First, let’s try to understand what the phrase ‘B2B Content Marketing’ means. It is defined as a set of strategies to deliver valuable content to your target audience to engage existing customers while also attracting new customers (‘customers’ here refer to other businesses, not the end-users). B2B brands focus on a wide range of content formats that showcase their subject matter to prospective customers, one of which is video content marketing, as you shall see in this article.
Note that B2B marketing is different from B2C marketing since the latter focuses more on how to build a brand name that the end-users can associate themselves with. B2B customers expect more detailed, technical content with expert opinions because you want to build relationships with customers, not just entertain them. So, companies must conduct their marketing campaigns well to get more customers.
7 Tips to Make Videos for B2B Marketing Campaigns
Video marketing is the trending way for marketing campaigns in today’s era. One survey suggested that including a video on your landing page can boost your conversion rate up to 80%, and another survey revealed that 59% of B2B decision-makers prefer video over text content. If you want to make the most out of video content marketing for your brand, here are some tips and techniques you will find useful.
1. Give Viewers a Simulated Experience
Your clients are more likely to trust you if they have a better idea of what goes on in your factory or plant or office instead of going by purely what you tell them. While you don’t want to reveal too much information, taking the clients on a virtual tour of your plant or facility makes them feel a part of your workspace. If you want to showcase a new product, make a video where you follow the process from start to finish or do a screencast to show the working of your software.
2. Emphasize on Problem-Solving
Once you get the clients interested by taking them on tour on how the product is made, the next important step is to convince them that the product actually works and does its job. Make it a point to film all the test runs and experiments you do on your product, and finally edit and compile only the successful trials to show the clients. If you have done a limited release with live/random audience, show them using the product in real-life scenarios as well.
3. Make the Video Professional
First impressions are everything, especially when there is cut-throat competition in your industry. After capturing everything on camera (a high-end one like a DSLR, preferably), use some free video maker or video editing software to stitch together the sequences you have filmed. Most of these applications are easy to use, and it’s worth investing time and effort to get the effects and editing right.
Remember, if your video content is excellent, but the presentation is shabby, you’ve lost the viewer’s interest right there.
4. Use Picture Slideshows
Picture slideshows are useful in conveying information, especially on social media like LinkedIn or even otherwise. You can compile pictures of your product at different stages from start to finish and put together a slideshow to show the progress your team has made. If the clients can follow the product as it is being made, they are more likely to appreciate the effort and trust its quality.
Some of the best slideshow makers are available online, which gives you plenty of templates, designs, and effects to work with to enhance your video montage.
5. Micro-Videos are Powerful Tools
All humans – including your potential clients – have low attention spans, and even if you make a long and informative video, smaller videos will always get more attention. These short, 3 or 4-minute, hyper-targeted videos can be used just to showcase new ideas you have as a sort of brainstorming session. You can also make follow-up videos of short periods to answer FAQs or explain other intricacies of a new product.
6. Make Interactive Videos
Interactive videos are ones where the viewer is asked questions or given choices during the video. This serves two purposes: one, it keeps the viewer hooked to the video, and two, you can analyze the viewer better based on his choices.
For example, you can make a long video covering everything about a product, including the factory processes, test runs, audience testimony, and FAQs, but offer the client a choice in the beginning so he can see only what he/she wants. This way, you have covered all the information in a long video, but the actual video isn’t that long. Another form of interaction would be to ask the client to give feedback on the video content or the product itself at the end of the video.
7. Promote a Call to Action
After all the effort, you still need your client to contact you to take the project to the next step or to set up a deal to buy the product. The main content of the video focuses on what you did and how it benefits the client, and the last step is to persuade the client to come to you.
Use a catchy quote or tagline to convince the client and add the relevant contact information. This segment can be done by displaying the information using text on the screen. If you are making a mobile version and you have a contact number, add a feature where the viewer can directly call the number with a single tap on the screen. If it is more convenient to contact you, they are more likely to do it!
Is Your Content Ready?
This is the best time for companies to try out viral marketing techniques. If you’ve wanted to employ video marketing tactics, you are now as ready as ever, equipped with these seven methods to boost your content.
It’s no longer about just making better videos than your competitors; today’s video traffic is so much that people can watch anything they want. Your content and presentation have to be powerful enough that people choose to watch yours. Use your creative license wisely but ensure that the underlying message reaches the customer.