Are you using video content as part of your B2B video marketing strategy yet? If not, where have you been hiding? Check out our guide to Video for Sales and see how you could be winning more business.
The advancement of video technology has rapidly accelerated in recent years, bringing cheaper and more accessible equipment to the average Joe. With many smartphones now coming 4K ready and including features like SlowMo capture and facial recognition as standard, the tools are there for you to create engaging videos that will tell your company’s narrative.
All of this is well and good, but you might be thinking, "Isn’t video more of a B2C thing? We don’t want to go viral, we just want more leads."
The interesting thing is, as video is becoming easier to produce and publish, it also has a growing potential to influence the decisions of specialised B2B buyers and CEOs. In fact, research by Wyzowl found that 74% of business people have been convinced to buy a product or service after watching a brand’s video.
So what’s the best way to use video in your B2B marketing strategy?
If you’re trying to target and influence business owners and managers, try some of the techniques listed below as part of your overall marketing campaigns.
- Inform - Use video as part of targeted campaigns to simply and quickly explain your product or service and discuss how it could benefit prospective customers.
- Educate - Highlight the key features of what you’re offering and the precise steps that should be taken to get the best use out of your product or service.
- Personalise - With video being so easy to make, use it to your full advantage. If you’re targeting senior B2B executives or CEOs, why not personalise each video to include their name or company name?
- Entertain - Yes, B2B products and services can be complex and niche, but that doesn’t mean that you can’t generate interest in your business simply by creating something cool that captures the narrative of your brand.
- Report - At Six & Flow, our accounts team often produce client reports in video form. Having someone talk directly through the wins, losses, problems and solutions is a surefire way to inform time-poor clients of important points that may be missed if you send over lengthy documents or confusing spreadsheets.
- Facebook Live - Consider using Facebook and Instagram's live video features to interact directly with prospects, leads and customers. Hold live Q&A sessions, or present opinion pieces on industry-specific topics.
- Linkedin - As a B2B marketer, you should be creating a library of assets on Linkedin with all of the above types of video content included. The more native videos you have on Linkedin, the better the algorithms will serve you in boosting your brand as an industry thought leader.
What video software is best for B2B marketing?
Animoto - This is a cloud-based video creation service with a simple drag and drop interface which will help you create video slideshows in minutes using photos, video clips, music and text.
Vyond (was Go Animate) - A simple to use cloud based platform with a library of stock illustrations, animations and sounds. Great for creating short explainer videos and highlighting important industry statistics.
Adobe CC - At the more expensive end of the spectrum we’ve got Premiere Pro and After-Effects, which basically gives you the power to produce whatever kind of videos you can imagine. Be warned though, there’ll be a lot of learning involved for this one.
Video can be a very effective tool for almost any B2B marketing strategy when a bit of imagination is applied. Make sure to keep content consistent with your brand voice, but don’t be afraid to try new things - experiment and find what works best for you.