PRODUCT MARKETING

8 Best Practices To Optimize Your B2B Product Videos for Marketing

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024

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Today you cannot spell your B2B marketing strategy without a video. Whether it’s a serious product explainer video or funny gen z TikTok, product videos for marketing are everywhere.

As said by Luca Ramassa, outreach specialist at LeadsBridge says

”You can hardly go anywhere online without running into video.”

In recent years, videos have become an integral part of the complex marketing system that keeps your company’s head above in deep waters.

The internet is flooded with studies that show just how important and impactful product videos for marketing are. The statistics by Gitnux says that videos can increase engagement with potential customers.

B2B Product Videos for Marketing

Video is incredibly significant for your marketing for increasing interest, improving SEO, driving numbers on social media and the return of investment is always cost effective for B2B SaaS companies.

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    We have made videos for 150+ B2B & SaaS companies.

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    1. Define Your Target Audience

    Defining your target audience is an essential step in creating effective product videos for marketing campaigns. Your target audience refers to the specific group of people that you want to reach and engage with your video content.

    This group of people will likely be interested in your product and its benefits, and they are the ones that you want to convert into customers. To define your target audience, you need to gather information about:

    • Demographics
    • Behaviors
    • Interests
    • Age/ Gender
    • Job/ Industry
    • Pain points

    This information will help you to understand the needs, preferences, and motivations of your target audience and create a video that resonates with them.

    For example take a look at this client testimonial video by Galley. Their target audience lies in the cooking industry and thus a testimonial by someone working in the same stands to build trust on the brand.

    Making a video for B2B & SaaS products needs a different mindset.

    2. Keep the Videos Short and to the Point

    B2B decision-makers are busy professionals with limited time and attention spans. They are likely to tune out or lose interest in a long, drawn-out video. Keeping your product videos for marketing short and to the point helps ensure that your message is delivered effectively and that your audience stays involved.

    Another thing to keep in mind is the information overload. Short and concise b2b product marketing videos help break down complex information into manageable bites, making it easier for your audience to understand and retain the information.

    For example take a look at this short animated explainer product marketing video for Jivochat, that explains the product beautifully in under 2 minutes.

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    Making a video for B2B & SaaS products needs a different mindset.

    3. Highlight Unique Features and Benefits

    To effectively highlight unique features and benefits in a B2B video for marketing, start by identifying the key features of your product that set it apart from competitors. Consider what makes your product unique and what benefits it provides to customers.

    • Highlight the Benefits: Focus on the benefits of your product, not just its features. Explain how your product solves specific problems or meets specific needs that your target audience may have. Show, don’t just tell, how your product can make a difference in their work processes.
    • Tell a Story: Tell a story around your product and its benefits. This can help interest your audience and make your message more memorable. Use real-life examples or case studies to bring your product to life and make it relatable to your target audience.

    Here’s an example of excellent storytelling through this b2b product marketing video for Dropbox.

    • Use Testimonials: Testimonials from satisfied customers can be a effective tool for highlighting the benefits of your product. Consider including a testimonial in your video that showcases how your product has helped solve a specific problem or meet a specific need.

    Making a video for B2B & SaaS products needs a different mindset.

    4. Use Attractive Visuals

    Using visuals in B2B video marketing can be very effective in attracting your target audience. Here are some tips to create amazing visuals:

    • Keep it simple: Use simple graphics and animation that clearly convey your message without overwhelming the audience.
    • Use relevant images: Choose images that are relevant to your message and target audience.
    • Highlight key points: Use visual aids such as graphs, charts, and infographics to highlight key points in your message.
    • Showcase your products/services: Use product demo or explainer videos to show how your products/services work and their benefits.
    • Be consistent: Ensure that your visuals match the overall style and tone of your brand.

    Zoom is an outstanding example of a B2B brand that follows all the points above in their product marketing videos.

    We know how to sell your story using your product UI

    5. Include a Call-to-Action

    Including a call-to-action (CTA) in your B2B video marketing is important for driving conversions. Here are some ways you can create some effective CTAs in your product videos for marketing:

    • Make it clear and concise: Your CTA should be clear, concise, and easy to understand. Use simple language that is straightforward and to the point.
    • Make it actionable: Your CTA should prompt your audience to take a specific action, such as visiting your website, filling out a form, or making a purchase.
    • Make it visually appealing: Use contrasting colors, bold text, and animation to make your CTA stand out and catch the viewer’s attention.
    • Place it strategically: Place your CTA at the end of your video, where it is most likely to be seen, or include it multiple times throughout your video to maximize visibility.
    • Offer a clear value proposition: Make sure your CTA offers clear value to your target audience. Explain the benefits of taking the desired action, such as receiving a discount or gaining access to exclusive content.
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    Here is an example of SaaS product marketing that has a clear Call to action.

    6. Optimize for Online Platforms

    Optimizing your product marketing videos for online platforms is vital for ensuring that they reach and interact with your target audience effectively. To optimize your product videos for marketing you should:

    • Choose the right format: Choose a video format that is compatible with the online platform you plan to use, such as MP4 for YouTube or H.264 for Vimeo.
    • Consider length and size: Keep your b2b product marketing videos short and to the point, while also ensuring that they are not too large in file size, which can slow down loading times and reduce viewer engagement.
    • Add captions: Adding captions to your videos makes them more accessible to a wider audience and helps to increase attention and reach.
    • Include keywords: Use relevant keywords in your video titles, descriptions, and tags to make them easier for viewers to find through search engines.
    • Use custom thumbnails: Use custom video thumbnails that are visually appealing and accurately represent the content of your video.
    • Promote your videos: Promote your videos through social media, email marketing, and other channels to increase reach and participation.

    Here’s a beautiful example from the B2B software company Salesforce, who have optimized and produced product videos that are highly effective on the Instagram platform.

    7. Tailor Make Content For Funnel Stages

    Aligning your product videos for marketing with the right channel and funnel stage is important for ensuring that it reaches your target audiences effectively.

    • Determine your funnel stages: Identify the different stages of your sales funnel, such as awareness, consideration, and decision, and understand where your target audience is in the funnel.
    • Choose the right channels: Select the channels that are most effective for reaching your target audience at each stage of the funnel. For example, social media may be effective for raising awareness, while email may be more effective for nurturing leads.
    • Tailor your content: Create b2b product marketing videos that are tailored to the specific stages of the funnel that your target audience is in. For example, awareness-stage content may be more focused on building brand recognition, while decision-stage content may be more focused on closing deals.
    • Use targeted messaging: Use targeted messaging that speaks directly to the needs and concerns of your target audience at each stage of the funnel.

    Here’s an effective SaaS product marketing video by Slack that is perfect for the awareness stage of the funnel.

    We have made videos for 150+ B2B & SaaS companies.

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    8. Measure the Effectiveness of Your Videos

    Measuring the effectiveness of your B2B/ saas product marketing videos is crucial for understanding the impact they are having on your target audience and for making informed decisions about your marketing strategy. Here are some metrics you can use to measure the effectiveness of your B2B videos:

    • Views: Track the number of views your videos are receiving to understand their overall reach.
    • Engagement: Measure metrics such as likes, comments, and shares to understand how well your videos are resonating with your target audience.
    • Conversion rate: Track the number of conversions generated from your videos, such as form submissions or sales, to understand the impact they are having on your brand.
    • Watch time: Measure the average watch time for your videos to understand how interested your audience is with your content.
    • Audience retention: Track audience retention to see how well your videos are holding your audience’s attention.
    • Lead generation: Track the number of leads generated from your videos to understand their impact on your lead generation efforts.
    • Traffic sources: Measure the sources of traffic to your videos to understand where your target audience is coming from.
    marketing goals

    As a bonus tip, consider incorporating user-generated content into your B2B product videos. This can include customer testimonials, product reviews, and user-generated videos, which can help increase trust and credibility with your target audience.

    By leveraging user-generated content, especially in saas product marketing, you can create B2B product videos that are not only interesting and effective, but also authentic and relatable. Here’s an example from Trello:

    Conclusion

    Creating and optimizing B2B product videos is a crucial component of a successful B2B video marketing strategy.

    By following the best practices outlined in this article, such as creating persuasive content, using creative visuals, providing a comprehensive overview, including an effective call-to-action, and optimizing for online platforms, you can create effective B2B product videos that help you get the attention of your target audience.

    Measuring the effectiveness of your videos using metrics such as views, conversion rate, and lead generation is also important for ensuring that your videos are having the desired impact.

    Frequently Asked Questions (FAQs)

    To create a compelling product video for marketing you need to follow the steps given below

    • Define your target audience: Know your target audience and their preferences, needs and pain points.
    • Determine your video’s objective: Clearly state what you want to achieve with the video, whether it is to introduce a new product, explain a complex feature or create brand awareness.
    • Plan your script: Write a script that interests your audience and highlights the benefits of your product. Keep it simple and concise.
    • Edit your video: Use a professional video editing software to bring your video to life and make it polished and engaging. Also make sure you include high quality visuals and clear audio.
    • Optimize for distribution: Ensure that your video is optimized for the platform you plan to distribute it on, such as YouTube, Vimeo, or your website.

    There are several types of product videos that can be used for marketing, including:

    • Animated explainer videos
    • Demo videos
    • How-to videos
    • Customer testimonial videos
    • Behind-the-scenes videos
    • Product launch videos
    • 360-degree videos
    • Live-action product videos

    Yes, product videos can be used on social media platforms such as Instagram, Facebook, and YouTube. Social media provides a great opportunity to reach a large and diverse audience, and product videos can be an effective way to interact with potential customers and showcase the features and benefits of a product.

    The cost of producing a high-quality product video for marketing can vary widely depending on several factors like video format, video length, talent involved, post production costs etc.

    A basic, 2-minute animated explainer video can cost anywhere from \$1,000 to \$5,000, while a more complex, high-end live-action video can cost \$10,000 or more.

    However, it is important to note that the cost of producing a high-quality video can be worth the investment, as it can help to effectively promote your brand and product.

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