Video Marketing for B2B Companies

What you need to know

Video marketing is a powerful tool for B2B businesses to engage, connect with, and convert their audience. With its ability to convey complex information quickly and effectively, video can help your business build relationships, drive sales, and grow your brand.

This article will provide a comprehensive guide to B2B video marketing, covering everything you need to know to create a successful video marketing campaign that delivers results.

Why video marketing?

Why Video marketing? Because it has become increasingly important for B2B businesses in recent years. According to a study by Wyzowl, 85% of companies use video as a marketing tool, and 92% of marketers say that video is an integral part of their strategy.

Understanding Your B2B Audience

The main difference between video marketing for a B2B and a B2C company is the audience size.

As a B2C company, you are selling yourself to 1 consumer 

As a B2B company, you are selling yourself to a team (because you need to get buy-in from more than one person)

However, you are addressing the same way. Before you draft your strategy, you need to know the following:

1. What are their pain points? What problem is your potential prospect dealing with at their company that will prompt them to look for a solution or be willing to listen to you pitch them one?
2. What language would they use to describe their problem? This is critical to position yourself in the early stage of the funnel so that when your prospect starts exploring and looking for information about their problem, your company can educate them.
3. What concerns may they have about a potential solution? B2B contracts tend to be long-term, so before making a decision, a company will give them ease of mind regarding the potential risks and complications of choosing your service.
4. What information do they need to have/understand to do business with you?

Type of marketing videos for a B2B Company

You must tailor the type of videos you make to the stage of the funnel your prospect is in: Top (learning about their problems), middle(exploring options), or bottom (closer to purchase)

Top of the funnel videos

1. Educational Videos: This type of content is vital for the awareness stage. Remember: Your B2B Client will need to understand his problem before they start looking for solutions.
2. Thought Leadership Videos: These videos feature experts within your organization discussing industry trends, best practices, and other topics of interest to your target audience. They can help position your brand as a thought leader in your industry and build credibility with your target audience.
3. Webinars: These videos are longer-form and typically involve a live presentation and a Q&A session. You can use them to educate your audience on a specific topic and gather qualified leads.
4. Event Videos: These videos capture the highlights of an event your company has hosted or participated in. You can use them to showcase your brand’s involvement in the industry and provide insights and takeaways for those unable to attend.

Middle of the funnel videos

1. Brand Explainer Videos: These videos are designed to explain what your company is about. Who you decide to make business with matters. So your clients want to know who you are before committing to you.
2. Product Demo Videos: These videos showcase the features and benefits of your product or service. Use them to demonstrate how your product works, highlight its unique selling points, and show how it can solve your client’s pains.
3. Customer Testimonials: These videos feature real customers sharing their positive experiences with your product or service. They can be a powerful tool for building trust and credibility and demonstrating the value of your offering.

Bottom of the Funnel videos

1. Customer Testimonials: These videos feature real customers sharing their positive experiences with your product or service. They can be a powerful tool for building trust and credibility and demonstrating the value of your offering.
2. Product Demo Videos: These videos showcase the features and benefits of your product or service. Use them to demonstrate how your product works, highlight its unique selling points, and show how it can solve your client’s pains.

So

Video is a powerful educational and selling tool. Marketers around the world know it, and now you do too. Figure out the user journey of your target audience and start engaging them by making awesome marketing videos. 

Additionally, if you need to produce many videos a month, like hundreds or thousands. Explore a video automation solution that will help you to deliver highly personalized automated videos.

Agus Esperón

Wideo Co-Founder & Head of UX/Design

@agustinesperon