Cisco predicts that video traffic will make up 82% of all internet traffic by 2022. It’s clear that today’s consumers prefer audio-visual content and B2B decision-makers are no exception to this. To maintain visibility in today’s video-dominated online world, brands need to put video at the very core of their digital marketing strategies.
What Is a B2B Marketing Video?
“Great content is the best sales tool in the world.”
- Marcus Sheridan, The Sales Lion
Organizations use B2B videos to market a product or service to other businesses. These videos can be targeted towards potential or existing customers who are at different stages of the sales funnel. B2B videos support a range of marketing goals, including:
- Building brand awareness
- Lead generation
- Driving conversions
- Maintaining relationships with an existing customer base
- Educating customers
Building Brand Awareness with B2B Marketing Videos
According to LinkedIn, 62% of B2B marketers agree that video can help to build better brand awareness. Marketing strategies that target customers at the top of the sales funnel should use video as a way of introducing a brand or product to new customers.
To boost the success of your video, ensure that the content provides a succinct summary of your brand for customers who are completely new to your brand. It’s also important to clearly explain the next steps to the viewer and incorporate several calls-to-action (CTAs).
Some useful video formats for brand-building include:
- Promos
- Vlogs
- Explainer Guides
- Social Media Videos
Generating Leads with B2B Video
“The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel.”
— Doug Kessler
78% of B2B marketers believe video engagement helps them gather higher-quality leads.
To drive as many conversions as possible, you should know your prospect and their needs and focus your video content on those needs.
You will also need to supplement your video with a high-quality landing page or form. Some examples of lead-generating video formats include:
- Webinars
- Testimonials
- Demos
- Product Videos
Using B2B Videos to Boost Retention Rates
Many brands choose to use video to maintain positive relations with their existing customers.
One popular and effective strategy is to create informative resources that answer questions or solve problems that customers are likely to experience.
In doing this, your clients can establish themselves as thought-leaders in their field and instill confidence and trust among customers. Some examples of video formats used to educate and retain customers include:
- Video how-to guides
- FAQs
In order to create effective video content, you will need to use analytics tools and market research to find out as much as possible about your audience. Then, you will need to carefully select an issue that is likely to be a common pain-point for your audience. Do your research and produce a video guide that is of superior quality to any similar competitor content.
Measuring the Performance of Your Campaign
Once you have set your goals, defined your strategy, and created your video content, you will then need to roll out your campaign. However, the work doesn’t stop there. To optimize the effectiveness of your content, you will need to measure its performance.
- Create a list of the metrics that are most important to you.
- Throughout the campaign, refer to analytics tools to monitor the performance of these metrics.
- This data might indicate areas of improvement, so tweak your video content accordingly when possible. For example, a sharp drop-off rate after a certain point could suggest that your video is too long.
- After the campaign, compose a report which brings together some key takeaways which you can apply to your next B2B video campaign.
Discover More About B2B Marketing Videos
“If you’re not experimenting with video, you’re simply sitting on the sidelines watching the big game unfold.”
- Barry Feldman, Feldman Creative
If you are interested in learning more about B2B video marketing, then you should certainly browse through the infographic below from One Productions. This useful guide lays out the many advantages of B2B videos and demonstrates how they can be used to support your business goals. It also explains the different B2B video formats and outlines the stages of a typical B2B video marketing campaign.
Scroll down to the infographic below to find out more today about B2B video marketing.
