B2B video marketing has been stiff, formal, and packed with industry jargon for years. Traditionally focused on formal, corporate-style videos, B2B brands now recognize the need to adopt more engaging, entertaining content similar to what’s seen in the DTC space.
At Vidico, we’ve seen this shift firsthand.
As social platforms grow, brands shift towards short-form videos that capture attention quickly and founder-led videos that add a personal, authentic touch to their messaging.
Here’s a complete guide to achieving effective B2B video marketing.
Content
What’s B2B in Video Marketing?
B2B video marketing refers to using video content as a key tool to engage, educate, and build relationships with other businesses rather than directly targeting individual consumers.
Unlike B2C (business-to-consumer) video marketing, which often focuses on emotional appeal and quick sales, video marketing is more about conveying expertise, offering valuable industry insights, and building long-term credibility.
It can take various forms, such as product demos, explainer videos, and thought leadership content, to address specific pain points or challenges businesses face.
Start with a complimentary 30-minute strategy call or use our VidiFit Quiz to get a clear pricing on your video needs.
How Does It Work?
B2B video marketing works by creating and distributing targeted video content that addresses business clients’ specific needs and challenges.
According to LinkedIn’s B2B Benchmark 2024 Report, over 67% of marketers are increasing investments in brand building [1], with 88% of CMOs pushing for bolder, more engaging campaigns.
Videos are optimized for social media platforms like LinkedIn or YouTube to engage the right viewers. By strategically distributing videos through social media and email campaigns, B2B brands build credibility, foster relationships, and drive growth.
Benefits of B2B Video Marketing
Effective Lead Generation
B2B video marketing is a powerful tool for attracting and converting leads. Short-form videos deliver the highest ROI, and 55% of B2B marketers report their effectiveness [2]. Video content is crucial for generating high-quality leads through platforms like LinkedIn and YouTube Shorts.
Enhances Search Ranking
Videos also help improve SEO performance. As search engines prioritize video content, businesses can increase their visibility and ranking on platforms like Google, making it easier for potential customers to discover their services [3].
Increases Engagement
Video content drives more engagement than other formats. Short, social-friendly videos capture attention and encourage interaction on platforms like Instagram and LinkedIn.
Enhances Brand Awareness
Bold and creative video campaigns boost brand awareness, with 88% of CMOs advocating for more engaging content. Videos give businesses a dynamic way to showcase their expertise, build trust, and bring positive ROI.
Boosts Email Marketing
Incorporating video into email marketing strategies enhances open and click-through rates, driving better engagement. With 75% of B2B marketers relying on social media and video content, integrating video in emails creates a more compelling call to action and boosts overall campaign performance.
Tips to Create a Great B2B Video Marketing Strategy
Set Your Campaign Goal
A clear, well-defined goal is the foundation of successful B2B video marketing efforts. Are you aiming to generate leads, raise brand awareness, or drive conversions?
Knowing what you want to achieve guides every decision, from the type of video content to the platforms you’ll use.
A well-established goal ensures that your content strategy remains focused, measurable, and aligned with broader business objectives.
Define Your Audience
To create videos suitable for B2B, it’s essential to have a deep understanding of your target audience. This means identifying their industry, role within the company, pain points, and content preferences.
Knowing who your audience is allows you to tailor the message to their specific needs, making your content more relevant and engaging. Understanding your viewers ensures that your videos resonate with decision-makers and drive meaningful engagement, building stronger business connections.
Choose Your Platforms
The platform you choose to distribute your B2B video is just as important as the content itself. LinkedIn, YouTube and Instagram offer different ways to engage with your viewers.
LinkedIn is ideal for professional connections, YouTube allows for detailed product explanations, and Instagram offers quick visual engagement.
Selecting the right platform based on where your target audience is most active ensures that your video reaches the right people at the right time, maximizing its impact and visibility.
Figure Out The Story of the Video Content
Every successful B2B video tells a compelling story that resonates with its viewers. Whether you’re highlighting how your product solves a common industry problem, sharing a client success story, or showcasing your company’s values, storytelling helps to humanize your brand.
A well-crafted narrative will delight viewers and connect them emotionally, making your content more memorable and impactful. Figuring out the story you want to tell is a crucial step in creating engaging and meaningful content.
Decide on the Video Budget
Budgeting is an integral part of your B2B video marketing strategy. Depending on the complexity of the video, costs can include scriptwriting, filming, editing, animation, and promotion.
A clear video marketing budget will help you prioritize essential elements of production, ensuring that the quality of the video meets your standards without overspending or sacrificing key aspects of the campaign
Set Your Timeline
A well-organized timeline ensures that your video marketing campaign stays on track and meets its deadlines. This includes setting milestones for each phase of the video production process, from concept development and scriptwriting to filming, editing, and distribution.
Establishing a timeline allows you to allocate resources effectively and coordinate with different teams involved in the production. Planning your timeline also helps avoid rushed, last-minute work, ensuring a smooth workflow and timely video delivery.
Publish & Promote Your Explainer Video
Once your video is ready, the next step is to publish it on the platforms where your viewers are most active. But publishing alone isn’t enough—promotion is key to maximizing the reach of your content. Use a mix of organic and paid promotion strategies to increase visibility.
This could include sharing the video on social media, embedding it in blog posts or emails, and utilizing paid ads to target audiences. Effective promotion ensures your video gets seen by the right people.
Track & Analyze Results
After your video campaign is live, monitoring its performance is crucial. Tracking key metrics like views, engagement rates, conversions, and social shares gives you valuable insights into how well your video resonates with the viewers.
Analyzing this data allows you to identify what’s working and where improvements can be made. Regularly reviewing performance metrics will help refine your B2B video marketing strategy and optimize future campaigns for better results.
Most Effective Types of Videos
Customer Testimonial Videos
Testimonial videos showcase real clients sharing their positive experiences and success stories with your product or service.
These videos build trust and credibility by offering authentic third-party validation, making them highly effective for lead generation and converting potential customers.
Case Study Videos
Case study videos dive deeper into how your product or service solved a specific problem for a client.
A case study video will provide real-world results and data, demonstrating your expertise and success. This makes it ideal for educating prospects and showcasing value.
Brand & Product Videos
A brand video will tell the story of your company, highlighting your values and mission, sharing practical tips, and highlighting what sets you apart.
Branded entertainment videos help build brand awareness and establish a strong identity, creating connections with your viewers and enhancing loyalty.
Explainer & Educational Videos
Explainer videos simplify complex products or services, breaking them down clearly and engagingly.
They are perfect for educating and helping customers, providing straightforward information that helps decision-makers understand the benefits of your solution.
Culture
Culture videos show your company’s internal environment, showcasing your team, values, and work culture.
These videos humanize your brand by highlighting the people behind the business, creating a personal connection with potential clients.
FAQs
Why should your B2B business invest in video marketing?
B2B businesses should invest in video marketing because it is highly engaging and effective at capturing attention, explaining complex products or services, and building trust with potential clients [4].
Many video marketers will agree that video content can drive higher engagement, improve lead generation, and increase brand visibility across platforms.
What makes B2B video content effective?
B2B video content is effective because it simplifies complex information, engages decision-makers visually, and establishes credibility.
Most video marketers use storytelling, clear messaging, and client testimonials when making videos to communicate value quickly and memorably, making it easier for businesses to connect with their audience.
What is an example of B2B marketing?
An example of B2B marketing is a software company producing a product demo video that explains how its platform improves productivity for other businesses.
The video would be shared on LinkedIn and YouTube to engage potential business clients and demonstrate the software’s capabilities.
How do you target B2B customers?
To target B2B customers, focus on understanding their pain points, industries, and decision-making processes.
Tailor your messaging and video content to their specific needs, and distribute your B2B marketing videos through platforms like LinkedIn, email campaigns, and industry-specific channels to reach key decision-makers.
What is the goal of B2B video marketing?
The goal of B2B video marketing is to build brand awareness and educate potential customers about your product benefits and how it can solve their specific business challenges.
It aims to foster trust, drive engagement, help in the decision-making process, and ultimately convert prospective buyers into long-term clients.
How do you make B2B video marketing work?
To make B2B video marketing work, create content for your audience, such as product demos, case studies, and explainer videos.
As an industry expert, we suggest you optimize your B2B marketing videos for the platforms where your audience is active, promote them strategically, and refine your approach to ensure a positive return on investment and keep the viewers engaged.
Final Thoughts
B2B video marketing has evolved into an essential tool for generating brand awareness, generating leads, and fostering stronger connections with your target audience.
Businesses can effectively communicate their value and drive meaningful results by leveraging engaging, informative, and visually appealing content.
At Vidico, we specialize in creating powerful video marketing strategies tailored to your business needs. Are you ready to elevate your B2B marketing game?
Use the VidiFit Quiz to see how our expertise can transform your brand and drive growth.
References:
- https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-state-of-b2b-marketing/insights/2024/pdfs/LinkedIn-B2B-Benchmark-2024-Report.pdf
- https://www.forbes.com/advisor/business/software/content-marketing-statistics/
- https://www.investopedia.com/seo-for-small-businesses-8584627
- https://www.emarketer.com/insights/digital-advertising-market-trends-predictions/
