Video marketing has become one of your most essential marketing tools to date, regardless of your B2B niche or industry. Cisco reported that by 2022, online videos would make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.
Using video allows you to share more information about your products and services when compared to images or even gifs.
Instead of reading about it, people would rather watch instead. Maybe that’s why 72% of customers would rather learn about a product or service by way of video.
If your mission is to sell successfully to other businesses, you can host a wide range of videos on YouTube, your website, and share it across your social media platforms.. To get started, here are sixteen mind-blowing B2B video marketing tips you can use to increase sales.
1. Create an Onboarding Video for New Employees & Customers
What does creating an onboarding video have to do with increasing sales. Great employee onboarding can improve employee retention by 82%, and keeping your staff informed and happy will allow them to contribute better to your company.
When new employees have a better understanding of your company mission and goals, they’re more equipped to do tasks that will allow you to meet and maintain them.
Adobe New Employee Onboarding Video
A negative onboarding experience results in new hires being 2x more likely to look for other opportunities. But onboarding videos aren’t just for new employees, and it’s also great for new customers.
After new leads have successfully completed your sales funnel and have turned into paying customers to send them an onboarding video. Walk them through your product or service features, tools, updates, and help them with their first task/order.
A customer onboarding video helps to retain new customers and is a more effective method when compared to sending customers to a lengthy FAQ page to get started.
Wishpond Introduction Video
Remember your onboarding video should give an overview of what you have to offer. It should be more focused on what you can do to help them rather than why they should choose you. The fact that customers are watching this video means they’ve already considered you as their #1 choice.
2. Create a Product Demo Video for Sign Ups
A product demo video and an onboarding video are two of a kind. Your welcome video is sent to leads who have been successfully converted to a customer. However, a demo video is a sneak peek you send to potential leads to convert them into customers.
As a B2B company, especially when you’re selling software or products, not all customers are willing to “buy to try” products or can be apprehensive about trying a free trial because it means taking time to overcome a learning curve.
Instead, send them a demo video with all the features that can help their business. Approximately 97% of marketers say video has helped users gain a better understanding of their products and services. Seeing your product in action gives customers proof that your features deliver what it promotes. Demo videos can also save your sales team time and effort when pitching to customers.
Asana Demo and Product Tour
3. Create Easy to Follow Tutorial Videos
It’s well known that videos have the power to establish any brand or person as a thought leader. Youtube is a prime example of this statement. Tutorial videos allow you to educate your viewers (and potential customers) so that they see you as a credible source for all their industry needs.
There are two ways your B2B business can go about creating tutorial videos. You can either teach people how to use your product for their business or help them with various problems specific to their industries.
New Relic
New Relic is a software company that regularly posts videos on YouTube about how customers can effectively use their software, whether they’re a beginner or an advanced user. They publish tutorials on every feature, including how to use detailed reports and manage integrations with other platforms.
Hubspot Academy
Hubspot decided to take it up a knot and created Hubspot Academy, teaching people how to be active social media marketers and sales reps in the digital marketing industry. They also offer certification and free resources with each video.
This video tutorial is one of the most powerful lead generation tools. You can use it to reach new customers and maintain your position as an expert in your industry.
4. Push and Promote Unboxing Videos
Long before influencers became a trend, YouTubers we’re already working with and promoting brands with unboxing videos. An unboxing or a haul video is a video of a person discussing products they’ve purchased, typically on a bulk shopping spree, known as a “haul”.
It’s an online review done by an influencer that people trust, before customers. Around 89% say ROI from influencer marketing is comparable to or better than other marketing channels.
MuseFind shows 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement. B2C companies aren’t the only ones that can profit from this kind of video marketing.
Alibaba Express Shipment Unboxing
5. Share Your Brand Story
Sharing your brand story can help your B2B company connect with your ideal customer audience and push sales as you showcase the hard work that has built your company to what it is now.
Seth Godin once said, “Marketing is no longer about the stuff that you make, but about the stories that you tell.” If you don’t share your brand’s story, someone else might do it for you, and who knows your brand better than you do?
Harness the power of storytelling to boost your online presence and encourage customers to invest in what you have to offer them. Once you’ve completed your brand story, you can incorporate it in your sales pitch, marketing funnel, bio, mediums like your website and blog.
The We Company Story | WeWork
6. Post Customer Review Videos
Customer reviews play a vital role in your B2B business. Around 15% of online users don’t trust businesses without reviews and who can blame them. Reviews are held in high regard, Bright Local found that 91% of millennials trust online reviews as much as friends and family.
If 72% of customers won’t take action before they read some reviews, then you should make it a priority to have customer reviews and testimonials available on all your online platforms.
Amazon Web Services Customer Success Story
When you share your customer success stories and reviews, it shows viewers that your service and team are a reliable and worth investment for their own company. You show real first-hand people, real problems, and experience that your services can help.
7. Use VR or Augmented Reality to Promote Products
A Statista report shows that the global AR market is expected to rise significantly to about $90 billion by 2022.
Apruve defines VR (virtual reality) as a computer-generated environment or realities that are designed to simulate a person’s physical presence in a specific environment that is designed to feel real. In contrast, AR (augmented reality) represents the integration of digital information with the user’s environment in real-time.
Virtual and Augmented reality can help B2B companies to display their products, physical space (such as showrooms, shop floors, real estate, and more), giving business owners a real-life experience without having to travel or being limited by their geological location. This type of video marketing can also be an alternative to your demo or product video.
If you’re a tech company, then VR and AR are something you should consider using to attract more customers.
AR App Idea: Interactive Realtor Resources for Open Houses
8. Share Highlights of Your Summit or Webinar
Approximately 73% of B2B marketers say a webinar is the best way to generate high-quality leads. But did you know that reposting or sharing your summit/webinar on your website or social media can create evergreen content that can keep attracting and generating leads for your B2B company?
Sharing snippets or the entire replay of your webinar allows people who might have missed or loved your webinar to review and share their favorite speaker’s section.
Adweek Webinar- The Importance of Marketing Data Quality: Put a Stop to Wasted Media Spend
9. Share a Video Recap of Sponsored Events
In the B2B business community, it’s popular for brands to sponsor events to fund a cause, gain notary, and brand awareness in their industry. Share your sponsored event with a video to promote it and show off how your brand impacts your industry.
This video marketing technique is better for networking than sales. It shows that your open to connecting with brands for future projects, collaborations, or events.
Intel is known to sponsor sporting and technological events to connect with their target audience and network with corresponding brands. Each year they cover the Olympic, supporting athletes and the hosting country.
Experience the Moment at the Olympic Winter Games | Intel
10. Create a “New Feature” Video or GIF
If your B2B company is launching a new feature or product, create a video to promote it! Graphics and words can only go so far instead, spice things up with an upbeat video showing customers how and where they can find and use your new feature.
Once you’ve created your video, you can share it across all your social media platforms and create an ad campaign to boost awareness and sales. Buffer regularly uploads new videos for every new feature, it’s a cross between a demo and promotion video.
Buffer Analyze: Buffer’s Social Media Analytics and Reporting Tool
11. Promote Seasonal/Holiday Campaigns with Videos
During the holidays most B2C companies normally ramp up their marketing strategy to grab customers during the holiday rush, which doesn’t leave much room for B2B brands like yourself. I say, don’t let the holiday rush past you!
Create and promote a seasonal/holiday video campaign promoting how your services can help companies manage and maintain their business workflows before or during the holiday.
MultiVu is a media house that does media and creative strategies for B2B and B2C companies, during the holidays they post and promote holiday campaigns they’ve produced for clients to attract new prospects.
Bring Back the Holidays Campaign
12. Show Off Your Brand Collaborations with Videos
If you’ve partnered with a brand for a co-promotion or brand collaboration, give customers an idea of what they can expect from you too with a video.
For instance, when Tidio had announced their Shopify integration, they launched a video campaign not only to inform people but to show them how to integrate Tidio with their Shopify store successfully.
Tidio – Chat Bot Announcement! (Shopify)
13. Start a YouTube Channel for Your B2B Company
Google found that 65% of people use YouTube to help them solve a problem.
Want to build a house or remove weird parasites from your eye? YouTube might have the answer. Youtube is one of the best places to host and store all your video content for viewers and potential customers.
YouTube is the second most popular website after Google. Users view more than 1 billion hours of video each day on YouTube.
Youtube acts as an evergreen content base. Even if you don’t see views significantly during the first few hours of uploading, it builds over time.
But if you’re focused on making your reach, here are 18 powerful ways to grow your YouTube channel so you can see your subscriber count go up.
Kickstarter
14. Create Case Study Videos
According to the Content Marketing Institute, the top three most important marketing tactics for B2B businesses are in-person events, webinars, and case studies.
Case Studies allow you to go more in-depth, add statistics, and reports about how your products or services assisted a brand with a specific problem. Executing successfully on case studies requires not only telling a great story but also supporting it with great user experience.
This is done by organizing your content so users can search for what they need, developing headlines that capture the reader’s attention and presenting the content in a way that’s interesting and informative.
15. Add Video Content to Your Social Media Strategy Media Ads
Adding video to your social media strategy can help to boost your engagement and following. Social media posts with video have 48% more views when compared to static images. Not to mention social video gets shared 50% more than text and images combined.
Need another good reason to add video content to your social media marketing strategy?
Biteable found that 85% of consumers want to see more video content from brands.
Simply reposting your video content on your social media platforms can add more value to your customers. With platforms like IGTV and Facebook (live) videos, you can now add longer content and more views.
16. Follow these 3 B2B Video Marketing Gems for Success
Creating a video is the easy part. It’s making sure that it’s received well, has massive viewers, and helps to boost your online presence.
That’s the real challenge. To help, here are three B2B video marketing gems that are easily overlooked but a critical factor in the success of your video.
Keep it short: and concise, Ad Age found that 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. A lengthy video doesn’t always mean good. Videos under two minutes long get the most engagement. Viewers now have shorter attention spans and would like to get to the point of your video sooner rather than later. If your video has to be very long, then it leads me to my next point!
Create eye-catching and engaging content: that will make your viewer stop dead in their tracks to watch your video. You’re not the only B2B company using video marketing, and you won’t be the last, so your video must stand out against competitors and the sea of online content competing for your customer’s attention. Here are 6 types of video ideas to supercharge your social media.
Track your video ROI: to make sure your video is successful. Track what type of content gets the most engagement, your ad budget to promote, create, or boost your videos, and lastly, how each video brings revenue or leads to your website or sales team.
Summary
Video content is expected to make up 82% of internet traffic by 2021, and after that, it will only grow as more brands are incorporating video into their day to day marketing activities.
Around 73% of B2B marketers say video positively impacts their ROI. Proving it’s worth the investment!
The next time you have a marketing campaign or ad campaign, think about adding video as your primary source of media and see what happens. Here’s a quick recap at some of the B2B video marketing tips and ideas you can use to increase sales for your company:
- Create an Onboarding Video for New Employees & Customers
- Create a Product Demo Video for Sign Ups
- Create Easy to Follow Tutorial Videos
- Push and Promote Unboxing Videos
- Share Your Brand Story
- Post Customer Review Videos
- Use VR or Augmented Reality to Promote Products
- Share Highlights of Your Summit or Webinar
- Share a Video Recap of Sponsored Events
- Create a “New Feature” Video or GIF
- Promote Seasonal/Holiday Campaigns with Videos
- Show Off Your Brand Collaborations with Videos
- Start a YouTube Channel for Your B2B Company
- Create Case Study Videos
- Add Video Content to Your Social Media Strategy Media Ads
- Follow these 3 B2B Video Marketing Gems for Success
Read More:
- Video Marketing or How to Make Your Video Make Business Sense
- Video Editing Software for Small Business
- Best Video Editing Software for eCommerce
This article was written for Business 2 Community by Victoria Taylor.
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