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The Ultimate B2B Video Marketing Guide for 2021

The Ultimate B2B Video Marketing Guide for 2021
Written by publishing team

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In recent years, video marketing has become very popular and has proven how important it is in the B2B field. According to statistics, in 2021 70% of marketers believe that videos showed a positive ROI.

What is B2B video marketing?

B2B video marketing is the part of content marketing that involves planning, creating and sharing your content in video format with your B2B audience. These video formats can include social media videos, online broadcasts, video podcasts, live broadcasts and more.

According to the above survey, when developing high-value content for businesses, 24% of marketers chose training videos, 24% chose promotional videos, 14% used explainer/explanatory videos, 14% chose live broadcasts, and 12% used video clips. Customized video, 10% chose how-to videos and 2% chose customer-specific videos.

B2B Content Ideas and Tips

1. Share your experiences

To build your brand image, you can give a virtual tour of your workplace to show the stages of product development, or you can show an employee’s routine for a day.

2. Make it light

In general, it is better to keep your video fun and wit. You may be in contact with other companies, but at the end of the day you are still talking to someone. Don’t create a corny company video, instead use animation or behind-the-scenes action capture to engage your audience.

3. Offer product solutions

At the end of the day, potential customers want a product that solves their problem. Create video interviews with customers who have found your product to be really effective or simply put up how-to videos on your website and social media platforms.

4. You have emotional attraction

You might think that rationality is the rule in B2B marketing, but there is still a need to connect emotionally with your buyer if you want your video to have a greater impact.

The emotion in your marketing can be as accurate as getting someone to like your ad and trust your brand. In 2021, there is a growing trend of having a humorous element in B2B marketing videos, while amazement and curiosity also play an important role.

These feelings play a vital role in the way people perceive your brand. Your company values ​​and your business-to-business relationships are determined by video ads, content, and consumer experiences.

5. Make sure your video production is great

You need to create relevant, unique, and engaging videos if you want your customers to see them. For this purpose, make sure you use some good camera equipment and video editing software and hire professionals to help you.

6. Keep the buyer’s journey in mind

Create a B2B video marketing strategy that takes into account the buying stages, participants, needs, inquiries, and goals.

Supportive content will allow buyers to make better decisions about the product they want to buy from you.

Related: The buyer’s journey is now online. Is the customer experience digital first?

Top 3 Social Networking Sites for B2B Video Marketing

1. LinkedIn

With over 55 million companies registered on LinkedIn, it is easily one of the best social media sites for B2B video marketing. In 2020, there were 10,000 B2B code pages on the site that you use to generate sales leads, determine product reviews, and other things.

96% of B2B content marketers use LinkedIn for organic social media marketing, with 80% using LinkedIn ads. This is not surprising because companies get seven times more reactions and 24 times more comments on LinkedIn Live than they do on other regular videos.

Related: How to stand out on LinkedIn in a video

2. Twitter

in 2020, 86% of B2B marketers have used Twitter as a digital marketing tool. This makes sense given that Twitter’s popularity is increasing among B2B companies due to the public’s indulgence in consuming content and industry news.

Ad views for brands increase by 26% on this platform compared to others. Business messages on Twitter contain a file 335% A tweet is more likely to be clicked on if it’s been posted four times than if it’s only seen once.

3. Facebook

With 2.74 billion active Facebook users as of January 2021, 74% of them use the app for professional work. Over 90 million small businesses use Facebook to advertise their products, with over 65% of B2B brands using the Facebook Ads feature and 87% using the app as a marketing tool.

Top 5 Video Hosting Platforms for B2B Marketing

1. Vimeo

Vimeo is a video sharing platform that allows you to create high-quality videos to easily share with the audience, including live broadcasts. It is one of the world’s leading integrated video software solutions.

2. Wistia

Wistia allows users to create professional business videos using advanced tools, such as customizable players, detailed analytics, and easy-to-embed videos. It is exclusively designed to serve companies that use video on their sites for marketing, support, and sales.

3. SproutVideo

SproutVideo provides marketing, security, and video analytics tools to make video sharing more convenient. Businesses can benefit from ease of lead capture, marketing platform integration, video SEO and more.

4. Brightkoff

Brightcove is a cloud-based online video platform. Brightcove is used by many media companies, corporations, and multinational organizations to create and share videos on the web.

It offers its users features like video and marketing management, strategic ad placement, video and library analytics, social media sharing, interactive ad capabilities, live video content on OTT devices and much more.

5. YouTube

YouTube is a free video sharing site that makes it easy to edit, upload and watch videos online.

It is one of the most popular websites on the web, and its visitors watch about 6 billion hours of videos every month.

Viewers can also like, comment and subscribe to channels to show support for the content. Users can even create and upload their own videos to share with others.

Related: How Facebook can help promote your YouTube videos

3 Examples of Successful B2B Video Marketing

1. Cisco

Cisco is a great example of B2B video marketing. It shows that videos aren’t about high production costs, it’s about understanding your audience and then creating content that attracts them.

According to Cisco’s Social Media Team Leader, the average length of a B2B video should be 60 to 90 seconds. With its catalog of more than 3,000 videos and an average production of 1,000 videos per year, B2B companies can learn from Cisco to create videos that showcase solutions and content that targets the sales funnel.

2. HubSpot

HubSpot is great at multiform video marketing, with a YouTube channel full of case studies, customer success stories, podcasts, and guides. HubSpot’s content creation mirrors its sales funnels, averaging 30-second how-to videos to 30-minute case studies.

As a SaaS marketing platform, HubSpot is an excellent example of how B2B brands can create specific, relevant content that leads to conversions.

3. SAP

The SAP YouTube channel offers a customized way to market video with its content created specifically for any individual client. This makes it convenient for brands to view the content that is most relevant to them.

SAP has succeeded in targeting its audience on an emotional and engaging level and offers solutions that address key issues.

By reading this article, I hope you have gained more confidence in dealing with B2B video marketing and find that it is not as intimidating as it sounds. In fact, you may enjoy it once you get started.

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publishing team