B2B Video Marketing – Videos have become an effective and convenient way to demonstrate what your business has to offer to potential customers. According to a study by HubSpot, A massive 85% of companies use video as a marketing tool, which is a no-brainer considering that every year, mobile video consumption rises by 100%. On the other hand, Cisco’s Annual Internet Report revealed that by 2022, online videos will make up more than 82% of all customer internet traffic; that’s 15 times higher than it was in 2017. In the B2B world, video marketing has become the new trend in terms of showcasing their products and services to prospects and repeat customers.
What Is B2B Video Marketing?
In the B2B world, video marketing is a part of content marketing that requires planning, creating, and sharing content through various video formats with your B2B audience. These video formats can include webcasts, live streams, social media videos, video podcasts, and many more. A 2021 survey conducted by the Video Marketing Statistics revealed that marketers choose the following video formats they used when creating marketing campaigns:
- 24% picked training videos
- 24% chose promo videos
- 14% went with demo/explainer videos
- 14% selected live streams
- 12% went with personalized videos
- 10% opted for how-to videos
- 2% picked customer onboarding videos
Benefits of B2B Video Marketing
The following are the top three benefits why B2B video marketing is the new marketing trend that you can’t ignore in this changing world:
The most obvious reason why B2B video marketing is creating a buzz is the fact that videos can be shared easily and quickly. With so many social media platforms out there, sharing video marketing campaigns is just a click away.
Easy to digest
If you’re promoting new products or services, a video can help your prospects better understand what your company offers. For instance, you could make a video describing what your products and services do in a way that informs and entertains prospective customers.
A recent study revealed that if both text and video are available on the same topic, 59% of customers are more likely to choose video. A social media post with video performs better on every social media platform such as Facebook, Instagram, and LinkedIn.
How to Make an Effective B2B Video Marketing Campaign?
For B2B marketers, here are five tips to help you leverage video campaigns that grab attention, capture customers to the next step of the buying journey, and shorten sales cycles:
Identify your buyers’ needs
Your business’s “best of breed” claim or long track record is not what prospects are looking for. It’s about showcasing a solution to their needs and proving that your products and services are the best choices to overcome their concerns. Try communicating with your customers to find out why they purchased your products and services. Consult your sales teams and find out what they’re hearing from your prospective clients.
Be aware of the buying stage your video is targeting
Are you targeting the top or the bottom of your sales funnel? If you want to be strategic in your B2B marketing campaigns, the video producer needs to be aware of where in the buying process the target buyer happens to be. For instance, some customers prefer product demos at the evaluation stage. So, providing brief demos of specific capabilities can be very helpful. While you’ll want to educate from a higher level at the research stage, you don’t want to miss a golden opportunity for later-stage buyers.
Create video campaigns in a continuum of content
Many B2B marketers create single standalone content assets and expect them to do all the heavy lifting in generating leads. This does not work. The majority of customers tend to engage with five content assets before speaking with a salesperson. Your marketing campaigns need to build across various content elements. Your prospects and customers need access to a continuum of content to help them understand their needs and make a buying decision.
Share your video campaigns across various social media platforms
Video is a powerful and informative B2B marketing tool. It helps to create advocates within a target audience. Sharing your video campaigns through various social media platforms can help your company reach more and more people. In fact, most senior-level executives frequently share videos with their teams.
Add graphic links to your video in email campaigns
Using a thumbnail graphic in your email campaigns that link to your video campaigns can be an effective technique in capturing prospects. Sending email campaigns with embedded video links can also drive conversions. Just make sure that the video links are working well before sending your email campaigns to prospects and repeat customers.
Video can be a powerful tool in the hands of the right marketing and sales team with a solid B2B marketing strategy and a bit of creativity. For B2B companies, investing in video marketing can generate more leads and sales.
Do you want to boost your B2B marketing strategies? Markable Solution’s digital marketing team can effectively promote client products and services by generating a buzz on the Internet using a plan that is easy to design and implement. Talk to us now!