Selling your products to other businesses can be tough.
We know because we sell to other businesses every day. In fact, as a leading video marketing platform, B2B is one of the core focuses at Viddyoze.
Businesses have completely different pain points, needs, and budgets when compared to individual consumers.
But they do all have one thing in common: their audience is most receptive to video content.
In this article, we’re going to show you how to use B2B video marketing to boost traffic, find leads, and grow your business.
- What Is B2B Video Marketing?
- B2B Video Marketing Statistics
- 10 B2B Video Content Ideas To Engage Your Audience
- Examples Of B2B Marketing Videos Done Right
- B2B Video Production On A Budget
- Proven B2B Video Strategies For Every Marketing Goal
- Final Thoughts
What Is B2B Video Marketing?
B2B video marketing is the focused use of video content to promote products and services to another business. It involves creating content – for example, tutorial videos, testimonial videos, and video podcasts – specifically for a business-to-business (B2B) audience.
With a strong B2B video marketing strategy, you’ll be able to tap into the needs of key decision-makers and convince them to purchase your products.
B2B Video Marketing Statistics
- 86% of businesses use video as a marketing tool (Hubspot)
- 70% of B2B buyers will watch a video on the product before making the purchase (Google)
- 87% of video marketers reported a profit on their efforts (startupbonsai)
- 96% of people use videos to make purchasing decisions (Social Shephard)
- Over 67% of marketers are making video content every week (Weidert)
- 78% of people admit to watching internet videos every week (Cience)
- 88% of B2B marketers believe that high-quality video generates a stronger brand identity for their company (Content Marketing Institute)
10 B2B Video Content Ideas To Engage Your Audience
- Product Launch Videos
- Thought Leadership Videos
- Video Lead Magnets
- Company Culture videos
- Discounts/Promotions Videos
- Customer Testimonials
- Event Recaps
- Product Marketing Videos
- Case studies
- Tutorials & Explainer Videos
Every industry and business niche comes with its own quirks that you can take advantage of to create hyper-relevant video content for your business.
However, there’s also classic B2B video content that is guaranteed to engage your audience whatever your niche is.
Here’s 10 B2B video ideas (with examples) that you can create right now to kickstart your video marketing strategy.
1. Product Launch Videos
A product launch video is a brilliant way to create an instant buzz about your products or services.
B2B video content ideas like this one are designed to draw decision-makers in at the top of your sales funnel.
Remember, there’s a good chance they’re already conducting their market research. Seeing your product launch video when they’re at the beginning of their buyer’s journey significantly increases your chances of landing a sale.
2. Thought Leadership Videos
Building your thought leadership is a must for B2B brands.
Becoming a thought leader establishes your business as experts in your niche, something that is essential to inspire consumer confidence in your services.
The idea behind thought leadership content is simple. By giving away your insider secrets and expert tips for free, you can impress the people in your industry and raise your brand’s profile in the process.
It makes people want to work with you because you’ve already impressed them and in the consumer’s mind and won their trust by providing valuable information.
3. Video Lead Magnets
Lead magnets in a sense are the opposite of thought leadership content.
But instead of thinking it’s one type of content or the other, the most effective strategy is to combine the two.
With lead magnets, you hide the video content behind a gate which visitors can access for free in exchange for their email address and other contact information.
It allows you to build your contact list and nurture these leads into customers.
To successfully execute this strategy you need to have a piece of content that has a high perceived value to your target audience. It could be a:
- Expert guide
- Full-length industry interview
- Or exclusive never before seen content
Then promote your lead magnet video in your marketing and try to drive as much traffic as possible to it.
4. Company Culture videos
Remember when we said that decision-makers are looking for trust and credibility? Well, nothing builds that relationship like a company culture video.
Show buyers what your business is like behind the scenes with a brand video; demonstrate your values with a sneak peek of your working environment; show off the type of people you employ with a video introducing a new hire. Video is a great way to build a brand people can relate to and encourage buy in.
5. Discounts/Promotions Videos
Similar to product launch videos, discount and promotion videos are excellent ways to create that early interest in your brand.
Wyzowl reports that 83% of marketers say that promo videos provide a healthy ROI. On top of that, when it comes to buyers, price is always important, so any discount you can give could be the difference between choosing you as their vendor or looking elsewhere.
Just remember to take care with those transitions and intro – credibility is key!
6. Customer Testimonials
Nothing makes a buyer sit up and listen like a similar business or competitor signing the praises of a product.
Highlight your success story with a customer testimonial video. Not only are testimonial videos the best way to demonstrate the social proof of your product, but it’s also an effective way to build trust in your product.
Remember, B2B marketing videos must connect with a B2B audience. Video testimonials will help you do this.
7. Event Recaps
Decision-makers prefer educational content (40%, according to CMI). Hosting an industry event is a proven way to demonstrate your business’s knowledge and expertise.
To get more out of your event, make a recap video to share with decision-makers. A summary of the key takeaways and best talking points will raise your credibility, reinforce social proof, and create brand awareness.
Did you interview a notable expert from your industry? Package it up as a marketing video and push it out as thought-leadership content. B2B decision-makers love that stuff.
8. Product Marketing Videos
A product video can demonstrate exactly what your product does, how it works, and which pain points it addresses. The CMI reports that these are three of the most important content qualities for decision-makers.
Remember, before giving the final sign off, B2B decision-makers need as much information as possible. Almost all video marketers agree that video significantly increases user understanding of products and services. In effect, videos help speed up the decision making process.
It’s a no brainer.
9. Case studies
The king of educational content, case studies are a must when it comes to your B2B video marketing strategy. Original research and case studies are two of the most influential types of content when it comes to B2B buying decisions (CMI).
Why? Because it allows you to show first-hand the transformational impact your product can have with a real-world example. By creating a video case study to go alongside a text document, you’ll also increase your ability to reach a wider audience.
10. Tutorials & Explainer Videos
Video tutorials (also known as explainer videos) are one of the most popular types of video on the internet for a reason. Not only are they easy to understand, they also relay information quicker.
Google reports that a user is 3X more likely to want to watch a YouTube tutorial video than to read the instructions as text.
Time-poor B2B decision-makers are no different. They love educational content, remember? Product demos are the purest form of informative content.
Examples Of B2B Marketing Videos Done Right
To give you a better idea of the types of content you need to be making, we’ve rounded up 3 of our favorite examples of B2B video.
Wise – How To Open A Bank Account In The UK
Here Wise has identified one of its audience’s biggest problems, and made a short, simple video positioning itself as the solution. A classic promo/product video in all its glory.
As you can see here, it couldn’t be easier to make an effective, engaging video – this one has over 6,000 views and tons of engagement.
All you need is a camera, a presenter, and an informative script. Add in some pro-level transitions, and a cool logo (all of which you can do with Viddyoze) and you’re good to go.
With explainer videos like this, new customers are all but guaranteed.
Ahrefs – Content Marketing For Beginners
Next, Ahrefs put on a clinic for growing your social media following. In this video, Ahrefs addresses a whole host of issues relating to content marketing.
To put it simply, thought leadership content doesn’t get much better than this.
From an SEO standpoint, this video is perfect (as it should be from Ahrefs). Notice the subtitles, hashtags and optimized description. In addition, Ahrefs pushed this out on social media using paid ads. The result? A double whammy of new followers.
By addressing a common pain point for business, tons of people will find this organically.
With the added paid ads, they’ll also snare a few people further back in the sales funnel – you know, the decision-makers who aren’t quite ready to commit to content marketing but know they should. Genius.
BambooHR – Work/Life Balance at BambooHR
Want to know how to make great company culture videos? Just watch this.
It’s human. It’s relatable. And, most importantly, it’s fun. It’s also evergreen. Because even though this video was made in 2014, it’s still super relevant today,
With a video like this, you can push it out on social media, leave it on your website homepage, use it as a part of a larger marketing campaign, or pin it to the top of your YouTube channel. It’ll work wherever you put it.
Now, let’s all quit our jobs and go work for BambooHR.
B2B Video Production On A Budget
40% of B2B buyers will only buy from a source they deem to be credible, according to CMI research.
This is a problem for most brands, especially ones without in-house videographers, as they struggle to create the high-quality videos needed to win the trust of decision makers.
With Viddyoze, you can create epic video content in minutes with no technical skills required.
By using our platform you can gain access to thousands of studio-grade video templates which you can customize with your logo (and other branding) to transform your video content strategy.
From day one you’ll generate stunning product videos, testimonials, video tutorials, and much more.
If you’re ready to start creating videos which work, click here. Or watch the video below for more information.
Proven B2B Video Strategies For Every Marketing Goal
The backbone of any successful video marketing strategy is planning.
And to plan, you need a clear set of marketing goals.
- Do you want to increase sales?
- Do you want to increase leads?
- Do you want to increase your brand awareness?
- Do you want to educate stakeholders?
- Do you want to drive more YouTube subscriptions?
Once you have decided on your goals, you can begin to create a content marketing strategy to make it happen.
Below, we’ve put together 3 proven video marketing strategies to help you achieve the above goals.
These strategies, combined with the B2B video marketing examples we’ve already mentioned will help you develop your B2B business.
Generating New Customers With Video
We know video works – 86% of marketers say that video has improved their customer lead generation – but you have to be making the right videos.
So. First things first. Make a list of all the problems your perfect B2B customer has.
Take Viddyoze as an example. Our clients want to make professional video animations, but they’re scared of the cost or think they don’t have the skills. We make it easy, cheap and fast – and we tell them this in our video content.
Okay, got your list of problems? Now, it’s time to start creating video.
For each issue you’ve highlighted, make a specific video that clearly demonstrates how your product solves that issue.
We recommend starting with product videos or explainer videos, as these are best for showcasing the strength of your products.
If you’re targeting multiple industries, you can go one step further by creating videos that deal with their specific challenges. Remember, the more you can tailor your video to a specific audience, the higher it will convert.
Next, conduct an analysis on your target audience to find the best place to post your videos. The goal is to find out where they hang out online and then reach them there.
In general, B2B audiences subscribe to Facebook groups, industry-specific forums and LinkedIn. You can also partner with industry influencers and other companies to help get the word out.
Growing Your Follower Count on Social Media Platforms
When it comes to social media, consumers want to see online videos.
And their appetite for video is only going to get bigger. From 2016 to 2021, Statista reports that YouTube’s global viewing stats grew from 1.47 billion to 1.86 billion.
But if you want to cut through the noise and grow your social media following, you need to create B2B videos which are both engaging and genuinely useful.
Creating fun informational content which isn’t a blatant sales attempt is how to win followers to your page.
For example, at Viddyoze, we create tons of videos that explain the finer points of video creation and marketing. From choosing the right camera to scriptwriting – you name it, we’ve made a video about it. As a result, our social following has grown.
And you need to do the same. For example:
- If you’re targeting SEO managers, make videos about backlink strategies, Google updates, and tutorials about “how to get more traffic”.
- Targeting retailers? Create videos that cover online retail, increasing footfall, and sales strategies.
- For selling to software engineers, give them videos about the latest tech trends, project management tools, and tutorials about your product (and how it helps them).
To execute this strategy we recommend creating tutorial videos, product videos, case studies and customer testimonials.
As you create your videos, it’s also worth investing some resources into paid social media to drive more eyes to your content. Advanced targeting tools make reaching your ideal customer easier than ever before.
And because your content is fun and informative, not a chore to watch, you’ll generate followers quickly.
Recruiting The Best Talent
The best way to thrive in business is to recruit like-minded people.
Beyond a salary and a job title, you need to show people why they should want to work for you.
As we mentioned earlier, company culture videos are the best way to achieve this.
Show off your amazing open plan office and facilities with a promo video. Make a behind-the-scenes brand video for each of your departments. Interview happy staff about their experiences working for you. Make mini-docs about your team bonding events, and highlight reels for your work parties.
Some other ideas to consider:
- “A day in the life” style videos following the stories of individual employees as they work.
- Live video, such as Q&As with your CEO, snippets from a party or team building day, or an impromptu table tennis tournament in the office!
- Funny shorts from the working day for Instagram Stories, Facebook Stories, and TikTok.
Beyond improving your team, this type of video content improves your brand and puts your competition on notice. Shout about how great your business is. Tell people how happy your team is. Post these videos on social media channels.
Top talent at other businesses will see them. And they might just come and work for you. Win-win.
Whether you want to drive conversions, generate more leads, or grow your brand, to be a successful B2B business, you need a coherent video marketing strategy. It’s that simple.
Video marketing is only going to grow in importance. Only businesses with a clear vision and high-quality content will thrive. Using the content ideas and the three B2B video marketing strategies we’ve outlined in this article, you’ll be able to harness the power of video to achieve your goals in 2022.
With Viddyoze, you can create engaging, professional video animations in a matter of minutes, with no previous video experience. Make your marketing unstoppable. Sign up to Viddyoze today.
What Is A B2B Video?
A B2B video is a piece of video content designed to promote your product or services to other businesses only, not to direct consumers.
How Do You Do B2B Video Marketing?
You do B2B video marketing by creating engaging content that builds demand for your product or services. Start by filming videos that feature your products then post those videos wherever your customers hang out online.
Is Video Marketing Effective For B2B?
Yes, video marketing is highly effective for B2B marketing with 87% of marketers reporting a positive ROI on their B2B video campaigns.
Why Is Video Advertising Attractive For B2B?
Video advertising is attractive for B2B because it allows you to display engaging content that sells the benefits of your product, directly to your target audience.
How Do You Create A B2B Digital Marketing Strategy?
To create a B2B video marketing strategy you need to start by determining your goal. Decide precisely what you want to achieve (e.g. more sales, more followers, etc.). Once you have that goal, you need to create video content that helps you to achieve it and then distribute that content to the right audience.