2019 has been the most significant year for B2B video marketing, and it looks like the trend will not end anytime soon. It may even soar higher this 2020. This is most especially true for B2B businesses. In fact, 73% of B2B marketers claim that video has positively impacted their ROI.
At Vidico, we’ve seen it ourselves, with the number of projects in our calendar year increasing by 450%! Whilst a third of these projects were repeat clients, it gives you some insight into how integral B2B video is becoming as we head into 2020.
If you are a business that provides a product or service that other companies can benefit from, then it’s about time that you incorporate B2B video in your marketing arsenal. But where do you start? How can you ensure that your video marketing campaign will be a hit this coming year? We have lots of tips in store for you below, so keep on reading.
The B2B Video Marketing Tips That You Need to Know
Statistics show that 81% of B2B brands use video as a marketing tool. This means that you are on the right track if you are planning to incorporate or leverage B2B video marketing in the coming year. Below are some of the video marketing tips to keep in mind to ensure that your campaign will be a success.
- Educate and market.
The tricky part of handling a B2B brand is the complexities of B2B offerings. If your brand is relatively new in the market or you are in a relatively new niche in the business, the first marketing step that you need to take is to educate your viewers.
If you want to gain more clients, the best thing for you to do is to create a video that explains what your products and services are and how other businesses can benefit from it. Just take a look at this Amazon Olikka video produced by Vidico. The video demonstrated how the Amazon Self-Service Hub works and how it can be used to ease the burden of daily tasks in the office.
The B2B video itself is simple but straightforward and packed with all the right information that a client needs to know about the product. But more than the necessary information, the video also highlighted how the company could benefit from the product.
Another great idea is to create an explainer video, which is the best type of B2B video for introducing new websites or software. Our Uber Eats video is the perfect example. With its light, well-branded, and informative content, other businesses can understand why it is a must for them to avail of the services being offered to them.
When it comes to new products and services like this one, the best way to market is to educate first.
- Let them experience.
Are you wondering why videos are compelling marketing tools? Simple. They can communicate things that go beyond what photos and texts can convey. They can deliver and demonstrate experience.
If you have encountered something that you have never heard of, a simple Wikipedia search won’t be enough to make you understand what it is and what it looks like. A video can provide you with a better understanding of it because it gives you the feeling of being there and “experiencing” something you have not seen or heard before.
Of course, videos can only provide viewers with a virtual experience. But that’s a step up from seeing photos and just reading about it, right? And when people have experienced something, they will be in a better position to determine if your products and services are suitable for their business or not.
That’s why you should leverage this benefit when creating your B2B video. Take a lesson from Square’s video. The video showcases how the website can help business owners set up their own platform in the easiest way possible. The video also shows the easy-to-manage user interface that makes the viewer feel as if they are included in the entire experience. But more than that, the video highlights the achievements that the business can earn when they take advantage of what Square is offering: the ultimate experience that all business owners are dying to have.
- Inject humour into your video.
You may be hesitant in incorporating humour into your B2B video. After all, your video will be watched by the top management of companies—stakeholders, CEOs, older and experienced people.
Your doubt is valid but let us not forget about the fact that laughter is the best medicine, and this saying rings true no matter how wise and experienced you are. But of course, you have to keep your humour subtle, classy, and in accordance with the taste of your target market.
Some of the ways that you can include humour in your video are creating a spoof B2B video showing what will happen to people who do not use your product, an exaggerated portrayal of the mistakes your clients commit and ways on how to fix them, cameos from popular comedians, and more.
- Focus on emotion.
Logic is not enough to push clients to connect with your business or avail of your products and services. Keep in mind that the ones making the decisions here are the key players of the company, so you can expect emotions to be at play.
With that in mind, the best thing that you can do is to create a thoughtful and clever B2B video. Aside from creating videos aimed to promote your products, don’t forget to produce videos that will tell your viewers who you are as a company, your mission, vision, and goals.
You can do this by filming your team’s annual events or creating a B2B video about a day in the life in your office. You can also try shooting real people or organizations benefiting from the products and services that you are offering.
A good example of this is our video for 360Learning:
Final Words & Summary
Determining the usefulness of B2B video for your marketing campaign is pretty straightforward. The challenge lies in coming up with the best concept for your video. We hope that the tips mentioned will provide you with the information you need to create the most successful B2B video marketing campaign this 2020.
Written by Michael Pirone @ Vidico