Your Guide to B2B Video Marketing

In today’s digital landscape, B2B video marketing has become essential for businesses looking to engage their audience, drive conversions, and boost their bottom line. With 88 percent of marketers reporting a positive return on investment (ROI) from video marketing, it’s clear that this medium is here to stay. If you haven’t yet incorporated video into your B2B marketing strategy, now is the time to start. Read on to learn about the benefits of B2B video marketing, how to create a video marketing strategy, and the best types of videos to produce. 

Why Should Your B2B Business Invest in Video Marketing?

Video marketing is versatile and can engage your audience on social media, educate your prospects through product demos, sell your product or service with customer testimonials, and provide webinars that aid buyers in their decision-making process. It’s not just a tool for raising brand awareness; it’s a means to generate leads and drive conversions throughout the entire sales funnel.

Benefits of B2B Video Marketing

Before you create your video marketing strategy, consider the benefits of incorporating video into your B2B marketing efforts:

• Video improves search rankings
• Video improves demand generation
• Video aids account-based marketing (ABM)

In the era of personalized marketing, video can be a game-changer for account-based marketing strategies. By sending customized video content to specific prospects, you can grab their attention and stand out. Consider adding video to your email marketing to enhance engagement and make your messages more memorable.

Statistics of B2B Video Marketing

Here are five key statistics about the use of video in B2B marketing:

1. Revenue Growth: B2B marketers who use video in their marketing strategies report a 49% faster growth in revenue compared to those who do not use video. This demonstrates the significant impact of video marketing on business performance and revenue acceleration​ (Vidico)​​​.
2. Prevalence: A substantial 87% of B2B marketers use video as a marketing tool. This widespread adoption underscores the importance of video in B2B marketing strategies, as it helps businesses connect more effectively with their target audience​ (TheB2BHouse)​.
3. Impact on Purchase Decisions: Video content plays a crucial role in the B2B buyer’s journey, with 70% of B2B buyers and researchers watching videos throughout their path to purchase. This indicates that video is a preferred medium for understanding products and making informed decisions​ (DemandSage)​.
4. Return on Investment: 52% of B2B marketers state that video is the content type with the best return on investment (ROI). This highlights the effectiveness of video in generating leads and driving sales compared to other content formats​ (TheB2BHouse)​.
5. Email Campaigns: Incorporating videos into email campaigns can significantly boost engagement, with B2B video use in email campaigns leading to 2-3 times higher click-through rates compared to emails without video content​ (Vidico)​​.

How to Create a B2B Video Marketing Strategy

Creating a video marketing strategy is essential for success. It ensures that your videos align with your overall marketing goals and resonate with your target audience. Here’s a solid template to help you craft an effective video marketing strategy:

• Set goals for your video marketing
• Decide on a video marketing budget
• Choose a type of video that fits into your overall strategy
• Decide where to publish your video
• Create your video
• Publish your video
• Promote your video
• Track the success of your video

Monitor the performance of your corporate video production using analytics. Track metrics like click-through rate (CTR) and conversion rate to measure its effectiveness. Use these insights to improve future video marketing efforts.

Best B2B Marketing Videos to Produce

Here is an example of a B2B marketing video that our New Jersey production Studio produced for Brother International’s genuine ink & toner devision:

Now that you have a video marketing strategy, it’s time to explore the types of videos that are most effective for B2B marketing. Consider incorporating these videos into your strategy:

Case study videos

Case study videos showcase your expertise and success in solving a problem for a client. They’re powerful tools for converting potential clients and building trust.

Testimonial videos

Testimonial videos feature satisfied customers sharing their positive experiences with your product or service. They provide social proof and help build credibility.

Brand videos

Brand videos are corporate video productions focusing on your company’s vision, values, and culture. They create awareness and generate interest in your brand.

Product or service videos

Product or service videos highlight the features and benefits of your offerings. They educate and engage your audience, helping them understand how your product or service can solve their problems.

Explainer videos

Explainer videos are educational and informative. They answer common questions, discuss new features, or promote upcoming webinars. Use them to build awareness and interest in your brand.

In addition to these types of videos, consider other options like event videos, interviews with industry experts, animated videos, and augmented or virtual reality videos.

How to Use B2B Video Marketing Effectively

Here are some ways to use your B2B videos:

1. Social media video marketing. LinkedIn, Facebook, Instagram, and TikTok are effective channels for B2B video marketing. LinkedIn, in particular, has emerged as the most successful channel for B2B businesses. 
2. Video marketing on your website. Place videos strategically on your website to engage your B2B audience. Explainer and product videos will most likely capture the attention of procurement and effectively convey the correct message about your product/service.
3. Video in your email marketing. Video email marketing is gaining popularity. Millennials, in particular, prefer video content. Experiment with adding videos to your email campaigns to boost engagement and assess the impact on your audience.
4. Video hosting platforms. Popular platforms include Vimeo, YouTube, Wistia, and Vidyard. Choose a platform that aligns with your needs, allows customization, and provides analytics to track your video’s performance. We recommend Vimeo.

B2B video marketing is a powerful tool for engaging your audience, generating leads, and driving conversions. Incorporating video into your marketing strategy, you can improve search rankings, enhance demand generation, and leverage personalized account-based marketing. Remember to set clear goals, allocate a budget, choose the right type of videos, and publish and promote them strategically. 

You can achieve impressive results by tracking your video’s success and continuously optimizing your strategy. Start harnessing the power of B2B video marketing today by contacting one of the professionals at Awakened Films.

 

You can also learn more in previous blogs about video marketing:

https://awakenedfilms.com/audience-reach-why-video-marketing/

https://awakenedfilms.com/small-business-and-video-marketing-what-you-need-to-know/

https://awakenedfilms.com/why-hiring-a-digital-marketing-agency-is-the-game-changer-your-business-needs/

https://awakenedfilms.com/the-perfect-creative-agency-for-your-video-ventures/