3 Easy Ways to Engage B2B Audiences with Video


If your B2B marketing strategy doesn’t include video (yet), you’re probably thinking about it. We hope you’re not assuming that it’s too expensive or time-consuming, or fear you don’t have the internal resources to create and promote video effectively. In reality, there’s no reason you can’t start shooting and sharing some video with your customers and prospects today!

It’s A Video Marketplace Out There
Video has earned its spot in the hearts and minds of marketers and consumers alike, especially in the B2C space. People are gobbling up lifestyle and user-generated content that’s both entertaining and easy to share. There probably isn’t a more engaging form of content today, which is why video has become part of many companies’ direct response marketing strategies, as we discuss in 3 Ways to Break Through the Noise and Boost Response with Video.

Today, 60% of B2C and B2B marketers make use of videos for marketing, according to Animate2Explain. Here, we’ll take a closer look at using video in B2B marketing communications. For some companies, video content is a tougher nut to crack—but getting started isn’t as complicated as you might think!

Here are some easy ways to use it effectively.

1. Do-It-Yourself
From a tactical standpoint, creating videos couldn’t be any easier. You don’t need to staff up a video department or hire professional filmmakers. Well, you can do these things—and you probably should if you want to produce a “brand showcase” piece—but you can get started easily, using just your smartphone’s camera.

You can also consider using a cloud-based video editor like Animoto, which enables even the most inexperienced video marketer to drag and drop images and video clips into a storyboard where they can add music, text, transitions, and more.

However you choose to produce your video, you’ll want to follow best practices to make it engaging. LinkedIn’s How to Stand Out With B2B Video in 2018 breaks down the quick-hitting, 60-second video:

• Capture viewers’ attention within the first 3 seconds
• Identify the problem or opportunity in the 2-15 second range
• Explain your solution and its value from 15-50 seconds
• Provide a call to action in the final 10 seconds

See? You just need a minute of content. Take your idea, plan it out, pull out your smartphone, and start recording. Don’t like what you see? Delete it and start over. Eventually, you’ll end up with a “take” you’ll be proud to share.

2. Give Customer-Viewers What They Want
Your marketing content strategy takes its cue from what customers and prospective customers want to learn about and engage with, right? You make sure that your blog articles, social posts, and offers are relevant and are shared through their preferred channels.

When it comes to coming up with ideas for videos, follow the same strategy. Here are some ideas for compelling content:

• Give an almost-there experience. Customers might enjoy a virtual tour of your facility or an up-close-and-personal product demo.

• Provide customer testimonials. Interview a customer who’s willing to share their experience in front of your smartphone.

• Capture highlights of your events. If your company has a trade show booth at an industry conference or sends a thought-leader to speak at a lunch-and-learn, record it to share it with your at-home audience.

3. Distribute Content Via Existing Marketing Channels
Videos may be a new form of content for your company, but that doesn’t mean you need to “do” anything differently with respect to your marketing. Your videos can be easily incorporated into your existing digital strategy, like so:

• Website. Place videos in the resources section of your website, or attach to blog posts. Put product-specific videos on product pages. Include links to customer testimonial pages on your case studies or “customers” page.

• Email. Marketers who use video grow revenue 49% faster than those who don’t, says research from WordStream. If email is an important part of your direct response marketing strategy, why not embed a video to boost its appeal and conversion potential? Find out how to add videos to email.

• Social Media. Social media platforms, especially Facebook and LinkedIn, make it very easy to upload and share video content. It’s really no different than uploading a photo. If you’re going to create a number of videos and want to build up a library, consider creating a YouTube channel for your business.

Creating videos for your B2B marketing efforts is within reach. Contact us for more great ideas on marketing more effectively.