The Beginner’s Guide for B2B Video Marketing: All you need to know
Video marketing has been in practice since a long now but has taken a huge flight in recent days especially when the human attention span is decreasing sharply and has now come down to just 8 seconds.
People are finding new reasons to capture the eye and force consumers to pause. Now that stats have revealed that 66% of consumers prefer watching a video to reading about a product, videos are greatly becoming an essential part of all social media marketing campaigns. Organizations that are still contemplating it are already facing the brunt.
B2B consumers prefer video content as it is more user-friendly, immersive, and appeals to them more than the other forms of online marketing efforts; which makes one thing very clear:
Video marketing is here to stay. For a long long time!
Why is it important to use online videos for B2B marketing?
Video marketing has emerged as one of the most powerful forms of content in the past few years. Especially when it has successfully driven consumers to the final stage of the sales funnel, without you having to devote extra efforts.
Stats reveal that 62 percentage of B2B marketers commit to videos being the most important content in their marketing strategy. This is primarily because the information you collect via videos helps your sales teams to identify and segregate leads and simultaneously works as a tool for audience retention.
Today’s B2B consumers are very self-dependent when it comes to research, hence discoverability matters a lot when you are creating content. In that regard, videos not only help boost your SEO rankings but also act as a medium to repurpose your old content.
If you still need convincing – here’s a number that is sure to blow your mind:
Online videos are 600 percentage more effective than print and direct mail advertising combined! (Yes, you read that right!)
How can you start using video marketing for B2B?
1. Know different types of videos
Video content marketing has greatly expanded from being just a random video post. Today, there are different types of videos that can be used for promotion purposes, each with its own pressure points and impacts. A thorough detail of the type of online videos will help you craft better video marketing strategies.
Here’s a sneak-peek into our video channel on YouTube and how we utilize multiple kinds of videos to attract our clients.
Starting off with How-to guides (How-to searches increase on YouTube by 70% every year) to company glimpses, event coverage to interviews, animations to live videos, VR to AR, and case studies to personalized explanations, you can use a combination of different video-types to showcase a variety of content available for your visitors or prospects.
Once you begin with your campaign, you will gradually understand what works and what does not; on the basis of which you can revisit the plan that will give you the best of the videos.
2. Make a compelling video for your business
As the trend is becoming popular every day, more and more companies are taking to video marketing as a part of their promotion strategy. This brings us to the question – what distinguishes you from your competitors? The answer is simple – content.
The first step you should take is to create an irresistible script; depending on your goals and the ideal audience persona. Learn about the technicalities of video-making – the lighting equipment, audio devices, positioning, angles, color, composition, and finally, editing it to perfection.
While your video is being shot, think of a quirky caption that is sure to catch the attention of the reader, compelling them to stop by.
3. Create a video social media strategy
If you’re investing a lot of effort and resources in capitalizing from video marketing, it is only wise if you take ample care at each step of the process. You certainly don’t want to risk all your effort and toss it to vain if the content does not reach your target audience.
Hence, the need to create a social media strategy arises, where you plan out the usage of various media platforms and develop a content calendar for consistency.
Different video hosting platforms have their own algorithms for how they qualify good, better, and best. While Twitter prefers you to keep it short and simple, Facebook and Instagram think longer videos look great on the newsfeed.
LinkedIn is not very friendly when it comes to videos, but you cannot overlook the engagement derived from the platform. However, YouTube is the God of video-sharing platforms, with over 2 billion users. Once you determine the objective of the video, the plan will soon become clear.
4. Know multiple ways to utilize videos
One reason why video marketing is so popular is because of the versatility it displays in terms of being used at the various stages of the funnel, and if you are already into this kind of marketing, it is best if you utilize them to the fullest. This can be done by implanting videos in the various stages during the sales cycle.
Stage 1: Attract
When you have a new visitor or a prospect, they are mostly looking to accept their problems and find a solution. At this point, you don’t want to push your sales, but build trust with them. Focus your videos on content that highlights the problems and solutions that your audience might be facing, so that you can connect with your prospect. Here’s how we did it:
Stage 2: Inform
Gradually when you have built a relationship with your newbies, you might want to expose them to your products and services. Incorporate tools in your videos to capture their contact information and generate leads. You can use product introductions, webinars on the industry, promotional videos, etc. While your first idea was to increase brand awareness, now it must be to educate the leads.
Stage 3: Close
After you believe that your lead is interested enough in buying your products, give them a final push while they are weighing the yes’s and no’s. Ensure that they come across content like testimonials, case studies, and product demos so that they can make up their minds. 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. When they purchase, you can follow-up with a thank you or a training video that gives them a good experience. This increases your caches at referrals and re-purchases.
Here’s how we closed our leads with this white board animation:
5. Measure results and analyze your progress
The most important task of any marketing strategy is to measure how good you’re doing. This explains the areas where you need to improve and also your strongholds.
In video marketing, you have to decide on a number of metrics to help you measure. Use metrics that suit your goal; if you want to increase brand awareness, take note of the views, shares, comments, and engagement. If you want to measure your impact, note the click-through rate, the CTA success, and the conversion rate. Metrics will help you decide how to progress with your plan – about 85% of businesses use video metrics to measure the efficacy of the content rolled out.
Over to you…
Video content wins over all others hands down. It is no more just an alternative for B2B marketers anymore; it is a necessity.
Although the task seems herculean and you are plunged into thinking about the rise in the budget it will cause – but don’t worry, technology has just made life simpler for us. You can go through a guide on video-making or else outsource a professional to help you get started. In fact, you can also reach out to expert B2B sales and marketing consultancy firms to help you craft specialized B2B video marketing strategies.
Videos make difficult concepts simpler, engage prospects longer, and even boost the SEO of your blogs if you include it in the post. You can start out by converting your blog posts to videos, but on the journey ahead, brainstorm and experiment with these creative tools to make and own the best content on the block!
Still worried about where to start? Don’t worry.
We’ve got your back.
Contact Us Today!