August 1, 2021 7 minutes to read
The opinions of entrepreneurs’ contributors are their own.
Video marketing has grown in popularity over the past few years and has proven how valuable it can be in the B2B space. According to statistics, 70% of marketers believe videos will have a positive ROI in 2021.
What is B2B video marketing?
B2B video marketing is a part of content marketing that is about planning, creating and sharing your content in video format with your B2B audience. These video formats can include social media videos, webcasts, video podcasts, live streams, and more.
According to the above survey, when developing quality content for businesses, 24% of marketers chose training videos, 24% promotional videos, 14% demo / explanatory videos, 14% live streams and 12% personalized videos, 10% chose how-to videos, and 2% chose videos for customer introduction.
Ideas and tips for B2B content
1. Share your experiences
To build your brand image, you can take a virtual tour of your premises to show the stages of product development, or you can show an employee’s everyday life for a day.
2. Make it easy
In general, it’s best to keep your video fun and light-hearted. You can reach out to other companies, but at the end of the day you are still talking to one person. Don’t create a corporate stereotype of a video and instead use animation or capture behind-the-scenes action to keep your audience excited.
3. View product solutions
At the end of the day, prospects want a product that solves their problem. Create video interviews with customers who have found your product to be very effective, or just post how-to videos on your website and social media platforms.
4. Have an emotional attraction
You may think that rules of rationality apply in B2B marketing, but there is still a need to connect emotionally with your buyer if you want your video to have a bigger impact.
The emotion in your marketing can be as subtle as getting someone to like your ad and trust your brand. In 2021 there is an increasing trend to have a humorous component in B2B marketing videos, whereby amazement and curiosity also play an important role.
These emotions play a crucial role in how people perceive your brand. Your company values and B2B relationships are determined by your video ads, content, and customer experiences.
5. Make sure the video production is great
You need to create relevant, unique, and engaging videos if you want your customers to see them. To do this, make sure you are using good camera equipment and video editing software and hire professionals to help you.
6. Think about the buyer’s journey
Create a B2B video marketing strategy that takes into account the buying stages, attendees, their needs, requests, and goals.
Supportive content enables shoppers to make better decisions about the product they want to buy from you.
Related: Your Buyer’s Journey is now online. Is your customer experience digital too?
Top 3 Social Media Sites for B2B Video Marketing
1. LinkedIn
With over 55 million registered businesses on LinkedIn, it is by far one of the best social media sites for B2B video marketing. In 2020 there were 10,000 B2B software pages on the website that they used to generate sales leads, specify product reviews, and other things.
96% of B2B content marketers use LinkedIn for organic social media marketing, with 80% of them using LinkedIn ads. This comes as no surprise as companies are getting seven times more reactions and 24 times more comments on their LinkedIn live streams compared to other regular videos.
Related: How To Stand Out With Video On LinkedIn
2. Twitter
In 2020, 86% of B2B marketers were using Twitter as a digital marketing tool. This makes sense because Twitter has grown in popularity with B2B companies due to audience indulgence in content consumption and industry news.
Brand ad views have 26% more viewers on this platform compared to others. Business news on Twitter has a 335% higher chance of being clicked on a tweet when posted four times compared to messages seen only once.
3. Facebook
With 2.74 billion active users on Facebook in January 2021, 74% of them use the app for work. More than 90 million small businesses use Facebook to promote their products, with over 65% of B2B brands using Facebook ads and 87% using the app as a marketing tool.
Top 5 Video Hosting Platforms for B2B Marketing
1. Vimeo
Vimeo is a video sharing platform that makes it possible to create high quality videos that can be easily shared with the audience, including live streams. It is one of the world’s leading all-in-one video software solutions.
2. Wistia
Wistia enables users to create professional-quality business videos with advanced tools like customizable players, detailed analysis and easy-to-embed videos. It is designed exclusively for companies that use video on their marketing, support, and sales websites.
3. SproutVideo
SproutVideo provides video marketing, security, and analytics tools to make video sharing more convenient. Businesses can take advantage of easy lead capture, marketing platform integration, video SEO, and more.
4. Brightcove
Brightcove is an online cloud-based video platform. Several multinational media companies, businesses, and organizations use Brightcove to create and share video on the web.
It offers its users functions such as video management and marketing, strategic ad placement, video analysis and library, social media sharing, interactive ad functions, live video content on OTT devices and much more.
5. YouTube
YouTube is a free video sharing website that makes it easy to edit, upload, and watch videos online.
It is one of the most popular websites on the internet, and its visitors watch approximately 6 billion hours of video every month.
Viewers can also like, comment, and subscribe to channels to show support for the content. Users can even create and upload their own videos to share with others.
Related: How Facebook Can Help Promote Your YouTube Videos
3 examples of successful B2B video marketing
1. Cisco
Cisco is a great example of B2B video marketing. It shows that video is not about the high cost of production, but rather about understanding your audience and then creating content that engages them.
According to Cisco’s social media team leader, an average B2B video length should be between 60 and 90 seconds. With a catalog of more than 3,000 videos and a production rate of a thousand videos per year, B2B companies can learn from Cisco how to create videos that show solutions and sales funnel-focused content.
2. HubSpot
HubSpot is great at multi-format video marketing, with a YouTube channel full of case studies, customer success stories, podcasts, and guides. HubSpot’s content creation mirrors its sales funnels, with an average duration of 30-second how-to videos to 30-minute case studies.
As a SaaS marketing platform, HubSpot is a great example of how B2B brands can create specific and relevant content that drives conversions.
3. SAP
SAP’s YouTube channel offers a personalized approach to video marketing with content created specifically for each customer. This makes it convenient for brands to view content that is more relevant to them.
SAP has succeeded in addressing its audience on an emotional and appealing level and offers solutions that deal with the core problems.
I hope that by reading this article you have gained more confidence in B2B video marketing and that it is not as intimidating as it seems. In fact, once you get started, you can enjoy it.
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