Video marketing has exploded in popularity in recent years, demonstrating how important it can be in the B2B world. According to data, 70% of marketers anticipate that videos will generate a positive ROI in 2021.
What is business-to-business video marketing?
B2B video marketing is a type of content marketing that entails designing, producing, and distributing video content to your target audience. Social media videos, webcasts, video podcasts, live streams, and other video formats are examples.
According to the aforementioned survey, 24 percent of marketers chose training videos, 24 percent chose promo videos, 14 percent chose demo/explainer videos, 14 percent chose live streams, 12 percent chose personalized videos, 10 percent chose how-to videos, and 2 percent chose customer onboarding videos when creating high-value content for businesses.
Tips and ideas for B2B content
1. Tell us about your experiences.
You can give a virtual tour of your facility to highlight the steps of product production, or you can show a day in the life of an employee to establish your brand image.
2. Lighten it up
In general, it’s ideal to keep your film light-hearted and enjoyable. You may be contacting different businesses, but you’re still conversing with a person at the end of the day. Instead of making a typical business video, utilize animation or record behind-the-scenes action to engage your audience.
3. Display product alternatives
Prospects, at the end of the day, want a product that answers their problem. Make video interviews with customers who have found your product to be extremely useful, or simply post how-to videos on your website and social media sites.
4. Make an emotional connection
You may believe that logic reigns supreme in B2B marketing, but if you want your video to have a greater impact, you must emotionally connect with your buyer.
Making someone enjoy your ad and trust your brand can be as subtle as using emotion in your marketing. In 2021, there will be a growing tendency in B2B marketing films to include a humorous element, while wonder and curiosity will also play a significant part.
People’s perceptions of your brand are heavily influenced by these emotions. Your video advertisements, content, and consumer experiences shape your company values and B2B partnerships.
5. Make sure the video is well-produced.
If you want your clients to view your videos, they must be relevant, original, and captivating. Make sure to use good camera equipment, video editing software, and engage pros to assist you with this.
6. Consider the buyer’s journey.
Create a B2B video marketing plan that takes into account the many stages of the buying process, as well as the participants’ needs, questions, and objectives.
Buyers will be able to make better selections regarding the goods they want to buy from you if you provide supporting content.
Your Buyer’s Journey is Now Available Online. Is your customer service also digital-first?
B2B video marketing‘s top three social media sites
LinkedIn is number one.
LinkedIn is definitely one of the greatest social media sites for B2B video marketing, with over 55 million firms registered. There were 10,000 B2B software pages on the site in 2020, with people using it to create sales leads, give product reviews, and more.
For organic social media marketing, 96 percent of B2B content marketers utilize LinkedIn, while 80 percent use LinkedIn advertisements. This is unsurprising given that firms receive seven times more reactions and 24 times more comments on LinkedIn Live streams than on other types of videos.
Related: How to Make a Video Stand Out on LinkedIn
Twitter is number two.
86 percent of B2B marketers will utilize Twitter as a digital marketing strategy in 2020. This makes sense, given that Twitter’s popularity among B2B enterprises has grown as a result of the audience’s appetite for information and industry news.
When compared to other platforms, this platform has a 26 percent higher viewership of brand ads. If a business message is posted four times on Twitter, it has a 335 percent higher probability of being clicked in a Tweet than if it is only seen once.
Facebook is number three.
As of January 2021, Facebook had 2.74 billion active users, with 74% of them using the app for professional purposes. Over 65 percent of B2B organizations utilize the Facebook advertisements feature, and 87 percent use the app as a marketing tool, according to Facebook.
For B2B marketing, here are the top 5 video hosting platforms.
Vimeo is number one.
Vimeo is a video-sharing platform that allows users to effortlessly create and share high-quality videos, including live streams, with their audience. It is one of the most popular all-in-one video software packages in the world.
Wistia (Wikimedia Commons)
Wistia’s advanced capabilities, such as configurable players, thorough analytics, and easy-to-embed videos, allow customers to produce professional business videos. It was created specifically for businesses that use video on their websites for promotion, support, and sales.
SproutVideo makes video sharing easier by providing video marketing, security, and analytics solutions. Easy lead collection, marketing platform integrations, video SEO, and other features are available to businesses.
Brightcove is number four.
Brightcove is an online video platform that runs on the cloud. Brightcove is used by a number of multi-national media corporations, enterprises, and organizations to create and share videos on the internet.
Video management and marketing, strategic ad placement, video analytics and library, social media sharing, interactive ad capabilities, live video content on OTT devices, and much more are among the services available to users.
YouTube is number five.
YouTube is a free video-sharing website that makes editing, uploading, and watching videos on the internet simple.
It is one of the most popular websites on the internet, with over 6 billion hours of video watched each month by its users.
Viewers can also show their support for the content by like, commenting, and subscribing to channels. Users can even make their own videos and post them to enjoy with others.
How Can Facebook Help You Promote Your YouTube Videos?
3 successful B2B video marketing examples
Cisco is number one.
B2B video marketing is well-exemplified by Cisco. It demonstrates that videos aren’t about spending a lot of money on them, but rather about knowing your audience and providing material that resonates to them.
The average B2B video length should be between 60 and 90 seconds, according to Cisco’s social media team lead. Cisco can teach B2B organizations how to develop films that illustrate solutions and sales funnel-targeted content using its portfolio of over 3,000 movies and a production rate of 1,000 videos per year.
HubSpot is number two on the list.
HubSpot excels in multi-format video marketing, as evidenced by its YouTube channel, which features case studies, customer success stories, podcasts, and guides. HubSpot’s content development mirrors its sales funnels, ranging from 30-second how-to videos to 30-minute case studies on average.
HubSpot is an amazing example of how B2B brands can develop targeted and relevant content that drives conversions as a SaaS marketing platform.
3. SAP (Software as a Service)
SAP’s YouTube channel takes a unique approach to video marketing by creating content tailored to each individual consumer. Brands will be able to see material that is more relevant to them as a result of this.
SAP has been successful in eliciting emotional and engaging responses from its audience, as well as providing solutions that address the problems at their heart.
I hope that after reading this post, you feel more confident in addressing B2B video marketing and that it isn’t as frightening as it appears. In fact, after you get started, you could even enjoy it.