For many B2B marketers, video has become an essential demand generation tool. But it’s important to keep in mind that, with a B2B video strategy, you’re still targeting people. Videos that are dry and stiff make it unlikely your business customers will engage. Your video should put a human face on your brand.
Studies show that the average business buyer has already done considerable research and is at least halfway through the decision-making process before contacting a sales rep. Some studies show that buyers are up to 90% through the decision-making process before they come into contact with your sales team. That makes it essential that you find a way to stand out from the crowd to reach buyers throughout the buying journey. Your video must be not only informative but entertaining. The idea that B2B video can’t be exciting is just wrong. No audience wants boring content.
Make sure you have clear objectives for your B2B video. Develop SMART goals (specific, measurable, achievable, relevant, and time-bound).
But the even an amazing video is not worth much if your buyers never see it. It’s essential to optimize the title, headline, and tags by using key words and phrases your B2B customers are likely to be searching for.
In addition, a call to action (CTA) is a critical element in a B2B video, but don’t leave your viewers waiting till the end. Incorporate clickable annotations that link back to your website. Make it easy for viewers to find out more, engage with your brand, and make a purchase. Since there is no guarantee your viewer will watch the entire video, include a CTA in the first 10 seconds.
Make sure you produce a quality video. An amateurish video will not project a professional image for your company.
As with any marketing effort, content is king. There are a variety of content types that can appeal to B2B prospects: educational, product demos, requests for help, and case studies. Your video doesn’t have to go viral, but it’s important that you deliver a message that relevant to customers and worth their time to watch.