Elevate Your Brand’s Online Presence with B2B Video Marketing
Marketing
The barrier of entry into video marketing is becoming lower with each passing day. Everyone, young, old, and even pets, is going live and creating video content.
And you better believe B2B marketers are taking advantage of video marketing. But as more B2B brands get in on the action, how exactly can you use video marketing to stand out and elevate your brand?
In this blog, we’ll explore effective guides to B2B marketing strategies. We’ll share actionable video marketing strategies, plus tips to transform your brand.
The Power of B2B Video Marketing
In today’s digital world, where people have short attention spans, you must hook them from the first interaction. At least 91% of people prefer video content from their favorite businesses.
The competition to be the most popular, relatable brand is fierce. Traditional marketing may fall short here; this is where digital marketing comes in.
No firm should undervalue the influence of video content on B2B marketing. In fact, some of the most successful B2B marketing strategies today is video content. Let us see why marketing videos can engage the masses in the B2B space:
1. Compelling Storytelling Capacity
Videos give companies the chance to share their stories aesthetically. Compared to text, videos are more engaging. They capture attention faster and can easily pass complex information.
Viewers retain at least 95% of the message in a video unlike the 10% they retain in text. This makes video an effective way of conveying your brand’s message and value proposition.
B2B videos can develop a stronger bond with viewers by utilizing a narrative, audio, and visual combination that builds trust.
2. Greater Communication
According to studies, people are more likely to retain information delivered in video rather than in written form.
Videos are ideal for product demos, explainers, and tutorial videos. They allow you to showcase your product’s features and benefits in a clear and compelling way.
Video storytelling can humanize your brand. It can connect with your audience emotionally. Case studies and testimonials can illustrate real-world applications and success stories.
Businesses may improve audience comprehension through video content. At the same time, videos guarantee that their complex concepts or new product launches will reach users.
3. It is a Cost-effective Option
Video marketing often gives a high return on investment, no matter the cost. Recycling video content across platforms makes it cheaper. Tech advances have made video production more affordable and more accessible. Even tiny firms can create high-quality videos with the correct tools and tactics.
4. Lead Generation and Conversion
Videos can have CTAs and interactive elements that guide viewers to convert. Embedding forms and links within videos can capture leads directly.
Personalized video messages can nurture leads through the sales funnel. They provide content that addresses specific needs and pain points.
Videos content delivered through influencer marketing provides a platform for product demonstration, testimonials and walkthroughs. B2B video marketing can boost customer confidence and quicken the decision-making process.
How to Craft a Compelling Video Content Strategy
To grab your target audience’s attention and effectively convey your brand’s message, you must create appealing B2B video content. When producing B2B videos, keep the following essential factors in mind:
Know Your Target Audience
Before engaging in online video marketing, it is crucial to thoroughly grasp your target audience. This includes knowing their problems and challenges. By addressing these pain points, you can connect with your audience and establish your company as a solution provider.
It’s one thing to grab your audience’s attention and engage them. It’s another way to influence their behavior through subtle messaging.
Understanding your target audience will help you outline the right goals, message, and tone. A buyer persona will significantly aid you in this exercise.
Targeting many but reaching none won’t work. A buyer persona will help you create videos that appeal to your typical customer.
Tailored B2B Video Marketing
B2B buyers are looking for valuable and helpful content that may assist them in making decisions. Make videos that provide advice, suggestions, or insights. By providing insightful information, you establish yourself as a knowledgeable source in your field.
Since the goals and the audience’s tastes vary in video marketing, the marketing message must be different, too. You can’t rely on one type of video to convince your audience.
Hence, make a list of video types and choose the one that will best serve your purpose. The most common types of video marketing are:
- Company culture videos
- Explainer videos
- Live stream
- Social proof videos
- Product demos
Weave a Story
Most people want to see a story that will appeal to their emotions. Your goal should be to connect with your audience while offering information and value. One without the other will make your marketing strategy fall flat.
Tell stories that offer some value to a viewer, so they feel the urge to learn more about your brand. Be concise and create a cohesive narrative.
An example of content that tells the story is explainer videos. With explainer videos, brands simplify complex ideas using 2D, 3D, or whiteboard.
Optimizing Marketing Videos for Various Platforms
Video is all about giving the right message to the right audience and platform. Consider the available platforms and devices on which your video content will be viewed.
Optimize your videos for various devices, screen sizes and formats to maintain a consistent viewing experience. Additionally, short clips or teaser videos should be made for social media sites to grab viewers’ interest rapidly.
Here are a few ways to optimize your content:
- Make the video accessible to consume on mobile, tablet, and laptop.
- Add relevant descriptions, keyword-optimized titles, metadata, and tags.
- Include a transcript of the video content.
- Create short video compilations of customer reviews and feedback
- Use custom thumbnails that will entice people to watch the video.
- Include a clear CTA.
Multichannel B2B Video Marketing
Multichannel marketing uses various channels to share your brand’s message. As a B2B brand, choosing the appropriate distribution channels is essential. The aim is to deliver consistent messaging across separate channels.
Each channel plays a crucial role in achieving this. This is why you must track channel performance to determine areas to focus on.
Here are a few distribution methods to think about:
- Platforms You Own: Company Website, Blog and Social media channels
- Third-party Platforms: YouTube, Instagram, Facebook, and LinkedIn
- Influencers Marketing
- Paid advertising: YouTube ads and social media-sponsored advertising
Remember to analyze the demographics and preferences of your target audience to choose the most relevant distribution channels. Monitor the performance of each channel through metrics like views, engagement, and conversions.
Pay Attention to CTAs
Social media provides several distractions. As a result, your viewers may forget to appreciate your video even if they enjoy it. You must remind them, and this is where Calls-to-Action (CTAs) come in.
Place your CTAs strategically so that the viewer is not turned off. Most brands prefer to include CTAs at the end. Mid-roll CTAs can generate a high conversion rate. CTAs should appear as courteous inquiries rather than harsh mandates.
Use Customer-Generated Content to Your Advantage
Involving your viewers in your video content is a terrific way to keep them engaged. You can ask people to make short films and compile them or have them review your product.
Your viewers will appreciate the opportunity to be included in your videos. This will in turn help you create successful video content. Including UGC in your plan will produce faster results and attract more consumers.
5 Tips & Tricks to Optimize Your Video Content
For your B2B video content to be found and perform well, you must implement effective video SEO and optimization tactics like the following:
1. Conduct In-depth Keyword Research
Find pertinent words that relate to your video content with a high search volume and little competition by using Google Keyword Planner.
For a fitness channel, use keywords like “cardio exercises,” “home workouts,” and “strength training.” Incorporate these keywords organically into your tutorial video titles, descriptions, and tags. The key is to balance search volume and competition to maximize your video’s visibility.
2. Optimize Your Meta Details
Optimize the metadata to make your video more visible in search results. Create a catchy title with your intended keyword in it. Write a thorough, keyword-rich description that adequately summarizes the information in your video. Video metadata ensures the video correctly plays on various devices and browsers.
Meta details helps your video content in the following ways:
- Provides descriptive information about a video file
- Helps organize and search video files
- Metadata is required for compliance purposes
- It helps search engines better analyze, categorize, the video relevant to search queries.
3. Closed Captions and Transcripts
Including closed captions and transcripts in your videos makes them more accessible. Transcripts make it easier for search engines to crawl and index the text, increasing the likelihood that your video will appear in search queries.
Captions and transcripts make your audio or video material accessible to people who are deaf or hard of hearing. This makes your video content inclusive to all.
4. Promote Your B2B Videos
Share and embed your video material on your social media platforms. The SEO and visibility of your video can benefit from more participation, views, and backlinks.
Remember the following tips when promoting your BB video content:
- Use descriptions, keywords, and tags to optimize it for search engines.
- Share it on social media and blogs.
- Send it to your audience via email.
- Interact with viewer comments and feedback.
- Find the best channel for your content.
Remember, effective promotion requires a multi-channel approach. Optimizing your video content for blogs, search engines, and social media can maximize its impact and visibility.
5. Create a Video Sitemap
Upload your videos on search engines such as Google. Using a video sitemap, you can give search engines more facts about your video content. It might include its title, duration, thumbnail, and video platform.
A video sitemap is designed to point search engines to the exact location of your videos. More specifically, it tells the engines which page should be considered the video’s “home.” If you Google that video precisely, that is the page the search engine will connect to.
Examples of Video Marketing Campaigns That Blew Up
1. Reebok’s 25,915 Days
Reebok’s “Honor Your Days” campaign shows that, sometimes, no words are best. The video shows women running in different contexts. Random numbers appear in the background.
Ultimately, the viewer learns these numbers are the women’s days to live. The final scene shows a room of newborns and a message that says humans live, on average, 25,915 days. This quiet but profound statement stresses the need to honor our bodies to enjoy life fully.
What makes it stand out
- A silent but powerful message
- Strong emotional impact
- It was a memorable and thought-provoking ending.
2. Coca-Cola: The Last Customer
The Coca-Cola “Season of Giving” ad is unique and effective. It shows the routines of workers like gift wrappers, and waitpersons during the holiday season. The YouTube video offers a new view. It says that time spent with family and friends can be hard work for some.
A video marketing campaign uses a powerful act of kindness. It deeply resonates with the audience, reminding them of the holiday spirit.
What Makes It Stand Out:
- Highlights the spirit of generosity and gratitude
- Emotional appeal that resonates with viewers
- Compelling video content with a positive brand image.
3. ALDI: Like Brands Cake
Aldi’s “Like Brands Cake” and references the rivalry between M&S’ Colin the Caterpillar cake and Aldi’s Cuthbert cake. The video features Cuthbert and his caterpillar friends at a party until Colin crashes, leading to a comedic showdown.
The highlight, however, is the clever copy at the end: “Aldi. Like M&S. Only cheaper on cakes that look like caterpillars.” This mix of humor and self-deprecation supports Aldi’s message of lower prices.
What Makes It Stand Out:
- Clever use of humor and rivalry
- Memorable and witty ending copy
- Self-deprecating and relatable tone.
Bottom Line
Video content in B2B marketing offers the audience a dynamic and immersive experience. This enables businesses to communicate their brand messaging effectively, foster trust, and increase engagement.
The continuous success of your marketing depends on your strategy. Our guide with 5 top tips ensures that you have a winning content marketing strategy to begin with.
In this guide, you have the necessary tools to create a killer video content strategy. All you have to do is tailor the framework to suit your needs and start making videos.
As industry experts, we at WrittenlyHub know it’s tough to track performance across platforms. That’s why we recommend getting on our content marketing offering. It’s your turn to join hundreds of other brands who are benefiting from our expertise. Get started and see for yourself.
Frequently Asked Questions
1. Can I repurpose video content?
Yes. You can take your existing videos and adapt them for different platforms, formats, and audiences. This will extend their effectiveness and reach.
By repurposing existing content, you maximize their value. Here’s how:
- Turning videos into blog posts or articles.
- Creating short clips for social media.
- Using video transcripts for SEO and content creation.
- Incorporating videos into email newsletters.
- Compiling clips into a highlight reel.
2. Can my small business afford video content marketing?
Yes, technological advancements have lowered the cost of video production. Small businesses can make high-quality videos.
They can use smartphones, cheap editing software, and free web tools. Beginning with simple, authentic videos can still be extremely powerful.
How often should I post video content for marketing purposes?
Consistency is essential. While it is true that businesses should post videos regularly, it must not be spammy. Draw a schedule, be it weekly, bi-weekly, or monthly, and stick to it. Your choice depends on your content strategy and available resources.
Consistent publishing promotes interaction and builds a devoted audience.