People have increased their consumption of video content as the pandemic has made content creation a necessary investment. Due to this, B2B video marketing has become important for businesses to grow, no matter the domain.  

The goal of video marketing is to turn your viewers into customers using a video-on-demand platform. Words, photos, and even podcasts do not have the same effect as a video. Why not? It’s because of the lack of facial dynamics.

Facial dynamics are the movement of a human’s facial features. Seeing a person’s raw emotions makes a larger impact on the audience, and it is an inevitable part of a successful B2B marketing strategy in the 21st century.

At any second, there are so many people watching videos. YouTube has over 2.6 billion users, and Facebook gets over 8 billion views daily. 

With content creation rising in importance, you don’t want to be left behind them. Videos are an excellent tool for teaching your audience.

This article includes everything you should know about B2B video marketing to help get you started.

Why Should you Use B2B Video Marketing?

As video marketing becomes more popular, it’s no longer just for internal sales and customer service training. Orientation Marketing, a life science marketing agency operating within B2B sectors, states that videos provide one of the most significant returns on marketing investment. Now you can use videos as an integral part of your strategy to grow your business with B2B prospecting tools, similar to how brands have been investing in mobile app development to create a digital extension of their brand. Some of the top benefits of it are as follows:

Making Videos Boosts your Search Rankings

You might have noticed that when you search for anything on Google, it shows videos at the top of the page. This is why you should add videos to your blogs or upload them on YouTube. It gives you more exposure.

This cannot be done with all businesses but there are certainly some that would greatly benefit from video marketing. For instance, real estate video marketing is essential as people looking to move into a property will be able to see the home they may potentially want to rent on an online listing portal. From here, the customer can show interest in the property and be swiftly onboarded using property management software like Lofti which will automate lead generation.

You must also remember to follow SEO practices when you’re uploading.

Videos Help to Increase Demand Generation

Creating videos helps with lead generation in B2B marketing since videos are the best tool for engagement. A survey by Animoto showed that 93% of businesses had gotten new customers because of a video on social media. This shows how powerful this tool can be.

When you add a video to your website’s homepage, product page, or landing page, people usually pause to watch it. That helps to increase the average time spent on a page. Keeping your audience engaged helps to increase your conversions.

You can also help harness the voice of the customer in videos. B2B buyers trust the voice of the customer and like learning what customers have to say. B2B buyers frequently turn to written user reviews, so there’s a great opportunity to bring reviews to life in video.

Videos help in account-based marketing (ABM)

Since 2020, there has been a lot of focus on ABM strategies. If your B2B business targets specific leads, you could send them customized content in the form of a video.

Since CEOs and decision-makers get numerous messages daily, you must make yours memorable. So, why not add a video to your email message to them? You certainly won’t go unnoticed.

What are the Types of Marketing Videos?

There are multiple types of marketing videos you can make. These can be classified into various categories.

But there are two factors you must consider before deciding what you want for your business.

Paid Vs. Organic Marketing Vi

You receive many benefits when you pay to get your marketing ads made, such as:

• You reach a larger audience
• Brand awareness increases
• You might find a new source of traffic

Organic Videos are the other option. They provide great value and barely cost anything. The only thing to note is that they take a little longer to show the effect.

They offer value to your audience through information, education, and entertainment. These can easily be uploaded on social channels. However, to build a brand identity, you must be consistent with your content to see high ROI.

Animated and Live-Action

Animated videos have a presence in video marketing since they have room for creativity and control over a brand. There’s no need for external talent to produce it, and the message is easy to understand.

But, it could cost you if you do not know how to animate or have access to an animation tool. 

On the other hand, a Live-action video can give the viewers the human element they’re deprived of in an animated one. It helps to make the brand a lot more approachable. Your viewers will be able to recognize and associate the faces they see with your brand. 

But getting faces costs more, and it could be challenging to get all the needed resources.

Let’s look into the four marketing categories of B2B Video Marketing:

Educational Marketing Videos

These aim to inform the audience with helpful information. You could start an ongoing educational series where you teach your viewers different concepts or complex niche topics. Medical coding consultants often use video to educate coders, auditors, and clients on the latest health information updates. This can help bring in more viewers and strengthen your brand awareness. It includes:

• Tutorials and How-To Videos: This type of video shows how to do something step-by-step.
• Explainer Video: It is meant to show viewers why the company exists so it can clear up confusion about your product or service.

Inspirational Marketing Videos

These kinds of videos aim to inspire viewers. On TikTok, people share tips on topics like ‘Top 5 Transitions people love’ and ask viewers to comment on their favorites. It is best to make these when your viewers are influencers. It includes:

• Before and after videos: Of a product or an individual.
• Motivational Push: They are authentic and motivate viewers to push through.

Engagement Marketing Videos

If you want to spark action from your audience, you should make this video. It aims to make the viewers like, comment, or share your post. It includes:

• Q&A videos: You can sit down and answer questions from the audience.
• Short videos: They’re easy to watch and engaging. They include Reels and TikTok videos.
• Blooper videos: People love to watch others mess up. It also makes your brand seem more human.

Convincing Marketing Videos

These are made to convince viewers to use a product or service from the company. It includes:

• Product video: To make viewers understand the reason they need your product. These can be used for all businesses.
• Testimonial videos: A product user shares their experience after using the brand.
• Promotional videos: These are generic, 1-2 minute videos focused on one idea, like online ads and social media posts.

Pre, During, and Post Production

The planning phase is the most crucial part of video making. You will be making a huge mistake if you don’t sit down and properly plan out the process. So start by considering the aspects of pre, during, and post-production.

Pinpoint Goals

The first step requires you to answer this question – “Why should you add a video to your marketing?”

You will probably have a content marketing goal, but there are many branches under it. Start by narrowing down your options and note the types of videos you want to make and how they will help you achieve your goal.

Define your Audience

Since it is impossible to appeal to everyone, figure out your target audience first. You should do this as soon as you have noted your goals.

Create personas around your target audience by listing things like age, gender, occupation, and income. Doing this will help you understand the best place to market your videos.

If your target audience is teenagers, you have to use Tiktok. But if your products are aimed at older people, Facebook would be the better option.

Consider Stakeholders and Assign Responsibility

Before you make any big decision, you should involve the stakeholders. Present them with your ideas before you get into the production process since it involves their investment. Other things to consider would be the talent in the videos and other resources to shoot and edit.

Determine the Types of Videos you’ll Create

All the various types of videos are listed above. Take a look at them and decide on what type you’ll make. Before you choose, consider your goals and audience.

Answering these questions will help you figure out the type of video to make:

• What are you trying to achieve?
• Who are you talking to?
• Where will you post the videos?
• How long should the videos be?
• How will you ensure it makes an impact?

Audit inventory and Purchase equipment

B2B video marketing requires you to make high-quality videos. These aren’t as expensive to make as they used to be.

You need cameras, lighting, microphones, soundproofing, and editing software. Even cheap equipment will help to enhance the quality of output.

Plan your Videos

Making a structured plan helps to make the whole video-making process much easier. You could create a storyboard and visualize everything you’ll have to do. Length, complexity, personnel needed, and scripts are a few of the things you’ll have to look into. Storyboarding helps to organize your ideas.

Create your Video

Now that you have your equipment and scripts, you must begin recording. It can be hard to record the whole video in a day, which is why the process is usually broken into parts and done on different days. It prevents you from being overwhelmed during the process.

Plan your Video Distribution

Shooting a video for different platforms has to be done differently. You might make a YouTube video that’s 10 minutes long, which can’t be reused on Tiktok. You will have to edit it and take out certain parts for Tiktok. Planning which part you’ll use for Tiktok makes your recording process much easier and quicker.

Measure your Videos

After you have posted the final video, you have to take a look at the insights. You can micromanage your videos daily to see which brought you the most views.

Micromanaging is usually done monthly or quarterly. It’s used to measure the growth of your brand or see if videos are leading to monetary returns.

Some videos may have more views than others, but the goal is to keep creating consistently.

Summing Up

B2B video marketing is the best way to show your prospects what your business does. Making videos makes it easy to explain complex concepts and explain to your prospects why they should invest in your business. When you create content, you can repurpose it into different formats.

Every social media platform has a different purpose. You can change content based on where and in what format your post is. So, do a little research and figure out what you can do to meet your marketing goals. B2B video marketing strategies are important when you are looking to grow your online audience.