With the surge of B2B video marketing campaigns, it takes real hard work and creativity to stand apart from the crowd. There are many great ideas out there, but presenting them in the correct form is the biggest challenge. Sometimes an idea sounds good but may not appeal when it is visualized. Thus, there are many such hurdles in the path of a great video marketing strategy. Let us look at some simple techniques that will result in an effective B2B video marketing strategy.
It Is More Than Just a Video
When you create a video for marketing or awareness purposes, it is not just a video. It is the brand that you are representing. All the visuals, artists, and even the music get connected to your brand.
And if you think all this plays a significant role in B2C, then you are wrong.
When you create an excellent B2B video marketing strategy that appeals to the customer, they relate the video to the brand and vice versa.
For example, in the above-stated instance of the Adobe video, if by any chance the decision-maker forgets the name of the brand, how will they relate to it?
Simple. They may ask their peers or employees to connect with the company whose ad has the baby doing clicks, and the parents have no idea of hell breaking loose on them!
Thus, treat your video as more than just a marketing video. It can be anything but a mediocre video just trying to sell the product or service. Try to make an impactful video that leaves a mark on the viewer of your brand and personality.
Choose the Right Platform
There are several platforms like YouTube, Vimeo, Vine, LinkedIn, and more to launch marketing videos. But you have to choose which platform is the most effective for your brand.
And for this, you need to determine where your target audience spends their time. These video marketing statistics play a significant role in conversions.
Many marketers do not choose the right platform and end up with minimal views. Thus, choosing the right platform to launch your video campaign is crucial.
Video marketing statistics state that 90% of online customers are influenced by videos in their decision-making process. Also, video marketing services have proved to be the most successful for sales qualification and conversions.
And if you plan to incorporate videos into emails or direct mail, design them to a top-notch level of personalization.
Keep It Short, Sweet, and Maybe Funny
Gone are those days when CEOs or decision-makers needed top-notch formal language skills to communicate. These days, the millennial generation is the decision-maker. And they like to do business with a sense of humor. And don't forget, they like great videos!
So it goes without saying that you plan, design, strategize and create short, sweet videos with a positive sense of humor. But ensure that these three elements align with your video's message and the brand.
According to a study in 2018, 75% of B2B videos are less than two minutes long, compared to 56% in 2017. And this percentage is increasing every year.
Thus, a short video needs the best visuals, language, and creativity to convey the marketing message in the shortest amount of time. Make use of your most creative team or hire the best B2B video marketing agency to get the work done.
After all, you have less than just two minutes to convince the viewer, so craft a unique, engaging, and compelling video!
Tell a Story
Seth Godin, an American author and former dot-com business executive, says, 'Marketing is no longer about the stuff that you make, but about the stories, you tell.'
Six out of ten people say they will not watch an explainer or educative video if it has zero entertainment. So why not give people what they want?
Even B2B decision-makers need entertainment in their lives, so why can’t your B2B video marketing campaigns brighten up their days instead of just selling your products or services.
Video marketing statistics state that storytelling videos have a 95% chance of being watched till the end.
Again, if we consider the Adobe video example, digital marketing agencies will be glued to the end to know the secret of the sudden clicks, conversions, and sales.
Thus, try to weave a story around the content, even if it is an explainer, educational, how-to, demo, tutorial, or any other kind of video.
You will be appalled to see how impactful the art of storytelling is, even in B2B!
Utilize B2B Videos to Their Full Potential
When you have created B2B videos that have garnered the best possible attention, it is time to use the video to its full potential.
Once you have understood what your audience likes, create the video for all possible platforms.
For example, let us say that your B2B video performed exceedingly well on the social media platform, say, LinkedIn. You indeed have used the best practices of SEO video marketing to enhance your rankings. Thus, you have to use the same techniques as SEO video marketing and create a video for Facebook.
Believe it or not, Facebook also has a success rate of 85% for B2B marketing.
In this manner, when you would have covered your audience on social media platforms, chances are that they will revisit your website for more information. Display your informative, explainer, or testimonial videos on your website and align all your videos with the central idea of the video that you have marketed on various platforms.
If there is no sync of content, the viewer will lose interest sooner than they gain it. And in B2B, the clients hardly have time to figure out the relationships between the content, especially when they see no relevancy in the first 10 seconds. They are bound to leave!
