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Video marketing: How it's changing B2B content marketing strategies

Image of Torrey Tayenaka
November 18, 2023 | Torrey Tayenaka

Business-to-business (B2B) video marketing is one of the most efficient and effective ways to reach out to potential customers and partners. In a world where information travels at lightning speed, videos have become one of the most popular forms of content on the internet. And for a good reason – they're engaging, informative, and can be easily shared across social media platforms.

However, to create an effective B2B video marketing campaign, it's essential to understand how video can be used in a business context and how to create videos that appeal to your target audience.

The power of B2B video marketing

Video content is one of the most powerful tools for connecting with your audience. Videos allow you to showcase products and services more engagingly while providing valuable information about your business.

But contrary to popular belief, video isn't just effective for B2C brands focused on boosting web traffic and converting end customers. B2B companies can also use video to their advantage by attracting new clients, engaging existing partners and customers, and showcasing their products or services in an exciting way.

The reality is the B2B landscape has changed significantly since COVID. As more people are stuck indoors, and many businesses have had to shift their strategies, video has become a powerful tool for staying connected with customers and partners. Humanizing your brand and creating an emotional connection with your target audience is essential for any successful B2B marketing campaign.

Video is a highly digestible way of sharing information and conveying your message. And since you can share videos across social media platforms, they are also an effective way to reach a broader audience.

There are various benefits to using video in B2B marketing, especially for companies looking to build relationships and increase sales. Videos can provide benefits such as:

Improved sarch engine rankings

Search engine algorithms prioritize content that engages viewers and brings them back to a website or page multiple times. Because of this, businesses need to create content that resonates with viewers and encourages them to view other pages on the website or watch more of their videos.

Videos are particularly effective for this purpose because they are engaging, informative, and easy-to-digest content that viewers can quickly consume in just a few minutes. As a bonus, Google also rewards websites that use video content by ranking them higher in its indexing system.

Increase in demand for products and services

One of the essential benefits of B2B videos is that marketers can use them to demonstrate a company's product or service. This can be a powerful way to show potential customers how valuable your product or service is. For example, a company that produces software could create a video demonstrating how its product works and explain why it's better than its competitors.

In addition to showing potential customers what your product or service does, businesses can also use B2B videos to educate viewers about the features and benefits of using your products or services.

Support Account-Based Marketing initiatives

Using videos as part of your ABM initiative can help drive engagement and brand awareness among potential customers while providing them with valuable information about your product or service that might not be included in traditional marketing materials such as blogs or web pages.

Using personalized videos tailored for each individual customer can help create a more engaging experience for them and make them more likely to take action on your offer. Additionally, including video analytics in the mix allows you to measure how effective these videos are at driving conversions from leads into paying customers so you can adjust accordingly based on the data collected from these metrics.

Tips for creating a robust B2B video marketing campaign

Creating a powerful video marketing campaign requires more than just slapping clips together and calling it a day. Here are some tips to make sure your B2B video marketing campaign is successful:

Define the audience

The first step to creating a successful B2B video marketing campaign is to define the audience that you are targeting. This will help ensure that the content you create resonates with them and they can relate to it. Figure out who your ideal customer is, and get an understanding of their needs and interests so you can create videos specifically tailored for them.

Set goals

Clarify your objectives for your video marketing campaign from the get-go. By setting transparent goals, you can assess how well your campaigns are doing and if you need to adjust them to achieve optimal results. One way to do this effectively is by setting KPIs (key performance indicators) such as view rates, click-through rates, and engagement metrics. Once these KPIs are established, you can measure the success of your campaigns and adjust accordingly.

Determine budget

B2B video marketing campaigns can be expensive, so it's important to determine a budget that works within your means. Factors such as the cost of commercial video production, distribution, advertising, and additional costs associated with hosting and promoting the video should all be considered when deciding on a budget. Depending on the goals you have set for your campaign, you may need to allocate more funds in certain areas than others.

Choose channels

Once you have a budget and know your target audience, the next step to creating a successful B2B video marketing campaign is to determine which channels will be most effective for reaching them. Consider where your ideal customer spends their time online and create tailored content for each platform. This could include YouTube, Instagram, Facebook, Twitter, LinkedIn, and other social channels. You should also consider repurposing your content so it can be shared across multiple channels to reach a wider audience.

Align content with funnel stage

If you want to create a powerful B2B video marketing campaign, it's important to align your content with the different stages of the customer journey. This could include creating videos focusing on discovery, awareness, consideration, and conversion. By tailoring your videos for each stage of the funnel, you can ensure that you reach the right audience at each stage, thus increasing the chances of converting them into paying customers.

Create and publish your video

Once you have all the pieces in place, it's time to create and publish your B2B video marketing content. When creating videos, make sure they are high-quality and engaging. This could mean using modern animation techniques or enlisting the help of professional videographers and editors. You should also be sure to optimize your videos for search engines by including relevant keywords and phrases throughout the titles, descriptions, and tags. Once you have created your videos, it's time to publish them on your chosen channels.

Promote your video

Promoting your B2B video marketing content is essential to generate maximum engagement and reach the widest possible audience. You can share your videos on social media, create paid ads, run contests and giveaways, and partner with influencers. One of the most effective ways to promote your video is by utilizing YouTube ads, which allow you to target a specific audience and customize campaigns to increase reach. Additionally, you can create a blog post or series of posts that link back to the video, thus driving more viewers toward it.

Track performance

Finally, it's important to track the performance of your B2B video marketing campaigns in order to understand what is working and what needs improvement. Utilize analytics tools such as Google Analytics, YouTube insights, and social media metrics to measure engagement rates, view counts, clicks, conversions, leads generated and more. This will help you better understand your audience and tailor future campaigns for maximum success.

Start reaping the benefits of B2B Video Marketing today

By following these steps, you can create an effective B2B video marketing campaign that will help increase brand awareness, generate leads, and convert customers. With the right combination of planning, execution, and tracking, you'll be able to reap the rewards of a successful campaign.

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