There’s a new word heard in all marketing strategy meetings in the boardrooms of small and large businesses – video. The growing popularity of video marketing is backed by facts. Did you know that there are 3.1 billion digital video viewers worldwide? This means of communication caters to a large audience and enhances any brand’s outreach.
Furthermore, there are several platforms to choose from when formulating a video marketing strategy. Videos can be posted on YouTube, TikTok, WordPress, Twitter, Meta, and so much more. Here’s a little secret though: some videos perform better than others in terms of lead generation and conversion. This article discusses these types of videos and how to include them in a campaign.
An additional advantage conferred by video marketing is how inexpensive it is. Modern smartphones produce just as good photo quality as the expensive cameras on the market. Furthermore, it is free to create accounts on these video platforms. Some platforms have fair advertisement rates with large user bases, like YouTube which has 2.1 billion accounts.
Any tech blogger could go on and on about video marketing and its benefits. It is instrumental in creating brand awareness and promoting lead conversion. This article details five simple strategies any business owner can implement to evolve their B2B video marketing campaigns.
Five major strategies to transform B2B video marketing campaigns
Videos are effective tools to capture the audience’s attention and influence their buying decision. According to Enterpreneur.com, 70% of marketing gurus linked videos to positive ROIs in 2021. In B2B video marketing, strategy is key. Before purchasing the equipment or shooting a video, here are some tried-and-tested tips to revolutionize a B2B video marketing campaign.
Define the target audience
Who should watch the video? Where will they watch the video? What should they do after watching? These major questions guide business owners on the types of videos to create, the platform to use, and the frequency of posting.
Starting from figuring out the target audience also simplifies the budget creation project. If the audience is more likely to prefer longer videos, it is wise to reach out to a professional video editor to aid in presenting clear, intriguing work. Remember that today’s viewer watches a video for a short moment before deciding whether they will interact with the brand. It is crucial to know the audience and predict their actions.
Choose the right channel and content
Sites on which to share video content have been mentioned above. However, B2B video marketing is not limited to these sites. Videos can also be embedded on landing pages, emails, and websites for effective customer onboarding. 62% of people prefer landing pages with videos to those without.
The plethora of options can be a double-edged sword when deciding which one to choose. Large organizations may have the freedom to test the waters on each platform before finding the ultimate solution. But small businesses with smaller budgets do not have this luxury. Let’s dive into the key factors to consider when choosing a channel.
Consider the audience. What site do they frequent most? Which device do they use? A company selling festival tickets has young adults as its target audience. This audience mainly uses Instagram and TikTok social media sites. Therefore, this company should invest in an online professional video editor to design unique, colorful, and informative videos. Furthermore, the video should be formatted to suit mobile phone screens as well as laptop screens.
Successful video marketing also depends on the length and content of the video. Videos should be short and captivating. Long videos are acceptable in some circumstances according to the channel and content. Informative videos can be short or long. What matters is that it engages the audience.
Create informational videos to educate and engage the audience
Informational content convinces 76% of viewers to make a purchase. These videos are crafted to capture the viewer’s attention and educate them on the various aspects of a product or service. They are highly effective as they build an emotional rapport with prospective clients and generate a positive brand attitude. Informational content addresses the buyer’s problem and offers solutions that resonate with them.
There are several ways to include these videos in B2B video marketing. Traditionally, people created hour-long videos on a single topic. These videos are still useful but may not suffice in the modern fast-paced era of thirty-second videos. One can craft a short video of fifteen seconds to one minute explaining a particular virtue of a product. It is impossible to explain everything in under a minute, meaning that business owners should narrow down on customers’ FAQs. These queries are answered in several videos.
Additionally, one can include a video on their website or landing page discussing the company, product, or service. This is a simple way to incorporate video marketing in every part of e-business. Having such videos on a website provides a slick appearance.
Leverage customer testimonials and product reviews
Forbes states that a client’s honest review is more valuable to prospects than the company’s claims. These testimonials and reviews are essential in garnering brand credibility. Video marketing is a great way to integrate positive customer experiences into a campaign. There are several ways to integrate these reviews.
Influencer marketing is all the rave now. Brands send individuals with high follower counts products or offer them services to review. The influencer discusses their personal experience with their followers. They become advocates for the brand and are therefore referred to as brand ambassadors.
One can also make use of Instagram stories to post slideshows of positive reviews to a wide audience. This is particularly beneficial as it is inexpensive and one may just require the services of an online professional video editor before posting.
Include how-to video content
Quick, captivating content is the key to video marketing. The easiest way to attain this is by curating how-to videos. These videos may address how to use a product, book an appointment, or issue a review. They are highly favored because of how simple it is to relate a single video to the brand. They also simplify the product or service and help the business build a rapport with its clients. Moreover, they are interesting.
The advent of social media and the internet evolved the marketing sector. Today, most marketing campaigns are designed with the modern consumer in mind. This consumer has a smartphone or another device and is fast-paced. They want to understand why a product is meaningful to them. Why should they spend their money on a product or service? The best way to provide this information in a concise, eye-catching manner is through video marketing. It is proven that videos increase the return on investment, can be adjusted for any screen or platform, and captivate the target audience. Whether it is informational content to educate, how-to content to entertain, or customer testimonials to humanize the brand, video marketing dominates the B2B sphere.
