Should Video marketing feature in your 2020 B2B marketing strategy?

Over the years, B2B marketing has undergone a massive transformation, thanks to the inclusion and adoption of disruptive technologies in marketing. Today, B2B marketers no longer rely on traditional marketing techniques but prefer using the latest marketing tools for brand awareness. Video marketing is one such tool that is helping change the way B2B marketers can reach their target audiences.

Now, you might ask – why videos in B2B marketing? And we’ll respond to that by saying, why not! It is a well-known fact that the human brain is designed to absorb visual content more readily than numbers and texts. Estimates suggest that in 2021, the average person will spend 100 minutes daily watching online videos! Naturally, this shows how inclined the modern-day customer is toward video marketing. As of 2020, as high as  92% of marketers maintain that video is a pivotal component of their marketing strategy. 

video marketing for B2B

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A well-crafted and well-designed video strategy for B2B marketing can generate positive ROI for your brand while keeping your target audience both informed and engaged. According to Blue Corona, 72% of customers would prefer to learn about a product or service through videos. Thus, incorporating videos in B2B marketing can get you more engagement leading to more conversions, and consequently, higher search rankings. 

To add to that, Cisco estimates that video will make up 82% of all Internet traffic in 2021. What does this mean for B2B marketing then? It means that there’ll be a massive paradigm shift in B2B marketing – you can no longer ignore the importance of videos in B2B marketing.

video marketing for B2B

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This is why you should invest your time and effort in creating the perfect video strategy for B2B marketing for your business. 

Benefits of incorporating videos in B2B marketing

By creating informative and engaging video content, you can boost your brand awareness to a great extent. Visual content will educate your customers about the products and services you offer as a B2B brand, thereby alleviating any confusion they have regarding your brand and your offerings. 

Some of the most notable benefits of B2B video marketing are:

  • Videos can fit in well with your SEO and social media marketing strategies.
  • Videos enable you to reach clients at different points in the B2B sales cycle.
  • Videos are an excellent way to bring forth your business vision to life.
  • Videos can be effectively used in remarketing campaigns.
  • Videos help improve customer engagement.
  • Videos enhance the audience retention rate.

How to create the perfect video strategy for B2B marketing?

We’ve compiled a list of tips you can follow while creating your video strategy for B2B marketing.

1. Identify and set your goals.

The first and foremost thing to set straight before creating your video strategy is to identify your goals. So, you need to carefully think about what kind of message you wish to send across to your existing and prospective customers. Once you figure this out, start fragmenting your goal – how will you send out the message, what channels do you wish to use, what should be the CTA for your video marketing, what keywords do you want to highlight, and so on. 

2. Get straight to the point – precision is the key!

When you create content for your target audience, whether its text or videos, one thing remains constant – your content must be concise and relevant. Nobody wants to waste their time in consuming content that stretches on and on, without addressing their pain points right away. Thus, it is crucial to keep your videos short, snappy, and to the point. According to a recent study, 75% of videos created by B2B brands are under two minutes.

3. Reuse your existing content.

Every B2B firm already has a plethora of content on its official website and social media handles. It is not necessary to always create videos from scratch – you can transform the already existing content into meaningful videos. For instance, you can convert informative blogs into slideshows or live-action videos. Since you already have the script ready, all you need to do is figure out how to portray these ideas in videos. There are plenty of video tools that B2B marketers can use, such as Vyond, AVS Video Editor, Wideo, and Viewbix, to name a few.

4. Make sure your content is audience-centric

As we mentioned earlier, the visual content that you put forth should speak to your audience. It should address their needs and pain points. Hence, all the videos you create must relay a relevant message or CTA right from the start to the endpoint of the customer journey. Each client undergoes a journey from being a new visitor to your site to becoming your customer. For instance, in the brand awareness cycle, you can create videos specifically that educate your visitors about your brand, its values, and its vision and mission. Videos that relate to each stage of your buyer’s lifecycle will help boost your conversions.

5. Don’t be afraid to juggle different things!

One of the best things about video marketing is that there’s plenty to experiment with. As a B2B brand, you can create brand awareness and promote your products and services using a combination of different video tactics. These include live videos (Facebook/Instagram Live), webinar replay, testimonial videos, corporate interviews, event videos, tutorials, and much more. You can use a mix of these to keep your audience informed while actively encouraging them to interact with your brand.

6. Choose the right platforms

Once you get all the above mentioned five pointers in place, it is time to carefully choose the platforms on which you should share your video content. This can make or break your B2B video marketing strategy. Although there’s no shortage of marketing platforms now, choosing the right ones can be overwhelming. For instance, if you want large-scale awareness at a low cost, Facebook ads are a great option. However, if you wish to reach a specific target group (say, job titles, company, industries, etc.), LinkedIn ads are the ideal option for you.

The wise way to approach this would be to figure out which platforms your target audience frequents and spends their maximum time on. After identifying the channels, try out a few and monitor the results each platform brings. This will clearly show you which platforms work best for your business. 

These six tips should help you break the ice with B2B video marketing. If done right, you’ll see that your video strategy for B2B marketing is reaping tangible results in a few months!

Also Read: Psychology for Social Media Marketers

Shriya Garg

A book-lover with dual degrees in finance, Shriya has created (and abandoned) eight blogs, started her first company at 12, published two books (first one at 16), edited dozens for others, and worked with five interesting startups in her career so far. Prior to joining ContentNinja, she worked with PricewaterhouseCoopers, and has a deferred admit from ISB, Hyderabad. She is an SLP Fellow and a Quora Top Writer. When she’s not fielding client calls, she can be found cleaning cat hair from her clothes.