B2B Video Marketing: 6 Tips to Start Your Strategy

Let’s face it – no matter which industry you belong to, if you want to increase sales, firstly you have to reach your target audience. In the digital age, where people give priority to visual content, it’s not difficult to see why you should invest in a video marketing strategy.

If you want your audience to purchase your products or services, you need to ensure that they know about them. The data shows that 72% of people prefer to watch videos to learn about a new product or service. So, video marketing is key to your growth strategy.

If you’re a B2B marketer, you likely know that the use of B2B video marketing is growing. Now that visual content is more accessible to people than ever, it’s the perfect time to incorporate it into your B2B content marketing strategy.

Importance of video marketing in the B2B industry

B2B video marketing strategies have jumped to a whole new level. The primary reason behind this drastic change is that the platforms for producing and consuming video content are becoming more accessible to marketers and buyers alike. As a result, 83% of marketers believe that video content is more important than ever.

B2B video marketing statistics - smart insights

Videos are more accessible, understandable, and can be consumed more easily by the audience. This means you need to focus on other additional aspects, i.e., attractive and engaging content, instead of creating moving visual content only. A majority of B2B businesses are using video marketing to provide regular updates to their audience. In fact, 87% of customers have said they would love to view more video content from different brands in the future.

As a B2B brand, video content can help you grow your marketing strategy to a new stage of sophistication, authenticity, and audience reach. By educating customers about your services and products with visual content, you can alleviate confusions they have about your business and the benefits of the products you’re offering. Here are some benefits of B2B video marketing in business development:

  • A great way to bring your vision to real life
  • Improve customer engagement
  • Enhanced audience retention rate
  • Supports your SEO, blogging, social media, and other efforts
  • Can help you reach clients at different points in the B2B sales cycle
  • Can be used in remarketing campaigns

Another benefit of B2B video marketing is that creating visual content, such as animations, etc. is a budget-friendly option after the introduction of online video-maker tools, like Renderforest. It is a cloud-based platform to create professional-looking moving visual content, depending on your business and audience needs to market your business successfully.

Steps for starting video marketing in B2B

Video marketing is fast becoming a preferred marketing tactic for B2B businesses. With more and more people going digital, it seems like a new path of opportunity with 62% of B2B marketers believing visual content is a primary platform. Regardless of your level of communication and marketing expertise, crafting your first B2B visual marketing strategy can be a daunting process.

With more and more businesses investing in video marketing, you should have a well-planned marketing strategy to stand apart from other companies. Are you still confused about how to integrate visual content into your B2B marketing blueprint? No worries! Some important tips can help you craft a powerful strategy. Let’s get started:

1. Determine your intention

Make sure the goal of your video is clear before you begin. Take some time out, ask yourself what message you want to get across, and then get to the point directly. If you’re sharing some advice or answering questions, let the audience know that. Put your goal in the title, hashtags, and keywords can be added to the video thumbnail to give your visitors a valid reason to view it by clicking play.

2. Reuse existing content

As a B2B you likely already have plenty of content on your website. One of the simplest ways to start your video marketing strategy is to repurpose existing content by turning it into an awesome slideshow or live action video. To give an engaging format to your boring content, you need to have:

  • A sensible script
  • A video making/editing tool
  • A presenter

Once you’ve all these elements, you can convert any blog post into a professional video, high-quality ads, and promos to make it look more engaging.

3. Produce audience-centric videos

Videos you create should be relevant from beginning to end of your customer journey. Video content that caters to each stage of your client lifecycle can have a huge impact on conversions—it’s not just about raising awareness. Every client goes through a phase from being a new visitor to becoming a permanent customer. Make sure to create visual content your audience can relate to themselves. For instance, at the awareness cycle, create educational videos. They can help relate you solution to the buyer’s problem and understand how they can benefit by investing in your product or service.

4. Be short and concise

B2B videos can be as short as 30 seconds or as long as 10 minutes, but remember lengthy and irrelevant content can quickly make your audience lose interest. The average length of a B2B video has declined in recent years—with a recent study by VidYard showing that 75% of videos produced by B2Bs are less than two minutes, compared with just 56% in 2017.

5. Focus on a CTA

A focussed call-to-action is vital to direct your audience to the next step in your customer journey. Insert a CTA into the first five seconds of your video if you want people to take an immediate ation. Don’t focus on including everything into your video content as it may confuse your audience—ensure you know what action you want them to take, then do everything you can to help them take it.

6. Publish on the right platform

Last but not least. Choosing the right platform on which to share your video content can make or break your B2B video marketing strategy. With so many platforms available, it can be tricky to make the right choice. When it comes to making your decision, revisit your buyer personas and the goal of your marketing strategy.Who are you trying to target and what action do you want them to take?

If you’re looking for large scale awareness at a low cost, Facebook ads or YouTube could be great options. If you’re going for more targeted reach—with particular job titles and company industries in mind—LinkedIn ads can provide you the targeting options you’re looking for. If you need to convert people after they’ve already visited your website, then you can advertise on all these platforms and more, and utilise website retargeting lists to just engage visitors who already know you.

Final Words

Just producing visual content isn’t enough. You need a strategy that works. Follow the tips mentioned above to start your B2B video marketing strategy on the right track, engage your target audience like never before and grow your business.


Bio: Roman Daneghyan is the Chief Marketing Officer at Renderforest, a Content Marketing Specialist and an Expert in SEO, Social Media Marketing, and Link Building who enjoys sharing the experiences gained working as a marketer and helping other entrepreneurs succeed. His works have been published on different blogs and mediums like Crazy Egg, Forbes, Upwork, ShareThis, etc.

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