In the latest development of marketing trends, 83% of audiences choose video learning as their primary preference for understanding businesses. Shocking right? Not precisely. B2B Video marketing is not just a preference in the b2b niche but it has also become a popular way of reaching more target audience. However, there is a lot more that goes into creating a marketing strategy than simply engaging a bunch of your audience.
In this article, we are going to explore the importance of B2B video marketing and how you can leverage it to your advantage as a small business.
Table of Contents
Why is Video Marketing Important For B2B?
In the simplest of ways, B2B marketing is all about promoting the business, product, or given service to other businesses. Video marketing for B2B stands slightly different from customer-centric marketing as it allows businesses to specify their intent to other businesses and what they hope to achieve through their product.
Video marketing is a great way of offering value to your clients who have limited availability yet would appreciate the engagement your business has to offer. This can be a unique opportunity for your business to build trust while giving you the right edge over your competitors.
Why Should You Opt for B2B Video Marketing?
Here are some reasons why b2b video marketing should be an essential part of your marketing proposition, especially if you are a small company just starting.
- Clear Engagement – visual CTAs are likely to get more traction than other preferred mediums. For example, videos that are published on B2B marketing platforms such as Linked In video content are likely to give 5x more engagement than any other form of content.
- Clear Showcase of Product/Service – video representations are always a dynamic way of letting your target clients know what you offer. It offers a better trust-building capacity than having to go through boring paperwork, which I am sure most people in their fast-paced schedules would want to skip.
- Versatile Sales Funnels – b2b is a lot about how you nurture leads once you track your clients. With that being said, video CTAs have led to an incredible organic traffic boost, generating more unique leads, and directly increasing sales.
- Establishing Authority – a lot of companies use video mediums as a guide resource for their businesses. Not only that, but they also create educational and informative videos to support their product/ services that in turn create leadership authority in their niche. Neil Patel and his video content on LinkedIn is one of the most relevant examples of how video content can help track more businesses.
Bullet Proof Ways of Creating a B2B Strategy
Trickle Down The Target Audience
Always try to configure the right target audience. What kind of customers do you wish to approach? What kind of message do you wish to send across the board? Here is how to re-define your customer research;
- Develop a personalized ICP – what are the common challenges that your ideal customer faces and what are the possible solutions you can offer through your product and services?
- Making the Most of Analytical Tools – make the most out of the analytical tools available to figure out your potential target audience. For example, Google Analytics and Facebook audience insights on user behavior, engagement metrics, and other related demographic information can be an excellent way of keeping up with where you will be able to find your potential audience.
- Perform Competitor Analysis – you always want to stay one step ahead of your competitors, mostly because of what kind of gaps they leave behind that can differentiate your content.
Establish compelling KPIs
Making videos and getting them published is not the only way to achieve your marketing goals. You need to keep specific goals in mind. Something that is not vague and does not loosely translate to ‘getting more engagement’. That would not compel your audience to take that plan of action. Here is how you can get started to define your goals and KPIs;
- Be very specific with your goals
- Keep quantifiable metrics to track the progress of your video marketing campaign
- Keep comparing with the past performance
Create a Story-Telling Experience
Brand videos must align with what your B2B companies are offering, i.e., offering practical goal-oriented solutions to their operational well-being. Your video content just also ensures that they are offering real-time solutions that resonate with real-world customers. This includes bringing in all the raw and real elements that can create a tangible impact.
Often a storytelling experience is memorable based on how your brand value illustrates your valuable business prospects. This is to ensure that your scripts are easily understandable and offer a valuable professional tone.
Consistent Publishing Schedule
Videos perform well when you are consistent with what you offer. Here are some points to consider when following a video schedule;
- Strategic Content Calendar – keep broader marketing objectives in mind when creating a content calendar.
- Monthly Planning – create a narrative that goes around the business or industry trends offering key insights on what is going on with B2B customers.
- Align with Industry Events – ensure your publishing schedule has room for any relevant events. Sometimes they can be spontaneous whereas other times they may come to maximize your visibility and engagement.
B2B SaaS Marketing Tools for Video Marketing
- Wistia – if you want to track the analytical performance of your videos while also managing the hosting and other customization options, with could be a great choice,
- EZR – AVRental is one of the popular mediums in making sure all the inventory that goes into making a good video stays handy. An extremely crucial and popular demand in a lot of SaaS-based companies today.
- Animoto – this is good for small businesses who are looking for professional-style videos that are budget-friendly and can easily be handled without having to invest in a big team.
- Brightcove – another great platform but for bigger steups for hosting and offering monetization and analytical information on your videos.
Key Takeaway
Being able to create short eye-catching videos can put you forward in your competition and that is exactly what B2B marketing is all about. It’s not just about attracting new potential customers but also about regularly maintaining your existing customers by building trust and transparency. If you are a small-scale company just starting, with simple B2B tools and amplified strategy you can easily position to be on the top in no time.