By now, I’m sure you’ve watched at least one video today—whether it was a product review, an ad, or a how-to guide. The point I’m driving is that videos are a part of our daily consumption. Why? Because nothing beats the power of audio-visual when it comes to making a message impactful.
The trend of using video content for B2B marketing is a game changer! I have seen that across businesses and industries while working with them as a Fractional Digital Marketing Head.
Let’s explore why video has become indispensable in B2B marketing and how you can leverage it effectively.
Why video works
B2B decision-makers are busy professionals inundated with information. Video cuts through the noise, offering a dynamic and efficient way to convey complex messages.
Key reasons video engages B2B decision-makers:
- Time efficiency: A well-crafted video can convey more information in less time than text. I have seen professionals watch videos just minutes before a meeting or while heading to their desks.
- Emotional connection: Video humanizes your brand, fostering trust and connection. I and my team have explained even the most technical products using a story, which is possible through videos.
- Demonstration power: Complex products or services can be easily showcased in action. Visuals make it easy to understand.
- Accessibility: Video caters to different learning styles and can be consumed on-the-go.
Remember, the videos must communicate the information these decision-makers are looking for – quickly and effectively.
Types of B2B videos – What type of video should you create?
Not all videos are created equal, especially in the B2B space. I have listed the ones that are most common and have been proven to be effective:
- Explainer Videos: Break down complex concepts or showcase product features succinctly. For example, while working in the manufacturing space, we would often execute video projects where complex technology would be explained through short videos. It’s a great way to simplify information for audiences.
- Customer Testimonials: Let your satisfied clients tell your story for you. If done right, it can help in better SEO performance.
- Thought Leadership Interviews: Position your executives as industry experts.
- Product Demonstrations: Show your product in action, highlighting key features and benefits. Simplify complex technology with easy-to-understand videos.
- Behind-the-Scenes: Humanize your brand by showcasing your team and culture.
- Webinars and Virtual Events: Engage your audience with in-depth, interactive content. These work well in industries such as healthcare.
Pro Tip: Repurpose your video content. We often follow this approach because great content should not be for one-time use. For example, you could break down a single webinar into multiple short videos for social media, transcribe it for a blog post, or turn it into an infographic.
Measuring Video Marketing Success
As with any marketing strategy, measuring the success of your video efforts is crucial. Just as I need to showcase the success to my clients, you need to showcase them to your leadership.
These are the metrics on my priority list:
- View Count and Watch Time: Indicates reach and engagement level.
- Click-Through Rate (CTR): Measures how effectively your video drives action.
- Conversion Rate: Tracks how many viewers take the desired action after watching.
- Social Shares: Shows the resonance and virality of your content.
- Lead Generation: Measures how many leads are attributed to video content.
- Sales Influence: Tracks how video content impacts the sales cycle and closed deals.
I was tasked with creating a video marketing campaign for a healthcare tech company that had a new product for hospital administrators. The goal was to create awareness and drive sales. We created explainer videos and customer testimonial videos and used LinkedIn and YouTube for distribution. Both of these channels saw a substantial number of views and clicks. It showcased how a well-executed video marketing campaign can drive both awareness and tangible business outcomes.
Remember to align these metrics with your overall B2B marketing goals for meaningful insights.
Best Practices for B2B Video Marketing
For anyone who is exploring video marketing for the first time, I’ve made this brief set of best practices for maximizing the impact:
- Start strong: Capture attention in the first few seconds. B2B viewers decide quickly whether to continue watching.
- Focus on value: Every video should provide clear value to your audience, addressing their specific pain points or questions.
- Optimize for silent viewing: Many B2B professionals watch videos without sound. Use captions and visual storytelling.
- Keep it concise: Respect your audience’s time. Make your points clearly and efficiently.
- Include clear CTAs: Guide viewers on what to do next after watching your video.
- Ensure mobile compatibility: Many B2B decision-makers consume content on mobile devices.
- Leverage LinkedIn: As the primary B2B social platform, LinkedIn’s video features are particularly powerful for reaching your audience.
Overcoming Common B2B Video Marketing Challenges
Of course, you may face some challenges along the way. I have faced a few, but eventually, I found a workaround. Putting some of them down here:
- There isn’t enough budget. Solution – Start small. Even smartphone-recorded videos can be effective if the content is valuable.
- The approval process is cumbersome! Solution – Develop a clear approval process that includes legal review without stifling creativity.
- How to measure ROI? Solution – Tie video metrics to overall business goals and use attribution modeling to track impact throughout the sales funnel.
- The content is too boring! Solution – Focus on storytelling. Even “boring” industries have compelling stories to tell.
The Future of B2B Video Marketing
Going ahead, video will only become more crucial in B2B marketing. Looking at the growth of video technology, I think the following are the emerging trends to watch:
- Interactive videos: Allowing viewers to choose their own path through the content.
- Personalized Videos: Using data to create customized video experiences for different segments.
- AI-powered video analytics: Providing deeper insights into viewer behavior and preferences.
- Virtual and augmented reality: Offering immersive product demonstrations and experiences.
It is clear that video is no longer just a nice-to-have in B2B marketing—it’s a necessity. By embracing video content, you can engage decision-makers more effectively, showcase your brand’s value proposition, and ultimately drive better business results.
The time to incorporate video into your B2B marketing strategy is now.
Are you ready to explore it? Let’s chat. Schedule a free consultation with me to discuss how we can use video marketing to make the needle move!
