B2B video marketing is hugely popular, and its growth is set to continue throughout 2024. Its popularity is no surprise when 89% of video marketers say it gives them an improved ROI, and 80% agree that it’s directly helped to increase sales.

People love video content. From entertaining social media clips to informative and educational webinars, video captures attention and creates engagement. As a result, B2C brands have experienced massive success with video marketing, and B2B businesses have woken up to realize the potential video has for their sales strategies. 

Why Video Content Is Ideal For B2B Companies

Video marketing offers an array of benefits for B2B businesses. Most consumers and clients watch videos before making any purchase decisions. B2B products are often more complex than B2C products, so a product demo video can go a long way in helping a consumer understand its real-world benefits. 

When most B2B businesses make decisions involving more than one person, using video to demonstrate the key points makes the decision process easier. In addition, video has the power to portray a brand as credible and authentic.

Many channels use video as one of their primary forms of content, giving B2B brands a choice of different platforms to use.

Unlike B2C marketing, B2B is much more specific when it comes to highlighting the features and benefits of products and services. Creating videos is no easy task. B2B companies must find the right voice and come up with interesting content to truly engage buyers.

What Type Of Videos Work Best For B2B Companies? 

Video content can be a fantastic tool for new and old marketing campaigns. Whether you’re an entrepreneur just starting or have a long-standing company – these five types of video will give you some ideas to help make your video marketing strategy a successful one.

Explainer Videos

An excellent way to market your company is through an explainer video. These short pieces of content can deliver factual information about what you offer compellingly and entertainingly. The role of an explainer video is to teach about your brand and products. 

In addition, at least 96% of potential customers have watched an explainer video to learn more about a brand they’re interested in. By placing explainer videos on your website, you’ll keep your audience on the page for longer periods.

Another advantage of explainer videos is that they help you break down complex topics into content that’s easier to understand.

Commercial Videos

Advertising has come a long way over the last couple of years. Younger consumers no longer want traditional advertising methods – it’s all about authenticity and honest brand values. 

For B2B companies, it’s a little easier to create commercial-style videos as their content is aimed at a business rather than a general consumer. However, it’s still a good idea to stay clear of too many sales tactics. 

To create great commercial videos, try these tips: 

• Create content that focuses on pain points, wants, and desires. 
• Know what part of the sales funnel your audience is in. 
• Grab attention quickly and keep your audience interested.
• Motivate action with compelling CTA’s.

How-To And Demo Videos

Educational videos are an effective way to teach customers about your product or service clearly and concisely. This content should focus on the information rather than flashy graphics that distract viewers from purchasing decisions. 

Demo videos are the perfect way to raise brand awareness while including a sales pitch. Demos are also evergreen content that can stay on your website without frequent updating, provided your product or service stays the same.

Even better, research by Lemonlight shows that 72% of respondents were swayed by a product demonstration video that led to a purchase. So it goes to show that getting a demo video out to your potential customers is worthwhile.

Social Media Videos

Social media may not appear to be the right platform for B2B businesses, but it can produce successful results. Creating videos for every social media channel is time-consuming, so start with customer research. Find out where your target audience hangs out and focus on those channels. 

LinkedIn is an ideal place to start. Its professional business vibe is perfect for educational videos and creating content that highlights your authority and expertise.

On the other hand, social media channels like Instagram, Facebook, and TikTok help raise brand awareness in a light-hearted, fun style with diverse audiences.

Customer testimonials 

It’s no secret that customer testimonials are one of the most powerful ways to get people interested in your company. They make potential customers feel like they can trust you and increase credibility.

Viewers often see themselves in customer stories. If they can see how your product or service has solved a problem for somebody else, it’ll encourage them to purchase to solve their pain points.

Businesses are more likely to trust the words of other companies in a testimonial video than a traditional marketing video.

How To Get The Best Results From Your Video Marketing Campaign

To get the best ROI from your video marketing, try these top tips: 

• Know your customers’ pain points, wants, and needs
• Set clear and achievable goals.
• Figure out who you’re targeting with each type of video.
• Use videos for each stage of the sales funnel.
• Create a content strategy and use video within the broader strategy.
• Track data and insights and evaluate regularly. 
• Don’t be afraid to experiment!

Keep your marketing videos relatively short. Five minutes or under is perfect for most videos, although webinars and educational videos are generally longer. If your video may be too long, consider turning it into a series with different parts that tell the story. This has the added benefit of bringing people back to check out future content.

Energize Your Video Marketing

Video marketing is a powerful tool that B2B brands should be using to boost sales in 2024. The most effective way to get the best from video marketing is by incorporating videos into your existing digital strategy. Do that, and you’ll reap the ROI rewards that video marketing brings.

Video marketing is taking off in the B2B world, and business owners must be aware of what to focus on. It’s predicted that online video will account for 82% of all traffic by 2024, which means now more than ever before – marketers need an edge. But how do content marketers gain that edge and stand out from the crowd?

About The Author

Torrey Tayenaka is the co-founder and CEO of Sparkhouse, an Orange County-based video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain, and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining, and useful videos that enrich the lives of his client’s customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.

About The Author