Video Marketing: The future of B2B Marketing

Video Marketing: The future of B2B Marketing

Mark Raffan

Video has become a top content format over the last few years and continues to rise in popularity. It’s easy to see why: Video content marketing delivers messages quickly and effectively. Auditory and visual elements can easily grab attention and conjure emotions.

Is your B2B taking advantage of all videos have to offer? If not, it’s time to start by creating a video marketing strategy. We’ll show you how to create a video marketing strategy and the many benefits of video content marketing.

Why Should Your B2B Business Invest in Video Marketing?

Video marketing is an excellent investment for your B2B. When done right, it can turbocharge your marketing and overall sales. If you’re not using videos, you’re missing out on some valuable opportunities. Just look at the following statistics taken from Weidert Group:

  • From 2019 to 2021, video plays were up 77%, with the most plays in 2021 happening in the first quarter.
  • 94% of marketers say videos have helped their client understand their product or service better.
  • 86% of marketers say video has aided them in generating leads.
  • 93% of marketers say they’ve increased brand awareness with video marketing.
  • 87% of marketers report good ROI from video marketing.

What are the Benefits of Video Marketing?

Video marketing isn’t just a trend or buzzword; it’s a viable strategy with many benefits for your business. Video typically performs better with most algorithms since it can grab a viewer’s attention longer. It’s easy to see why.

For one, it creates a more immersive, intimate, and human experience for people. Secondly, humans are visual beings. We think and see things in pictures, and a video is a high-level picture on the screen of your mind.

Benefits of Video Marketing

Video Improves Search Rankings

When done correctly, video can boost your SEO.  To help search engines like Google and Bing index videos, you need to do some things on your end: add hashtags, compelling headlines, and descriptions. This helps boost your rankings. When you type a search query into Google or Bing, videos related to that search query are increasingly showing up in the SERPs.

Video Improves Demand Generation

Video improves demand generation, which is essentially a highly strategic marketing technique to boost brand awareness and build brand authority. Video improves demand gen by helping you increase conversion rates at each stage of the buyer’s journey. You attract, educate, convince, and convert leads by offering more engaging and emotional content.

Video Helps Customers Understand Product

Think back to a product video you have watched, a well-done one. It likely helped improve your understanding of that product and perhaps even inspired you to buy it.

Through video, you can showcase your product—like SaaS software—and help customers understand how it works. Shooting at three-dimensional angles is a great way of achieving this. We see this done well with toy products, makeup and cosmetics, and furniture.

Video Reviews Help Build Credibility

Through video, you gain a competitive edge for your brand as you become more visible. Remember, visibility can get your name out there and make it valuable. All good marketing and branding are about showing your value to the customer.

From this visibility, you gain traction and brand awareness that, in time, lead to video reviews. Like Amazon reviews, video reviews—like ones on YouTube—help build your credibility. They are your social proof—something consumers want, especially with so many brands competing for your attention.


Best Practices for Creating a B2B Video Marketing

Not that you’ve seen the importance of video marketing for your B2B and the benefits it brings, it’s time to apply video marketing strategies. The best way to do this is by creating a video marketing strategy. Below we set out the basic framework for creating a winning B2B video marketing strategy that will get you an excellent ROI.

Video Marketing Best Practices

Step 1: Set Strategy Goals and Target A

This is where it all starts. You must get clear on your goals and what you’re trying to achieve with your video marketing strategy. Is it simply brand awareness? Are you looking for more leads? Do you want people to sign up for your webinar? It could be all of these, but you must be crystal clear, or your video marketing strategy won’t be. And this defeats the purpose of having one.

Once you know your goals, you must do some market research to understand your target audience. You can’t just market your product or service to everyone and everything. You must know your audience. Creating target personas will help you with this, along with your ideal customer profile.

Step 2: Establish Distribution Platforms/Channels

You’ve set your goals and know your audience. Now you need to know where you’ll be distributing your video. In this digital age, you face no shortage of choices. We recommend an That way, you amplify your video’s reach.

Remember, LinkedIn has built-in live video, which many brands aren’t fully taking advantage of yet. LinkedIn is fast becoming the Amazon of B2B, and you’re missing out if you’re not investing in LinkedIn and its video feature.

Step 3: Select Video Styles and Messaging

Like written content, there are many genres of video styles and messaging. It’s always a good idea to offer your audience a mix of these to appeal to different tastes. Some of these are:

  • Educational
  • Behind-the-scenes
  • Interviews
  • Entertainment
  • Testimonials
  • Short- clips (90 seconds)
  • Long clips (a couple of minutes long)

Step 4: Schedule and Promotion

Have a video schedule that allows you and your team to see when a video is due. Ensure it’s a consistent schedule, or you lose traction and momentum.

After you’ve scheduled your video, you need to promote it. Promotion is where so much of the ROI comes from. By promoting it, your video will get the reach you want. Promote it all on your social channels, website, and other marketing channels. Don’t forget to repurpose it (i.e., turn a video into a blog post, then a short guide).

Step 5: Collect and Analyze Data

After going through all steps above for your video marketing, you need to collect and analyze the data. The data allows you to see what works and what doesn’t. Get rid of what isn’t working and lather, rinse, and repeat what does.

There you have it—a proven formula for video marketing. For more in-depth guidance on video marketing, book time with Content Callout, whose B2B experts can work closely with you in crafting and implementing a video marketing strategy for your brand.



Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.