Rock Your B2B Marketing With Video

Published On:

B2B organizations have a unique opportunity to connect with their audience using video as part of a content marketing strategy. According to 2022 data collected by Statista, over three billion internet users watched streaming or downloaded video at least once per month for the year. In Q2 2023, it was reported that online videos had an audience reach of 92.3% among internet users worldwide. The most popular types of videos included tutorial or how-to videos.

Gone are the days of only utilizing a product brochure, sell sheet, and static web page to promote products and services. Now, B2B firms can inform, educate, and entertain using the power of video. Video is a great way to share timely, relevant, and helpful content with customers.

Why Video B2B Marketing Works

Video is the next best thing to seeing something in person. It allows the user to virtually experience a product, service or brand. If done right it tells a story that connects on a personal level and draws the viewer in. It has the power to touch viewers on many psychological levels. Great videos don’t explain, they show. They show real users of a product or give a glimpse at how a product is made. They solve problems encountered by customers and demonstrate solutions. I don’t know about you, but for me, a video demonstration is much easier to follow than a written set of instructions and seeing a real person use a product or viewing a customer testimonial is much more impactful than a written review on a website.

Video also works because we process visual images more quickly than written text. Not only that, it’s effective in communicating more than a literal message. It allows viewers to develop a personal connection with the subject of the video or the brand. The viewer can read tone, body language, and attitude from a video. This helps build trust and likeability which helps build relationships with viewers.

Video images have the potential to be more memorable than written content and, ultimately, more engaging. According to Online Publisher’s Association, 80% of users recalled a video ad they viewed in the past 30 days. When Forbes executives were polled, “59% of executives said they would rather watch video than read text.” Not only that, “50% of executives look for more information after seeing a product/service in a video.” (Source) Video is helpful in the decision-making process since it has the power to demonstrate the uses and benefits of a product or service and the positive impact they can make on a business.

How to Have the Most Impact With Video

To have the most impact with video, grab the viewer’s attention within the first 10 seconds. Studies show that 20% of viewers will click away from a video within 10 seconds. About a third will leave within 30 seconds and 45% will leave within 1 minute. Short videos are more likely to be shared. Videos that are 15 seconds or shorter get shared 37% more often than videos that are between 30 seconds and a minute long. (Source)

Become great at producing videos, whether they are quick iPhone behind-the-scenes type videos or promotional videos. Video production is a skill. Even videos taken on a mobile device should be shot with good lighting and at the right angle. It’s not enough to create amateur videos and post them on YouTube. Invest in the time and resources to create professional videos. This includes well-crafted and intentional writing, filming and editing. If you want to learn more about video production, check out the Creator Academy on YouTube.

Videos that entertain and make viewers feel good are the most shared and hold viewers’ attention longer. Making an emotional connection with users may not seem easy when you’re selling products in the engineering or high-tech sector. However, take a look at your buyer personas. These are human beings with real emotional needs. There is a connection to be made, whether it be through humor or showing the joy and relief that comes from using the product to solve a problem. Also keep in mind that people love to know the human beings behind a brand. Show that side of your company to make a personal connection.

Research the best places to share your message. Where are your potential customers hanging out online on social media? That’s where you want to share your videos in addition to posting them on YouTube and your corporate website. Also, consider adding video to email campaigns.

Here are a few stats about video email marketing from the team at VinYard.

Different Types of Video to Reach Potential Clients

Now, you may wonder how to use video effectively as a B2B company. Here are a few ways B2B video content can be used in your marketing to increase engagement and sales. 

  • Instructional Videos
  • A Day in the Life Videos
  • How Things Are Made Videos
  • New Product Announcements
  • Employee Spotlights
  • Customer Spotlights
  • In the Community
  • Video Series and Webinars
  • Explainer Videos
  • Educational Videos
  • Testimonial Videos
  • Educational Content
  • How-To Video Content

 Read more about implemeting these B2B video marketing strategies ideas here!

Is video part of your company’s content marketing strategy? How has it been effective for you? Comment below and let us know what’s working for you.

New call-to-action

B2B Video Marketing FAQs

What is B2B Video Marketing?

B2B video marketing uses video content to promote products or services to other businesses. It is a vital component of any digital marketing strategy as it allows companies to effectively reach their target audience and convey their message in a visually engaging way. From product demonstrations and customer testimonials to educational videos and thought leadership content, B2B video marketing offers businesses a wide range of options to showcase their expertise and build credibility.

Why is B2B Video Important?

B2B video is important because it capitalizes on the fact that video is the most popular pastime on the internet. By utilizing B2B marketing videos, businesses can tap into this engagement and build a stronger connection with their customers. Videos allow for a more dynamic and visually appealing way to showcase products or services, making them more memorable and impactful.

What Makes a Great B2B Marketing Video?

A great B2B marketing video is one that effectively communicates the value and benefits of a product or service to potential business customers. It goes beyond simply showcasing features and instead focuses on solving the problems or challenges that these customers face. This requires understanding the target audience and their pain points and then presenting a compelling solution through storytelling, testimonials, or demonstrations.

Editor’s Note: This article was published on October 3, 2016, and has been updated with fresh content.

About the Author: