19 Jul
While crafting blog posts, churning out whitepapers, and sharing your expertise on social media are all great ways to market your business to other businesses, there’s one digital medium that can often get overlooked – video.
Video content offers a unique way to capture the attention of your B2B audience’s attention that is different from any other type of content. Videos have the power to quickly convey information and create emotional connections with viewers in a way that text-based content simply can’t.
While for most organizations this form of brand awareness is limited to B2C companies, B2B organizations that don’t have video content in their marketing mix are missing out on a powerful way to reach prospective buyers.
Why B2B Marketing Needs More Video
B2B marketing has always been an intricate process. With so many variables to consider, it’s hard to pinpoint the perfect strategy to generate traffic for your site. However, one thing that’s becoming increasingly clear is that video content should play a significant role in any B2B marketing strategy.
Here are some of the key benefits you can gain from capitalizing on this medium:
Increased Engagement
For B2B companies, video marketing is a powerful way to stimulate meaningful engagement and attract attention to the brand. Video marketing encourages audiences to spend more time consuming your message due to its ability to form an emotional connection with viewers that other forms of content cannot replicate.
This ultimately leads to a more memorable customer experience and leaves a lasting impression. By using videos as part of their strategy, brands can evoke powerful, actionable emotions that lead to better conversions.
Improved Search Engine Rankings
In today’s digital-driven world, video is becoming the new content king. To boost website visibility in search engine results pages (SERPS). Businesses should focus on producing engaging and keyword-rich videos optimized for SEO success.
Search engines increasingly prioritize video content in their algorithms, so having quality videos will help ensure you’re getting the most out of your SEO efforts. By using relevant keywords and optimizing titles, descriptions, and tags for uploads, you can increase your chances of getting more eyes and ears on your content and associated brand.
Better Social Media Reach
B2B companies can reach far beyond their target audience by utilizing video content on social media platforms. By posting videos across YouTube, Instagram, and Facebook, brands can increase engagement with users and build strong brand awareness among new audiences.
Additionally, attaching clips to email campaigns or newsletters helps amplify this message for a deeper level of exposure.
Simplification of Complex Ideas
B2B companies often struggle to communicate complex or technical ideas through written content, which can lead customers to feel confused. However, video content is a powerful tool that allows businesses to demonstrate their products and services visually – giving clients an easier understanding of the value of a company’s products or services.
Additionally, videos are the perfect medium for showcasing customer testimonials. They provide clarity on the overall brand value from the customer’s perspective and help speed up conversion rates by creating engaging stories around each offering.
Increased Trust and Credibility
Videos can be a powerful tool for B2B companies to establish customer trust and build long-lasting brand loyalty quickly. Through creative content that adds value, businesses show off the human side of their services while demonstrating expertise in their respective industry.
This encourages potential clients to better recognize the quality of what’s being presented since it originates from a positioned thought leader. Thought leadership emphasizes an organization’s professionalism and highlights why customers should choose this business over another.
How to Add Video to Your B2B Marketing Strategy
As video continues to dominate the digital landscape, it’s essential to integrate it into your B2B marketing strategy. Here’s a breakdown of some key steps you can take to get started:
Identify Your Target Audience
Every audience is unique, and different needs, desires, and preferences come with that. To create engaging video content tailored to your target market’s wants, it’s vital to understand who they are – their age range, what problems need solving in their lives, and what types of videos will stand out most for them.
Develop Clear Goals and Objectives
Make sure you’re setting specific goals for your video content. By creating an effective storyboard for your video, you’ll represent a clear understanding of what objectives need to be met during your video production project and you’ll be able to successfully assess the success of each piece, helping inform decisions that come with creating future videos.
With well-defined aims and measurable results – your content will be much more actionable for your audience.
Choose the Right Type of Video Content
You can use several types of video content to achieve your goals, including product demos, explainer videos, customer testimonials, and webinars. Select the type of content that aligns with your goals, target audience, and brand messaging.
Optimize Your Video Content for Search Engines
If you want your video content to get noticed, it’s essential to ensure search engines can find and index them. Strategically use keywords in titles, descriptions, and tags. Also, ensure that videos are hosted on reputable platforms with a strong domain authority score so they have maximum visibility.
Promote Your Video Content
Creating high-quality video content is only half the battle. To truly maximize your reach, you must take a proactive approach to promotion – from leveraging social media channels and email campaigns to collaborating with influencers or industry leaders who can help expand its reach further. Make sure your videos get the attention they deserve.
Get More Value from Your Video Marketing Initiatives
Video content is a powerful tool for B2B companies to communicate complex or technical ideas, build trust and credibility with customers, and speed up conversion rates.
Whether your business is just getting started with video content or you’re looking to refine your existing strategy, following the above steps will help you get the most out of your video marketing initiatives while maximizing positive results from your B2B outreach.
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain, and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining, and useful videos that enrich the lives of its clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
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