Online video marketing is still largely an untapped area of opportunity for B2Bs. Think about the success of YouTube. It’s not just videos of funny babies or cute animals that are getting attention (even if it sometimes seems that way). YouTube is the second most popular search engine after Google and people are searching for how-to’s and guides to do any number of things. B2B decision makers like to watch videos too and it may be a welcome change from the articles and whitepapers that they have become accustomed to reading when they want to learn more about a business.
B2Bs are often hesitant to incorporate video marketing into their content marketing strategy because they don’t think that they have anything that’s “video-worthy”. No matter what industry you are in or what kind of audience you are trying to target, there is plenty of information that can be shared via video. There’s no need to over think it. As long as a video provides target audience members with some kind of value, that’s all that matters. It doesn’t need to look like it was produced in Hollywood.
For a B2B company that offers a product, like a software solutions business, a video product tour can be useful. Explain how the product works and show the benefits to using it. Many people are visual learners and will get more out of watching a video as opposed to reading a manual.
For a B2B company that offers a service, it’s important to get creative in order to use video to establish a solid relationship with clients and potential clients. Videos should be created that will establish trust and prove that you “know your stuff”. Interview current clients about their experience with your service, film a training session, an appearance at a trade show or industry event, or a webinar. These videos may not be exciting, but they don’t need to be. All they need to be is informative.
Once you’ve created an engaging video, the next step is to optimize it just as you would a new page of content. Videos can also rank in the search engines. Be sure to use targeted keywords in the title and description of the video in every place that it is posted.
Creating video content can enhance a social media strategy. Social media users are more attracted to posts that include visuals, like a video or a photo. These posts draw the highest engagement.
Instead of shying away from video marketing, B2Bs should embrace it. Online videos attract attention. If you are the only business creating them within your niche, you will have an edge over the competition.