Using Video for B2B Marketing
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Most B2B focused enterprises lag way behind compared to B2C enterprises in terms of video marketing because they don’t see it as a viable marketing effort.
Making a video for a B2C product is an easy decision, but we are here to convince you that it’s an important decision for B2B enterprises.
Table of Contents
Type of B2B videos
Videos come in various forms depending on the stage the customer is at. Let’s look through the various video options.
- Videos on social media
- Advertisements on social media
- Explainer videos on the website
- Promo videos on various channels
- Youtube videos
- Video blogging
- Webinars
- Whiteboard videos
- Product demos
- Customer success videos
- Company culture videos
- How-to videos
Now we have an exhaustive list of video marketing options, let’s understand the various stages of the customer journey and the videos that will fit that stage.
Customer Stage: Awareness
The first step that any business needs to take is to create videos that explain their product in simple terms. It’s an introduction to people who are not aware of your company and product.
Videos on social media
These videos are typically a simple brief explanation of the product. You can use tools such as Adobe Spark, Ripl, Blurbiz to create these videos.
These videos are predominantly shared on social channels like Facebook, Twitter and Linkedin. On social media, videos perform better than just simple posts because it’s easy to consume video content.
Make sure to keep the duration of these videos to 30 to 60 seconds.
Advertising on Social
Who said social ads for B2B enterprises are ineffective? They are very effective and that’s because the people you are trying to reach out to are scrolling through Facebook at work.
Social channels like Facebook have very specific targeting options and are perfect to promote your video.
The lengths of the videos shouldn’t extend more than 60 seconds as people aren’t that patient towards advertisements. Adobe Spark, Ripl, Blurbiz are the preferred video making tools.
The video sizes that are standard for ad videos are 1:1, 9:16 and 16:9
Explainer videos
Explainer videos are where your product gets a story. Explainer videos are generally on the homepage of the website in the top half.
They are about 2 minutes and can be made with tools such as Videoscribe, Moovly and Vyond.
The preferred video size is 16:9.
Example:
Product Promos
Product promos are simple videos of new product launches or new features. They are predominantly shared on social channels, emailers and on the website.
The best tools to make these type of videos are Premier Pro, Adobe Effects, Final Cut Pro and Filmora.
Don’t make it longer than 2 minutes and the preferred video sizes are same as explainer videos. It is 16:9.
Example:
Youtube Videos
Youtube is one of the most ubiquitous channels because of its embed feature. Driving traffic on Youtube or on other channels, Youtube videos go very far.
You can use Youtube videos on the website, social channels and emailers. The best part about Youtube videos is the length, which can b up to 8 minutes. It’s great to explain advanced concepts and core features.
The preferred video size is 16:9
Example: 48M views video
Video Blogs
Video Blogs are similar to Youtube videos and are published on Youtube and the website. They can be used to explain concepts in and around your industry. Educating customers is the number one priority of video blogs.
The preferred video size is 16:9 and the length of a video should be around eight minutes.
Customer Stage: Consideration
The next stage is the customer life-cycle is when they know your product and are considering whether to engage your company for their requirement.
Webinars
Probably the most popular of all B2B videos. The value added by webinars is unparalleled. Webinars are created to establish your or your company’s authority in the industry.
They are educative videos and last up to 30 minutes on average. You can use tools such as Zoom, WebEx and Go To Meeting.
They can be promoted on your website or through emailers.
Example: SEO Webinar
Whiteboard Videos
Whiteboard videos are like webinars, but less interactive and more to the point and solution focused. They are a great way of telling your customers that you have a pinpoint solution to their problems.
A whiteboard video is shared extensively and they can be published on websites, social channels, emailers and Youtube. The length of an ideal whiteboard video is about 3 minutes.
To make whiteboard videos, you can use tools such as Animatron, Animaker, Rawshorts and Videoscribe.
Example:
Product Demos
Product demos are the vital cog in getting your users from novice to professional when using your product. Product demos break down your product and tell your customers how to use the product.
A good product demo lasts for 2 minutes and you can use tools such as Loom, Cloudapp and Hyfy to get these videos done.
Distribution channels for product demos are Youtube, Email and website.
Example:
Customer Stage: Decision
The next stage in the customer lifecycle is the decision making process. At this point, customers have decided to go with your product and are on the fence, to help them make that decision you can create a set of videos.
Look at how Apple Singapore has this great videos to push iPad Pro.
Customer Success Stories
Humans need validation and social validation is a powerful thing. When decision makers see other companies getting success after using your product, they are more inclined to engage with your business.
Most customer success videos involve a simple interview of the decision maker of one of the customers and how the product benefited their business
These success stories can be distributed on your website, youtube, social channels and emails and they last about 2 minutes.
Example: Salesforce
Company Culture
Another great way to showcase your company is through company culture videos with your employees. With these videos, you can establish a happy working environment that convinces customers as well as the size of the workforce.
Company culture videos are difficult to shoot, but should last about 2 minutes and can be distributed across all channels.
How – to videos
The last stage of the customer lifecycle is ‘How To’ videos. When you want to retain customers, they need to be successful with your product and derive value. The best way for them to do this is through ‘How To’ videos.
These videos get into the techniques and strategies that customers can use to get what they set out to do.
Some of the Tools we have gathered for making videos
Hyfy
