Nick BuchheitYoutube is the world’s second-largest search engine after Google. With over 2 billion monthly active users that are all looking for education, entertainment, and inspiration, Youtube holds a lot of promise for B2B brands. So what’s the key to successful B2B Youtube marketing? Let’s find out!
Many B2B brands have been slow at optimizing their presence on Youtube. This means that there’s a massive opportunity out there for those who decide to take the plunge. Youtube is a fantastic content platform for B2B brands that will help you grow your audience, build brand awareness, and even drive leads and conversions.
If you’re gearing up to launch your B2B brand on Youtube or looking to improve your Youtube strategy and video content, we’ve got your back. Keep reading for some valuable YouTube marketing tips for building B2B brands with video.
What Is B2B Youtube Marketing?
B2B Youtube marketing is when organizations use Youtube videos to market, promote and sell their offering. Youtube is an enormous platform, ideal for increasing engagement with your brand and educating prospects. There simply is no other platform as rewarding as YouTube right now for sharing videos or advertising. Below are a few stats to showcase the magnitude of this platform:
- According to Statista, more than 2.6 billion people worldwide use YouTube once a month.
- In 2021, YouTube Premium and YouTube Music had more than 50 million subscribers globally.
- YouTube accounts for around 25% of global mobile traffic.
- In the US, YouTube is the most popular online platform, with 74% of adult users,
To read more about interesting video marketing statistics, check out our article 40 Powerful Video Marketing Statistics.
Benefits Of YouTube For B2B Marketing
There are many benefits of Youtube for B2B brands. The audience is already there, so what you need to do is create content that captures their attention and resonates with them. Let’s have a look at some of the advantages of building a strong presence on Youtube.
Youtube can help you shorten your sales cycles
One of the most important KPIs in B2B is sales velocity. How quickly can you turn traffic into leads and leads into paying customers? The answer will have a significant impact on your bottom line. Youtube videos are highly efficient vehicles of communication that can help you deliver your pitch quickly, in a way that’s both entertaining and easy to understand. Hosting videos on Youtube allows you to easily share them on social media, your blog and website, and email marketing and sales conversations.
Related reading: How To Use Video Marketing To Simplify Your Sales Message
Videos will create emotional connections
No other medium creates an emotional response the way that video does. The emotional impact you can make with video surpasses all other formats. And when people are browsing Youtube, they’re already in the mood to watch something. They’ve already decided they have time to look at videos, which will make it easier to attract their attention. By leveraging Youtube videos as part of your B2B marketing strategy, you can set the tone for your sales messages and turn your B2B product into a love brand.
You can use Youtube videos to explain your products
People tend to process visual information a lot faster and more intuitively than written text. This is one of the reasons Youtube is so popular and video marketing so powerful. Videos can help you communicate more efficiently, in a shorter amount of time, and in a way that is easier to digest than through, for example, an article or ebook.
Related reading: 7 styles of B2B video your brand should be using
You can repurpose existing content for Youtube
As all marketers know, repurposing content is invaluable when scaling your marketing. An excellent way to repurpose your popular blog posts or case studies is by turning them into Youtube videos. You can pick the best-performing blog posts on your website and turn them into explainer videos. Then you can host the videos on Youtube, embed them on your blog posts, and sit back to watch traffic and conversions skyrocket. This is because the video format makes the same information easier to access and consume. It will also make visitors stay longer on your website. These are all things that Google loves, so this strategy will immediately boost rankings and traffic.
Youtube can help you convey your brand’s essence
Videos are a powerful way to build brand awareness and get more visibility. Video lets you stand out in a crowded marketplace, where many B2B brands look pretty similar. An inspiring Youtube channel with valuable content lets you tell your brand story in a new way, a way that draws people in and makes them remember your brand and message.
Related reading: 5 Reasons to Invest In Brand Video Production
Youtube will boost your search rankings
Posting videos on Youtube will also help you get found on Google. Google includes videos in their search results, and many times, videos even rank higher than the standard webpage results. In fact, videos are 50 times more likely to rank high on Google than regular plain text results. By publishing video content to YouTube, you will dramatically increase the chances of being found on Google as well.
What Kind of B2B Videos Works on Youtube?
There is no blueprint for what kind of content works best on Youtube. It depends on your target audience, product, and objectives. Below are just a few examples of the different types of videos that work well on Youtube.
- Docu-style videos
- Brand videos
- Testimonials
- Product videos
- Animated explainer videos
- Customer interviews
- User interviews
While there is no blueprint, there are a few common pitfalls that you want to avoid. Many B2B brands make these mistakes, resulting in a much lower ROI on their marketing investment:
- Cramming too much information into each video
- Being boring because you’re playing it too safe
- Not standing out from your competition
Related reading: 5 Common Mistakes In B2B Video Production
How To Create A Winning B2B Youtube Strategy
- Start with understanding your goals. Why are you producing video?
- Identify your target audience. Who will watch your videos, and how will you make sure your audience finds them?
- Decide what story you want to tell. Get clear on your core messaging before you start writing scripts.
- Partner with a creative video production agency. Don’t take this decision lightly; what partner you choose will hugely impact the final result.
- Decide on a timeline and a budget for your videos. Don’t necessarily go for the cheapest option, as it often turns out more expensive in the long run. Invest in great skills, and you will get a great result.
Related reading: What Is Corporate Video – Top Trends, Tactics, and Strategies for 2022
B2B YouTube Marketing: 7 Best Practices To Help You Succeed
1. Produce high-quality video content
Youtube is a place where quality wins over quantity every time. There is nothing to gain from publishing a lot of content if the quality is not top-notch. Then you even risk it damaging your brand and undermining trust. B2B sales are all about trust, and it’s crucial that the content you present on Youtube is professionally produced and holds a high standard of quality.
2. Optimize your Youtube channel
Put a target keyword in your channel name, video titles and descriptions. Using important target keywords in your channel name, video titles and descriptions will help you get found.
Make use of the About Us page. This is a chance for you to present your brand and share your message, so make the most of this space. Make sure to link to your website and your other social media accounts, and to include a clear CTA.
Use the channel keyword tags under Advanced Settings. This will also increase the chances of the right people finding your content.
Update your channel trailer regularly. Experiment with different types of trailers and run test to see which ones perform better. Then double down on what works.
Post a mix of shorter and longer videos. Your audience will be in different stages of the marketing funnel, so they will be interested in different types of content. Map the buyer journey to make sure you don’t have content gaps.
Optimize the introduction of your videos to get viewers hooked. The first 30 seconds are crucial, so make sure they grab your viewers attention.
Create playlists to enhance total watch time. Make it easy to stay around and binge content from your channel, by presenting new content as soons as the previous video is finished playing.
3. Engage with other accounts
Many people forget the fact that Youtube is a social media platform. One way to increase your following and quickly get discovered by important people in your field is by interacting with and supporting their content. People are naturally geared towards reciprocity, and in social media marketing, you often get what you give. Be generous, build relationships, and co-create content with other accounts. This will help you quickly grow your following for free.
4. Leverage paid advertising
Social interaction will only get you so far, and to get some real traction, you should definitely leverage the Youtube advertising. There are many different options for advertising your YouTube videos, such as the ads that play at the beginning of other videos, banner ads, and promoted videos that appear on YouTube searches. Experiment to find out what yields the best results for you.
5. Share your Youtube videos on other social media platforms
Once a video is posted on Youtube, it’s time to share it on all your other social media accounts. LinkedIn, Facebook, and Twitter allow you to publish Youtube links directly in the feed, which is one way to piggyback on your existing social media audiences to grow your Youtube following.
Related reading: Youtube Marketing–10 Steps to Strengthen Your Brand With Video
6. Track performance metrics and set clear goals
YouTube Analytics is similar to Google Analytics and enables you to monitor the performance of your YouTube channel via a variety of metrics. Examples of relevant KPIs are:
- Traffic
- Watch time
- Bounce rate
- Engagement
- Traffic source
This data will give you valuable insights into who is consuming your content and how they interact with it to adjust your strategy accordingly.
7. Consistency Is Key in B2B Youtube Marketing
Like in all marketing, consistency is a crucial success factor. One of the most common mistakes companies make when it comes to B2B YouTube marketing is only to post videos now and then. But the only way to grow an audience on YouTube is to update your channel on a consistent basis.
To do this, you need to plan for your videos in the same way you plan for your blogs, eBooks, and other types of content. You don’t have to post a new video every day, but consistency is definitely a game-changer.
Partner With An Award-Winning Video Production Agency
Covalent is a video production company based in Pittsburgh. We cater to B2B companies of all sizes and in a wide range of industries. We’re well known for creating the best corporate videos on the market, and combining experience and creativity with a strong marketing mindset.
We can help you shoot everything from brand videos and commercials to explainer videos and docu-style shoots. We also produce videos at various price points, always focusing on creating the content you need to reach your business goals.
Combining years of experience with cutting-edge creativity, our productions have received numerous awards and accolades over the years. Get in touch to discuss how we can help your brand build an exciting and engaging Youtube presence!