The Ultimate B2B Video Marketing Guide for 2021

August
1, 2021

7 min examine

Thoughts expressed by Entrepreneur contributors are their own.

In the latest a long time, video advertising and marketing exploded in reputation and proved how beneficial it can be in the B2B sphere. In accordance to statistics, 70% of marketers in 2021 imagine that movies confirmed a positive ROI.

What is B2B movie advertising and marketing?

B2B online video marketing and advertising is a element of content material marketing and advertising that requires organizing, creating and sharing your content in movie structure with your B2B viewers. These video clip formats can involve social media films, webcasts, video podcasts, reside streams and additional.

According to the aforementioned survey, in creating superior-price content for firms, 24% of marketers picked instruction movies, 24% chose promo films, 14% went with demo/explainer videos, 14% selected reside streams, 12% went with personalised films, 10% opted for how-to videos and 2% picked customer onboarding movies.

B2B written content concepts and recommendations

1. Share your experiences

To build your model impression, you can give a virtual tour of your premises to demonstrate the products development levels, or you can demonstrate the regimen of an employee for 1 working day.

2. Make it light

Usually, it’s greatest to hold your video exciting and light-weight-hearted. You may perhaps be reaching out to other businesses, but at the stop of the working day you are even now talking to a particular person. Do not build a corporate cliché of a video and instead use animation or seize guiding-the-scenes action to have interaction your viewers.

3. Clearly show item methods

At the conclude of the day, prospective buyers want a product that solves their problem. Develop video interviews with clients who have observed your products to be actually efficient or only put up how-to-videos on your internet site and social media platforms.

4. Have an psychological attractiveness

You could feel rationality policies in B2B promoting, but there is however a want to emotionally connect with your consumer if you want your video to make a bigger influence.

The emotion in your marketing can be as subtle as creating someone like your ad and have confidence in your brand name. In 2021, there is an rising pattern of obtaining a humorous component in B2B marketing videos, whilst amazement and curiosity play an essential role as effectively.

These emotions participate in a important position in the way people today understand your model. Your firm values and your B2B interactions are dictated by your video advertisements, content material and buyer ordeals.

5. Make positive the video output is terrific

You will need to generate applicable, exceptional and charming videos if you want your prospects to enjoy them. For this objective, make certain to use some superior digicam equipment, video clip enhancing software and retain the services of specialists to aid you out.

6. Have the buyer’s journey in head

Develop a B2B movie advertising and marketing strategy that considers the acquiring phases, contributors, their desires, queries and plans.

Supporting written content will allow for the buyers to make improved conclusions about the product or service they want to obtain from you.

Linked: Your Buyer’s Journey is Now On the internet. Is Your Purchaser Expertise Digital-1st Also?

Major 3 social media web pages for B2B video advertising and marketing

1. LinkedIn

With more than 55 million businesses registered on LinkedIn, it’s effortlessly a single of the best social media web-sites for B2B video clip promoting. In 2020, there had been 10,000 B2B program web pages on the web-site employing it to generate profits sales opportunities, specify products reviews and other items.

96% of B2B written content marketers use LinkedIn for natural and organic social media advertising, where 80% of them use LinkedIn adverts. This is no surprise as companies get 7 instances extra reactions and 24 periods better feedback on their LinkedIn Dwell streams as when compared to other standard videos.

Linked: How to Stand Out on LinkedIn With Movie

2. Twitter

In 2020, 86% of B2B marketers made use of Twitter as their electronic promoting instrument. This would make perception given that Twitter’s recognition has been increasing among B2B corporations simply because of the audience’s indulgence in content material intake and industry news.

Advert views of brands have 26% much more viewership on this system as as opposed to many others. Company messages on Twitter have a 335% a lot more very likely likelihood of remaining clicked in a Tweet if they are posted 4 situations compared to if they are only found at the time.

3. Fb

With 2.74 billion lively consumers on Facebook as of January 2021, 74% of these use the application for experienced perform. A lot more than 90 million smaller-scale corporations use Fb to market their items, with above 65% of B2B manufacturers working with the Fb adverts aspect and 87% applying the application as a marketing and advertising device.

Major 5 movie web hosting platforms for B2B advertising and marketing

1. Vimeo

Vimeo is a movie-sharing platform that enables producing high-excellent films to be shared simply with the viewers, such as live streams. It is the one of the world’s leading all-in-just one video software methods. 

2. Wistia

Wistia permits customers to build experienced organization films with progress equipment, these types of as customizable gamers, specific analytics, and simple-to-embed videos. It is made completely to provide firms working with video clip on their internet sites for internet marketing, assistance, and product sales.

3. SproutVideo

SproutVideo gives online video marketing and advertising, security and analytical equipment to make movie sharing extra effortless. Enterprises can make use of effortless lead seize, marketing system integrations, video SEO and extra.

4. Brightcove

Brightcove is a cloud-based on line movie platform. Numerous multi-national media businesses, businesses and organizations use Brightcove to build and share videos on the world wide web.

It gives its end users with characteristics these types of as online video administration and advertising and marketing, strategic advertisement placement, movie analytics and library, social media sharing, interactive ad abilities, live video clip articles on OTT products and much more.

5. YouTube

YouTube is a no cost video clip-sharing web-site that would make it quick to edit, upload, and enjoy films on-line.

It is one particular of the most well-liked web sites on the world-wide-web, and its visitors view all-around 6 billion several hours of movies each month.

The viewers can also like, comment and subscribe to channels to display support for the material. Buyers can even make and upload their very own videos to share with other individuals.

Associated: How Fb Can Assistance Encourage Your YouTube Video clips

3 examples of productive B2B video advertising

1. Cisco

Cisco is a excellent case in point of B2B online video marketing and advertising. It demonstrates that films are not about higher generation fees, but rather about knowing your audience and then creating information that appeals to them.

In accordance to Cisco’s social media group direct, an common B2B online video length ought to be from 60 to 90 seconds. With its catalog of a lot more than 3,000 movies and a production price of a thousand films per calendar year, B2B firms can discover from Cisco to create movies that clearly show alternatives and product sales funnel-focused content material.

2. HubSpot

HubSpot is great at multi-structure video clip internet marketing, with a YouTube channel loaded with situation studies, client achievement stories, podcasts and guides. The articles generation of HubSpot demonstrates its profits funnels, with an typical duration of 30-2nd how-to films to 30-minute case experiments.

As a SaaS marketing platform, HubSpot is an great case in point of how B2B brands can produce specific and related content material that travel conversions.

3. SAP

SAP’s YouTube channel offers a customized approach to movie promoting with its written content produced exclusively for any person customer. This can make it easy for makes to observe information that is more pertinent to them.

SAP has been prosperous in focusing on its viewers at an psychological and engaging amount and gives alternatives that offer with the problems at their core.

By reading through this post, I hope you’ve acquired much more self-assurance in approaching B2B online video internet marketing and uncover it’s not as scary as it would seem. In actuality, you may well even get pleasure from it at the time you get started.