Video for B2B: Make it or Not?

Sep 14, 2021 · 7 min read

It may seem that the B2B sector does not use B2B video marketing at all as a great communication tool. It is necessary for customers who need to be convinced to buy something, but you need to communicate with partners more seriously. Of course, this is not quite so. And we know it. Let’s see how video may help B2B companies and how to shoot an effective one here.

Why Video is Increasingly Important for B2B?

Video for B2B may play an important role and help with lots of issues. The clients and the stakeholders of B2B companies are people like everyone else. Emotional response and high-quality logical argumentation are essential to them. The purpose of the video ad is to provide them with both.

Besides, the B2B video content comes in handy when it is impossible to talk to the clients or your business partners in person. Under such conditions, the video will best show your involvement and interest and get the viewers to the business point.

Why Video is Increasingly Important for B2B?

Video for B2B may play an important role and help with lots of issues. The clients and the stakeholders of B2B companies are people like everyone else. Emotional response and high-quality logical argumentation are essential to them. The purpose of the video ad is to provide them with both.

Besides, the B2B video content comes in handy when it is impossible to talk to the clients or your business partners in person. Under such conditions, the video will best show your involvement and interest and get the viewers to the business point.

Top Benefits of B2B Video Marketing

The undeniable benefit is guaranteed to those who create exceptional media and cover both marketing and user purposes all-in-one. Your product or company takes great advantage of showing their activities in the best possible visual way to cover both aesthetic & business aspects in their videos. So, there are at least three obvious pluses of using explainer video in your marketing for B2B.

Easy to digest

The video should not look like dry raw presentation slides, etc.; there is no need to be afraid of humor or unexpected script decisions, to educate or share a specific experience, etc. What’s most important is that it will be easy to digest simply because nearly 90% of the information is perceived & processed visually.

Attention-grabbing

Films are always more descriptive than text or a set of illustrations. There is only one way to better tell your product and about yourself – to come to potential partners and communicate with them. Visual content creates an illusion of such best of all & grabs attention twice faster.

Video improves search rankings

No wonder that a well-thought B2B video marketing strategy may increase your website rankings and not only that. Your brand recognition, customer acquisition, and conversion may also rely on the quality & distribution of your video content for business.

5 Types of Animated Videos to Use in a B2B Marketing Strategy

Try to incorporate at least these five video types into your marketing practice and vary them depending on your marketing goals for good. Choose the best data visualization tools to make them a reality.

1. Explainer Video

In B2B communications, it is as crucial for companies to present themselves as in b2c. This means talk friendly and solves several tasks at once. Such an explainer video may tell a company story, answer essential questions about the service, or broadcast its corporate values. But first of all, it is aimed to increase awareness. Videos help you better understand the story and communication of the brand.

2. How-to Videos

Another possible option is videos designed to inform and familiarize with something. Or you may call them education videos. Most often, these are product training videos. Sure, seeing something once is still more effective than hearing or reading it several times.

Secondly, we may talk to those who are difficult to ask for help and admit that they have not figured out something. Your education videos may solve many such problems. Each employee may improve their product knowledge with maximum efficiency. Or you may educate your stakeholders on your website in minutes, etc.

3. Thought Leadership Video

Here you may feature several very personal interviews with key company officials about the challenges they faced on the road to success or something else. 

First, the use of such a technique as storytelling humanizes the brand. Ii makes it possible to look at it not as a faceless corporation but as the sum of the experience of its leaders. Secondly, such a video once again confirms the expertise of the company and assures its reliability.

Such branded video is a convenient way to associate a brand with the desired image.

4. Case Study Video

This video type is based on true expert stories. They are always the best business success/failure illustration that attracts the attention of your audience. This is a good decision. It is easier for the target audience of videos to associate themselves with the stories depicted there.

The natural idea is that if a product is suitable for ordinary people like everyone else, it is more likely that you also find it working.

5. HR Ad

Another option for using video content is videos for job seekers/career promotion. This is a convenient way to share your company with anyone who could potentially work for it. Most people search for information about a company on the Internet before an interview. And even before submitting a resume. They also seek tips and other guidelines for successful hiring.

‘According to the Talent Now study, 84% of candidates value a positive employer image, and it is convenient to broadcast corporate values ​​through video and evoke the necessary emotion, which will form the basis of one of the first impressions of the applicant.’

It is familiar: the more we know about the company and its products, the less chance of making mistakes and spending time on a company that does not suit us at all lefts.

In this case, video is a good solution. It helps to quickly answer the most frequent questions of job seekers, tell about the company’s product and job details, etc.

Conclusion

Summing up, we may say that video for B2B companies still has enormous potential and solve many tasks that an advertising product may solve.

It only remains to decide what task the video will solve for your business: is it to communicate with your potential customers, with employees or job seekers, with the other users who in one way or another contact your brands, or the solution to explain, tell about specific processes, etc. So, make it or not – it depends on your marketing goal. If you can’t decide yet, rely on expert video makers who may hint you at the right choices.

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