When conducting B2B Marketing efforts, it is important to consider how video fits into your overall content strategy. Video has become increasingly popular as more and more electronic devices can easily support the large bandwidth needs of video sharing. Video marketing can help you up your game as a brand, but consider these strategies to make sure you reach the businesses you seek as clients.
B2B Video Marketing Strategy Tips
Create an emotional connection
One important point of the video is that the design of the experience should be creating a feeling for your brand, not simply a list of reasons why you are the right choice for their business. Videos allow you to create atmosphere, or background, lighting, music, and even the choice of actors. The decisions you make change how people feel emotionally about your product, which is similar to how meeting in-person changes people’s impressions of each other. Use every element to advance your mission.
Short videos create better conversions
In many B2B contexts, a shorter video is more likely to be watched, which contributes to it being a popular video in your audience where time is money. Focus on packing as much as you can into the short video, but don’t worry about putting a whole sales pitch in; dangle information on how to learn more as a call to action, but focus the video on being quick, informative, and (if possible) funny. These videos aren’t intended to be a training manual for how to work with your company, but rather a hook to get them interested in the more easily scannable text content you have available on your website and elsewhere.
Let your client’s success speak for itself
An incredibly successful B2B marketing strategy is to profile past clients in short, informative videos that show exactly how you and your clients work together to accomplish great things. Showing how your products or services helped the business in question achieve their goals is a great strategy and it sells you without you having to do it. Imagine such a video as being like the world’s most thorough referral. If your customers feel like the trust and respect your former client, they’ll be persuaded that your company is the right move for them as well. If nothing else, they’ll reach out for more information.
Segment and target videos to different target markets
With video marketing getting cheaper to make over time, it pays dividends to segment your market and advertise different videos to different markets. Try to identify the verticals in which you are trying to be a major contender and make videos that, through sales automation, can be routed to each of them differently. Including them in many places, including strategic landing micro-sites and social media channels, can help the right people to see the right videos.
With these B2B marketing strategies, you will be able to design compelling video to garner new clients. For help with creating an overall content strategy and to get started on video marketing.