How to Use B2B Video Marketing to Get a Leg Up on Competition

Posted on Nov 1, 2018 by Kerry O'Malley

Video content has drastically changed the way B2B’s absorb information and perform research over the past several years. Video has also changed the way marketers think about their content publishing strategies. This is no longer an experimental idea – it’s a reality and an essential part of any successful B2B marketing strategy. Video should be a top priority for your B2B in 2019, if it isn’t already. Below we’ll give you some essential tips that can give you a leg up on the competition.

It Can be Cheap

We often hear B2B’s concern over the cost of producing a high-quality video. Our research shows that it costs less to create and publish a great video than it did just a few years ago. This is in part due to newer technology, amazing and affordable stock footage, and a new wave of video creation experts that has grown to meet the demand.

In fact, Hubspot’s “The State of Video Marketing in 2018” is proving that businesses are more willing to spend than ever. A few key takeaways from this comprehensive report include:

  • 99% of those who alreadyuse video marketing plan to continue to do so in the coming year.
  • 81% of businesses already use video in their marketing strategies.
  • This number is up from the 63% reported in the 2017 survey of the same title.
  • 65% of businesses that don’t currently use video are planning to in the coming year.
  • 76% reported video helped them increase sales.

Look to LinkedIn

The same study suggested that a LinkedIn revolution may be on the horizon. Only 38% of marketers reported sharing video content on LinkedIn. However, approximately 75% of those deemed it to be a successful strategy – a statistic that shines a light on this under-utilized yet prosperous platform. More than half planned to keep up the strategy or begin one in 2018.

Stay Away From Snapchat

You may know Snapchat as an app for teenagers, and you may mostly be right. The same study showed that while it was purported to be the next big thing, only 11% of ALL marketers, not just B2B, use it for video purposes. Of those, only 27% called it “effective.”

Your Audience Wants Video

 You may think of video as something for B2C markets. You would be wrong. Beacon Digital reports that approximately 57% of people age 55 and over actually want to see videos from brands, which is a key demographic for B2B. They advise you to stay away from non-specific content with lots of sizzle but little steak. It is better to take the time to produce videos of substance for your key demographic, to more likely catch and keep their attention.

Focus on Problem Solving

B2B’s will buy products and services because they need to solve a problem. Does your new line of equipment solve a problem your industry has been facing for decades? Does your service go above and beyond? Creating video documentation can be much more compelling than reading a two-dimensional explanation, no matter how well written. A few ideas in this line of thought include:

  • Interviews with satisfied clients who are able to explain how your B2B helped solve their problem. Bonus if they have before and after pictures, statistics, etc.
  • Average industry statistics versus your case studies.
  • How to videos, explaining how your product is used, installed, maintained, etc.
  • Blind tests where professionals compare your product to the leading competitor.

Comprehensive video marketing can help you get more exposure at all levels. Be sure to keep detailed analytics of each video in order to know how to improve in future videos!

Author: Kerry O'Malley

omalley@marketectsinc.com

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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