February 18, 2022

B2B Video Marketing in 2022: Types, Benefits, and Top Tips

Video is one of the most effective methods to connect to your intended audience and pique their interest in what you have to offer. In the past three years, 86% of organizations have used video as a marketing tool, up from 63%.

The popularity of video marketing shows no indication of fading, so now is the time to take the plunge and put your company on the big screen. Continue reading if you want to learn more about your B2B video marketing in 2022.

Why are B2B firms using video as their primary marketing strategy?

Video marketing must be at the forefront of your marketing plan if you want to show off your brand culture, illustrate your products, and increase interaction with your target market.

It’s the best technique to spread your company’s message while providing customers with a more personal and human touch. When customers feel connected with your brands, they purchase more from you than competitors.

However, it’s tough for most B2B organizations to describe how a complicated service or product works only through words. But, simple explanations and visual clips offer a world of possibilities in this regard.

Video marketing is clearly on the upswing, as Wyzowl discovered that 94% of video marketers use video to boost users’ knowledge.

For example, due to the tremendous popularity of social media video marketing, algorithms now prefer videos above photographs and textual material.

Seven types of B2B marketing videos and their benefits

Whether your company is big or small, old or new, you risk slipping behind if you don’t include video marketing in your content plan. Anyone who is into video marketing can understand that videos are really helpful to grow leads. You can use any video maker online to grow your B2b market easily.

However, video marketing does not have to be complicated. Here are seven distinct sorts of B2B videos to get you started:

1. Demonstrations and instructional videos

Also called ‘how-to’ videos, its purpose is to give concrete actions and useful information that will assist your consumer in solving a problem in their business or help them better comprehend what you’re selling.

This form of video content has the advantage of targeting customers at the top or bottom of your sales funnel. However, it is contingent on what they are looking for at the time.

Not all how-to and demonstration videos are created in the same way. The type of demo film that will be most effective for your needs will be determined by your final goals.

There are a variety of styles to choose from, including:

  • Demonstration of a product in marketing—invites consumers to join up for a free trial or buy a plan.
  • Pre-recorded sales demo is a screen-based walk-through of your service or product focusing on consumer pain points.
  • A video recording of a tailored product presentation created with Google Slides or Keynote.
  • Live product demo—same as above, but just not pre-recorded so that you may respond to consumer inquiries in real-time.

Demo and how-to films may be used as evergreen content on your website.

2. Live webinars

Among the most exciting ways to interact with your clients is through live streaming.

Live webinars provide your customers with the opportunity to see and engage with your offering more profoundly and interactively, allowing them to ask questions and obtain more insights on themes that are important to them.

Yes, live streams need preparation and time—just like it takes before any live performance. But, on the other hand, the benefit of webinars is that your listener is already motivated by solving what you’re saying. After all, they had registered for the event!

To make your live streams a success, ensure your webinar content directly relates to your audience’s pain points, desires, and needs by using your customer research.

Webinars are a video investment that pays off. Webinars may assist you if you get the material and presentation right:

  • Establish authority and leadership.
  • Connect with consumers all across the world.
  • Intensify the participation of your client/users.
  • Listen to your buyers’ questions and feedback to learn more about your potential audience.

3. Social media videos

YouTube is one of the top social media platforms for video marketing. Developing a brand channel on YouTube allows you to cultivate a community of devoted fans and followers who eagerly await your updates.

Even better, the network has over 1.9 billion monthly logged-in users, which is a lot of prospective clients for your company. Optimized videos can also help you increase your internet presence since Google often pushes YouTube videos on its search results pages. 

If Google ranks videos better than text pages, clients will readily find your material, which is a plus point.

4. Customer testimonials and social proof

Who doesn’t read product reviews before making a purchase? Unfortunately, there aren’t many people who buy without looking at other people’s experiences these days.

Because evaluations and social proof are so easily available, many of us—in fact, 92% of us—rely on other people’s experiences before making a purchase.

In that regard, video testimonials from customers can:

  • Boost brand reputation and trust.
  • Result in referrals.
  • Provide outstanding social proof as well as future content.
  • Boost sales by highlighting your products in a favorable light.

Testimonial videos are videos in which one client speaks directly to another. If your target demographic has similar concerns, a customer testimonial demonstrates how well your product solves them.

5. Case studies

A case study depicts the entire story (of your brand, product, or service) from beginning to end. As a result, case studies go into greater depth about the customer’s dilemma and how your company steps in to help.

Case studies frequently include more than one person, stakeholders, and clients. Furthermore, they provide an excellent opportunity to use storytelling approaches to generate intriguing information.

A case study’s usual structure is as follows:

  • By discussing the brief, you’ll be able to provide context.
  • As part of the action plan, talk about your processes and products.
  • Using facts, statistics, and social evidence to demonstrate the findings.

6. Company culture videos

A culture video reflecting your company culture is a unique way to engage your audience with what you have to offer. In addition, this type of information is unique for viewers who are used to seeing typical videos that are purely focused on business challenges and tactics.

Your crew is the driving factor behind your company’s image. Allowing your customers to see the behind-the-scenes of your company builds trust.

7. Explainer videos

An explainer video’s purpose is to educate potential customers about your products and services.

Remember rushing to YouTube to check how to use the robotic vacuum cleaner before purchasing it? Maybe not an automatic cleaner, but at some point, you must have taken to YouTube to check how a product is used, before or after purchase. People always do that!

That’s how explainer videos work. They educate prospective or already clients about a new product or service.

Do note how YouTubers are making a living by creating explainer videos about popular products. This fact is precisely your takeaway from this section—make explainer videos about your products or services to deliver a crystal-clear understanding of your offering.

Explainer videos provide a slew of advantages:

  • First, they capture users’ attention instantly and sustain them on your website.
  • Then, such videos increase conversions by allowing users to spend more time on your site.
  • Furthermore, they enable your visitors to understand your brand’s beliefs and personality.
  • Finally, they boost your return on investment.

Top Tips for B2B Video Marketing in 2022

You’ve heard about the huge potential that video marketing has for B2B companies; now it’s time to put it to the test.

But, before you go out and buy your video equipment, have a look at these top suggestions to help you get the most out of your advertising:

  • Make consumer research a priority. Understand your customer’s difficulties, as well as their demands and desires.
  • Establish SMART (Specific, Measurable, Achievable, Realistic, and Time-Bound) objectives.
  • Recognize your sales funnel and which films are most effective for each step.
  • You must not ignore other marketing means. The video should be seamlessly integrated into your entire content strategy.
  • Keep track of your progress. To do so, make use of all accessible data and insights. First, find out why it isn’t working; repeat if it’s a hit.

In essence, don’t be frightened to try new things. It’s unlikely that you’ll get it correctly the first time. Evaluate and, if required, get back to the drawing board. However, don’t give up!

Video marketing’s popularity is expected to continue to rise. An estimated 98% of marketers anticipate that video will become increasingly significant in marketing in the following years.

Videos have the ability to both entertain and educate your target audience. Video marketing, therefore, has a bright future ahead of it, and it’s just going to become more optimistic. So use it to your advantage and watch your company flourish.

About the author 

Peter Hatch

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