Is B2B Video Marketing Worth It?
B2B marketing videos are one of the most powerful tools available to marketers today. They help convince tire kickers to take the next step and become buyers.
Recent research indicates that many businesses are resistant to video marketing, for a variety of reasons. 30% of businesses don't believe they have the time to make it work, 18% feel uncertain about where to begin, and 10% worry that the cost is too high. Unfortunately, this decision means missing out on a huge opportunity. Video content is rapidly growing: from 2017 - 2022 viewer growth has increased by 1500%, with videos projected to make up 82% of all web traffic by 2022. What's more, 55% of purchasers consult video reviews/content before making a decision to buy.
Videos drive massive amounts of traffic and are a go-to choice when customers want reliable information about purchasing decisions. Don't miss out on this opportunity!
Successful B2B Video Marketing Strategies
When it comes to B2B marketing videos, there are a lot of options available. The most popular option is product videos. A good place to start is by considering the product you'd like to showcase. Then, write a story you want to tell about it. You can accomplish this through:
Video Testimonials and Customers' Stories
From a marketing standpoint, customer stories and testimonials are especially valuable. Scientifically-proven social proof encourages customers to make purchases, and up to 50% of customers see other people as the most reliable source of product information. Moreover, with customer videos, audiences get to watch stories from “people like them” which makes it easier for you to convert potential buyers.
Videos of Product Reviews
Product review videos are a great way to showcase the relevance and value of your products or services to potential customers. These reviews can be even more impactful when they come from B2B influencers, creators, and members of relevant community spaces (if applicable). For example, you could collaborate with creators in your field to create a video that highlights how they use your tool in their workflow or educate their audience about the features/benefits of your product. You could also provide free access to an influencer for an honest review – either through video format or live stories on social media platforms. Not only does this type of B2B content grow brand awareness but it’s also an opportunity to reach new audiences.
Promotional videos come in many different types and formats. They can be used to announce a new product feature, create hype around an event, or even share brand awareness. No matter what type of video, they are essential tools for businesses of all sizes. They boost their campaigns and help reach wider audiences.
Webinars are a great marketing tool for businesses to convert prospects into leads, build awareness around a product launch, and position themselves as industry leaders. According to recent stats, 59% of businesses that conduct webinars gathered leads and successfully promoted their brand, product, or service during them. Developing seasonally optimized videos via webinars can be a great way to form successful and engaging content.
Enhance your brand's SEO strategy by creating optimized videos. Think about the types of educational topics your audience wants to understand more. Then, make videos that explain them in relation to your product, industry, or other relevant subjects. You could make a series with expert interviews to add value to the content you're making and benefit from the experts' following as well.
Social Media Ads
Video ads are an effective and increasingly popular form of advertisement. Twitter's video ads, for instance, have seen tremendous success and engagement. Data shows that tweets with videos get 10x more engagement than those without. Thankfully, you don't need to allocate a large budget to produce high quality video ads if you do it yourself.
Product Demo Videos
Product videos are an excellent tool to demonstrate your product and promote it. A detailed demonstration that covers every aspect of your product can be used. Upload it to the home page or give it out to the sales team as a resource. Showing your product in action can be much more effective than just reading about it.
Brand Awareness Videos
Brand videos are a great way to establish trust with customers and attract quality job applicants. An example of this type of video is a "Year in Review" or "X Years of Business" video. These types of videos enable you to showcase your company culture, helping improve customer relationships and recruitment efforts.
Potential customers can benefit from informative and concise how-to videos. For B2B organizations, these bite-sized videos can be used to show the different features or solutions of your products. These short tutorials can also be shared in your blog posts when discussing specific products and features.
Learn From the Best
Exemplary marketing video creators to use as an example are:
Monday.com is a cloud-based project management tool designed to maximize efficiency and simplify collaboration between teams. It provides many useful features such as project boards, team calendars, time tracking, and real-time communication tools. These effective capabilities make it a great choice for businesses of any size.
The Zendesk Morning Show is a great example. They upload weekly a podcast hosted by Zendesk customer support experts that provides insights and tips on delivering great customer experiences.
Upgrade Your Marketing
Using these B2B video marketing strategies, business owners and marketers alike can tap into the potential of video as a successful marketing tool. Once you have your footage all together, contact me so we can get started on the next big step in building your clientele.