As we come to the end of 2019, many brands will be looking for new ways to boost their online presence. In this guide, we look at how B2B video marketing can be used to help you achieve your business goals.
Business with B2B Video Marketing
The Power of B2B Videos
According to predictions from Cisco, video traffic will account for 82% of all internet traffic by 2022, up from 75% in 2017. What’s more, an increasing number of B2B decision-makers prefer video over text. What’s more, video content has been associated with better engagement and click-through rates. In order to stay visible in the online world, therefore, it’s key that brands make video a central part of their digital marketing strategies. Therefore, it’s hardly a surprise that 62% of B2B marketers rate it as the most important content format.
Using B2B Videos to Build Better Brand Awareness
“Quality content enables you to create a bond with your audience that goes beyond the simplistic purpose of buying and selling.”
– Jeff Bullas, Blogger
Did you know that 62% of B2B marketers believe that video content can help to generate greater brand awareness? If you’re targeting customers who are at the top of the sales funnel, then a video can provide a great way to introduce the viewer to your brand or product. This could be achieved through the use of promos, vlogs, explainer guides, and social media videos.
To ensure that your video is as effective as possible you should make sure that the content succinctly sums up your brand for customers who are completely new to your brand. You will also need to ensure that it is wholly consistent with your messaging and branding across other channels. Furthermore, the style and content of the video will need to stand out and grab the viewer’s attention. On a more practical level, it will need to clearly explain the next steps to the viewer and include multiple calls-to-action (CTAs).
Generating Leads with B2B Video
“Content is the fuel for your lead generation efforts.”
– Dayna Rothman, CMO of OneLogin
Lead generation is the top priority for most B2B marketers. As such, it’s important to use tools that are effective in targeting customers and driving leads. 78% of B2B marketers agree that video engagement helps them identify higher-quality leads and a further 57% say that it helps drive more leads overall. To boost the quantity and the quality of their leads you may want to consider using Webinars, Testimonials, Demos, and Product Videos.
To ensure maximum success, tailor your video content to a specific audience. It’s also important to ensure that the messaging persuasively outlines the benefits of your product or service. Include numerous calls-to-actions throughout your video so that it is as easy as possible for the viewer to convert.
If your main focus is on improving the quality of your leads, then you may want to ask users to input their email before giving them access to the video. By doing this, you can ensure that the video is only being seen by people who are most likely to convert. If you decide to do this, you will have to make sure that you are collecting the user data in a way that is fully GDPR-compliant.
Most lead generation videos are accompanied by a form or they lead to a landing page. With lead generation videos, the quality of your landing page/form is as important as your video itself. Before launching your video, put extra care into the design of your landing page to optimise conversion rates.
Using B2B Videos to Maintain Customer Relations
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
– Andrew Davis, Author
Video can also be used as a way to maintain a positive relationship with your customer base. Most B2B marketers choose to engage existing audiences by providing helpful educational resources. In fact, 86% of B2B marketers say that video is valuable because it can explain a product or service in detail to potential customers. This will help you to establish yourself as a leader in your field and inspire confidence among your customers. Video how-to guides and FAQs offer excellent means of delivering comprehensive and informative content to customers.
So, how can you create a B2B video that educates and retains customers? Before you even touch a camera, use analytics tools and market research to learn as much as possible about your audience. Choose an issue that is likely to be a common pain-point for your audience and create a well-researched that provides more information than any competitor content. Stand out by present these ideas in a way that is new and creative. Get the most out of this content by supplementing it with a written transcript.
Measuring the Success of Your Video
As the old saying goes, “if you can’t measure it, you can’t market it.” Many marketers focus their efforts on content creation but are often guilty of failing to measure the performance of their campaign. Before starting your campaign, identify the metrics that are most important to you. For example, relevant metrics for a lead generation campaign would include subscribers, free trials, and form fill-ups. Keep a close eye on these throughout the campaign as they might indicate areas of improvement. You can then tweak the video content accordingly to ensure optimum success. Once the campaign wraps up, take a note of your learnings and apply them to your next B2B video campaign.
Find Out More About B2B Video Marketing
If you would like to learn more about B2B marketing, then you should certainly take a look at the infographic below which comes courtesy of the team at One Productions. This infographic explores the benefits of B2B videos and explains how they can support your overall business goals. It also lays out the different types of B2B videos and also goes through the various stages of a B2B video marketing campaign.
Scroll down to the infographic below to discover more: