Creating videos for business-to-business marketing campaigns might be challenging if you aren’t familiar with the many available video formats. The more information you have on the different types of B2B marketing videos that exist, the easier it will be to connect with possible business partners and customers.
If you are innovative enough in your B2B video marketing campaigns, you will likely maintain existing customers, attract new ones, and educate and engage them.
Your best option for success is to get familiar with a wide range of B2B video marketing benefits and types. Your outreach efforts will be more interesting, engaging, and unique if you have a thorough grasp of the many sorts of videos available.
If you’re unsure where to begin, we’re here to help. This post will go through the many types and methods B2B video marketing uses to build brand awareness. So, without further ado, let’s begin!
What is B2B Video Marketing?
Everything from establishing a personal connection with customers to advertising your company’s name, products, and services can be done using video marketing. Aside from how-to’s, customer testimonials, and live-streamed events, you may also use video marketing to create fun viral content.
To reach your B2B audience, you’ll need to use video marketing strategies, including developing and distributing video content. It’s a great way to get your audience more involved in your digital and social platforms, while also educating them and giving you a new way to connect with them.
The 7 Benefits of Video Marketing for a B2B Business (and Why Should You Invest in It)
Videos are now an essential element of every company’s bottom line, not only for training or internal sales communication. As part of B2B marketing, video is a great way to build trust, impress customers and promote your message.
Video marketing may help you reach out to your target audience on social media, educate new customers, or showcase success stories from your current or former customers.
You need more than brand recognition to get results from your B2B video marketing. You also need to generate trust and establish your authority. B2B videos show your knowledge in a certain sector or subject.
We’ve listed a few advantages of video marketing to demonstrate its significance further:
It increases your conversion
Marketing via video is cost-effective. Marketing campaigns that use video have greater conversion rates and generate more income.
It’s good for search engine optimization
When it comes to search engine optimization, video is a top contender since it holds users’ attention. The use of video marketing improves the number of people who see and interact with a website’s content.
It builds trust
In video marketing, brands can exhibit their personality, which helps to develop trust with their audience. Statistically, 80% of customers prefer video material while purchasing online over written text, and video was voted the most helpful kind of information by consumers.
It increases engagement
Video content marketing is an excellent way for companies to enhance their visibility and engagement. Video marketing is more likely to stick in viewers’ minds than text-based advertising since it grabs their attention more rapidly.
It boosts the performance of other B2B content
B2B video marketing can also boost conversion and engagement rates for other content. A landing page containing video content, for example, can entice visitors to explore the site’s other offerings. Using video in your marketing plan is a terrific way to draw in new customers.
It helps decision-makers save time
Video content marketing is so popular because it’s simple to consume. Blogs and written text adverts fail to convey the complexity of a product or service to viewers. Those decision-makers want to rapidly and readily comprehend anything. This is what B2B video marketing does via the simplification of the process.
It is a widespread and preferred type of content
Users across the globe view billions of hours of video material on sites like YouTube and Facebook. B2B video marketing is as effective as B2C or eCommerce video marketing.
Video is a great tool for marketers to provide additional information about their product to customers who have already shown an interest in your business. Videos like case studies and customer testimonials may help you close the deal with potential customers as they go through the customer journey.
Executives and other key decision-makers are the most potential targets for your company, assuming you have one. Video can help you stand out from the sea of email these professionals get every day since they are so busy and already drowning in it.
For the B2B market, video marketing is an excellent choice. You can simplify complex concepts by showing them visually, which is more appealing than reading to many people.
Sometimes, B2B services are difficult for customers to grasp because of their complexity. Videos like product demonstrations and explainer videos are a terrific method to expedite that process.
Also, repurposing your videos into blog articles, social media pieces, and interactive infographics is a terrific way to supplement your other marketing efforts.
Now, let’s talk about the different types of B2B marketing videos and why each is essential for your company’s success.
10 Types of B2B Marketing Videos Brands Must Embrace to Enhance Their Efforts
Listed below are ten video categories to assist you in creating the perfect video for your next project.
1. Explainer Videos
As a marketing tool, making explainer videos tends to offer a lot of information about a business, product, or service in an amusing and captivating manner.
It’s possible to produce a live-action video where actual individuals convey the message. In most cases, live-action videos are employed when promoting a service geared toward people or when a “human touch” is required.
As a second option, it’s also an excellent idea for your B2B business to use an animated explainer video that can help you convey difficult concepts, such as software solutions, in a clear and concise manner.
Because of their condensed length, explainer videos are excellent tools for marketing. Short videos and presentations summarizing your organization’s core values, service, or product are a great fit for these themes.
Further Reading: How To Make an Explainer Video That Sells: Your Complete Guide
2. Product Videos
Similar to explainer videos in purpose, this form of marketing video highlights the features and advantages of a certain product.
A successful product video should always focus on how the product itself benefits your consumers and how they will make their lives simpler once they have it.
Producing a product video also serves to display how your product works. To illustrate the features and benefits of your product, they usually portray a piece of actual equipment.
Overall, if you want to draw attention to a particular product, you should certainly include a product video in your marketing strategy.
3. Educational Industry Videos
Brand recognition (and, more crucially, brand affinity) and lead generation both benefit significantly from instructional industry videos at the top of your marketing funnel.
Instead of promoting your business or product, consider making videos that address industry-related issues your audience is interested in. These films are perfect for fostering client confidence because of their broad scope. Showcase your brand’s knowledge without being pushy, and educate your customers simultaneously.
These kinds of industry-specific educational films are perfect for promoting your company on social media. Consider including them in your website’s blog as well, so that your audience has access to them whenever they have questions about your sector or related subjects.
Advertisement in commercials has traditionally been transmitted on television or radio. This style of a promotional video is now widely used on the internet. YouTube is filled with adverts before, during, and after every video you watch if you pay attention to it.
Attention, Interest, Desire, and Action are the four components that make up the AIDA paradigm, and they are all included in these short films. Because the AIDA principle is all about getting people to take action, your primary aim in creating a commercial should be to get them to click on your link (or contact your phone number).
This kind of video is a definite asset to instantly get your customers to contact you via your website or email.
5. Tutoring/Instructional (How-To) Videos
Because the primary objective of these videos is teaching, it is common for them to focus on increasing customer satisfaction.
Your consumers may benefit from a step-by-step instructional film in which they learn about your product or service, or they may find new uses for it that make it more desirable.
If you want to keep your audience engaged, use audio and visual components that support the information you’re attempting to deconstruct. With animation, you can make your argument very apparent while keeping your audience engaged!
Creating informative or how-to videos is a terrific approach to becoming noticed in your field. The more people consider your products, the more they will trust your brand as a whole.
Creating this kind of video might also aid in cross-selling and up-selling, and it is likely to boost the number of visitors to your website.
6. Customer Testimonial Videos
As with case studies and success stories, video testimonials show a client using your product to address a specific issue. Ads may or may not be effective in influencing a prospective buyer, but the experience of another consumer is likely to come across as less prejudiced and be more compelling.
Using customer stories as part of your marketing strategy is a great way to entice new customers. They come into play when clients have already recognized the issue they are trying to address and evaluate several options to find the best one.
In addition, customer success stories may take many forms. Your sales team may utilize them in sales demonstrations and presentations, in addition to using them as essential marketing tools. When posting videos on several social media platforms, you may modify them to varying durations.
It’s a great idea to devote a page on your website, where you can make your testimonials searchable by industry and business size. As a result, potential customers may search for video case studies that are similar to their own and discover how you’ve helped businesses just like theirs.
Further Reading: The Power of Customer Reviews in Marketing Videos
7. Social Media Stories
Users adore this form of material because of its immediacy and genuineness. For behind-the-scenes videos, short updates on business news, and information about your product, such as sales, it’s an excellent choice for social media marketing.
Post often and stay current on best practices for your chosen social media platform if you want to share outstanding social media stories.
Instagram, for example, has a Story Highlights section where you may store posts that answer frequently asked topics or introduce your company.
Further Reading: The 11 Types of Short-Form Video You Can Leverage TODAY
8. Company News
Firm news videos are a great way to keep your workers, shareholders, and customers up to speed on what’s going on at your company. Recruits, reorganization plans, upcoming projects, and even stock price changes can be shared as important events.
Try a behind-the-scenes technique to prevent your corporate news videos from being dull or stale. Instead of being stiff and stuffy, why not be friendly and casual?
Further Reading: How to Make a Company Introduction Video
9. Case Study Videos
Comparable to customer testimonials but with a broader scope, case studies are similar to customer stories. As opposed to hearing directly from your consumer, case studies convey an overall story of how your product helped them overcome a challenge or enhance their quality of life.
They allow you to tell a compelling story about your product. You can go beyond the customer’s own experience and talk about your product’s features and benefits in greater detail. Be sure to include measurable, positive outcomes from the client adopting your product.
10. Product Demo
A compelling product demo film shows viewers how your product functions. For example, for a B2B firm, it can show how your project management software can streamline a business owner’s workflow or illustrate how automated scheduling and invoicing can help.
Your demo should be as much about the user as it is about the product. Was their quality of life better? What concrete benefits did they get as a result of their efforts?
Do You Feel Ready To Get Started?
It’s common to feel a little daunted when first getting started with video marketing. But the good news is that video is a quick and efficient method to convey the value of your B2B product or service to your target audience.
For B2B, numerous forms of marketing films have already shown to be effective in the industry. Knowing what sorts of B2B marketing videos are most effective will allow you to choose the most appropriate ones for your target audience, product, and business objectives.
Creating a video doesn’t have to be complicated or time-consuming; there are a lot of fantastic tools out there that make video creation easy, fast, and enjoyable.
Terry Tateossian, Founding Partner of Socialfix Digital Marketing Agency is a fourth-generation entrepreneur who is recognized as an Inc. 5000 America’s Fastest-Growing Private Companies, Forbes’ Top Women in Business, Fastest Growing Women Presidents by WPO, and 40 Under 40 Business Leaders by NJBIZ. Terry has been featured for outstanding leadership and career accomplishments in numerous industry publications as an engineer, a thought-leader in technology, and an innovator in the field of marketing. But her favorite and toughest earned title is being “Mom” to her 2 children.
Hero photo by Alexander Dummer on Unsplash
B2B Marketing Videos FAQs
A B2B marketing video is a short film or commercial that businesses use to promote their products or services to other businesses. These videos are typically much shorter than consumer-facing ads, and they often focus on the features and benefits of the products or services rather than on emotional appeals. In addition, B2B marketing videos often target specific industries or verticals, making them more relevant to their intended audience.
A good B2B video should be clear, concise, and to the point. It should be designed to promote a product or service to other businesses, not to consumers. In addition, a good B2B video should avoid industry jargon and Instead use language that is easily understood by a broad audience. Finally, a good B2B video should be informative and actionable, providing viewers with a call to action that they can take after watching the video.
Here are the 4 types of B2B:
1. Product B2B marketing – involves selling a physical product to another business.
2. Service B2B marketing – involves selling a service, such as consulting or cleaning, to another business.
3. Solution B2B marketing – involves selling a complete solution, such as a software package, to another business.
4. System B2B marketing – involves selling an integrated system of products and services to another business.
Yes, YouTube is good for B2B marketing. In fact, it is a great means to connect with potential customers and partners who might be interested in your product or service. By creating engaging content for your targeted audience, you can connect with new viewers and build relationships with potential clients. Furthermore, YouTube provides an excellent platform for sharing helpful information about your product or service.
When it comes to selling a B2B, the most important thing is to understand your audience. Who are they? What do they need? What are their pain points? Once you have a good understanding of your target market, you can start crafting your sales pitch. Keep in mind that B2B buyers are usually more interested in outcomes and impact than features and benefits, so make sure your pitch focuses on what your product or service can do for them.