B2B Video Marketing Guide for Marketers

Visual learning has surpassed traditional reading methods. People often struggle to maintain focus when reading long texts or listening to lectures. So using short, catchy videos to share information has become very necessary.

For brands looking to promote their businesses, video marketing is essential.

Why do videos work? B2B marketing videos offer greater engagement compared to written content. They provide an opportunity to showcase graphs, images, UI snippets, and much more about your product or service.

In fact, according to HubSpot, B2B video marketing statistics “When it comes to B2B, 79% of people say they’ve been convinced to purchase an app or piece of software because of a video.”

To create a video, a solid B2B video marketing strategy is essential. A good strategy includes goal definition, video creation, performance tracking, etc. Result? More leads, better engagement, and increased conversions.

Before deciding on creating a video, you might wonder:

  • How does a strong video marketing strategy impact decision-makers?
  • What are the key factors to consider when selecting platforms for B2B video marketing distribution?
  • What are the best practices that can be followed for an effective Marketing campaign?

Below, you will find the best B2B video marketing strategies and tips to create videos, increase engagement, and generate leads.

Contents

What is B2B Video Marketing?

B2B video marketing is using videos as a method to promote a business, products, or services to new and existing customers.

It aims to address the needs and challenges of decision-makers within these businesses through various types of video content.

B2B Video marketing is the most effective way to explain and educate prospects about your business.

Things to keep in mind before creating a video:

  1. Keep the duration of the video under 2 minutes.
  2. Maintain the consistency of the brand message throughout the video.
  3. Customize videos based on customer behavior and where they are in their buying journey.
  4. Best B2B marketing videos always include a CTA (call to action) at the end to guide prospects toward the next step.
  5. Make different versions of the same content to achieve the same marketing objective.
  6. Use a conversational tone rather than a professional approach.
  7. Repurpose and share video content on social media platforms, landing pages, and email campaigns.

There are various benefits of using video marketing for B2B.

Benefits of B2B Video Marketing

Here are a few benefits of using B2B video marketing for businesses.

1. Videos are easy to digest

B2B marketing videos make complex information easy to understand. They are the best way to display the features and benefits of your product or service.

2. Show that you are an industry expert

Video allows you to position yourself as a subject matter expert. Share insights and knowledge to establish yourself as an authority in your field.

3. Engaging

Compared to textual information, videos are quick to grab attention. Incorporating interactive elements, icons, and graphs enhances engagement. For videos to be engaging, having a B2B video marketing strategy is essential.

4. Increase Reach

As B2B marketing videos are easily shareable and increase reach. If these videos reach business decision-makers and they find the video valuable, there’s a good chance they might consider you to solve their problems.

5. Lead generation

Video marketing in B2B has the potential to engage and attract more leads, especially with clickable links and forms in the video descriptions.

6. SEO

Search engines favor video content. including videos on your website. Optimizing them with relevant keywords can improve rankings and increase online visibility.

7. Builds trust and credibility

Using testimonial videos and case studies makes your brand look more trustworthy and authentic. B2B video marketing humanizes brands and helps companies stay connected with the audience.

8. Brand recall

Memorable videos create a lasting impression on viewers, contributing to better brand recall. When potential customers remember you, they are more likely to choose your brand to solve their problems.

BEST B2B PRODUCT VIDEOS FOR MARKETING WE’VE EVER SEEN

Click here to explore the examples.

How to create a B2B Video Marketing Strategy?

A successful video requires a good B2B video marketing strategy.

1. Define target audience

Clearly define who your target audience is. Understand their pain points, goals, and video consumption preferences. This influences video style, length, platform strategy, etc.

2. Set Goals

Set SMART (specific, measurable, achievable, relevant, and time-bound) goals to guide your video strategy and measure effectiveness. For example, the goal can be – to generate 300 new leads through video in 6 months and reduce customer support calls by 10% via FAQ videos.

3. Analyze competition and Market trends

Analyze competitors to find what works well. Stay informed about current trends in video marketing within the industry. Current B2B video marketing trends include having video landing pages, using short-form videos, and UGC videos.

4. Video format & Style selection

Pick video styles and formats that your audience likes, such as product explainer videos, product demos, testimonials, and brand videos. Choose from options like animated, live-action, or whiteboard to keep your content varied.

5. Storyboard & Scripting

An effective video marketing B2B script and storyboard includes visual elements, a clear message, and addressing pain points.

6. Creating Video

To create a compelling video, address challenges, showcase your brand solution, add CTA, and keep your brand message consistent.

Various AI tools can be used for different processes of video creation.
Script Writing: ChatGPT, Claude.ai, Jasper.ai.
Video Editing: Filmora, CapCut, VEED.io, Adobe Premiere Pro.
Voiceover: Murf.ai, Speechelo.
Caption Creation: SubtitleBee, Media.io, VEED.io.

7. Publishing schedule

Create a consistent publishing schedule to maintain audience engagement. Plan your schedule during peak audience activity times and stick to it.

8. Platforms

Select platforms where your audience is highly active. These include YouTube, Instagram, LinkedIn, Twitter, TikTok, and a dedicated video landing page.

9. Promote

Use emails, social media posts, and ads to promote new video content and drive views and engagement. Encourage audience interaction through comments, likes, and shares.

10. Customize playlists

Create personalized video playlists to enhance prospects’ understanding. Customize these according to where they are in their buying journey and share these playlists through targeted email campaigns.

11. Analyze metrics

Track essential metrics such as views, engagement, and conversion rates. Feedback shows what’s effective and what is not, helping you make necessary changes.

12. Retargeting videos

Utilize data from user interactions/behaviors with your previous B2B video marketing stats to create personalized retargeting videos. This enhances the user experience, making the content more relevant and engaging.

Best B2B Marketing Video Types

Here are some effective B2B video marketing video types suitable for different stages of the customer journey.

1. Types of videos for the Awareness Stage

  • Brand videos: A B2B marketing video is essential to showcase your brand identity and values.
  • Explainer videos: To explain brand offerings, product benefits, services, and solutions.
  • Social Media videos: Get more people interested and generate excitement around the brand on social platforms.

2. Types of videos for the Consideration Stage

  • Product videos: For product intros, features, and benefits.
  • Platform Tutorials: Navigating UI of platforms, highlighting ease of use and functionality.
  • Product Integration videos: Demonstrate how seamlessly your product integrates with existing tools or platforms.
  • Tutorial videos/How to: For detailed guidance on specific tasks or features to build confidence in the product’s utility.

3. Types of videos for the Decision Stage

  • Product Demo videos (Standard): Product demo videos showcase the product in action, helping with the decision-making process.
  • Follow-up Demo videos: Detailed personalized product demo.
  • Customer Testimonial videos: Showcase the satisfaction of customers with your product/solutions
  • Case study videos: Show how your brand solved a problem from challenge identification to after-solution metrics.

4. Types of videos for the Post-Purchase Stage

  • Onboarding videos: Onboarding videos are essential to simplify the process, ensuring new users understand how to get started with the product.
  • Training videos: Give detailed training so customers can make the most out of the features.
  • Customer support videos: Make videos answering customer questions to make customer support more efficient.
  • FAQ videos: Provide quick solutions to common issues to increase customer satisfaction and reduce support calls.
  • New feature videos: Keep customers updated on new features, updates, and functionalities for higher engagement and upselling opportunities.

A B2B video marketing agency can quickly produce high-quality videos for you.

Why Choose Content Beta?

Are you interested in making videos to promote your business? Look no further. At Content Beta, we specialize in producing high-quality B2B marketing videos customized to your unique needs.

We offer Creative as a Service (CaaS) plans for tech companies. We produce various kinds of videos from explainers to remote testimonials to product demos and more.

How are we unique?

  • Transparency & Zero Wastage: At Content Beta, we provide transparent pricing plans with no hidden fees. Any remaining credits in your plan or subscription will be carried over to the next billing cycle.
  • Easy Collaboration: Our cloud-based platform enhances seamless collaboration between your team and ours.
  • Quick Response: We ensure a speedy delivery without any compromise on quality. Apart from these, Content Beta offers rapid, same-day responses for quick edits and revisions.

For brands looking for fast and high-quality video delivery, we are your ideal choice.
Book a demo call to get a quote!

Conclusion

Various B2B video marketing statistics show that videos are the most useful medium for brands to engage and educate prospects. Videos simplify complex info, showcase your expertise, grab attention, and drive action.

Videos addressing customer pain points enhance trust and brand recognition.

An effective B2B video marketing guide involves identifying your target audience, analyzing trends, and tracking relevant metrics consistently.

Depending on your brand objectives, you have a range of video types to choose from. These include explainers, case studies, how-to videos, etc.

Enhance your business visibility through strategic video marketing B2B methods.

Frequently Asked Questions (FAQs)

The best practices for creating B2B marketing videos are:

  • Focusing on clear messaging and relevance
  • Keeping the video concise
  • Keeping it around 2 minutes
  • Optimizing it for mobile viewing

The key elements of a successful B2B video marketing campaign are:

  • Defining goals
  • Identifying the target audience and metrics
  • Creating engaging narratives
  • Highlighting product benefits

The ideal budget for a B2B video marketing campaign is under $10,000. However, the budget may need to be adjusted, depending on the length and complexity.

It is not necessary to have a call to action in every B2B marketing video. However, it encourages prospects to move forward and make a conversion.

The best platforms for B2B video advertising are YouTube, Instagram, TikTok, and LinkedIn.

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