B2B Video Marketing Best Practices
by | Aug 7, 2018 | Editorial, Marketing | No Comments

B2B Video Marketing Best Practices

The B2B marketing scene changes so fast it’s tough to keep up sometimes. In order to stay on point, you have to make sure that you have a proper strategy in place. Luckily, nowadays there is a variety of ways to establish a simple, yet very effective strategy for your B2B marketing efforts.

The modern-day era is absolutely thriving with opportunities in that regard. Thanks to marketing automation, analytics, and personalization B2B marketers have a far better shot to get closer to high-profile clients and more importantly, to get in touch with their target audience when it comes to sales, branding and content promotion.

Communicating with your customers and seeing to their needs is imperative for any #B2B marketing strategy. Click To Tweet

Traversing through the huge online video market, finding your own business strategy could prove to be a challenge. Online video right now is the market with the most potential. After all, recent research has shown that 69% of people worldwide prefer watching videos online.

Now, there are various marketing techniques and technologies to help your B2B business gain some traction in the world of online video. Even before you start employing any of these tactics, you must be focused on what the audience wants. Knowing what they want require research, but more importantly, it involves audience communication.

Knowing Your Audience and Speaking Their Language

Same as with B2C businesses communicating with your customers and seeing to their needs is imperative. One of the first steps though is showing your audience that you care about their problem you are set to resolve as much as you care about the content you’re putting forth to help them. That’s how they know they can trust you. Showing you care about your own content/product/brand, with their need in mind, will bring them closer to you.

At this point, it might be pertinent to mention that by the year 2020 the most vital brand differentiator for customers is not going to be price or product, but rather the overall customer experience; that’s according to a WalkerInfo report.

Any B2B marketer will tell you that creating a compelling experience for the entire potential customer or client (while they are making a purchase), yields far better results than those who are merely focused on profit and making a sale.

Once you establish who your target audience is what they crave, this will no doubt drive leads and conversions. One of the first rules here is not to appear fake to your audience. The audience actually needs to believe that you are one of them and that you speak their ‘language’.

Once you’ve fine-tuned your content to suit the audience, it’s time to shape your brand’s voice and tone accordingly, employing a particular jargon or technical language if you will. In relation to this, you should know that customers in Asian and European markets like to be addressed with an honorific (Ms., Dr., and so on). On the other hand, customers in the US prefer using first names straight away.

Find Out What Persona Suits Your Customer

Connecting your audience is one thing, but it’s also crucial. If you make content and promote a brand the customer can identify with, then you have practically won half the battle. This means nailing down user personas or archetypes that are best suited for that particular customer. This denotes communicating back and forth with your ad and sales teams and focusing on the research and stats that go in line with industry trends.

So, you have gathered all the relevant info and now you know the general personas that should be communicating to your potential customers and leads for your own business. These personas know very well what motivates your audience, and they have a better shot of circumventing any obstacles that could hinder a sale.

You also need to understand exactly who your ideal audience is and have a compelling sales pitch that connects with them on a personal and emotional level. And remember, you have to center a lot of your attention on relevant content – the kind of content that can reach the right viewers/buyers.

So, yeah, content was and always will be king.

Powerful Video Content Makes an Impact

When making your own video content, the most important lesson you can learn straight away is to know exactly what your audience wants. This is something both content creators and advertisers should be aware of. Here are a few simple rules you should follow when you’re starting out in video content marketing:

Rule 1: Community Building and Audience Engagement – Your video should reflect your brand and that’s what makes you stand out even with such massive competition in the video industry. Remember it’s not about the size. Focus on creating a tight and loyal community around your brand, so you can gain followers – this is usually a community of like-minded people and you should stick to that particular crowd.  Then, make sure you’re engaging regularly with that community.

Rule 2: Tell A Story, Hit That Emotion – Audiences make a connection with a video because of a few very straightforward reasons: emotion, content, and story. For years now, Omaze has been dishing out a series of videos that has cunningly used big-time celebrity to get important messages across. You can have a gander at an example below, featuring well-known British actor, Benedict Cumberbatch:

Another excellent example is video from StudioBinder that features actor Adam Driver (known for his role as Kylo Ren, in the new Star Wars movies):

Emotion, content, and story at work.

Rule 3: Short But Sweet – That’s right, your videos should be made and distributed in up to 10 to 15-minute chunks. Recent Study from Minimatters shows that last year the average video length on YouTube was 4 minutes and 20 seconds. This amount of time is more than enough for you to send your message to the audiences. It’s also enough to make the content interesting to watch.

Rule 4: Content Quality and the Platform Behind It – Let’s face it, it’s never about quantity, it’s about quality. Remember, creating gripping and top-quality content should be your priority above all else. As soon as you’re done with that though, your next step should be to make use of solid tech or video platforms to help reach people. YouTube is an obvious start, but remember that sooner or later you’re gonna need a faster road to monetization.

Rule 5: What You Need For Video Production – You won’t get far in the video marketing business unless you master video production. For a while now, video influencers have been giving people tips on how to make it on YouTube. In addition to that though, they offer cool advice on how to get started on video production. Check out their advice on this:

Rule 6: User Experience – It goes without saying you your content is at the center of your strategy. However, user experience, the way you serve your content to the users (tech stuff mostly, from page design to page load speed etc.) play often overlooked important part as well.

To put it in perspective, if you are not able to deliver your videos fast chances are you’re users would leave without checking your content.

Even though you are making a B2B video you need to tell a good story, something that will drag attention, inspire and engage viewers at the same time. Be creative when making your video and your audience will differ you from others and become your loyal customers.

It’s always good if you can offer your fans something different, something fresh.

Tagged: B2B marketers, B2B Video, video marketing