The History of B2B Video Marketing
B2B video marketing has been around since the early 1940s, but it hasn’t always been so glamorous. Because B2B customers aren’t always viewed the same as B2C customers, traditional approaches to B2B video content left videos feeling dry and lacking engagement. Video content for B2C customers has always been focused on creating emotionally compelling videos. However, video content for B2B customers was traditionally focused on functionality and data/statistics rather than prioritizing the viewer’s experience.
This attitude and the way businesses are approaching B2B video marketing is starting to shift. B2B video marketing trends are increasingly mimicking B2C video marketing trends, yielding higher engagement and overall greater ROI. With this drastic shift in B2B video marketing philosophy and strategy, it’s important to stay on top of the trends and create video content that will be well-received in the current marketing climate. Fortunately, you have a wide array of options for video content.
To get a better idea of the different video styles you can create when you start thinking about B2B videos, check out these nine scroll-stopping types of video marketing. With such a wide variety of video types and styles to pick from, you’re bound to find something that will work for your organization’s specific needs.
Why B2B Video Marketing Matters
The rate at which we consume video skyrocketed during the COVID-19 pandemic and has only continued to grow. Despite this rise in popularity, many B2B businesses of all sizes continue to overlook the power of video marketing, but statistics show this can create a massive missed opportunity. The average video consumption per person per day is 84 minutes, with 96% of people turning to videos to learn more about a product or service.
With so many people looking for video, you may be missing out on potential customers if you haven’t incorporated a corporate video into your marketing strategy yet. In fact, 71% of B2B marketers are already utilizing video in some format, meaning your target audience is bound to find the video content they are looking for – it just may not be from you.
By setting up a B2B video marketing strategy, you’re positioning your company to be viewed as a more attractive, personable option. Creating and sharing B2B videos will increase your SEO ranking, your organic growth, the positive relationships you have with your customers, and more. This will ultimately result in happier customers, higher sales, and increased loyalty.
5 Hot Tips to Creating Killer B2B Marketing Videos
Many companies cite a lack of time and resources as the primary reason they aren’t utilizing B2B video content marketing. However, you don’t need to have professional equipment or a full video team to see results from video marketing. The most important element of creating successful B2B videos is putting in the time and effort to make sure your content is quality. By following these tips, you can make the most out of the resources you have available to you now.
1. Pick Channels That Make Sense for Your Business
Before you start creating any content, decide on a publishing strategy. It doesn’t make sense for you to spend your time creating content for every platform when your audience likely isn’t utilizing all those platforms. Instead, pick two or three platforms that you think will be most effective for YOUR business and focus your time on creating quality content for those platforms alone.
When picking the platforms you wish to focus on, you need to consider where your target demographic spends their time. The best B2B marketing channels for your company will vary from that of another company’s. For example, if you create quality fashion items for local boutiques to sell, you may find your audience on platforms like Instagram and Pinterest. If you are selling farming equipment to commercial farmers, however, your target audience may not be spending time on those same platforms. To hit your B2B marketing objectives, it’s crucial that you pick the right platforms to ensure your content gets in front of the right groups of people.
Learn more about picking the right channels for video marketing with our no-nonsense guide to creating a video marketing strategy.
2. Focus on Building Trust, Loyalty, and Repeat Customers
While your B2B video content may have an underlying goal (i.e., boost sales, generate traffic/leads, etc.), the number one goal should always be to create content that fosters trust, loyalty, and repeat customers. By doing this, you’ll build a relationship with your customers that will encourage them to continue coming back for more. Building this relationship is an important component of your corporate video strategy, as it helps you develop a base set of customers who will continue to patronize your company.
To build that relationship, it’s important that you create personalized video content that resonates with your target audience. If it works for your brand, you should focus on creating video that provides value with educational content that makes it easy for your customers to keep coming back to you. By providing them with something they need, such as information, they are more likely to watch your page for future videos.
Once you’ve found a video style that works for you, you need to stay consistent and authentic to your brand. Consistency will help set expectations for the type of content your audience can expect from your platform, making them more likely to stick around if they like what they see.
3. Use Testimonials & Reviews to Your Advantage
Not only are testimonial videos one of the most common forms of video marketing content — they’re one of the most impactful. Reviews and testimonials are among the most powerful tools you have in your marketing arsenal. Including testimonials as part of your B2B video marketing strategy is an important part of developing a relationship with your target demographic.
Testimonials and reviews serve as social proof that your business is dependable, reliable, and committed to serving your customers, with 72% of customers saying that reviews and testimonials increase their trust in a business. This is an important element to consider when you’re creating B2B videos with the purpose of building trust amongst your consumer base.
When creating testimonial videos, it’s important that you follow a few guidelines to ensure you are getting the most honest, authentic feedback possible. For more information on creating a successful testimonial video, check out our post, 9 Scroll-Stopping Types of Video Marketing Every Brand Needs.
4. Create Scroll-Stopping Tutorials & Explainer Videos
Explainer/tutorial videos are some of the most versatile and effective video options for any business. Regardless of your product or target audience, there’s a way your company can make this style of video work as part of your B2B video content marketing strategy.
Tutorial videos have the potential to make a huge difference in your marketing campaign. As with any video you post on your website, tutorials and explainer videos will boost your SERP ranking and decrease bounce rates. In addition to these benefits, you can use this style of video to…
- Create brand awareness and generate buzz/hype
- Educate leads and prospects so they know how to buy from you
- Pique interest by highlighting solutions to customer pain points
- Highlight your product or service’s top features
- Drive actions by detailing how prospects can get started with your business
- Detail updated features/benefits to keep customers for life
As you can see, the ROI on explainer/tutorial videos is exceptional, making it a smart place to invest your marketing budget. Regardless of your product or target audience, there’s a way you can make B2B explainer and tutorial videos work for your company.
5. Keep Things Fun, Light-Hearted, and Educational
When you’re developing your B2B video marketing content, you should feel free to let loose a little! While B2B video content has traditionally been more straightforward and dry, that trend is starting to change. In fact, there are a few key benefits to creating fun, lighthearted content for your B2B customers:
- Humor creates a lasting positive memory for your customers, so you remain top of mind when they are searching for products/services that you offer
- It sets you apart from otherwise bland competition by making your content more memorable and personable
- It adds a human element to your marketing message that makes it more relatable, which will ultimately increase the level of trust and positive relationship you are aiming to develop
- Your content is more likely to get shared if it’s enjoyable, increasing your organic reach.
It’s important to remember that these videos are meant to be entertaining in addition to educational. By incorporating a little humor into your content, you can ensure your audience remains engaged throughout your entire video.
Let the Experts Help Level Up Your B2B Marketing Videos
Regardless of your industry, business size, and target audience, including videos in your B2B marketing strategy is one of the best ways to ensure you are getting your content in front of your target audience.
If you’re ready to give video marketing a shot but you need a little support, consider reaching out to Charter & Co. We have you covered from concept to implementation, and every step along the way, making sure you are set up with the best video marketing strategy for your unique needs.