2B service, then this is your starting point. Your content and marketing will have a location-based emphasis to drive local sales.
What market are you targeting? As a B2B business, you know what your clients do for a living and what problem you solve for them. You may also be after a specific financial sliver of the market, appealing to businesses that can afford to pay you.
Job Role Demographics
Who are the decision-makers and who is out looking for a solution? What is their job title? What are their responsibilities?
What are the needs they have that aren’t being met? What transformation are they seeking? What challenges are they presented with?
Your marketing content needs to prove that your offer solves these obstacles for your target audience. This messaging is part of your industry positioning and brand credibility, every interaction counts!
#4 Go Where Your B2B Customers Are!
Now that you’ve described who your target audience is, you need to show up in places they hang out.
LinkedIn is often thought to be the most utilized platform for B2B marketing content, and it is. Their own metrics report that 97% of B2B marketers use LinkedIn channels for content marketing efforts.
But what’s even more surprising is that Hubspot reports the number two slot belongs to the short-form video rockstar, TikTok. Just under half of marketers they queried stated that LinkedIn is the best platform for B2B video marketing followed by TikTok at 28%.
These are a few fancy statistics with good suggestions but my best recommendation is to do your own research with your actual clients. Where are they spending their time? Where are your direct competitors posting video content?
Take the time to flesh these questions out in your business to achieve the best results.
#5 Easy Ways to Increase Production Value for B2B Video Marketing
While authentic and raw videos have their place in a video marketing strategy, it’s important to also shoot for a polished look in some formats. But you don’t have to break the bank to do it! A professional video has more to do with technique and environment than fancy equipment.
Use a Generous Amount of Soft Lighting
Harsh light leads to dramatic shadows and unflattering tones. Spread out the light with the camera behind the primary light source and light facing the background behind the speaker.
Declutter Your Background
Even if you’re shooting at home, it’s time to declutter. No papers, mail, boxes, jackets, or various supplies lying about. A plain white background can appear boring and sterile but be strategic about art and decor placement.
Capture Clear Audio With a High-Quality Mic
This may be where you want to spend a little money. Even if the video quality isn’t top-notch, if the audio is, you’re a step ahead.
A Tripod Is Essential
Unless you have a dedicated and skilled cameraman, you need a tripod. Well-meaning team members who aren’t filmmakers can result in shaky and unwatchable footage.
Photography 101: The Rule of Thirds
The rule of thirds is a basic photography concept that visualizes a nine-grid square over your shot. Dead center isn’t necessarily the sweet spot. Focus on the lines and connection points in the grid for speaker and effect placement.
Leverage B2B Video Marketing Tips To Boost Sales in 2024 !
Your B2B customers are out there! Video marketing can help you reach them!
We've covered how video marketing helps you grab the attention of your target B2B audience, engage them, and educate them about your offerings. Whether it's showcasing your expertise, presenting case studies, or demonstrating your products, videos are the way to go. With video marketing, you're not just reaching potential customers; you're sparking discussions, driving conversions, and positioning your brand as a trusted partner in their success.
Don’t miss out on this powerful tool to connect with your B2B customers on a deeper level and provide them with the valuable information they're searching for. Your B2B clients are out there, and video marketing is your ticket to reaching them effectively. Get out there and make those connections!
November 01, 2023