How to Maximize Your B2B Video Marketing Strategy

Running a Business to Business (B2B) ecommerce business is inherently more complex than traditional Business to consumer (B2C) ecommerce.

Payment methods run the gamut from checks to purchase orders to special terms. Meanwhile, catalogs tend to be large and are usually complicated by a high number of modifications.

Although many B2B ecommerce channels rely on inbound sales, outbound sales usually still account for a percentage of revenue and especially for larger and more complicated transactions.

But the overall trend is for B2B websites to mirror B2C websites to a degree in providing a B2C-like shopping experience, with sleek site design.

The use of video for B2C ecommerce has exploded and B2B is now following many of the same trends found in B2C Ecommerce video marketing. 

Video excels in situations where there is complexity in the product or service, and so this perhaps makes video marketing even more important for B2B than for B2C.

How Is Video Being Used For B2B Brands?

For companies not using video as part of their B2B marketing strategy, these B2B statistics are with reviewing: 

• Videos attract 300% more traffic and help to nurture leads. (Marketing Sherpa)

• Video increases organic search traffic on a website by 157%. (ConversionXL)

• On average, people spend 2.6x more time on pages with video than without. (Wistia)

• 52% of marketers say video is the type of content with the best ROI. (Hubspot)

• Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)

• 81% of businesses use video as a marketing tool (Hubspot)

• 65% of executives have gone to the marketer’s site and 39%  have made a follow-up  phone call after watching a video. (Forbes)

• 97% of marketers say video has helped their users gain a better understanding of their products and services. (Hubspot)

• When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short explainer video

• 25% of companies publish videos every week. (Buffer)

• 85% of buyers want to see more video content from brands. (Hubspot

• Adding video to your emails can increase click rates by 300%. (Hubspot)

Social Media video is a key marketing channel for both B2C and B2B:

• Video campaigns on LinkedIn have 50% view rates. (LinkedIn)

• 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights) Initially awareness videos under two minutes long get the most engagement. (Wistia)

• B2B buyers that hit the sales pipeline have typically watched multiple videos when available (MarketingSherpa)

• Most B2B buyers are already 57% of the way through the buying process before first agreeing to meet with the first sales representative from one company. (Accenture, 2018)

• B2B Buyers now require 20 plus touches to build awareness/comfort/trust with your brand digitally (Marketing Attribution Partners)

• Your typical buyer consumes 6-12 pieces of content prior to engaging with a sales rep (GS & Forrester)

• 62% of people said they were more interested in a product after seeing it in a Facebook Story. (MarketingLand)

• Social video generates 1200% more shares than text and image content combined. (G2Crowd)

• 65% of people use YouTube to help them solve a problem. (Google

• Facebook has over 8 billion video views per day. (TechCrunch)

• 75 million people visit Facebook’s video platform every day. (Adweek)

• Social media posts with video have 48% more views. (Hubspot)

• Social video gets shared 1200% more than text and images combined. (Wordstream)

What Are The Trends For B2B Video Marketing?

B2B ecommerce video trends show video is a big B2B Marketing Tool. There’s a popular misconception of video being exclusively a B2C marketing tool. However, LinkedIn released intriguing statistics on the matter, revealing that B2B video content was shared 20 times more actively than articles or photo posts. According to the platform, video ads had 50% higher view rates and considerably higher conversions.

Therefore, people who run B2B eCommerce website platforms should consider jumping on the bandwagon of video marketing. There’s plenty of room for growth since the competition in business-to-business domains is not as strict as it is in B2C.

Although B2B business owners are challenged to produce emotional and relatable content, using the video medium to its best extent is possible. Take a look at the spot Slack released - it doesn’t lack the qualities of an explainer, walking business owners through the basic feature of the platform. However, the writing and production managed to promote the tool in a playful and engaging way.

Takeaway: there’s a market for B2B video content. To leverage upon it successfully, know your audience well. Don’t focus on promoting the product as much as presenting your brand as a whole. Be witty and playful - having a distinct tone of voice will help B2B companies connect with customers not only on rational but on an emotional basis as well. 

What Are The Most Popular Types Of B2B Videos?

Not only do videos inspire engagement, they also showcase the value of using a particular product or service.

• Customer Testimonial Videos have always been an excellent way to illustrate the value of a brand’s product or service from a third-party opinion. This helps to overcome skepticism while increasing the value of product or service being featured.

• How-to videos and product tutorials are another very popular style of video that has proven helpful for B2B customers. Video marketing provides B2B marketers the opportunity to present information in a way that is educational and entertaining.

• Case Study Videos have continued to grow as a popular video style. The video case study format as compared to traditional text & visual presentations make the case study easier to understand and more effective to drive conversions.

• Company Culture Videos should engage employees, share your company’s values, recruit top talent and build brand loyalty. They should give real insights to candidates actively considering joining your company. Effective company culture videos position your company as a great place to work and provides an emotional connection to your brand’s culture.

• Thought Leadership Videos are an effective way to establish an individual or an organization as an authority in a particular niche or on a specific topic.

• Company Overview Videos / Corporate Videos tell your company’s story, detail your offerings and articulate what makes your company unique .Corporate Videos should be engaging and informative and are mostly used to introduce a company to potential customers

• If holding events is an important element of your company’s marketing strategy,  then Event Videos are a definite must. When you’re marketing your event, you need to show prospective attendees why they should attend your event. Very often video will also feature front and center at your event. Post-event, remind attendees of the fun they had, and remind them of the theme and reason that you held the event.

• Explainer Videos give an overview of a product or service explaining the usefulness and basic features and benefits. Explainer videos help you to connect with your potential customer by explaining what your business can do for them and why they should choose you over other competing businesses.

Create Your Own B2B Marketing Videos

In looking at other marketing campaigns, you may feel overwhelmed or intimidated by the high production value and complex strategies — especially if your budget is limited. Don’t give up though!

A film degree and the most advanced equipment aren’t needed for B2B video marketing. Basic principles such as demonstrating a product/solution in action and creative storytelling are a great way to get started.

VideoFresh’s team of video marketing experts is ready to help you to craft the perfect videos to boost your online customer conversions.

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