In three years, 80% of B2B sales contacts will happen over digital channels. You can no longer rely on the charm and enthusiasm of your top sales rep to close the deal.
It’s getting harder to capture the
attention of B2B buyers and stand out in the marketplace. You need to adjust
and adapt your sales and marketing efforts to meet the needs of today’s
stakeholders.
That’s the main issue for B2B
marketers, but fortunately, there’s one tactic they can turn to. B2B video
marketing is one of the ways that you can make the most of your marketing
budget.
Can B2B marketing videos really make
that much of a difference? Then can, and you’ll want to keep reading to explore
why video marketing should be at the heart of your B2B digital marketing
strategy.
Reach
Buyers at All Stages of Buying Cycle
Just like B2C customers, B2B buyers
go through stages in the buying cycle. They’ll become aware that there’s a
problem within their business.
They may realize that they have high
turnover rates and it’s killing their profitability.
The pain and strain on the budget are
so great, that they need to make changes to improve the situation. They’ll
start to look online for solutions.
They’ll research solutions, take
demos, make calls, and weigh their options. They’ll make a final decision and
move forward with the new solution.
B2B video marketing can get applied
to each step in this example. You can start by having a blog post with a video
that talks about the problem of having high turnover rates.
You can have videos on the home page
of your website that show how your business solves that particular problem. You
can use video testimonials to show that your solution works.
Video marketing gets used during the
onboarding process, too. You can help clients feel supported, which increases
client retention rates.
Present
Your Brand Authentically
We’re in a phase of B2B digital
marketing where brands create content for the sake of creating content. They
don’t put much thought into what goes into the content or how it’s presented.
They don’t have a consistent brand
voice. Most content creators don’t know what their brand voice is, so it’s
impossible to be authentic.
The brand’s voice is the personality
of the brand, whether it’s serious, playful, or something in-between. It’s
important to know this and present it consistently.
Buyers see through this and don’t
understand what your business stands for. They start to lose trust in your
business.
Video marketing is an easy way to
present your brand’s personality. Go behind the scenes and show how employees
interact with each other. You can demonstrate that your place is a great place
to work and connect with B2B buyers.
Improve
SEO
About 90% of B2B buyers start the buying journey with an online search. Most of
them turn to Google.
You probably invest heavily in SEO
and PPC ads to give your company an advantage in search results. B2B video
marketing gives your company an added boost that can generate leads early in
the buying process.
How does that work? Let’s look at
the search engine’s algorithm and search result pages. You’ll notice that there
are video results from YouTube on the search result pages.
That’s because Google understands
that people watch more videos and they strive to give consumers what they want.
You can create video content that
addresses their pain points early in the buying process.
For example, you have an accounting
solution that helps small business owners manage cash flow. You can create a
video about cash flow strategies for small business owners.
Post it on YouTube, and you’ll
capture the people who use that search engine. Your video may also appear on
Google’s search results page. You’ll expand your reach with one piece of
content.
Demonstrate
Social Proof
B2B buyers want to know one thing
before they make a decision. They want to know if your product or service will
work for their business.
There are no guarantees, but you can
make them feel secure about their decision to buy your product. You can
demonstrate your company can do the job by providing video testimonials from
other clients.
This shows real results, which
increases the level of trust that people have in your product or service.
Connect
With Internal and External Audiences
B2B companies have two very distinct
audiences. They have internal audiences who need training videos, corporate
educational videos, and onboarding content.
There are external audiences who
need to learn about your company and what you offer. Once they become customers,
you’ll need to train them through the onboarding process.
According to https://www.1minutemedia.com.au/,
you can present training videos in a way that’s fun and relatable. Viewers are
likely to remember what they watched and apply the content in their work.
B2B
Video Marketing Delivers ROI
Does B2B video marketing deliver
ROI? In most cases it does, but it’s not guaranteed. It largely depends on the
content and quality of your video production.
Video content with bad lighting or
audio diminishes the message. You’ll end up leaving viewers with a bad
impression of your brand.
On the other hand, a professional
video that tells your brand’s story will have the impact that you want. You’ll
make the connection, get better search results, and see a return on investment.
Don’t
Ignore the Importance of B2B Marketing Videos
B2B video marketing should be the
centerpiece of your digital marketing strategy. It’s a great way to connect
with stakeholders and demonstrate that your business can solve their biggest
challenges.
When it’s done well, B2B marketing
videos deliver a big return on investment. Don’t wait to use them in your B2B
digital marketing strategy.
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