B2B Video Top Tips


For B2B, video is a must. It’s all over the place! Buffering and quality issues that made streaming video rather unimpressive in the early days of the internet took time for technology to iron out. Video wasted no time conquering the web once the right foundation had been laid.

Direct-to-consumer businesses have soon realized that video is the best way to reach their target audience. So, what’s holding up the B2B marketers?

While anyone can pick up a camera and press record, creating a good video is no easy task. B2B companies frequently struggle to find their voice and to come up with concepts and content that truly engage buyers.

Just like with any other form of marketing, there are best practices you can follow to ensure maximum effectiveness. Before diving into Video Marketing tips that will help your B2B business stand out, allow Shoot At Sight to show you some fun facts.

Fun Facts About Video Marketing

Video has already taken over social media and is quickly becoming an integral part of any marketing strategy. As mentioned in many pieces on marketing trends for 2021, online videos will account for more than 82 percent of all consumer internet traffic by next year, which is approximately 15 times more than it was in 2018.

Keep the following in mind when planning your video Content Strategy:

  • Use lower thirds, title cards, and other motion graphics to include your identity into your thumbnails and throughout the film.
  • 84% of customers said that watching a brand’s video encouraged them to buy a product or service.
  • The most popular videos are those that are less than two minutes long.
  • When subtitles are present, 80 percent of consumers are more likely to view the entire video.

Why B2B Businesses Need to Invest in Video Marketing

Video is a powerful tool to attract, retain, and convert new prospects. As video works so well on social media, creating films specifically for these channels is a terrific approach to drive demand by assisting potential clients in discovering your business.

According to a 2018 poll, 93 percent of businesses that employ video claimed that uploading videos on social media resulted in the acquisition of a new consumer. Furthermore, the video appears at the top of Google search results, which means it can help you enhance your search engine ranking.

Elements Of a Good B2B Marketing Video

The planning of your message is the first step to ensuring success in your B2B video. Long before you go in front of a camera, you must first figure out exactly what you want to say and how you want to say it. Scripting is preferable to “winging it.”

Use humor, storytelling, and aesthetics, such as animation and eye-catching colors, to make your video more engaging and accessible. No matter how technical or dry it appears at first, the best B2B marketing videos find the human story within their product while sticking to the brand.

It’s never too late to improve your content marketing. As you gain a greater understanding of your audience’s needs and like your product, service, and market change, your tactics and strategy will evolve and mature. Keep your audience’s demands in mind, concentrate on how you can be relevant and beneficial to them, remember what makes your brand unique, and track your results, and you’ll be on your way to B2B content marketing success.

Create Brand Awareness with A Video

Brand videos are creative narratives that explain your company’s history, mission, strengths, and future vision. This style allows you to communicate a high-level vision in an interesting manner while also increasing brand recognition and showcasing your company’s expertise.

Invest in Video Testimonials

Your best advocates are your customers. Video testimonials are a powerful sales tool because individuals influence others, and your clients can recommend you to their friends and colleagues, as well as to potential customers. Inquiring about a client’s experience working with your company is a great approach to reassure prospects about your capabilities and services while also moving them down the sales funnel.

Highlight a Successful Project or Partnership

You can utilize video to highlight a successful project or partnership, similar to a client testimonial video. A case study or testimonial video might include a variety of stakeholders, such as employees and clients, as well as the process that helped the project succeed.

Educational Video Tutorials

In the B2B world, educational videos are one of the most popular video formats. Similar to a webinar, you may utilize this single-focused video to solve a frequent issue that clients may have and present the best solution using your experience.

A how-to video is a popular style. Its excellent thought leadership content, when properly optimized, can help with SEO and drive more traffic to your website. An explainer video is another form of instructional film in which you narrate an issue and its solution to better explain why someone should invest in your product or service.

Highlight Your Personnel and Culture

Spotlight videos are short videos that show a person talking about their time at a company, their career path, or a particular aspect of the company that they enjoy. This approach sends a positive statement about your company culture that potential employees and clients may relate to.  It’s also a great video format to publish on social media, especially on platforms like Instagram and Facebook that are well-suited to showcasing your corporate culture.

Showcase Your Expertise in a Live Webinar

Live webinars allow your customers to observe and participate with your content in a more extended format. You can show off your knowledge on a certain issue, take questions from a live audience, and share your thoughts on industry trends.

Even if a potential user is unable to attend the live webinar, a recorded version is accessible for consumers to view at their convenience following the broadcast. This is a fantastic addition to your content marketing plan and a key component in establishing yourself as an industry thought leader.

Launch a Vlog Series

The term “vlogging” refers to a combination of video and blogging. It’s a cost-effective and innovative method to provide your content marketing program a more visual and engaging format. A vlog is a brief, low-production video in which a professional speaks to the camera while addressing a certain topic.

Tutorials or “how-to” videos, behind-the-scenes peeks at a project or process, product demos, explainer videos, tips and tricks, and interviews are just some of the alternatives for vlogs. The videos can be shared on social media and integrated with a transcript on your company’s blog.

How To Create a B2B Video Marketing Strategy?

Non-video marketers claim that they don’t use video for marketing since they don’t know where to begin. This is why you need to have a video content strategy.

How many times have you started working on a marketing campaign or a sales project without having a solid plan in place? Your blog pieces, case studies, and whitepapers are all planned and coordinated, so your B2B Video Marketing should be as well.

B2B companies may find it more difficult to generate video with a broad audience, but this does not undermine the importance of video to your target audience. You’ve probably defined your target audience by now. You’re aware of their problems, their preferred content, and the type of communication that appeals to them. As you create your video approach, keep it in mind.

Follow these steps to establish a B2B video marketing plan

  • Set objectives for your video marketing campaign.
  • Set a budget for video marketing.
  • Choose a video type and consider how it will fit into your overall strategy.
  • Choose a platform for your video to be shared.
  • Make your own video.
  • Put your video on the internet.
  • Promote your video on social media.
  • Keep track of your video’s success.

How to Evaluate Video Success?

You must understand and assess the effectiveness of your video marketing techniques in order to establish successful video marketing campaigns. Many video hosting companies include statistics, which can help you figure out how well your videos are doing. These analytics can be used to examine metrics like the number of times a video has been played and the percentage of visitors who have pressed the play button.

You may also embed your videos on your website and track their performance using Google Analytics. This will allow you to gain the same amount of insight from your videos that you do from the rest of your website’s content.


As more businesses invest in video marketing across all of their channels, you’ll need to produce a consistent flow of content to keep your company in your customers’ minds. These ideas will assist you in developing a video marketing strategy that will engage, educate, and entertain your potential and existing customers.

However, keep in mind that a video is merely a tool and not a marketing plan. The planning and preparation are what make or break the success of videos in BtoB marketing. The majority of the effort, like painting a room, is in the preparation, and the devil is in the details. If you follow these guidelines, you’ll be able to produce interesting, educational, and, yes, lead-generating videos that will help you spread your message and generate sales.

How much money has your company put into video? How much money has it made in sales? Give it a shot if you haven’t already. Look out for a Video Production company, and you’re good to go. ï»¿

Add a Comment

Your email address will not be published. Required fields are marked *