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7 Ways To Use B2B Video Marketing

B2B video marketing has become a key strategy for companies that aim to connect with other businesses and broaden their impact.

With an expected 3.5 billion digital video viewers worldwide, the use of video is not just widespread but a preferred medium in marketing.
Indeed, a lot of marketing professionals already use video as a marketing tool, which is the type of content most favored by audiences on social media.

This approach allows businesses to communicate complex solutions effectively, demonstrate products, and share impactful testimonials, which enhances brand awareness and boosts lead generation and sales conversions.

What is B2B Video Marketing?

B2B video marketing involves using video content to promote products, services, or solutions to other businesses. Unlike marketing that targets general consumers, B2B video marketing focuses on meeting businesses’ specific needs and challenges.

This type of marketing uses videos to demonstrate a product’s effectiveness, explain complex services, or showcase the benefits of a business partnership.

The goal is to support other companies’ buying decisions by providing them with clear, concise, and relevant information.

Videos in B2B marketing can help businesses better understand how a product or service can solve their problems or improve their operations.

Why to Invest in Video Marketing for B2B

If done right video marketing for B2B businesses can directly impact how effectively a business communicates with its potential clients and partners.
Videos can convey complex information in a more engaging format than text alone. This makes video an ideal tool for explaining complex products or services, which is often the case in B2B transactions.

Video marketing can significantly improve online presence, as videos are more likely to be shared and have a higher potential for virality than other forms of content. This increased visibility helps businesses reach a wider audience, establish thought leadership, and ultimately drive higher conversion rates.

What Makes a Good B2B Marketing Video?

A good B2B marketing video effectively communicates its message in a clear and concise manner. It should be targeted specifically at clients’ needs and concerns, focusing on how the featured product or service can solve relevant business problems or enhance operations.

The content should be well-structured, starting with a brief introduction, followed by a demonstration of features and benefits, and ending with a strong call to action.

Quality is important; the video should have professional-level production with clear audio and visuals to convey credibility and professionalism.

The video should be engaging, using a tone and pace that keeps viewers interested without overwhelming them with information.

Lastly, a good B2B video is shareable and optimized for viewing on multiple platforms. This ensures it can reach the intended audience wherever they are most active online.

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Best Practices for B2B Video Marketing

If you follow the best practices in video marketing for B2B businesses you can significantly improve the effectiveness of your video content strategy. Here are some essential tips:

Choose the Right Channel

Selecting the right channel ensures your video reaches your target audience. Different platforms cater to different demographics and professional interests. For B2B marketing, platforms like LinkedIn are often more effective than casual social media sites because they are used by professionals seeking industry-related content.

Align Your Content with the Right Funnel Stage

Videos should be tailored to different stages of the buyer’s journey. Early stages benefit from educational videos that address common industry challenges, whereas deeper funnel stages are more responsive to detailed product demos or testimonials that support the purchasing decision.

Create Videos that Educate Your Prospective Customers

Educational videos that provide valuable insights or solve problems can establish your brand as a thought leader in your industry. Business clients highly value this type of content, as they often seek ways to improve their operations or solve specific issues.

Tell Engaging Stories

Storytelling in videos can captivate viewers and make your message memorable. Use real-world scenarios or success stories illustrating how your product or service has helped other businesses succeed. This approach can make a more compelling case than simply listing product features.

Collect Video Customer Reviews

Customer review videos are powerful because they offer proof from third parties about the effectiveness of your products or services. These testimonials can influence decision-makers by showing the tangible benefits others have gained from their association with your brand.

Include CTAs

Always end your videos with a clear call to action (CTA). Encourage viewers to visit your website, sign up for a demo, or contact sales. A CTA guides them to the next step in the customer journey.

Use Video Tutorials

Video tutorials demonstrating how to use your product or implement your solutions can be extremely effective in moving prospects further down the sales funnel. They help potential customers understand the practical application of what you’re offering, making it easier for them to make a purchase decision.

These practices ensure that your video content is seen and act as a strategic tool in converting prospects into customers.

Create Your B2B Marketing Strategy

Creating an effective B2B video marketing strategy requires careful planning and execution. Here’s how you can develop a strategy that amplifies your business goals:

Define Your Objectives

Start by clearly defining what you want to achieve with your video marketing. Are you looking to increase brand awareness, generate leads, or educate customers about your products or services? Setting clear goals will guide the types of videos you produce and how you measure success.

Understand Your Audience

Knowing who your videos are for is vital. Research your target audience’s preferences, their industry challenges, and what type of content they are most likely to engage with.

Map Out the Content

Plan the types of videos you will create. Include various content such as educational videos, product demos, customer testimonials, and thought leadership pieces to cater to different stages of the customer journey.

Choose the Right Platforms

Select the right platforms to distribute your videos based on where your audience spends their time. LinkedIn might be ideal for B2B audiences, but other platforms like YouTube or industry-specific forums should be considered.

Production Quality

Invest in good production quality to reflect your brand’s professionalism. This doesn’t necessarily mean spending excessively on equipment, but ensure your videos have clear audio, good lighting, and a clean, professional look.

Have a Promotion Plan

Develop a plan to promote your videos across your chosen platforms. Consider using both organic methods like SEO and paid advertising to increase reach.

Analyze and Adapt

Finally, use analytics to track the performance of your videos. Look at metrics like view count, engagement rates, and conversion rates to understand what’s working and what isn’t. Use this data to tweak your strategy and improve future videos.

Implementing these steps will help you develop a great B2B video marketing strategy that effectively reaches, engages, and converts your target business audience.

If you’re finding it challenging to generate more leads, Leads at Scale can help. Contact us to learn how we can assist you in maximizing impact and driving results.

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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