B2B video marketing: Ideas to Craft a Strategy That Drives Sales

Video is everywhere, and it captures our attention quickly. And there are so many types as well that a company can experiment with! B2B video marketing is a great strategy to increase sales and raise conversion rates. Video statistics also show us that:

• 92% of marketers that have embedded video in their efforts admit that video is an important part of their strategy;
• 88% of marketers pointed out that video does indeed provide a positive ROI;
• 99% of current video marketers plan to continue using video in 2020 as well;
• 95% intend on increasing or maintaining their video spend.

(Source: Hubspot)

To top it up, YouTube and Facebook are the most frequently used platforms for video marketing. LinkedIn has also shown much potential, with 97% of video marketers describing it as an effective channel.

What’s more, many of our clients have gained considerable interest in this area - another sign this trend is growing. In short, people prefer video nowadays (as you can see below), and this also applies to B2B companies. Behind them and all the decisions that are taken, there are also people.

Source: Hubspot

B2B video marketing can be used on most channels! Facebook cover, stories, posts, groups, and even in your ads. The same goes for the rest of the social media channels. Plus, you can incorporate videos on your website and emails (don’t forget  also to mention in your subject line that you’re providing a video).

If you’re curious about the types of video marketing your B2B could use, check out also this blog article: Video Marketing for Tech Companies. 

Now that we got this out of the way, we can get into the heavy stuff. Get ready, go!

How to effectively use B2B video marketing?

Crafting a B2B video marketing strategy that sells needs to check some points along the way until it reaches your audience. For example, you need to understand the algorithm of each platform on which you want to distribute the content.

Also, you will want to be aware of what your competitors are doing. What from their videos are attracting the same public from your niche? Plus, it would help if you decided on what objective each video fulfills, as well as what channel you will use.

Understanding social media algorithms

Take into account the algorithm of each platform, because each one of them updates the way people engage with videos. Facebook, for example, rewards companies with additional organic reach if they have:

• Completion rate or specific % of users that watch a video completely;
• Loyalty and intent - this is about people returning and re-watching a video again and again in time = additional reach;
• Video and viewing duration - Facebook rewards companies that succeed in engaging people watch videos for at least 3 minutes;
• Original content, not third-party shares.

These are criteria that Facebook has. Other platforms such as YouTube, LinkedIn, Twitter have different ones. Knowing the algorithm is not complicated, but staying up to date and being able to shift easily the way you make a video to continue selling well is tricky.

Technical aspects of videos

Your B2B video marketing strategy cannot replace the need for creating an engaging video. Some aspects that you can take into account when preparing your video are:

• Write the script in natural language;
• Write it short - around 300 - 350 words can fit in 2 minutes of a video;
• After making a script, tell it to multiple people out loud. See how it flows. Check if other words fit better;
• Make the video mobile and desktop-friendly from the start;
• Make a script, especially in the beginning;
• Expect many cuts and retakes until you get the hang of it;
• Test out the video not on the people inside your company, but rather in the market;
• Offer time and budget to test out what works the best in your field.

SEO with according tagging

You understand the algorithms and also created a very engaging piece of content. The next step here is to tag your video accordingly to rank well. Let’s take, for example, YouTube and how a video should be tagged to rank higher:

• Use in the tagging section only specific keywords that complement the content of your video.
• YouTube recommends videos to people that have shown an interest in a topic. If your video is tagged with ‘Telecommunication’ (for example), but it is actually about on-premise infrastructure, then people might not click on it because it doesn’t reflect their search intent (thumbnail, title, or description do not suggest ‘Telecommunication’ as a topic);
• Use one main keyword for each of your videos. YouTube tries to understand what kind of content you have put out there so that it can serve it to the right people;
• The title, description, and tags should all complement each other and give YouTube’s algorithm a clear picture of what the video is about;
• The primary keyword should be in your title, as well in the description of the video;
• Add complementary tags to your primary keyword.

These are only a few of the aspects related to how to improve the SEO of your videos. After putting a lot of work into creating a great video, it is crucial to take some extra steps to gain the right exposure. 

Retargeting

Retargeting is an excellent strategy because the people that show an interest in specific pages of your website receive an advertisement with particular products/services they looked for. These ads appear on other websites and social media.

The most important aspect here is that when retargeting, your company can attract and engage with prospects through videos.

But for retargeting to work, you need to know your audience, and what kind of information they seek. Plus, you should know their demographics and way of consuming information.

Final thoughts

Video statistics show that 93% of businesses reported getting a new customer on social media thanks to video. Additionally, 81% of marketers say video has helped them generate leads. Therefore, if you’re looking to develop a B2B video marketing strategy in 2020, get in touch with us, and let’s discuss your goals.