B2B Video Marketing

6 Types of B2B Videos to Boost Your Marketing Strategy

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Posted on January 27, 2022

Discover the six most popular B2B video types to boost your marketing.

Let us start with a fact that you might already know. B2B marketing is a different ball game altogether. You need a strong marketing strategy just to survive in this rapidly evolving and highly competitive industry.

There are two key differences between B2B and B2C marketing.

  • In the latter, a decision to buy is primarily taken by an individual. Plus, initially, B2C companies aim to get individuals to say ‘yes’ to their product once.
  • On the other hand, although B2B companies might be dealing with individuals, most often, the buying decision is taken by many or after consulting several others. In addition, B2B marketers prefer to develop a long-term relationship rather than settling for a single sale from an individual.

To succeed in B2B marketing, companies must look for tools to not just connect but to hold their interest, build relationships, and extend their partnerships. Video content is by far the ideal medium to achieve your B2B marketing goals.

Why Video Content Is a Game Changer in B2B Marketing

With video format already crowned as the king of content, B2B marketers have no other choice but to include it in their marketing mix.

A drastic drop in the product and editing cost due to the availability of Premiere Pro transitions, special effects, and video templates has given marketers additional impetus to use video content.

B2B buyers prefer videos to text content. The following statistics establish this statement as a fact.

  • Over 50% of B2B buyers consider videos the most useful content format.
  •  Over 70% of B2B buyers spend more time watching video content than other formats throughout their customer journey.
  • Video content is the top choice for sharing by B2B tech buyers.
  • Around 87% of all B2B videos are viewed on desktop computers which makes the office the most likely place where purchase decisions are made. This further validates the point that in B2B deals, more than one person is involved in the decision-making .  
  • In the B2B industry, videos also serve as an essential customer support tool, with around 33% of buyers wanting video chat options.

Understanding the importance of video content is one thing. Your real work begins with identifying the best type of B2B videos to include in your marketing strategy.

In this article, you will discover the six most popular B2B video types to boost your marketing.


1. Product Videos

A product video is now more than a tour of the physical appearance or an overview of the software. To attract the customer, the videos you develop must showcase how the customer´s life is improved with the use of the product.

The versatility of product videos allows marketers and content creators to take different approaches to suit the taste and preferences of the customers.

Even in this case, where your customer is a B2B organization, it’s advisable to create a buyer persona to understand the target audience. Based on the persona, a multitude of product videos ranging from fun to motivational can be developed to impress the audience.

One of your objectives while creating product videos for B2B companies is to demonstrate how the product is different from others and why it’s unique. Product videos take the B2B audience for a brief walkthrough of the functioning and benefits of the product without going into its nitty-gritty.

Here is a little tip that’ll greatly boost the allure of your videos. While creating product videos focus equally on the customer as much as the product. A balanced approach works because in the initial stage the customers are more interested in finding a solution to their problem than learning about all the features the product has to offer.

For example, B2B marketers can use video content to take the audience on a tour of a software’s workflow describing what the product does and how it helps the customer manage the business more efficiently.

Most often than not, potential customers are introduced to a B2B company through their product video. B2B companies can place them on the website’s home page or a landing page specially created using web design tools.

In the following example, Zendesk needed just one minute to highlight the pain points of a business, how the problem affected an entrepreneur, and the need to find a solution, and finally highlighting how the company managed to help the customer. Everything is explained so clearly and endearingly.


2. Explainer Videos

Once the customer is satisfied that your brand has a potential solution to their problem they’ll dig deeper to learn more about you. Now is the time to introduce explainer videos to share detailed information about your company, product, and its functioning. Bear in mind the video content will have a greater impact if valuable information is shared compellingly and entertainingly.

Storytelling is a method that works all the time. Information about the software, data on how the software improves a business and all the ins and outs of a product are dry subjects that can put a viewer to sleep if not presented well. Blending storytelling to your message will delight the customers.

A big advantage of explainer content is that this video type is ideal for B2B businesses that deal with both tangible and intangible products. More particularly in intangible products like apps, software, and services where numerous features and functions need separate videos for clear communication.

Whether your want to use an explainer video or a how-to video depends on which stage of the sales funnel the target audience is currently at. Plus, the information you want to impart to the viewers. A good cover can help you attract the right customers.

The use of explainer video is indispensable in B2B marketing. That’s because around 96% of shoppers watch explainer videos to gain information about services or products and 58% of them shop online.

Marketers can also choose animated videos to explain complex topics like the working of an app or software. One of the best examples of animated explainer content is the following Databricks video.

This short video effectively covers the platform, the process, and what the product can do for the customer. The animated video manages to convey the complex and confusing process in the simplest possible way.


3. Webinar Videos

Webinars are excellent to connect with customers and build relationships. A webinar is an umbrella term that includes a wide variety of video types. But there are a few characteristics that are common to all these types of videos. In most cases, webinars are live and viewer participation or interactivity is a vital part of the format.

In B2C marketing, brands often target a large group of people who form their potential customers. Webinars are rightly suited for B2B because of a relatively smaller target audience. Plus, with webinars, it’s easy to focus on a small group and educate them about the uses and advantages of your offerings.

The ability to focus on a small audience doesn’t mean webinar restricts your exposure and reach. With the right webinar tool in your B2B package companies can reach as many potential customers as they like. Companies can reach and connect with a few or numerous organizations at once.

Webinars are also a powerful lead generation tool. B2B marketing companies can use other marketing mediums to generate interest in their webinars.

Even better, companies can create teasers to encourage interested individuals or organizations to sign up by supplying crucial information such as company title, email address, etc. You can put to use the information gathered to build relationships and strengthen partnerships by sending regular emails using newsletter software.

Bear in mind that webinars or similar virtual events will have the best impact when you share something useful and important.

In the case of live events/webinars, the attendees are allotting their valuable time to hear what you have to say. Make their time worthwhile by sharing valuable information or demonstrating your product.

Webinars and events are excellent marketing strategies for B2B companies to establish their brand and/or share their expertise.


4. Customer Testimonial Videos

Marketing videos serve their purpose. They create brand awareness, share valuable information, engage the audience, and encourage them to explore further.

Even so, there will always be some doubt or skepticism in the minds of the potential customers when they see companies marketing and recommending their products. That’s because of the thought that ‘of course, the company will talk of how great their product is.’  

Customer testimonial videos help companies change that perception. For brands, these videos serve as undeniable social proof of the quality and value of the product. On the other end, hearing peers talk good things about a product helps customers trust the brand.

It would be difficult for B2B companies to find a more authentic and powerful marketing medium than customer testimonial videos.

The use of existing customers helps B2B companies make an instant connection with the audience. B2B companies can use the opportunity the speaker has created to demonstrate the value of their product/service.

When should B2B businesses use customer testimonial videos?

Companies can earn and nurture the trust of potential customers with genuine testimonials. Although almost all companies use testimonial videos, experts recommend taking this route only when businesses can find existing customers who are so pleased with the solution that they are willing to come on camera to share how good the product/service is.

B2B businesses must find their video stars among the customers who are devoted and would never consider taking their business elsewhere.

It doesn’t matter what type of customer you are: B2B or B2C customer, 9 out of 10 customers are influenced by positive testimonials/reviews. Compared to the 12% retention rate of text content, people remember 95% of the information they see on videos.

The following is a unique testimonial video that uses the old and new clips to present a creative and unique story to the audience.


5. Q&A/Interview Videos

Video content is by far the best information delivery system that businesses and marketers have at their disposal. Even in B2B e-commerce, it’s important for dropshipping suppliers to create unique and informative videos that target online retailers, so they can reach more potential partners.

Videos can also be used by B2B companies to answer some of the most commonly asked questions about their offerings.

You can opt for multiple short videos or a single long video with a timestamp that takes viewers to the query they want to be answered. With video Q&A, B2B companies can use animation, images, slides, and other digital assets to satisfy the audience. This isn’t possible with text-based Q&A posts.  

Marketers can also use interviews to answer questions or explain concepts to the target audience. Interview videos are more engaging because of their format which is often conversational. Apart from advertising their product, companies can also establish their brand as an expert and authority in their industry.

B2B brands can improve their reach by involving influencers (who are part of the same industry) with a considerable following on and off social media. You can use their followers and network to create brand awareness and increase conversions.

Video Q&A sessions and interviews are also a popular format for lead generation. An effective call-to-action at the end of the video can influence viewers to take action and move along the sales funnel. B2B companies can roll out recurring series to build a relationship with the audience.

For example, the Head-to-Head series of videos by Nacelle often invite e-commerce experts ranging from marketers to sales executives to talk shop. The e-commerce company hosts videos on a wide range of topics that offer deep insight and different perspectives about the industry.


6. Commercials

Commercials are videos to use at the top of the sales funnel. B2B companies, like others, normally use video commercials to create brand awareness and generate interest. This type of video content follows the Attention, Interest, Desire, and Action Model (AIDA Model) which is several decades old yet still quite effective. Commercial videos are usually short (less than 30 seconds) and include a call-to-action (CTA). The main goal of commercial videos is to induce the viewers to click on a link to find out more about the B2B brand.

B2B companies, more particularly e-commerce business marketers, have been using video ads for quite a while. You might notice advertisements at the start, in the middle, and at the end of videos on Facebook, YouTube, and various other social media platforms.

Although B2B marketing is different from B2C marketing in many ways the video commercials that both industries use include the same ingredients including storytelling, humor, and empathy. That said don’t forget the important ingredient called creativity. B2B ads that are both informative and creative attract more eyeballs.

The start of the year saw some very interesting B2B video ads. One of the best in this category is the ad from Wasabi that tells businesses how they can save money by choosing them over Amazon Web Services (AWS). Ditching the formal, business-like tone that some B2B companies use, Wasabi uses music and jokes to attract the audience.


Final Thoughts

The B2B industry is growing fast and the competition to attract attention is huge. Video content has emerged as a medium that any business irrespective of its product, size, and structure can use to achieve its marketing objectives. But sometimes the types of video content that can be created and the many ways it can be used might overwhelm you.

The B2B content landscape is saturated with videos. You must invest in the right type of videos to distinguish your company and offerings.

Hope our small list of B2B video types has put you at ease and reduced the workload. The types of videos mentioned – product videos, explainer videos, webinars, customer testimonials, Q&A videos, and commercials – will help you market your offerings and build relationships with the audience. Plus, now you don’t have to experiment with video formats to choose the ones that best suit your needs.

Author bio:

Cristian Stanciu is a freelance video editor, owner and post-production coordinator of Veedyou Media – a company offering video editing services to videographers, marketing agencies, video production studios or brands all over the globe. I can catch up with him on his blog or on LinkedIn


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