When it comes to video marketing, the stats speak for themselves:
- One minute of video is worth 1.8 million words, according to Forrester.
- Video will account for an estimated 82% of all internet traffic this year, predicts Cisco.
- 88% of consumers want to see more video from brands, according to Wyzowl.
- And 87% of marketers say video has helped them increase traffic, also according to Wyzowl.
We could go on, but you get the picture. Video marketing is a must-have—and not just for B2C brands, but for B2B, too.
In this guide, we’ll show you why you need video marketing, what it can do for your brand, and how to get started with it.
Why should B2B brands use video marketing?
94% of B2B buyers research online before deciding on a vendor, according to Gartner, while 59% of executives would prefer to watch a video rather than read text. And on social media, videos receive 1200% more shares than text and images combined.
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This fact, plus the growth in video platforms and formats—TikTok, Instagram Reels, YouTube Shorts, etc.—means that B2B brands that aren’t investing in video risk falling behind.
Video marketing is an ideal way to:
- Reach more B2B decision-makers
- Shorten the sales cycle
- Increase your digital footprint
- Improve your search rankings
- Convert more customers
- Appeal to a broader cross-section of customers
Video content can go a long way toward increasing the probability that potential clients will find your brand while also making it more likely that they’ll engage with your content. And that, in turn, means they’re more likely to continue moving along the buyer journey with you.
Videos get results, and there has never been a better time for your brand to generate engaging video content.
How do you get started with video marketing?
If you’re new to video marketing, the best way to start is with this question: What types of video do you want to create?
Here are a few video types to give you ideas:
1. Customer testimonials
Ask some of your most satisfied clients if they are willing to talk about their experiences with your brand on camera. Testimonial videos can boost your credibility, help potential clients better understand the value you offer, and increase the chances that they’ll reach out to you.
2. Product demos
If your brand makes software or another type of product, demos are an excellent place to start. You don’t have to invest a ton of money or production value into a demo—the essential element is simply making sure you’re giving potential users a clear, easy-to-follow walk-through of your product.
If you have different buyer personas you target, it may make sense to create demo videos aimed at each of those personas (if the way each of them would use your product is different or unique in some way).
3. Meet the team
Emphasize the human element of your brand by letting viewers get to know your team. This is a great way to build genuine, trusting relationships with potential clients and long-term clients alike. Conduct short interviews with each team member: ask them to share their story, talk about what they do at your company, and answer some fun questions. You could also film some short clips throughout the day at your office and then compile them together to showcase your culture.
4. Thought leadership interviews with leadership and other industry experts
Arrange a meeting with an industry expert or thought leader, and interview them about the biggest issues or latest trends. Not only does this give you the opportunity to record interesting and timely videos, this strategy helps you network with notable people and build brand credibility.
5. Live streams
Live streams provide an ideal way for you to connect with your customers in real time. And the beauty of live streams is the fact that your options for content are virtually endless. In fact, you could live stream any of the video types above. You can also live stream an event you’re attending, a Q&A with your audience, or even just a fun moment at the office. Not only does this give you a chance to connect authentically and in real-time with your clients, but it also saves you from having to spend hours on editing.
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Best practices for your video marketing strategy
- Use SEO.
YouTube is the second biggest online search engine, so applying good B2B SEO practices to your videos is a must.
To maximize the reach of your YouTube videos, pay a lot of attention to your visuals, as those thumbnails are what users will see when they’ve completed a search.
That doesn’t mean you should neglect the text component, however. To optimize your video’s search ranking, make your titles clear, short, and instructive. Just like you would with a blog post, use relevant keywords in both the title and video description. Be sure to include video tags and high-quality thumbnails.
Many users will be watching your video on their phones, so you must optimize your video for mobile viewing.
- Use clear and intriguing titles.
Your video’s title plays a huge role in how many views it will receive.
Make sure you’re answering these questions: Why is your video worth watching? How will it benefit viewers? Use keywords in your title and description to improve your ranking for those terms. Ultimately, this will lead to more views.
- Optimize your description.
Your video description should also include keywords and concisely state why your video is worth watching.
This is the place to achieve quick engagement. You need to make every word count in order to draw in your customers.
- Include a transcript.
Written transcripts will help boost your video’s SEO, as well as make it accessible for those with hearing impairment.
Many viewers also like to read text while listening to it, so transcripts can help improve your viewer’s experience, too.
5. Include a CTA.
One of the most effective ways to guarantee future video views is to include a call to action at the end of your video.
Do you want your viewers to check out a specific product? Are you promoting a free trial for a subscription-based service? Whatever your end goal is, you can add clickable links to the video screen, embed sharing buttons, and more.
In addition to increasing views, a CTA will also help your conversion rates. For instance, at the end of your video, you can ask users to subscribe to your blog or sign up for your company’s newsletter.
Make sure your CTA is clear, and don’t be afraid to have fun with it. CTAs add another level of engagement and let your customers feel part of the process, and help create an ongoing relationship from the very beginning.
6. Schedule publishing time the right way.
When is the best time to publish your video? This will vary based on the platform and who you’re trying to reach, so do your research beforehand.
You want to set yourself up for success by receiving a large number of views within the first 48 hours of publication. There is a short window of time to maintain the freshness that today’s viewers expect.
7. Include incentives.
If you’re having a sale, launching a new product, or hosting a giveaway, hint at that in your description and include the information in your video. As long as you’re not being overly promotional, incentives are another simple way to make your customer base feel both valued and celebrated.
8. Create playlists on YouTube.
Auto-play is a powerful feature, and you can easily take advantage of this by creating playlists of your videos. Once a viewer finishes one video, the next one on the list will begin.
Playlists also help you curate your content, making it easier for viewers to find what they are looking for.
In terms of SEO, playlists can help improve your ranking. Again, go back to the keywords and topics your ideal viewers are drawn to.
9. Distribute your videos widely.
What are the right distribution channels for your brand? How will you reach your audience at the best time and through the best medium?
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You want to distribute your content widely and strategically. In addition to YouTube, Instagram, Facebook, and Twitter, you can post the video on your company’s website. Another possibility is to send an email to your customers and prospects with your new video embedded.
10. Engage with viewers.
Have a plan in place to respond to feedback from your video. Reply to comments, press like on those reshares and retweets, and keep the engagement going. Viewers are likely to keep watching your content when they know their opinion is valued and heard.
Today’s audience expects ongoing engagement from their comments and feedback. Plus, it helps to hear what consumers have to say about your video. You can learn from those reliable and relevant commenters.
11. Dive deep into your analytics.
Use YouTube Analytics and Google Analytics to measure your video’s performance. Delve into the data to find out where your views are coming from, your video’s total watch time, and more. What are your most popular videos, and why? Are people sharing your videos? How can you expand your audience?
Thorough and consistent measurements are key. Use these analytics for future video projects, to understand where you can improve in your video marketing plan, and where to expand in the areas that are currently hitting their mark.
Videos can take any B2B brand’s marketing to the next level and help you connect with your customers in a more authentic, ongoing, and engaging manner.
If you need help getting your video marketing off the ground, get in touch with our expert team!