Good marketers not only balance creative demands with budget limitations, but also determine strategies to appeal to their target audience. They keep themselves equipped with the right tools. And since videos are the best tool for engaging people, it makes sense to employ a fantastic video strategy to help tell your brand story and engage customers.
What is B2B Marketing?
Any marketing or content strategy focused on a business or organization is called B2B (Business-to-Business) marketing. A company that sells goods and services to trade buyers and purchasing managers must use B2B marketing techniques to win business.
B2B is different from B2C marketing, B2B marketers do not target end consumers, but rather organizations and their internal decision makers. Since this audience is quite different, marketers will target them with messages that use strong logic and financial incentives rather than emotions like in traditional B2C marketing.
So how can you use videos in your B2B marketing, especially since video is more known for attracting B2C customers? There are several ways to do this, so let’s talk about just five.
1. Engage your audience
Do you remember the last time you wanted to take cooking lessons on Masterclass? And how did Facebook and Instagram bombard you with cooking class ads in your News Feed?
You were sure you never told Facebook about your interest in this, but Facebook knew it anyway. If you are a marketer then you know all about it and you must have heard of something called “Facebook Pixel”.
It is a small piece of code embedded in your website that tracks the browsing behavior of visitors. It helps you with so-called “behavioral targeting” and defines metrics for your next campaign.
When you have a complete set of data about people related to your brand, such as current customers, potential customers, people who went through your funnel but didn’t click the “Buy” button, and people who bounced as soon as they saw your campaign header: you can use this data and create campaigns targeting each set of user bases.
Video can be very useful for retargeting! For example, you can create a thank you video and target your existing customers, leaving them feeling exclusive and invested in them. Or, you can retarget people who didn’t click your “Buy” button but were interested in your product because they went through your entire funnel. The possibilities are limitless.
2. Personalize your story
Studies show that over 90% of consumers are more likely to buy from brands that understand their personal needs and send offers based on their interests. Luckily for marketers, advanced AI enables insight into customer data such as buying habits, interests, and behavior around the e-commerce platform.
If we combine this AI with intelligent video production automation, we can curate a unique personalized video for each consumer, or we can create a unique B2B personalized video if we deal with a limited number of customers.
Although the first method is a bit difficult to set up, it is relatively easy to maintain and the results are always rewarding.
When a consumer sees a personalized video in their inbox advising them, it makes a huge impression. Using it for B2B marketing is fairly new, although Facebook has been using it for a few years now.
3. Marketing Funnel Integration
According to Neal Schaffer, 80% of people prefer video to text, and 72% of customers would rather watch videos than read text to learn about new brands. As a result, top brands and marketers are using videos at every stage of their funnel to keep potential buyers engaged and their transactions as smooth as possible.
You can use different styles of videos in this process.
- A video of the product on the landing page with a demonstration of how it solves specific problems.
- A testimonial video when the user scrolls down.
- A corporate video when this user searches for you on the internet.
- A welcome video when they hit that CTA button.
- A thank you video straight to their inbox when they shop.
- A detailed product demonstration video when they open your website.
- A FAQ video answering the most common questions
4. Nurture leads
Lead nurturing is a process of converting people from potential buyers to buyers. This process is relatively slower than lead generation because it focuses on complex products and services.
In lead generation, you create campaigns to attract your ideal customers, and people who find your products or services appealing sign up as leads. At every stage of your sales funnels, you are developing and strengthening a relationship with your customers.
For example, you may need to educate potential buyers about the problem first, then advocate for a solution (yours!).
But sometimes a solution isn’t just “buy and enjoy” – people may need to understand the product and how to profit from it. In such cases, you can use a series of videos to forward them to do business with you.
It may sound like overkill, but spooning your brand story to your potential customers with serial videos can be hugely beneficial. If you run a SaaS business, videos for lead nurturing become a primary motivator to increase your sales quota.
5. Boost brand awareness
Using videos in your marketing strategies can dramatically increase your brand awareness. According to Brightcove, 53% of people interact with a brand after watching one of their videos on social media.
Brand awareness is crucial for any business. Without this, you cannot expand your business to new markets. Video production houses know this to be true – producing engaging and creative brand awareness videos for your business dramatically increases brand awareness at every level. Why? Because nowadays people, especially young people, are sharing videos like crazy. If you can make the right video, you can see it spread across a dozen platforms, reaching audiences in corners of the world you never expected.
But more than just hoping for that “viral video,” brand awareness videos are crucial for communicating your brand’s value proposition clearly and simply. Images and text are great, but there’s really nothing quite like video.