An Introduction to B2B Video Marketing

In this video, Dylan from our Earned Media team will give an overview of B2B video marketing, including its benefits and some tips for doing it well. Read on to learn more!

Transcript

Tired of using text-based marketing strategies? Craving something new? Try video marketing! This revolutionary new strategy is easy, effective, and fun for the whole family!

Okay, sorry, that was a little cheesy. But also, it’s totally true. Well…except for the fact that video marketing has been around for a while. Definitely not new, but still a marketing powerhouse. It really is one of the most effective ways to market to your audience. In fact, one survey reported that 89% of users said watching a video helped convince them to make a purchase.

And video is especially great for B2B companies. We have firsthand experience there being a B2B company that uses video.

Now, we’re gonna talk about some of the benefits of B2B video marketing, plus some tips on how you can use it to promote your business. Keep watching to find out more.

Also, from one B2B video marketer to another, we humbly ask you to subscribe to our YouTube channel for even more digital marketing insights.

Let’s start by talking about what makes B2B video marketing such an effective strategy for promoting your business.

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3 benefits of B2B video marketing

Here are three of the biggest benefits of B2B marketing videos.

1. Videos influence key B2B decision-makers

Firstly, videos are one of the best ways to reach decision-makers at your target companies. You might think videos can’t possibly get people to take action, but that’s just not true. Data from YouTube shows that viewers are 2x more likely to buy something they saw while watching videos on the platform. That makes YouTube videos an incredibly effective form of B2B marketing.

2. Videos drive more leads

Okay, so videos influence B2B decision-makers. But what are the actual tangible results of that? Well, for one thing, video marketing can help boost your leads.

Every business needs leads in order to drive conversions — it’s hard to turn someone into a client without first getting them interested in your business. And thankfully, videos can help with that. In fact, 90% of marketers say that video marketing has helped them generate leads. That’s a pretty strong endorsement!

3. Videos drive more sales

Finally, videos can actually help you generate more sales. By using videos in your marketing, you can bring in a significant number of new customers. And this isn’t just something that works for a small handful of businesses — 87% of marketers surveyed said video marketing helped them boost sales.

That means videos can directly lead to your company earning more revenue — which is kind of the main goal of any business.

3 types of B2B marketing videos you can make

Now that we’ve covered the benefits of B2B video marketing, let’s talk about some of the types of videos you can make.

1. Case study and testimonial videos

First, videos are a great way to show off case studies and testimonials for your business. Case studies and testimonials show what you’ve done for clients in the past and capture what it’s like to partner with and invest in your business, so they’re a great way to promote your products or services. Here’s a quick example of a testimonial we recorded with one of our awesome clients:

You can publish testimonials through text, but video can sometimes be more effective. Why? Because your audience may respond better to a testimonial if they can hear it in the client’s own voice, instead of just reading words on a page. Video can also convey emotion much better than text, making your testimonial much more persuasive.

2. How-to or tutorial videos

Another type of video you can create is how-to or tutorial videos. For example, if you sell software, you could make tutorials showing how to use that software. If you’re an electrician, you can show people how to fix a tripped breaker (and encourage them to call you if flipping a switch doesn’t solve the problem).

Why make how-to videos, though? What makes them such a good video format? The answer is that they’re extremely popular among Internet users. They actually earn more attention than any other content category on YouTube. And I can confirm that I’ve personally used YouTube tutorials to solve a problem on many occasions. So, if how-to videos make sense for your business, definitely take advantage of them.

And if a tutorial doesn’t make sense for you, consider explaining different topics without a step-by-step demo. Your audience could always benefit from learning about your business or your industry, even if you can’t easily show them how to complete a certain task.

3. Videos showing off your team

Finally, it’s a good idea to create videos featuring members of your team. Letting your audience see the people behind your company, and not just a faceless logo, can help them connect with you better and make them trust you more.

You can also show off other behind-the-scenes elements of your business, like how you provide your services or what the culture at your company is like.

3 tips for making B2B marketing videos

To finish out this video, let’s talk about how you can get the best results from your B2B video marketing. Here are four tips for creating and using B2B marketing videos.

1. Use B2B videos to enhance other marketing content

There are lots of different places you can put your marketing videos. YouTube is a great example… obviously. But your videos don’t always have to stand on their own. It’s also a good idea to add them to other types of marketing content.

For example, you can include videos at the top of blog posts or in marketing emails. You can also post them on social media or use them on landing pages for paid ads. Basically, you can use them to enhance just about any marketing campaign. That way, they’ll do a better job of engaging your audience.

So have an idea of where the video will go when you’re planning it out.

2. Cover helpful content that’s relevant to your industry

Not every video you make has to be directly tied to your products or services. Sometimes, the most effective way to reel people in is by using informational videos about more general or surface-level topics in your industry.

For example, if you’re a financial consulting company, you could make a video about some of the most common finance problems businesses experience, or a tutorial on how to use common finance software among businesses. You’re not directly advertising your services, but you’re still getting your audience interested in what you have to say. You’re building trust by providing helpful info, thus cementing your place as an expert in your field. That makes your audience more likely to trust you (and hopefully choose you) when they’re in the buying process.

3. Track the performance of your B2B videos

The last tip I have for you is to track the performance of your B2B videos. You’ll want to keep up with metrics like how many people are watching your videos, what percentage of those people finish the video, and how many conversions those videos are driving. Your video hosting platform may even tell you which of your website pages sends the most views to your video.

When you monitor your videos, you’ll be able to figure out what works well and what doesn’t. For example, maybe you learn that your videos drive more conversions when you keep them under two minutes. In that case, you know to focus more on short videos instead of long ones.

When you keep analyzing your video performance, you can keep optimizing those videos to drive more conversions and more revenue for your B2B company.

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Learn more about video marketing with WebFX

Well, that’s about it for this video. But don’t leave just yet — we’ve got plenty more helpful content right here on our YouTube channel, so be sure to subscribe. I mean, we’ve just talked about how helpful video marketing can be, so why wouldn’t you want to see more awesome videos from the marketing experts?

Also, for even more in-depth marketing insights, you can subscribe to our email newsletter, Revenue Weekly. Then you can get weekly marketing updates sent straight to your inbox.

Thanks so much for watching, and I’ll see ya next time!