B2B video marketing: 4 ways to use them in your strategy

hello used on film sets to kick off registration

In this article we discuss B2B Video Marketing, what solutions you can adopt to expand your Brand’s visibility, acquire new customers and increase sales.

In recent years, one of the best content strategies in B2B has become to create webinars, white papers, eBooks and blogposts on a website and re-share them on one’s social channels.

According to research by Shareaholic, search engines and especially Google have begun to overtake social for referral traffic, and BuzzSumo found that shares of such content has dropped significantly.

It should be emphasized that the decline in visits and shares is not happening because of a decrease in social media use; on the contrary, the number of users is steadily increasing.
This decline can be largely attributed to two factors:

greater competitiveness;
social platforms are changing their algorithms to keep people on social instead of sending them elsewhere.

So if you want your B2B social media strategy to continue to work, you need to adapt to the new formats demanded by your audience and upload them to native platforms.

The solution is in video content, which works very well for this purpose.

Companies have always shared images on social networks, and there is a lot of research indicating that visual content wins in terms of engagement.

In the case of B2B businesses, it is very important to understand how to invest in creating videos that can engage their audience.

A LinkedIn survey found that 62 percent of B2B companies find that video sharing has increased brand awareness.

Respondents also agreed that the engagement gained through video helps them identify higher quality leads (78 percent) and get more leads (57 percent).

In this article, you will discover 4 types of B2B video marketing to use in your social strategy.

1. Tutorials on the products or services offered

One of the most popular types of B2B videos are tutorial or explanatory videos about one’s products and/or services.

Thanks to the tutorials you can:

Describe in detail the functionality of your products or services
Explain how to properly perform a program installation
Outline the steps to perform proper maintenance to your machinery
Show how to perform facial cleansing with your creams
Give lots of ideas to your users to match clothes and accessories with current fashion colors

Basically, by addressing your target audience and potential customers, you can show that you are an expert in your field.

Assuming you are a company that sells software, to create a tutorial you simply create a screencast (a video recorded from the screen) and tell what you are doing.

This is a perfect option if you don’t feel particularly comfortable showing off to the public.

PicMonkey shares much of this content on its YouTube channel. Below is a tutorial for creating custom GIFs for use in Instagram Stories:

These videos, not only show people how to work with images or GIFs, but also and especially how to do it with PicMonkey.
Therefore, we can call them valuable and valuable content for the target audience because they help develop brand awareness.

There are many paid or free programs for creating this video format. Among the best, we can mention Screencast-O-Matic.

2. B2B videos: pills from webinars

Webinars are a very common B2B tool that can be useful for generating leads, which is why companies put a lot of effort into creating these online events.

But one of the problems with webinars is that they are live events, and sharing recordings can help, but people are unlikely to linger on social media to watch very long videos.

One option to intrigue (and thus bring in more subscribers) is to cut webinar recordings into smaller clips to create “pills” that can be shared on corporate social channels.

This type of B2B video will engage your followers and show what they missed by missing out on registering for the webinar in question.
Also, to gain more subscribers you can include a link to your next online business event.

At PromoRepublic they use precisely this technique: each week they create a webinar and later post a small portion of it on the company’s YouTube channel.

They also include a link to their live webinar page in the video description and add a call to action asking people to join them.
This is a great way to get more registrations (and more leads).

3. Interviews with experts related to your business sector

Video interviews are another type of content that works well for B2B companies.
Invite an expert to participate in a one-on-one interview and focus on topics that your followers will find useful. You can interview your interviewees face-to-face or online (via Hangout).

Interviews work well on social because the experts contacted will not only provide valuable information, but also help you promote the video content.

They will share the interview on their social channels and this can help you gain in terms of views and potential leads.

If you are looking for inspiration, try checking out Russ Ruffino’s YouTube channel.

Ruffino regularly shares content on ways to get new customers, that is, perfectly on target with their audience.

If you want to incorporate these B2B videos into your strategy, identify what topics your target audience is most interested in. Then, invite and interview experts on these topics.

For greater engagement, you can decide to do everything live. This way, users can ask their questions in real time in the comments.

B2B Video Marketing: Live streaming

Video content, especially live streaming, is the latest trend in content marketing and social media marketing. Videos are becoming the most effective way to engage users and drive traffic to your website.

So why increase live streaming in your marketing campaign? New formats such as live streaming allow you to share real-time content that is immediate,interactive and more engaging for users.

What are you waiting for? Start sharing amazing live streams with your followers.

Live streaming, the whole world live

Live video is not a brand new thing if we think of platforms like Periscope or Facebook live streams.
But why, today, are they so popular? Simple, because live-streaming has an immediacy that recorded video cannot achieve. Live videos mostly exploit:

Engagement with video marketing content: live streaming is so fashionable because it is live content that is so popular.

These types of content leveraging platforms such as Periscope and Facebook live streams reduce cost and time in designing a video, while at the same time giving audiences the content they wanted: simple, unedited, and direct.

Did you know that in emails, the word “video” increases by 19%, click-through rates by 65%, and unsubscribe by 26%? Amazing, isn’t it?

3 reasons to use live streaming

How to take advantage of the growing trend of live streaming? Here are 3 reasons why:

1. Provides immediate gratification

By implementing live streaming into your marketing strategy you will offer users the opportunity to interact instantly with your content. How?

When users subscribe to your live stream, they can participate in ongoing commentary on whatever they are watching, so there is immediate interaction.

In addition, users during live streaming can also communicate with other users, which can generate debate about products, services, and other key content you wish to interact with.

What is valuable and important is immediate feedback on content such as product launches, which can help you gauge the level of interest products can generate.

2. Humanize your company

With live streaming you can take the user behind the scenes of your company. What it means.

It is a new level of involvement that aims above all at building a more intimate and close relationship with the customer: there are no mysteries, products and services are offered in the light of day, in complete honesty.

This kind of live streaming works, and do you know why? Because it makes everything so familiar, so much so that the user feels part of that family, that is, part of the brand.

One example would be company tours. Show users how you develop products and services, and allow them to participate in live sessions or other types of “insider” events that offer unique information.

3. Reaches a wider audience

If you start thinking about live streaming as a powerful marketing tool, you can harness the power of reaching a much larger and unexpected audience.

Whileemail marketing allows you to reach an established list of people, live streaming can also attract leads that have not been considered.

Personalizing customer experiences is critical to your business. Live streaming helps you not only build trust with users, but is also a perfect tool for calling users to action.

Set up your live streaming and engage your followers in truly original live sessions!

B2B video marketing: our conclusions

These 4 types of B2B video content are very effective on social media.

If you are new to creating and producing corporate videos and are not comfortable in front of the camera, you can start right from tutorials or webinars.

Later you can then think about engaging in interviews or even creating funny videos.

The advice we can give you is to follow a definite strategy and not to improvise. In this way the much hoped-for results will surely come.

Want to learn more about content and social media? Don’t miss these articles:

B2B video marketing: 4 ideas for your strategy!