Video content has taken the B2B marketing world by storm. In a world where information travels instantaneously, videos have become one of the most popular forms of content across the internet. Consumers can easily find out what they need by searching for engaging and informative video content.
The audience for video marketing is constantly growing and competition in the B2B field is becoming more intense. Finding a way to create unique B2B video content and developing a video marketing strategy can set your business apart from competitors. 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.
This visual format allows for information sharing in a different way than written content or even other types of visual content, like infographics or static ads. The dynamic nature of video provides a chance to talk with your audience in a unique way, in addition to appealing to visual learners. In the way using diverse marketing channels expands your reach, using this content format in addition to other formats can expand your reach to other audiences as well.
In this guide, we’ll cover the strategies used to develop an effective video content strategy.
The Power of B2B Video Content
B2B video content allows you to showcase your company’s products and services in a more compelling way to consumers while providing valuable information about the company. Consumers always want valuable content. A potential consumer can absorb much more information from a 15 second video than in 15 seconds of reading text. The visual ques are different in video than text, which can provide clarity.
B2B video content is more than generating brand awareness; it’s crucial in driving conversions and building credibility. This form of marketing allows businesses to meet the audience where they are and thread in relatable authenticity of their company and products. There are countless benefits of prioritizing video content in B2B marketing campaigns including:
- Improve Search Engine Ranking
Search engines prioritize content that engages viewers and brings them back to a website multiple times and because of this, companies must create content to entice the audience. Websites with integrated videos tend to have a higher chance to rank in search results than those without. Quality video content can not only boost a company’s SEO, but also boost organic traffic and increase click-through-rates and backlinks.
- Increase Conversion Rates
Video has revolutionized how companies connect with consumers and increase conversion rates. Companies can leverage video content to visually demonstrate how valuable a product or service is to the consumer. By educating, nurturing, and persuading the audience through the buyer’s journey, your company can generate more leads and conversions. To drive conversions, calls-to-action (CTAs) at the end of a video can encourage your audience to sign up for newsletters, register for webinars, or download whitepapers and datasheets, which will continue their journey.
- Increase Social Shares
Video is the second most popular content on social media for increasing engagement, especially across LinkedIn for B2B businesses. Offering educational insight on your products and services through video content establishes confidence in your audience, proving that your company can provide them with the results they’re seeking.
3 Effective Video Content Ideas for B2B Companies
The options of creating compelling B2B video content are endless. Here are some strategies to drive demand and convert consumers using video content:
- Product Demos
Product demo videos showcase how your client accomplishes the solution with your product. Demo videos provide a visual representation of the product in action, providing a better insight on the capabilities and how the product can be used in real life scenarios. Utilize your product demos to tell a story that your audience wants to hear, repeat what brought your potential client to this point, speak to their experience and needs, and emphasize the solution, all while demonstrating the use of your product.
- Case Studies
Case studies are one of the most effective pieces of content that a B2B company can create. A substantial case study not only displays the best results that your organization has been able to generate for your clients but highlights the ways in which you were able to do it while telling a compelling narrative. When someone is willing to get on camera to vouch for your business, it says a lot about the service that you can deliver. Using a client case study reassures potential clients that your company is capable of solving their problem as you did for their peer.
- Webinars
Webinars are a brilliant way to communicate your business and product/service to B2B clients. The nature of a webinar as a live educational session provides the opportunity for companies to encourage two-way communication for viewers to network and ask questions. When developing a webinar strategy, consider partnering with industry publications or associations, or partner companies to expand your audience. Webinars are a great way to build authority as a thought leader in a specific industry via these networks.
Live, Pre-Recorded or Graphical Video Style
Don’t discount your ability to create video content because you don’t have video equipment. Motion graphics style videos, where no actual person is on screen, can be just as effective as live action videos. They can also be easier and less expensive to create since the content is all animations.
However, certain topics or channels lend themselves to needing an actual person or real-life footage. Product demos tend to be live, pre-recorded or 3D renders of the product with a person explaining the specifications, features or applications. Webinars can be live or pre-recorded, but should have a real person, not just a graphical/text area of the presentation, to emphasize the subject matter expert’s authority.
Example of a motion graphics style video
Final Thoughts
A strong approach to video content can give B2B business the push it needs to surpass your competitors and generate more engagement. Start prioritizing video as a focus for your marketing strategy to increase awareness and drive conversions.