In the logic oriented business-to-business world, video marketing can add a personal touch and emotional element making brands stand out as relevant, connected, and genuine sources of worth-while content. Before making decisions, B2B buyers tend to conduct extensive research. An engaging and informative brand video can be a welcome break in the monotony of information gathering that also serves to accelerate their path to purchase.
In this post, we look at five video formats that work well for B2B marketing.
This type of video is designed to highlight a specific product or service being offered. These demo videos should be focused on functionality or service to show business to business customers how they can use your brand’s products. Competitive advantages, product attributes, and benefits should be called out and highlighted.
Use these videos to educate your audience and inform them of your uniqueness in the B2B marketplace. You can choose what to explain to your audience, whether it’s a video that answers questions, promote the brand, discusses services, product lines, or upcoming promotions. Offering an explainer video to customers when releasing a new product or service can make them feel more comfortable with the product as well as generate an increase in brand awareness.
An effective strategy for B2B companies is to leverage their success stories in an engaging way. Professional purchasing agents in the B2B world trust other buyers and their experiences with brands. Producing a B2B testimonial video by getting real people to talk about their experiences and offer feedback can be a great selling point, it not only builds trust, as well as demonstrates your customer loyalty.
CTA – Call To Action Video
Another type of Business to Business marketing video that you can use is one in which you encourage the viewer to make some decisions moving them further down the path to purchase is a call-to-action video. B2B customers are not deciding for themselves – they need to justify their choice to others in their company. Therefore, your video needs to focus more on clear facts rather than a flowery call to action backed with nothing but words. Ideally, your call-to-action video should encourage the buyer to visualize the use of your product and how they will explain its’ benefits to other stakeholders in the company.
Video interviews that feature industry experts and leaders allow B2B brands to highlight important internal characters as well as influential guests. This type of video can disseminate information as well as incite conversations between a brand and its’ audience while establishing the brand as a valuable source of relevant and engaging content.
Whether it’s a product video, an explainer video, a client testimonial, an Interview video, or a call to action, it’s important to remember that a good business-to-business video offers its’ viewers some sort of value. Video marketing lets your potential B2B customers see how they can benefit from purchasing your product. It beats any image or written content. If you’re looking for an engaging medium to boost your site’s conversion rates and produce financial returns, using video to promote your business to business brand and sell your products is the solution. At Blend, our professional creative team in Los Angeles has the experience to produce business to business video content that compels your target audience into action. If you’re interested in incorporating video marketing into your digital marketing strategy we can help, contact Blend Today.