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Good marketers not only balance creative demands with budget limitations, but also determine strategies to please their target audience. They keep themselves equipped with the right tools. And since videos are the best tool to engage people, it makes sense to employ a fantastic video strategy to help tell your brand story and engage customers.
What is B2B Marketing?
Any marketing or content strategy focused on a business or an organization is called B2B (Business-to-Business) marketing. A company that sells goods and services to business buyers and procurement officers must use B2B marketing techniques to win business.
B2B is different from B2C marketing, Marketers in B2B don’t target end consumers, but rather organizations and their internal decision makers. Since this audience is quite different, marketers will target them with messaging that uses strong logic and financial incentives rather than emotions as in traditional B2C marketing.
So, how can you use videos in your B2B marketing, especially since video is more known for appealing to B2C customers There are several ways to do it so let’s discuss just five.
1. Engaging Your Audience
Remember the last time you were interested in taking cooking classes on Masterclass? And how Facebook and Instagram bombarded you with the adverts of cooking courses in your news feed?
You were sure you never told Facebook about your interest in that—but Facebook knew anyway. If you’re a marketer, you know all about this and you must have heard about something called “Facebook Pixel.”
It’s a small piece of code embedded in your website that tracks visitors’ browsing behavior. It helps you with what’s called “behavioral targeting” and setting measures for your next campaign.
When you have a complete set of data about people related to your brand—such as current customers, potential customers, people who went through your funnel but did not click that “Buy” button, and people who bounced off as soon as they saw your campaign heading—you can use this data and create campaigns targeting each user base set.
Video can be very useful for retargeting! For example, you can create a “thank you” video and target your existing customers, letting them feel exclusive and invested in them. Or, you can retarget people who did not click your “Buy” button but were interested in your product because they went through your entire funnel. The possibilities are endless.
2. Personalizing Your Story
Studies show that over 90% of consumers are more likely to buy from brands that understand their personal needs and send offers based on their interests. Luckily for marketers, advanced AI makes it possible to obtain customer data, such as purchase pattern, interests, and behavior around the e-commerce platform.
If we combine this AI with intelligent video production automation, we can curate a personalized video unique to each consumer, or we can create a unique B2B personalized video if we deal with a limited number of clients.
Although the first method is a bit tough to set up, it is reasonably easy to maintain, and the results are always rewarding.
When a consumer sees a personalized video in their inbox advising them, it makes a huge impression. Using this for B2B marketing is fairly new, although Facebook has been using this for a few years now.
3. Integrating the Marketing Funnel
According to Neal Schaffer, 80% of people prefer video over text, and 72% of customers prefer watching videos over reading text to learn about new brands. As a result, great brands and marketers employ videos in every step of their funnel to keep potential buyers attentive and make their transactions as smooth as possible.
You can use various styles of videos in this process.
- A product video on the landing page with a demo of how it solves specific problems.
- A testimonial video when the user scrolls down.
- A corporate video when that user searches you on the internet.
- A welcome video when they tap that CTA button.
- A thank you video straight to their inbox when they make the purchases.
- A detailed product demo video when they open your website.
- A FAQ video answering the most common questions
4. Nurturing Leads
“Lead nurturing” is a process of converting people from potential buyers and into buyers. This process is relatively slower than lead generation, as it focuses on complex products and services.
In lead generation, you create campaigns to attract your ideal customers, and people who find your products or services compelling sign up as a lead. With every step of your sales funnels, you develop and reinforce a relationship with your customers.
For example, you might have to make your potential buyers aware of the problem first, then advocate for a solution (yours!).
But sometimes a solution is not just “buy and enjoy”—people may need to understand the product and how to benefit from it. In cases like those, you can use a series of videos to convey them to get in business with you.
It may sound like overkill, but spoon feeding your brand story to your potential clients with serial videos can be tremendously beneficial. If you run a SaaS business, videos for lead nurturing becomes a prime motivating factor in increasing your sales quota.
5. Driving Brand Awareness
Employing videos in your marketing strategies can boost your brand awareness dramatically. According to Brightcove, 53% of people engage with a brand after watching one of their videos on social media.
Brand awareness is crucial to any business. Without it, one cannot go about expanding their business to new markets. Video production houses know this is true—to produce engaging and creative brand awareness videos for your company is to hugely increase brand awareness across the board. Why? Because these days people—especially young people—share videos like crazy. If you can make the right video, you can see it spread across a dozen platforms, reaching audiences in corners of the world you didn’t expect.
But more than just hoping for that “viral video,” brand awareness videos are crucial for communicating clearly and simply your brand’s value proposition. Images and text are great—but there really is nothing like video.
Want to learn more? Come to our upcoming webinar and sign up for the TopRight blog! Or connect with me on Twitter and on LinkedIn. If you still want more marketing insight, pick up copies of our latest books: Strategic Analytics and Marketing, Interrupted.