How to Use Videos in Your B2B Marketing


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How to Use Videos in Your B2B Marketing

When we think of content marketing, we often think of written content such as blogs, webpages, and whitepapers. While these are an important part of your content marketing, too much text without any dynamic content can be a turnoff. It can also mean missing out on a form of content marketing that continues to grow in popularity — videos.

Consider the ways that Tik Tok has blown up in the B2C market. “BookTok” has revolutionized the book publishing world, and the use of Tik Tok shops has allowed small businesses and sole proprietors to thrive. But video marketing can offer an essential boon to B2B marketing, as well. In this blog, let’s break down how you can use videos in your B2B marketing strategy.

Boost Your SEO With Video Marketing

As digital marketing becomes more and more oversaturated, it becomes harder for businesses to stand out on Google. But you may have noticed that more multimedia results feature towards the top of relevant Google searches. For instance, images and videos often appear near the top of the page. Thus if you want to boost your SEO and drive traffic to your website, including video marketing can help boost your chances.

To do this effectively, make sure your video is highly relevant to your audience’s needs. Create search engine optimized descriptions of your videos, and consider adding captions to boost the accessibility of the video.

Generate New Demand

In 2018, 93% of businesses gained new customers after dipping their toes into video marketing. This is a staggering number if you’re trying to generate demand. Video content allows you to really highlight your favorite aspects of your product or service, your team, and more. You can generate excitement in your audience, and that excitement can turn audiences into customers. Videos also tend to be less intimidating than a block of text, so they can explain what you offer to potential clients in a more accessible way.

Increase Your Relevant Social Media Presence

You can certainly post videos directly to your website, but what if the businesses you plan to target heavily utilize social media? The good news is that you can use videos in your social media marketing to great success.

Most social media platforms allow for video posts, and many even prioritize it. X, the popular platform formerly known as Twitter, has been pushing towards more video content. Instagram combines photo posts and “reels,” which are video posts — as well as stories which can be video posts. Tik Tok exclusively focuses on videos.

On these platforms, you can follow the popular video trends amongst your audience and then make videos that fit within that trend. This can increase your social media presence and help put you in front of your audience more easily.

Create Explainer Videos

Explainer videos can help to break down your products and services in a fun and engaging way for your audience. These can be creative, animated videos or it can be a more personal video in which you or one of your staff sits down in front of the camera and explains the process. These videos can make your products or services seem less intimidating, more accessible, and even more exciting. Take a look at the explainer videos that work best for your audience and build from there.

Post Case Studies

Case studies back your offerings up with actual experiences. In a blog, a case study might be one in which you lay out a project you recently completed. But rather than having your audience read a lengthy blog, consider creating a case study video. You can interview the clients you worked with and ask them to describe the work. This can help to build trust in your company, as potential clients will be able to see exactly what you’re capable of and have in fact done in the past.

Make Quality Marketing Content on a Limited Budget

The best news is that for the results video marketing offers, it doesn’t require much of a budget. You can use design softwares like Canva for free or for a limited cost and most mobile devices have strong cameras and mics built in to capture a high quality video. You can train yourself to edit videos yourself, and upgrade to a more professional video design software when you have the budget. However, you’ll often find that if the editing is strong and the content is engaging, your audience may not be that fussed about the bells and whistles of a premium video design.

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