This year, Video marketing for B2B is expected to explode in popularity and proved more value than ever before. According to motioncue.com survey statistics, 70% of marketers in 2021 believe videos showed a positive ROI.
What is B2B Video Marketing?
B2B video marketing is a part of digital content marketing that involves planning, creating and sharing your product/service message with your B2B audience using a video format. These video formats include social media videos, webcasts, video podcasts, live streams, documentaries and more.
According to the aforementioned motioncue.com survey, for developing high-value content for businesses,
- 24% of marketers 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
- and 2% picked customer onboarding videos.
B2B Content Ideas and Tips
1. Share your experiences
- Give a virtual tour of your offices to show the product development stages,
- or you can show the routine of an employee for one day.
2. Make it light
- Keep your video fun and light-hearted.
- Don’t create a corporate cliché of a video and instead capture behind-the-scenes action to engage your audience.
3. Show product solutions
Consumers want a product that solves their issues.
- Create video interviews with clients who have found your product to be really effective
- or produce how-to-videos on your website and social media platforms.
4. Have an emotional appeal
There is still a need to emotionally connect with your buyer. You may think rationality rules in B2B marketing, but if you want your video to make a bigger impact you HAVE to have an emotional appeal.
The emotion in your marketing can be as subtle as making someone like your ad or trust your brand. In 2021, the trend of having a humorous element in B2B marketing videos is increasing, whereas amazement and curiosity play an important role as well.
These emotions play a vital role in the way people perceive your brand. Your company values and your B2B relationships are dictated by your videos, content and consumer experiences.
5. Make sure the video production quality is great
If you want your customers to watch your videos you need to create relevant, unique and captivating videos. Make sure good camera equipment is used. Use only broadcast-level video editing software and, by all means,… hire professionals.
6. Have the consumer in mind
Create a B2B video marketing strategy that considers the buying phases, participants, their needs, queries and goals.
Supporting content will allow the buyers to make better decisions about the product they want to buy from you.
Top Social Media Sites for B2B Video Marketing
With over 55 million companies registered on LinkedIn, it’s easily one of the best social media sites for B2B video marketing.
In 2020, there were 10,000 B2B software pages on the site utilizing it to generate sales leads, specify product reviews and other things.
96% of B2B content marketers use LinkedIn for organic social media marketing, where 80% of them use LinkedIn ads.
Companies get seven times more reactions and 24 times higher comments on their LinkedIn Live streams as compared to other regular videos.
In 2020, 86% of B2B marketers used Twitter as their digital marketing tool. This makes sense since Twitter’s popularity has been increasing among B2B businesses because of the audience’s indulgence in content consumption and industry news.
Ad views of brands have 26% more viewership on this platform as compared to others. Business messages on Twitter have a 335% more likely chance of being clicked in a Tweet if they are posted four times compared to if they are only seen once.
Top Video Hosting Platforms for B2B Marketing
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 sites on the web, and its visitors watch around 6 billion hours of videos every month.
The 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.
Wistia allows users to create professional business videos with advanced tools, such as customizable players, detailed analytics, and easy-to-embed videos. It is designed exclusively to serve companies using video on their websites for marketing, support, and sales.
SproutVideo offers video marketing, security and analytical tools to make video sharing more convenient. Businesses can make use of easy lead capture, marketing platform integrations, video SEO and more.
Brightcove is a cloud-based online video platform. Several multi-national media companies, businesses and organizations use Brightcove to create and share videos on the web.
It provides its users with features such as video management and marketing, strategic ad placement, video analytics and library, social media sharing, interactive ad capabilities, live video content on OTT devices and much more.
Vimeo is a video-sharing platform that allows creating high-quality videos to be shared easily with the audience, including live streams. It is one of the world’s leading all-in-one video software solutions.
Examples of Successful B2B Video Marketing
Cisco is a great example of B2B video marketing. They use videos that are not about high production costs, but rather about understanding your audience and then creating content that appeals to them.
According to Cisco’s social media team leader, an average B2B video length should be from 60 to 90 seconds. Cisco has more than 3,000 videos and a production rate of a thousand videos per year, more B2B businesses can learn from Cisco’s video marketing strategy which is to create videos that show solutions and sales funnel-targeted content. The investment they are making is paying off for them..it should pay off for you.
HubSpot is great at multi-format video marketing, with a YouTube channel filled with case studies, customer success stories, podcasts and marketing guides. The content creation of HubSpot reflects 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 an excellent example of how B2B brands can create specific and relevant content that drives conversions.
SAP’s YouTube channel offers a personalized approach to video marketing with its content created specifically for any individual consumer. This makes it convenient for brands to watch content that is more relevant to them.
SAP has been successful in targeting its audience at an emotional and engaging level and offers solutions that deal with the problems at their core.
As you can see, there is a lot to video marketing that is best left to the professionals who deal with all the complexities involved with executing effective video marketing strategies.
Hope you’ve gained more confidence in approaching B2B video marketing and find it’s not as intimidating as it seems. In fact, you may even enjoy it once you get started.
Contact SyncLab Media to learn more about how we can help.