Marketing is evolving at a fast pace. One of the most valuable tools in B2B marketing these days is B2B video marketing. Videos can be used across various platforms and adds value through the whole buying journey. No other format has the power to trigger feelings, tell stories, and build brand affinity quite as videos do, and those factors are just as crucial in B2B as in other marketing contexts.
These are some of the benefits of using video marketing in B2B:
- Video boosts conversion rates
- Video can help you Increase retention
- Video supports SEO and drives traffic
- Video enables you to explain complex products in an accessible way
- Video drives social shares and virality
- Video increases trust and credibility
- Video enhances your overall marketing campaigns
This blog post will look into 5 steps for creating B2B marketing videos that you can leverage in your next video campaign. Videos that will help you attract your target audience, build brand affinity, and drive conversions.
Related reading: How To Create Authentic Brand Video–And Why It Matters
1. Create a Solid B2B Video Marketing Strategy
You know what they say: failing to plan is planning to fail. Having a well-planned strategy as the base for your video production projects is always the best way to start.
A video marketing strategy should include the following points:
- Definition of your target audience
- Crystal-clear brand messaging
- Numeric goals for your video marketing
- What video platforms and what video types you’ll need
- Plan for content production and post-production
- Plan for distribution of your videos
- Plan for how to measure your results
Related reading: Corporate Video Production Essentials
2. Pick the Right Video Production Agency
Once you have an idea of what you want to produce, it’s time to partner with a creative video production agency. There are many players on the market, and which one suits you best depends on a number of factors. What is your budget? What are your goals? What style of production do you prefer? Are you going for a big polished production or docu-style videos with a more authentic vibe?
The best way to get an idea of how well a production company would suit your needs is to look at plenty of their prior work. Make sure to see finished videos published and “active” online, not just a compilation or reel.
Related reading: 3 Key Ingredients of Powerful B2B Video Production
3. Create B2B Video Marketing Optimized for Each Platform
An increasing number of B2B marketing professionals realize the potential of social video marketing and how it can help drive engagement, conversion rates, and revenue. But it’s essential to keep in mind that a video that performed well on YouTube may not do well on Facebook, LinkedIn, or Instagram. Each platform is different; if you want to see a return on your investment, you need to optimize each video for the various networks.
What’s important is that even if your content differs depending on where it’s published, your videos should maintain the same brand voice and visual identity across all formats and platforms. This is what branding is all about; getting your prospective clients to start recognizing and associating your content with your brand values. Consistent branding and messaging are vital in achieving that.
Related reading: 7 Styles of B2B Video Your Brand Should Be Using
4. Use Closed Captions To Maximize Accessibility
Adding text to your videos is essential for many reasons. Search engines boost video posts with transcripts included. There are also regulatory and accessibility concerns to consider. And the fact that most marketing videos are consumed online means that people often watch them with no sound. If you include captions, they’ll still get the entire message. Did you know, for example, that 85% of Facebook videos are seen without sound? That shows the importance of closed captions in video content.
When planning your B2B video marketing, there are benefits to choosing closed captions for your videos rather than just subtitles. Closed captions are designed for viewers who cannot hear the audio and offer a more genuinely accessible way for people to engage with your videos. Also, depending on the context where your video will be shown, it may be mandatory and part of regulatory compliance to use closed captions.
Related reading: 5 Benefits of Captions and Transcriptions In Video Marketing
5. Opt for Quality over Quantity In B2B Video Marketing
Once your B2B video is ready, it’s time to distribute it. This can be done in many ways on many platforms, and it can be done both organically or through paid advertising. Whatever your distribution strategy looks like, this is the stage where you’ll notice that it’s better to go for a few videos of high quality than many of lower quality. Because with high-quality material, distribution is cheaper, and you will reach a larger audience. You will also reach them with a more compelling message, one that helps build trust in your brand.
To succeed in B2B marketing, video is becoming a must-have. But there are many aspects of video production that need attention when it comes to creating videos for your business. With the right strategy and a quality video production agency, you can create B2B marketing videos optimized for each platform, accessible to all audiences with closed captions and high quality. Doing so will help you reach new audiences, and grow your brand faster than ever before.
Covalent is a creative video production agency specializing in creative and authentic video marketing. Get in touch to explore how we can make your brand come alive with B2B video marketing.