17 B2B video marketing strategies to increase demand
An effective marketer is equipped with several effective tools within their toolbox, including video. In this post we'll look at the reasons how important video is for B2B marketing and the ways it can help convert people who are kicking tires into buyers.
Before we get started, does a resistance against video be present? Sometimes, yes. Non-video marketers affirm that they do not create videos because:
- 23% are short on time.
- 16% of people aren't certain where to start
- 10% think it's priced too high.
But, those who are on the fence on video may be missing an enormous opportunity. The persuasive power of video marketing is at an all time record. Between 2017 and 2022, the number of views on video has increased by 1500 percent. In fact, Cisco reported videos are expected to comprise the majority of the internet's traffic by 2022.
On top of that, 55% of purchasers consume video content for aiding their decision-making.
The numbers make it clear: video drives traffic to your website, and it is a key medium your audience uses to inform their buying choices.
Additionally, video drives important economic impact. Check out the incredible Return on Investment that other brands are producing:
- 93% share of video shares have contributed to increasing brand recognition
- 81% of respondents say that video has contributed to directly driving sales
- 94% believe that video has helped increased their product/service understanding
- 87% and 82% say video grew their traffic as well as increased the dwell time respectively
These reported numbers from Wyzowl make a strong case that video is one of the most effective B2B marketing tactics to consider. Now, let's get straight to the point by introducing a quick definition of B2B video.
What is B2B advertising via video?
B2B Video Marketing is an marketing method that focuses on preparing, creating and distributing content in video format to attract the B2B market.
The video could be on social media platforms, a digital event that generates leads, a video that's part of your newsletter, or OTT channel to drive entertainment marketing. Whatever the case may be it's important to have a well-planned method to make sure that videos bring the promised ROI.
17 essential B2B marketing video concepts
The choices for B2B marketing videos may seem vast. If you're not sure where to begin, take note of the fact that some of the most frequently used B2B video are those that feature products.
However, don't feel constrained and limit yourself to product demos and feature updates. You should instead expand your list of possibilities and explore different ways B2B companies are using videos for content.
1. Video testimonials or stories from customers
Some of the best marketing originates from your clients. Customer stories and video testimonials bring social proof to the table and are proven psychologically to persuade people to purchase a purchase.
Over 50% of consumers believe that "people similar to me" to be the most credible sources of information about products. The good news is that customer videos provide testimonials and stories from people similar to your customers that can help you turn them into customers. them.
2. Video reviews of products
Product review videos provide a simple approach to demonstrate to your prospective client what your company offers and how it's useful to the audience. Remember that reviews can have more power when paired with B2B influential people, creators as well as people in your network (if there is one) that can provide their own commentary and additional details.
You can, for instance, work with other creators within your area and ask them to create an instructional video that shows the way they utilize your software for their work. Or, ask them to educate their viewers on the various features/benefits of your product.
Also, you can offer your product as a freebie to influencers as a reward for an honest review in video format or a live Story video on social media.
It's not just that a B2B-type video boost your brand awareness, but will also help you reach potential customers.
3. Promotional videos
From a new feature reveal promo video to a teaser video for the event you're hosting These videos are available in various dimensions and shapes.
For instance, take SEMrush For instance. They used videos to excite marketers to join their weekly Twitter chat.
Also, you can use videos to create hype around the new ebook, in-depth blog article, or survey report you're going to publish.
4. Webinars
Remember though, the key to success of webinars boils down to:
- Hosting them on topics super-relevant to the audience you serve
5. Virtual Events
6. SEO-related videos
Increase your business' SEO strategy with video optimized to rank.
Take a look at the subjects that your customers are searching for and create videos that help unpack some of the key aspects related to your industry, product or subjects that matter for your target audience.
Are you looking for a different suggestion? Develop an interview series featuring experts to spice up the educational content you're making and connect with expert's audience too.
6. Video advertisements
Videos are a great opportunity to draw your target audience's attention. For instance, take Twitter's video advertisements for instance. The blue bird network offers video is their "fastest-growing adverting technique."
7. Product demo
The most effective way to promote your product is to show the product in action. A video can help you do in the most effective way.
You can always create complete product demos to feature on your home page or share it for sales purposes with the sales staff.
8. On demand video and evergreen content
Are there questions your intended public frequently asks - no matter if they are relevant to your business or industry? Respond to them with videos. Make sure to distribute this evergreen content widely.
9. Live video clips
10. Onboarding of the customer
97% of businesses are aware of how vital the process of onboarding users is to a product's growth. The good news is that concise and clear videos can help ease the process of onboarding by providing guidance to new users at every step.
In fact, you can make videos that explain the use of advanced tools to help keep them in mind and give more value to regular users.
11. Behind-the-scenes (BTS) videos
This kind of B2B video should be created for showing your business's humanity. They're also not a lot of effort either. Why? It's because it's that you are focused on the authenticity (the key to success with BTS video) that you will be able to capture the real-time team interactions.
Send them to your newsletter and on your social networks as well as share them with your Slack/Discord group.
12. Brand-new videos
Brand videos are essential for showcasing your culture that, in turn, helps gain the trust of your customers as well as attract new potential employees to your organization.
Do you need an example for a branding video idea? You can create a "year in review" video or a "X years of your company" video.
13. Screen-recorded videos
Screen-recorded video is probably one of the most straightforward types of videos to produce. All you've to do is create a screen recording and a your voice to explain something.And it's not necessary to purchase a screen recorder.
The best part? You can use screen-recorded videos to promote sales, marketing as well as for internal communications with employees.
For example, use it to lead your colleagues through overviews of projects, give feedback with them for example, or to share feedback with them. Additionally, you can use screen-recorded video for staff training, and the process of welcoming and boarding new employees.
14. Tutorials
Another useful B2B video idea is to make bite-sized instructional videos that take your target audience through specific features or solutions. Share them in your product-led blog posts when you talk about particular features.
15. Animated videos for explaining
16. Videos from social media
Pro tip: Be sure to not only post videos but also share video Story videos to increase your engagement on social media.
17. Repurposed video clips
Then, you can create the videos you've made from videos you've produced. Making this method saves time, helps you drive maximum value out of created content and get your video creation underway at a minimal cost.
Blog posts Educational videos
Interviews with experts on podcasts
Learns from live streams Demand video recaps of live streams
Twitter chat replies Quick tips videos
Text-based case studies Text-based case studiesCustomer stories
Event takeaways Event recap videos
You can also go in the opposite direction using the content in the videos to different formats, such as blog content and social media content as well as infographics.
Best B2B marketing videos examples of winning brands
And before we wrap this off, here are four B2B video marketing examples:
Monday.com
The project management tool creates customer success stories in the form of video. They then pair them with text-based content for viewers to be able to experience the story in any way they want.
Zendesk
The Zendesk Morning Show is a series of live broadcasts on the internet that hosts guests, educates their viewers and offers sources in their 20-minute episodes.
Mailchimp
Mailchimp is a fantastic example of companies using screen-recorded , video-based recordings.
They use Record to make these videos for previewing new features internally and with their customers. It also helps them avoid starting an email that is long.
Video can be a part of your B2B marketing mix
Hopefully, you've got the creative wheels churning with these 17 sure-to-deliver-results B2B video ideas, we're sure you're feeling excited to tap into video marketing. To get more suggestions you can check out our complete tutorial on video marketing.