x
Generating leads through content marketing and thought leadership used to be the foray of consumer brands, but the fierce competition for audiences has led many B2B brands to embrace whitepapers, blog posts, and infographics to capture attention.
There’s one type of content that still isn’t used nearly enough for B2B brands, and that’s video.
In fact, of all content types, video has the unique ability to break down complex topics, showcase product or service features, and highlight real-world value – the exact strengths B2B sales rely on for discerning audiences.
If you’re struggling to generate B2B traffic and not using video yet, here’s everything you need to know to elevate your strategy.
x
Video’s Value for B2B Marketing
x
B2B buyers are unique compared to consumers.
They’re often executives, department heads, and team leaders looking for products or services that solve their problems efficiently and cost effectively. They want the information they need fast – despite the longer sales cycle – and need enough information in a pitch to convince other stakeholders with different priorities to buy in.
Here’s where video shines. About 88% of B2B buyers have watched videos to learn about a company’s products or services within the past three months. Video is more engaging and simplifies complex information, helping stakeholders see the clear connection between the product or service’s solutions and the business problem they’re facing.
x
Better Visibility and SEO
x
Search engines are prioritizing video content in search engine results pages, so it’s crucial for SEO.
Based on Moz research, video content is 53 times more likely to generate organic search rankings than comparable articles. Anywhere videos appear, including your blog posts or landing pages, can keep visitors on the page longer – reducing bounce rates and improving dwell time – and signals to Google that the content is relevant and valuable.
It’s important to optimize videos as much as possible to improve visibility, including video titles, metadata, and transcripts. This helps standard search results pages and video searches index your video and rank it higher.
x
Wider Reach
x
Omnichannel marketing is crucial to success in the competitive B2B space.
Video content transcends digital platforms like web pages, webinars, email campaigns, sales enablement tools, and social media platforms like YouTube and LinkedIn.
Videos take a little more planning and work to create than text-only content, but it can pay off in long-term value. You can easily repurpose a video asset across different sales stages and channels with a little adjustment, getting you more value out of your initial investment.
x
Simplified Concepts
x
Many B2B brands are selling complex, technical products or services that can be difficult to pitch to non-technical users.
Video simplifies these concepts and esoteric jargon to communicate the value to a decision-maker in clear, concise ways – getting them to buy in much faster.
Content like customer testimonials, use case demonstrations, and case studies done in a video format take this a step further, providing tangible benefits and real-world uses for prospective clients.
x
Enhanced Credibility and Trust
x
B2B relationships are usually long term and built on trust.
Credibility can go a long way, and videos show prospective clients what you have to offer, how you run your business, and what makes you an expert in your field.
About 93% of B2B buyers say that video plays an important role in building their trust in a brand. B2B deals involve significant investment in time and money, as well as complex decision-making, so earning that trust with impactful videos can translate to more loyal customers, shorter sales cycles, and greater lifetime value.
x
How to Get Started with B2B Video Marketing
x
Understand Your Audience
Like any marketing strategy, you have to know your audience to craft effective messaging.
With B2B sales, that could be a C-suite executive, IT or sales leaders, procurement teams, consultants, or department VPs. Each of these stakeholders may have different priorities and expectations from your product or service, so your marketing needs to be tailored to them.
The same is true of the buying cycle, which should target different concerns. For example, a client early in the awareness stage may benefit from a brand story or an explainer video, while a client in the decision stage may want content like product demonstrations or case studies to complete the purchase.
x
Set Realistic Goals
x
Every video you create should have a clear and defined goal in mind, such as generating leads, expanding brand awareness, or increasing conversions.
Each goal should have key performance indicators (KPIs) that help you track performance, such as view time, form submissions, conversions, or click-through rates. Keep track of your progress and make adjustments to stay on target.
x
Choose Video Formats Carefully
Certain types of B2B videos perform best in this market, including:
- Explainer videos: These short videos illustrate what your brand does, how the product or service works, and how you help business owners solve problems. They can be simple with animation or voice narration that covers complex topics – ideal for top-of-the-funnel clients. Explainer videos are a great choice for homepages, landing pages, pitch decks, and introductory email sequences.
- Product demonstrations: As the name suggests, these videos cover the features and capabilities of your product or service. They help prospective clients envision the product or service in their organization and understand the value it has to offer.
- Customer testimonials: Testimonials from real-world clients are inherently trustworthy and offer social proof of your offerings. Your customer is sharing their experience with your product, the problems it solves, and the results, allowing your success to shine on its own.
- Webinars: Webinars are long-form video events that can last up to an hour and dive deep into product overviews, industry insights, or panel discussions with other industry professionals. Some of the common formats of webinars include live chats, live Q&A sessions, and event highlights with speakers. Once the live portion is complete, the video can be recorded and repurposed into on-demand or gated content for future viewing.
x
Get Better Results with B2B Video Marketing
x
Video isn’t left to consumer brands any longer.
B2B brands can gain incredible results from strategic video marketing to a business audience, building trust, speeding up the sales cycle, and converting high-value leads. If you haven’t included video in your marketing strategy, the time to start is now.
x
— Author Bio:
Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.