As video continues to rise and be the preferred marketing method of most B2B marketers, it is essential that you have these B2B video best practices in place to set your video up for success.
As a growing business, you might be feeling overwhelmed by the idea of video marketing, but with 96% of consumers watching “explainer” or “how to” videos to learn more products or services it is essential that video marketing be part of your marketing strategy.
With the development of technology, creating video content in 2023 can be easy. With a phone that has video capabilities, and some good lighting you can make engaging video content that can help grow your business.
Benefits of Video Marketing
With 84% of marketers confirming that video helped them generate more leads, it is inevitable that video can help grow your business. Here are some of the added benefits you could experience after adding video to your strategy.
Improve Lead Generation: With YouTube being the second most popular search tool, video can drive a great deal of traffic to your website.
Increase Brand Awareness: Video allows you to tell more about your business, and invite potential customers to see more than they would typically get with written content. You Can utilize video to show more content behind the scenes, which not only shows customers more about your business or product, but also builds trust and credibility.
Boost Conversion: For most viewers, watching a video helps them retain more information, while also being more memorable, prompting them to take action. Afterall, the average viewer suggests that watching a video has convinced them to buy a product or service.
B2B Video Best Practices
As with any marketing effort, it is important to have a clear understanding of what our goal is before turning your camera on, so keep these best practices in mind when recording your videos.
Content & Funnel Alignment: When creating your video content, consider how the content reaches your ideal buyer at the different stages of their buying journey, and that the marketing message is aligned. It is important to understand where the buyers are in the sales funnel and where your video lives so that it resonates at each stage of the funnel. For example, you might want to consider an educational blog for the buyer in the awareness stage, a product overview for a buyer in the consideration stage and a tutorial video for the buyer in the decision stage.
Show Your Expertise: Using video to show your expertise in your field is a great way to build trust and loyalty with your customers. Key decision makers take time to make their decisions, and if you can show that your business is a solution for their problem, they are more likely to get their support from higher management.
Build Credibility: In showing your expertise, you are also building credibility. Showcasing testimonials or customer reviews builds trust, and you can do this easily by sharing how your product or service helped fix a problem that your customer was experiencing.
Last but not least…
- Always include a call to action (CTA). It is important to encourage your audience to take an action like “contact us” or “download the whitepaper” that will push them further down the sales funnel and closer to a deal.
- Utilize short video clips. It is recommended that you use video clips that range from 5 seconds to two minutes for the highest engagement
- Consider adding your videos to your website. Videos can help break up your page while also driving views. Just remember to check to see that your video displays well on mobile, and is not impacting your site speed.
As video continues to grow in the B2B space, it is essential that you are prioritizing video as part of your marketing strategy. Starting small, with simple product reviews or testimonials can help you get familiar with the video content process, setting your business apart from others and spreading the word about your business and services.
Looking for more insight into B2B video marketing? Here are 8 video marketing content ideas to try in 2023. If you are looking for additional marketing support for your business in 2023, connect with us.