Whether you are an in-house marketer or a client-facing communications professional, you are likely aware that video has become a non-negotiable aspect of our industry.
But did you realize that this form of content is obviously preferred by users? Especially useful or amusing videos that are concise and engaging.
In fact, more than 80% of customers choose video over other forms of entertainment. During the COVID-19 pandemic, as we all spent more time online, these preferences have soared.
Nevertheless, despite the increasing significance of video marketing, engaging in it can be scary, particularly for marketers who are navigating this medium for the first time. And video marketing might feel even more onerous for B2B enterprises.
B2B video marketing differs significantly from other industries, such as consumer products. Since the majority of B2B items are intangible, dull, and sometimes rather sophisticated, advertising them with video is not as straightforward as videoing a bag of chips or a pair of pants.
However, video marketing is an excellent tool to educate customers about your B2B product and brand, but with a somewhat different approach.
The good news is that there is a form of video that can assist you in achieving your marketing objectives.
In this post, we will discuss why video is so beneficial for B2B marketing, as well as the different types of marketing videos that B2B organizations should create.
Why Should B2B Marketers Invest in Video Marketing?
A video is an effective tool across the customer experience for attracting, retaining, and converting new prospects and customers.
Because video performs so well on social media sites, videos optimized for these platforms are a fantastic method to drive demand by introducing potential buyers to your product.
In a 2018 poll, 93% of video-using businesses reported that publishing videos on social media had resulted in new customers.
In addition, video is featured at the top of Google search results, so it can assist enhance your search engine ranking.
Once people have begun to interact with your business, video enables marketers to provide further product information in a direct and accessible manner.
Why not use video in your email marketing and landing pages? This can enhance participation, open rates, and conversion rates. As consumers progress through the customer journey, videos such as case studies and testimonials can demonstrate the worth of your product and convert leads into paying customers.
Combining visuals, music, and even text, video is one of the most powerful methods to attract the viewer’s attention. This makes it a perfect fit for account-based marketing that is highly targeted (ABM).
If your company is targeting certain prospects, you are likely attempting to attract the interest of CEOs and other high-level decision-makers.
Due to the fact that these professionals are so occupied and already inundated with email, the video will help you stand out from the deluge of other messages they get.
Despite its difficulties, video marketing is ideally suited for the B2B market. Many individuals absorb information far more quickly while viewing a video than when reading. Therefore, it has the ability to make complex topics more accessible. But there are several other advantages of B2B video marketing.
B2B is much more complicated, necessitating an explanation to help clients comprehend their function. Informative videos (such as product demonstrations or explainer videos) are an excellent method for accelerating this process.
Consider repurposing the content from your videos into blog entries, social media postings, and interactive infographics, for example.
Next, let’s discuss what makes a fantastic B2B marketing video.
The Core Elements You Should Incorporate to Make a Good B2B Marketing Video
In addition to providing helpful information, great videos are often entertaining. Since this is a business-to-business marketing video, it should be geared toward the concerns and concerns of your target audience.
As with any kind of advertising, knowing what your target demographic wants are essential to the success of any video marketing campaign.
Furthermore, your video should be perfectly adapted to the medium you plan to share it on. In terms of duration, format, and information presented, video content destined for YouTube and Instagram will seem extremely different from one another.
The use of comedy, narrative, and aesthetics like animation and eye-catching colors can assist in making your movie interesting and approachable.
No matter how technical or dull a topic can first appear to be, the finest B2B animated marketing videos locate the human narrative within their product while staying on brand.
Moreover, there are many animation outsourcing companies that are now offering services to B2B companies. They use their expertise to create state-of-the-art, humorous and informative videos that can assist them in marketing their complex products and services with ease.
Different Types of B2B Marketing Videos You Can Make Use of
When it comes to marketing in the B2B landscape, marketers often find themselves in hot water because when the market is so saturated, it becomes difficult to stand out among your competitors.
However, using video to market products and services is a great idea. There are different types of marketing videos that B2B companies can use.
Some of the most common ones are listed below:
Product Demo
A product demo video’s purpose is to illustrate how your product operates. For a B2B firm, this can entail leading your audience through a typical workflow utilizing your project management software or demonstrating how automatic scheduling and invoicing can enhance the day of a business owner.
Focus as much on the user as you do on the product to avoid delivering a dull or lifeless presentation. How was their lifestyle enhanced? What measurable benefits did they experience?
How-To/Explainer Video
These videos are intended to educate the viewer. In a B2B scenario, you can teach them the function of your product or service or how to maximize its value. Brands in all sectors rely heavily on instructive video marketing content to promote their successes, such as renewable marketing in the energy industry.
As part of a content marketing plan, you can also give beneficial product-related information. For instance, a firm that sells storage containers might produce videos on how to arrange different areas of the home or, more broadly, video marketing statistics.
Be particular about keeping explainer videos informative and compelling. Use a real person or circumstance, possibly a character based on your ideal consumer, to demonstrate your explanation. Demonstrate, in a real and illustrative manner, how the subject you’re instructing addressed their difficulty.
P.S: If you want to give an oomph to your explainer videos, get them animated. Hire any company that offers 2D animation services, as they are the best video style when it comes to how-to and explainers.
Behind-the-scenes video
Behind-the-scenes videos humanize your brand by providing a glimpse of the people behind your goods to your audience. This form of content feels genuine, which helps to establish user trust. This sort of unedited video content is ideal for social media, which is all about developing connections and relationships.
It is perfectly acceptable for amazing behind-the-scenes videos to have a DIY, unproduced vibe, such as iPhone footage was taken haphazardly. This type of realism demonstrates to consumers that they are actually getting a glimpse behind the company’s curtain.
Tutorial
Tutorials, like how-to videos, educate the user about something new. In contrast, a tutorial provides detailed instructions on how to complete a certain activity.
Depending on your objectives, a B2B video marketing instructional video might be directly connected to your product, or it could cover a different topic that your audience would find valuable. Tutorial videos are one of the most popular forms of content on YouTube, so you shouldn’t underestimate their influence.
To prevent these videos from getting tedious, ensure that each step is demonstrated visually, for as, by recording a real person following the directions.
If you like animated or screen-captured videos, consider adding a voiceover. You can also divide the training into a series of shorter, more consumable videos.
Customer Testimonial
Video testimonials are first-person tales of customers’ experiences with your B2B product. These videos give social proof, which is an effective technique to persuade other prospective buyers of the worth of your product.
Consider your testimonial as a tale, and be sure to collaborate with your customer on a screenplay that accurately reflects their experience while achieving your aims. Include characters (the customer or user), the problem (why they required your product), and the solution (how your product benefited them).
Case Study
Case studies are comparable to client testimonials, but they go beyond the individual consumer’s experience. Instead of using the customer’s own words, case studies provide a comprehensive account of how your product addressed their problem or improved their lives.
They provide you the chance to create an engaging tale about your product. You can go beyond the customer’s personal experience and elaborate on the features and benefits of your product. Include quantifiable, positive results that occurred from the client’s adoption of your product.
Brand/Commercial Video
Rather than discussing your products and services in detail, these videos introduce your company’s brand identity at a high level. They assist viewers in understanding who you are as a company and what your mission is, increasing brand recognition and keeping you in the minds of potential clients.
Many television advertisements might be categorized as brand videos. When creating a brand video, avoid broad, general claims. This is the moment to be yourself in all of your eccentric splendor. Ensure to talk about what distinguishes your business from the competition.
Note: If you are interested in learning about how much this type of video can cost, then check out our exclusive guide on 30-second commercial video pricing.
Event Teaser
Before an event (whether virtual or in-person), a teaser video is posted to create interest and increase registrations. To create an effective event teaser, emphasize the benefits that guests can anticipate. Include bits of interviews with notable speakers or recordings of former attendees enjoying themselves at the event.
Event Recap
In contrast, recap videos are released following the completion of the event. Consider organizing them as a highlight reel of all the invigorating relationships, speakers, and activities that took place in order to emphasize the event’s success and generate anticipation for the subsequent edition.
Event videos do not need to be overly polished or overproduced; people will respond to genuineness and the human aspect.
Company News
Company news videos are a great way to keep your staff, shareholders, and customers up-to-date on everything that’s happening in the company. New recruits, firm reorganization, forthcoming projects, and even stock prices are frequently discussed. To avoid making your company’s news videos dull and uninteresting, try using a more informal, behind-the-scenes style. To avoid stiffness, why not make it more conversational in tone?
Recruitment Video
The success of your business depends on attracting and retaining top-tier talent. Therefore, it’s important that your recruiting efforts have maximum impact. Thankfully, you can greatly improve your ability to communicate with potential employees.
Including a video with a job ad increases engagement by 12% and the number of applications by 34%, according to a recent study.
The best-recruiting videos give potential employees a feel for the company’s culture and give them an idea of the traits and skills necessary to succeed in the role.
Expert Interview
Interviews with industry leaders serve two purposes: they inform your target demographic and boost your brand’s credibility. Conversational interviews with someone from your firm might involve industry influencers and experts, as well as in-house professionals and thought leaders.
Keep in mind that you don’t have to confine your expert interviews to those who share your beliefs. Diverse interviewees are what make for the best reads.
Blog Post Summary
These videos are a fantastic example of reusing content to generate new leads and interest. If any of your earlier blog pieces still contain relevant information, why not repurpose them as interesting, bite-sized videos and spread them across the web?
A short video previewing a forthcoming blog article is another option. Give a taste of what’s to come to keep readers interested and coming back for more.
No of the kind of blog video you’re doing, it’s important to maintain the tone and vocabulary casual and conversational. If you record yourself reading your blog article aloud, it will come across as stilted and dull.
Social Media Stories
The stories people share on social media can fill a whole essay. Due to its timeliness and genuineness, users like this content. You can use it to share exclusive content like behind-the-scenes footage, breaking corporate news, and promotional offers.
In order to tell engaging tales on social media, it’s important to publish often and stay current on best practices for your chosen network. For instance, Instagram’s Story Highlights can be used to make often-viewed content, such as an introduction to your company or a response to a frequently asked topic, immediately visible to new followers.
Let’s Get Started
It’s typical to feel overwhelmed when you first start looking into video marketing. The good news is that video can quickly and efficiently convey your B2B offering’s value to your target demographic.
We’ve proven that there are numerous preexisting sorts of marketing videos that work well for business-to-business purposes, so there’s no need to invent the wheel.
You can tailor your B2B marketing efforts to your specific target market, product, and objectives after you have a clear handle on the most effective sorts of B2B marketing videos. If you’re interested in learning more about creating a promotional video, see this page. Furthermore, making videos doesn’t have to be difficult or time-consuming because there are many excellent tools available that make video production simple, user-friendly, and enjoyable for anybody
Useful Types of B2B Marketing Videos – FAQs
- What is a B2B marketing video?
B2B video marketing is a subset of content marketing that entails the planning, creation, and distribution of video content to a B2B audience.
- What makes a good B2B video?
Customer testimonial videos can serve as purchase action triggers and aid buyers along the whole sales funnel. A solid B2B video marketing plan should include both high- and low-funnel films, with the former focusing on brand-building and the latter on driving sales.
- How many types of B2B videos are there?
There are various types of B2B marketing videos. Some of the popular ones are the following:
- Brand awareness videos
- Product demo video
- Comparative video
- Educational video
- Case study video
- Product video
- Storytelling video
- Testimonial video
An animation enthusiast who enjoys explaining complex animation techniques, mediums, and videos. Her love for animated films drives her. In her spare time, she enjoys watching animated films from Pixar, Disney, and Illumination productions.
