4 Benefits of B2B Video Marketing (+ Tips for Success)

Video marketing is an excellent way to stand out among competitors in your industry. A great video marketing strategy can help you capture audience attention, generate brand awareness, increase leads, and more!

While business-to-consumer (B2C) companies have led the adoption of video in marketing strategies, business-to-business (B2B) marketers are increasingly recognizing its value. In fact, 71% of B2B companies use video marketing, and see it as a valuable strategy for driving positive marketing results.

Ready to learn how? Keep reading to learn more about the benefits of B2B video marketing, plus tips for successfully implementing them into your digital marketing strategy:

• 4 benefits of B2B video marketing
• Tips for creating B2B marketing videos

Want to stay on top of the latest B2B digital marketing trends? Subscribe to our emails to get digital marketing insights sent straight to your inbox!

4 benefits of B2B video marketing

B2B companies are using video marketing for a reason — from better leads to more online visibility, the benefits of B2B video marketing are endless. But don’t worry, we won’t bombard you with an endless list. Instead, check out four of the top B2B video marketing benefits for businesses that are hard to ignore:

1. Better brand awareness & audience engagement
2. Excellent ROI
3. Higher conversion rates
4. Elevated search engine rankings

1. Better brand awareness & audience engagement

Did you know pages with videos keep users engaged three times longer than those without videos?

Videos are an engaging media format that combines the power of eye-catching visuals with sound in one easy-to-consumer medium. B2B video marketing offers an entertaining way to convey brand messaging while still holding viewers’ attention.

When executed successfully, B2B video marketing allows for immersive storytelling that resonates with viewers long after the video ends. For B2B companies, this leads to better brand awareness and audience engagement.

2. Excellent ROI

Because B2B video marketing is engaging, it also offers a higher return on investment (ROI) for companies. Over 90% of marketers say video marketing has improved their ROI, and 87% say videos helped drive more leads and sales.

Video content on any channel (social media, email, site pages, etc.) offers in-depth marketing analytics tools, so advertisers can effectively monitor the performance of their campaigns. From shares to likes, businesses can see how their videos are performing in real time, and use those insights to further improve their campaigns for maximum impact.

Want to better monitor your B2B video marketing ROI? Start by keeping an eye on these video metrics:

• Video views
• Watch time
• Comments & likes
• Shares
• Engagement & conversion rates

3. Higher conversion rates

Did you know adding videos to landing pages can increase your conversion rate by up to 80%? Videos allow viewers to explore your B2B products or services in more detail — They get an up-close glimpse at how it works, its benefits, and its uses in a way that’s more effective than a photo or written description.

This detailed perspective gives viewers concrete reasons to choose you over competitors. With the help of B2B video marketing, you’re giving your most valuable prospects a dynamic way of interacting with your offerings before they even purchase them, making their buying experience that much easier.

4. Elevated search engine rankings

Getting content to appear higher in search results is an essential first step in attracting customers online. B2B video marketing can help improve your search engine optimization (SEO) rankings in a few different ways, including:

• Adding depth and quality to your SEO content
• Improving user experience (UX)
• Increasing time spent on your site
• Earning more backlinks through shares

Tips for creating B2B marketing videos

Want to ensure your B2B video marketing strategy will generate the best possible results? Follow these B2B video marketing tips:

• Choose the right type of video
• Consider the customer sales funnel
• Decide where to post your video content
• Optimize your video for SEO

Choose the right type of video

There are four key types of videos to look out for when it comes to video marketing — educational, cultural, product, and testimonial videos. Each serves a role in enhancing your marketing efforts, and they all have different uses:

• Educational videos: Educational videos are just that — they teach views about your brand, products, services, industry, and more. These videos serve as a way to educate your audience so they can confidently make purchase decisions.
• Culture videos: Build your brand identity with culture videos that offer an inside look at your company. Culture videos allow people to see the people behind your brand, and show off your business’s unique personality.
• Product videos: Product videos showcase your offerings in an in-depth way that helps leads better what they’re investing in. They show how the product works, its uses, and more.
• Testimonial videos: These videos feature testimonials and case studies from one or more of your previous clients. They help viewers see real-world examples of how your offerings have helped others.

When getting started with video marketing for B2B companies, think about what you’re trying to achieve through your campaign, and create videos that help you achieve those goals. For example, if you’re trying to sell more products, think about product and testimonial videos that help your prospects get a better sense of what you have to offer. 

Consider the customer sales funnel

When planning a B2B video marketing strategy, consider your sales funnel stages. Your videos will more effectively gain leads and conversions when you consider where buyers are in the purchasing process.

At the top of the funnel, people seek educational content about your company and brand to help them with their research. As they move near the bottom of the funnel, they’re almost ready to buy — build trust through testimonials and product videos to help encourage them to take the next step.

Where your buyers sit in the sales funnel will help you decide where to place videos on your website. An introductory video works well on a homepage as prospects get acquainted with your brand, and product pages are the ideal spot for bottom-of-the-funnel videos that spur conversions.

Decide where to post your video content

Video content can appear anywhere. Do some audience research to identify ideal spots to place your videos so you can maximize your reach and ensure you’re getting as many eyes on your content as possible. This way, you can prioritize your most valuable marketing channels and avoid putting effort toward those that may not produce the best results.

Consider places like:

• Social media (Instagram, TikTok, Facebook, LinkedIn, X, Threads, Pinterest, Snapchat)
• YouTube (via your own channel or paid ad spots across the platform)
• Your website
• Paid search ads

Optimize your video for SEO

As you create your videos, ensure it’s optimized for SEO to gain maximum visibility through search results. Optimize your video for SEO by:

• Including closed captions
• Integrating keywords in your video title & description
• Encouraging video engagement
• Adding video tags
• Creating chapters in your YouTube videos
• And more!

Get B2B video marketing expertise from WebFX

Now that you’ve learned about the benefits of B2B video marketing and how to optimize your strategy for success, you’re ready to put these insights into action.

Why not give yourself an advantage by partnering with WebFX, an award-winning digital marketing agency that’s been helping B2B companies produce revenue-driving video marketing content for over 29 years?

WebFX has driven over 24 million qualified leads for our clients through digital strategies like our B2B video marketing services. Partner with us today by contacting us online or giving us a call at 888-601-5359.