Nothing works as well online as videos – and that applies not only to the B2C sector, but also to B2B in particular. Forbes proves this in a study with clear figures: 75 percent of managers watch professionally relevant videos at least once a week. Two thirds of them then visit the website of the relevant company. The social factor is also not to be scoffed at: Half of the executives surveyed share work-related videos with their colleagues on a weekly basis and respond to their recommendations.
In short: Those who do without videos in B2B are massively curtailing their own possibilities.
Unfortunately, you can never plan for the success of a video with certainty. Anyone who promises a guaranteed viral hit is hardly working seriously. But there are things you can do to give your video the best start. Be at the forefront with these seven strategies for B2B video marketing.
#1: Use case studies
B2C content not only has to inform, it can also be entertaining and even silly just for the sake of entertainment. In the B2B area, this can quickly backfire: Here, the focus is on the ROI after all . Your target group has little time and wants to be convinced with numbers, data and facts that they need exactly you. Of course, this is not meant to be presented in a boring manner, but the core content of the video is clear. Case studies are therefore ideal: They are convincing proof of your performance. With a good example you can show directly what advantages you bring to a company. At the same time, a case study is always more interesting than mere numbers. However, it is important that you do not lose focus here either, because clear information and facts are still important.
#2: Use animated explainer videos
With explanatory videos, you can get to the heart of your offer in about two minutes and in an appealing or even funny way. Because you can also convey dry topics in an entertaining way. The strength of these videos is that you can also show complex topics very clearly and in a way that is easy to understand. Sometimes the video can be a bit longer for this. At the end there is always a direct call to action. In order for this type of video to have its full effect, build your argument coherently and carefully coordinate the various elements: sound and image must underline and clarify the message. Everything that does not serve to make your video more meaningful will be deleted immediately.
#3: Show Feelings Sometimes
In the B2C area, emotions are used to build long-term relationships with potential customers. In the B2B area, on the other hand, it’s all about factual facts and dry numbers. Since your target group has little time, you want to convince on a purely logical level. That’s fundamentally true, but it shouldn’t stop you from sending more emotional messages. Instead of optimizing each video for as many sales as possible, use individual videos to build a relationship here too. A video that reflects the atmosphere during a company party, for example, can create a very strong connection with your customers on a human level. In this way, you show directly which values your company actually embodies.
#4: Be Entertaining
Humor is great for connecting and persuading. When the viewers of your video smile, something very important happens: They are fine – and they associate this positive feeling with you. Amusingly address the issues they regularly face. Something that everyone can identify with are scenes from everyday office life. Take classics such as the broken copier or the lunch break in the canteen to the extreme and at the end make the link to your offer. If you don’t consider yourself amusing, find someone to fill that role for you.
#5: Create Mini Videos
Your customers have one thing in particular: no time. With microdiodes, you are addressing this very issue of theirs. In short videos, no longer than two or three minutes, you address a specific problem. Instead of having to watch a long product video and hoping to find the information they are looking for, the viewer can find exactly the video they need. Make sure these videos are very specific to a clearly defined audience. The targeting must be designed accordingly precisely.
#6: Use VR Purposefully
Virtual Reality(VR) is no longer an entirely new invention. But so far hardly any company uses them to address customers in B2B. A great opportunity is lost: VR makes it possible to create a highly personalized experience. You create an environment in which you present your offer in practical use in the workplace and enable customers to immerse themselves directly in the experience. Instead of watching a demonstration from the outside, they can actually experience what you offer themselves.
#7: Polish Up Old Treasures
Have you already said everything and dealt with every topic? Then it’s time to check whether you can look at a topic from a different angle or use excerpts from old videos for new productions.
Content you’ve already generated is a gold mine. You don’t have to recreate anything you’ve already produced. You can use old case studies for a training video for new employees, while microvideos serve as the basis for explainer videos.
It Doesn’t Work Without Videos (good)
Anyone who does not use videos in B2B limits themselves. However, simply rushing in is not the solution, because your target group has little time and wants to be effectively convinced. Therefore, not only the added value that your videos should deliver is important. In particular, you need a good strategy to make your videos a success.
