Video content in B2B social media strategy is quickly gaining popularity. According to data released by HubSpot in their Wyzowl State of Video Marketing 2021 report, 93% of marketers who use video consider it an important part of their strategy. Over 99% of marketers who use video expect to continue using it and about 87% of them reported positive ROI from their video content. If you’re late in joining this marketing trend, read on to understand the basics and for tips to get started:
What is B2B Video Marketing?
B2B video marketing is where B2B brands create a strategy that includes social media video clips, movie podcasts, webcasts, dwell streams, etc. to get their message across to their target audience. Video content has time and again proved to be more effective than most other forms of content which is why the use of videos for social media has been on a steady rise. In 2020, 86% of businesses used video as a marketing tool compared to 61% in 2016.
Types Of Videos You Can Create for Your B2B Business
There are various types of videos you can create for your business, each serving a different purpose and solving a customer pain point. Here are some examples
Educational Video Content
Educational video content is a great way for brands to educate their target audience and establish themselves as leaders in the industry. You can create a series of videos that aim to address the various issues or updates in the industry. Creating such educational content helps add value to the target audience and showcases your brand name in the right light. Webinars are also great forms of educational video content that B2B brands can create to engage their audience.
A great way to showcase your business credibility is through video case studies. These are classic forms of video marketing content and show your target audience your skills and expertise. They are extremely effective for generating quality leads and can be what converts potential customers looking for deep niche expertise.
Customer testimonials or reviews of any kind are extremely effective for any marketing strategy and video testimonials are especially effective as they offer living proof of the merit of your B2B business. For these, you could interview satisfied customers and ask them about their experiences with your product and service.
Every B2B business needs a high-quality video explaining their products and services and simplifying the features for their target audience. They are essential for highlighting the USPs and added benefits that make the brand stand apart from its competitors.
Brand videos are great assets to introduce your company and brand values to your target audience. They help showcase your business in the right light and help you create an emotional connection with your audience.
Tutorial and Support Videos
A great way to guide your customers through any troubles while using your product and/or service is by creating a video asset, helping them and guiding them along the way. Such content is great for enhancing user experience and ensuring that they feel supported. It is also useful for answering all the frequently asked questions that may arise for existing and future customers.
Humanisation is important for B2B brands as it makes them more relatable. Gone are the days when B2B brands stuck to formal ways of communication. You could create a video introducing your team members and show your customers that there are real people working behind the brand. This will make your business more relatable and will create a personal connection with your audience.
B2B Video Best Practices
If you’re interested in starting with a basic video marketing strategy for your B2B brand, here are some B2B video best practices to guide you along:
Repurpose Existing Content
We mentioned, above, the different kind of video assets you could create for your business. The same content can be repurposed for your social media channels. You can use clips from existing content or use the audio from the video to create a podcast style clip for social media. You can also convert your blog post into video content using AI based tools like Lumen5 that effortlessly convert blog posts into professional-looking videos.
Use a Video Hosting Platform
There are various video hosting platforms available in the market today. But choosing the right one is important as it can impact the returns from your video marketing efforts. Your platform also assists with in-depth data like watch time, audience insights, audience location and devices and other video performance analytics required to determine the success of your video efforts.
Have a Clear Call to Action
Calls to action (CTA) are important to measure the success of all your marketing efforts, and your video content is no different. So, make sure your video ends with a clear CTA such as getting them to sign up for a free trial or booking a consultation call. You can also ask your audience to like and share your content or even follow your page. Choose the right CTA based on the goal of your campaign.
Script Your Video Well
The script is the core of any video and a good script will determine how effective your video will ultimately be. The more fluid a script, the higher the audience engagement tends to be. So, before you create your video, make sure you script it well and test it to make sure that it gives the right message in a clear manner.
The success of your video marketing also depends heavily on your promotional strategy for it. You can have the best video, but unless it is promoted correctly, it will be of no use to your business. In order to maximise the reach of your video marketing, use your video content on your website, within blog posts, social media channels, newsletters and optimise it for search engines. If you have the budget for it, you could also use ads to promote it further.
Measuring the Results
In order to understand the success of your video marketing efforts, you need to measure the right metrics. Before you launch your video campaign, make sure you define the metrics you will be tracking for success. View count and watch times are the main metrics to focus on for awareness.
Need help with your video marketing efforts? Book a consultation call with our team at Marketing Essentials Lab today!