Videos are considered the superstars of content marketing. No wonder—because videos transport emotion like no other medium, they are very frequently shared, improve the opening rates of e-mails and keep visitors on a website for longer. Especially in the B2B sector, where mostly complex and less emotional products are sold, videos can be an important lever in marketing. We will show you which formats are particularly relevant for B2B companies and how to get the most out of your videos so that every cent of the usually high production costs is worth it.
Explanatory videos are particularly useful for explaining the advantages and functionalities of products or services. With illustrations and a speaker or with employees you can bring complex B2B products closer to the customer in an easy and likable way. Dry product information can be integrated into a story and thus be made more interesting. These videos are well suited to be integrated on your own website or for social media postings. But you do not only have the possibility to explain your own products, but also other facts and elements from your field of specialization. Helpvertising is the keyword here. Users who want to learn about a certain topic can come across your video during their research and become aware of your company in the process. Hubspot, for example, explains the meaning of SSL in a video and, at the end, points to their own service.
With seven2one, it becomes clear how complex topics can be easily explained through the use of infographics and a voiceover.
Image films are all about drawing attention to your company, your philosophy and your performance, sometimes in a very elaborate way. For example, production facilities and employees can be shown in order to provide a glimpse behind the scenes and convey an authentic image. Image films are often designed in a particularly creative way and produced with high quality. In the web TV series Working Hero, for instance, companies from the construction machinery industry present the “heroes” of their team, their daily tasks, successes and difficulties.
3. Product video
Product videos focus on your products and features in the style of a commercial. From simple animation to high-quality film production, everything is possible here—depending on the available budget. Product videos are often shown at trade fairs and events but are also shared on social networks and integrated on the website. However, this type of video only works for companies that offer physical products. Software or services can be better presented through explanatory videos. Even if the focus here is on the product, a story framework can be helpful. In its product film, Samsung shows the features of the new smartphone in the context of quality assurance.
The success of formats such as live videos and stories on Facebook and Instagram demonstrates that an elaborate video production is not necessarily required in order to reach your target audience with moving images. B2B companies, in particular, often lack a face. And through such formats, they can build a more personal relationship to their target audience. The best news for all marketers: It won't cost you anything! Grab your smartphone and share special events, moments in your team or just allow a look behind the scenes and at the day-to-day life of your company. That way, you communicate in a particularly authentical way and you show your followers a new side. Moreover, users can respond to your video in real time and communicate with you. Do not overdo it, though. Live videos only make sense if you really have something to show—be it a product demonstration, a tutorial or a special promotion. Stories fall under the so-called “snackable content”, they should be as short and easy to consume as possible.
These virtual seminars are probably the most common video format in the B2B sector. Speaker and participants meet in a virtual conference room during a live link-up and can communicate. A webinar is an alternative to a classroom-based event. Another advantage is that the webinars are usually recorded and made available as a webcast later. In contrast to the other video formats, webinars are less suitable for increasing awareness; they are usually aimed at people who have already expressed their interest and are therefore applied at a later stage of the customer journey. They are particularly suitable for giving potential customers a deeper insight into products and services, helping them to make their purchase decision and answering questions directly.
The production of a great video alone is not yet likely to lead to success. But with a few tips, you can make your films an effective tool for your B2B marketing.
As with every marketing measure, video marketing should be based on a clear strategy and a goal. Make sure to set your goals before creating the video material, as the nature and design of the film depends heavily on it. It is up to you whether you want to attract attention, strengthen your image or advertise specific products. Based on your goals, you can then select the appropriate format for your company.
Once your film is finished, it has to be distributed in order for your message to reach as many users as possible. Compared to other types of content, videos are particularly often shared and therefore have a higher potential to spread organically. Therefore, share your videos on all platforms used by your company. You can also pick up the content repeatedly and post it again at a later time. If possible, you should divide longer films into several shorter sequences so that you can compose more posts and benefit from them on social media over a longer period. Moreover, users usually do not finish watching videos that are too long. Collaborating with influencers and bloggers from your industry is also a good way of distributing your films quickly. If a well-known blogger, for instance, reports about a product and embeds your video, the chance for it to spread quickly is very high. Explanatory videos also have a high potential to be included in posts on the respective topic.
The organic spreading of your video content is important, but more views can also be generated through advertisements. Using Google AdWords, you can, for example, place TrueView Ads that are played on YouTube and the Google Display Network. Even on Facebook, VideoAds can be placed for more views. The advantage here are the good targeting possibilities through which the target audience can be segmented more precisely.
A marketing campaign with video content can only really be efficient if you also keep performance measurement in mind. Depending on the goals you determined at the beginning, you should define appropriate KPIs to measure the success of the campaign. Possible key performance indicators here are views, likes and shares, but also website access rates or leads, for example, if you have integrated a link in your YouTube video. Keep a constant eye on your key performance indicators and, if necessary, optimize your activities in order to achieve better results.
However, if you still want expert advice regarding B2B campaigns, our TrustedTargeting team will be pleased to help you implement your campaigns. With a team of online marketing specialists, we can provide you with competent advice at any time and successfully implement your lead ads. A benefit is our valuable B2B database of numerous industries.
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