7 B2B Video Marketing Strategies to Boost Your Business in 2024
B2B video marketing is a powerful way to showcase your products or services, educate your audience, and generate leads for your business. But how do you create effective videos that stand out in a crowded market and drive results? Here are seven B2B video marketing strategies to help you succeed in 2022.
1. Define your goals and metrics.
Before you start producing videos, you need to have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase brand awareness, generate more traffic, or convert more leads? Depending on your goals, you will need to choose the right video formats, platforms, and distribution channels. You will also need to define the key performance indicators (KPIs) that will help you track and optimize your video marketing efforts.
2. Know your audience and their pain points.
To create videos that resonate with your target audience, you need to understand who they are, what they need, and what challenges they face. You can use buyer personas, customer feedback, and market research to get insights into your ideal customers. Then, you can craft video content that addresses their pain points, offers solutions, and showcases the value of your products or services.
3. Align your video content with the buyer journey.
Not all videos are created equal. Depending on where your prospects are in the buyer journey, they will have different questions, needs, and expectations. You need to align your video content with the different stages of the buyer journey: awareness, consideration, and decision. For example, at the awareness stage, you can use educational videos, industry trends, and thought leadership to attract attention and build trust. At the consideration stage, you can use product demos, case studies, and testimonials to demonstrate your capabilities and differentiate yourself from competitors. At the decision stage, you can use tutorials, free trials, and FAQs to overcome objections and persuade prospects to take action.
4. Optimize your videos for SEO.
Video is not only a great way to engage your audience, but also a powerful tool to boost your search engine rankings. To optimize your videos for SEO, you need to follow some best practices, such as:
- Use relevant keywords in your video titles, descriptions, tags, and transcripts.
- Create catchy thumbnails that entice viewers to click on your videos.
- Embed your videos on your website and blog posts with relevant text content.
- Add captions and subtitles to make your videos accessible and increase retention.
- Encourage viewers to like, comment, share, and subscribe to your videos.
5. Leverage social media platforms.
Social media is a huge opportunity for B2B video marketing. According to a report by Animoto, 93% of businesses say they have gotten a new customer thanks to a video on social media. To leverage social media platforms for B2B video marketing, you need to:
- Choose the right platforms for your audience and goals. For example, LinkedIn is a popular platform for B2B professionals, while YouTube is a dominant platform for video search.
- Adapt your videos to each platform’s specifications and best practices. For example, shorter videos tend to perform better on Facebook and Instagram, while longer videos can work well on YouTube and LinkedIn.
- Create engaging content that sparks conversations and interactions. For example, you can use live videos, stories, polls, quizzes, and user-generated content to connect with your audience.
6. Incorporate storytelling and emotion.
B2B video marketing doesn’t have to be boring or dry. In fact, storytelling and emotion are essential elements of effective video content. By telling stories that relate to your audience’s challenges, aspirations, and values, you can capture their attention and elicit an emotional response. This can help you build rapport, trust, and loyalty with your prospects and customers.
7. Test and optimize your videos. Finally,
B2B video marketing is not a one-time thing. You need to constantly test and optimize your videos based on data and feedback. You can use analytics tools such as Google Analytics, YouTube Analytics, or Wistia to measure the performance of your videos across different platforms and channels. You can also use surveys or interviews to get qualitative feedback from your audience. Based on the results, you can identify what works well and what needs improvement in your video content.
B2B video marketing is a part of a content marketing strategy that involves outlining, creating, and distributing video content among your target B2B audience. In most cases, SaaS and other B2B companies use this strategy to educate the audience while seamlessly promoting their product or service.
B2B Video Marketing: A Growing Trend in 2023
Video marketing is not a new phenomenon, but it has become increasingly popular and effective for B2B businesses in recent years. According to a report by Wyzowl, 85% of video marketers incorporated video into their marketing strategy as of January 2020, and 92% of them perceived video marketing as important . Video marketing can help B2B brands increase brand awareness, generate leads, educate prospects, and boost conversions.
Some of the benefits of video marketing for B2B businesses are:
- Video helps users understand products and services better. 95% of marketers believe video marketing brings a better understanding of products and services .
- Video reduces support calls. 43% of marketers believe the tool reduces support calls .
- Video provides a positive return on investment. 88% of marketers have experienced a positive ROI after using video marketing .
- Video attracts and convinces buyers. 89% of people have been convinced to buy something by watching a brand’s video .
- Video increases user engagement. People watch an average of 17 hours of video content each week , and they are more likely to share videos with friends than any other type of content .
How to Succeed with B2B Video Marketing in 2023
To leverage the power of video marketing for B2B businesses, it is important to follow some best practices and trends that can help you stand out from the competition and reach your target audience. Here are some tips to keep in mind:
- Use different types of videos for different stages of the buyer’s journey. Social media and explainer videos are the top two types of videos created by marketers , but you can also use testimonial videos, case study videos, product demo videos, webinar videos, and more.
- Optimize your videos for SEO and social media. Use relevant keywords, titles, descriptions, tags, captions, and thumbnails for your videos. Also, make sure your videos are mobile-friendly, short, and engaging.
- Incorporate live-action, screen-recorded, and animated videos. Depending on your goals and budget, you can use different formats and styles for your videos. Live-action videos can showcase your brand personality and culture, screen-recorded videos can demonstrate how to use your software or service, and animated videos can simplify complex concepts or data.
- Use artificial intelligence (AI) to enhance your video production and performance. AI can help you create personalized videos, generate captions and subtitles, analyze user behavior and feedback, and optimize your video distribution and promotion.
References:
https://www.infosys.com/about/knowledge-institute/insights/Documents/future-customer-engagement.pdf
https://www.census.gov/data/tables/2015/econ/susb/2015-susb-annual.html
https://jobsinmarketing.io/blog/b2b-video-marketing-statistics/
https://www.weidert.com/blog/video-marketing-statistics-b2b
https://backlinko.com/b2b-marketing-stats
https://thrivemyway.com/b2b-marketing-stats/
https://blog.gitnux.com/b2b-video-marketing-statistics/
