Video Content to Enhance Your B2B Business
Ninety-one percent of B2b video marketing professionals have made video a crucial part of their campaigns. That number climbs higher every year, with a dramatic jump of 20% occurring between 2020 and 2021.
B2b video production is versatile enough to serve any industry. Its capacity to support complex demonstrations, statistics, and concepts makes it particularly important in the B2B space, where high-level ideas are often core business propositions.
Video marketing lines up social media pages illustrates landing pages and develops brand identity across the web. Its SEO value can’t be ignored either, of course.
Not only does it provide impressive lead generation, but search engine ranking as well. Let’s find out how to refine your video production for the B2B industry.
Adapting B2B Video to the Sales Funnel
Defining and understanding your target audience is a crucial driver of B2B marketing success. Any marketer worth their salt develops an understanding of several buyer personas before they start developing a campaign, but targeted marketing isn’t enough.
Your clients will approach you at various stages of the buyer journey, so you need to take your sales funnel into account. A typical B2B sales funnel consists of six stages.
- Awareness: Potential clients only learn about your business when they view your B2B videos. This is the time for advertisements that introduce the pain point your business resolves.
- Interest: Your client is interested in your solution but hasn’t made a firm decision yet. This is when explainer and testimonial videos truly shine.
- Consideration: Your client is starting to look at solutions to their problem. Video demonstrations are useful at this stage.
- Intent: Potential customers are grappling with the benefits of purchasing and seeking out your e-commerce or landing pages.
- Evaluation: The final purchasing decision is made. Your client has seen demonstrations, looked at reviews, and assessed case studies. Now they’re asking if you’re the right brand to solve their problem.
- Purchase: Your client signs on the dotted line, and it’s now time to consider your customer retention strategies.
Videos can only meet your potential buyers where they are if they address their stage on the sales funnel. This will determine when to establish brand awareness, when to leverage testimonial videos, and when to create explainer videos.
Building SEO Value for B2B Marketing Videos
B2b marketers must appeal to two audiences: potential buyers and search engines. If your content marketing doesn’t rank on your primary platforms, even the glossiest B2B video content won’t be seen.
This introduces a tough challenge for B2B companies that must grapple with the algorithms of Google, Facebook, YouTube, and more. All algorithms are different, but they have a few things in common. A video will rank if:
- It retains its audience’s attention and attracts interactions.
- It contains well-researched keywords and clever meta descriptions.
- It builds context via transcriptions.
- It’s promoted on multiple platforms, including your business website.
- You assess your analytics and adjust your video to amplify your numbers.
Don’t be tempted to spam keywords or trick your audience with clickbait. That will damage your brand and could get you permanently blacklisted by Google.
If your content strategy is engaging, educational, and entertaining, you’ll rise to the top of newsfeeds no matter which algorithm you’re hoping to appeal to. It’s still the organic SEO that lasts the longest.
Including Corporate Video Production
Not all of your video content should be created to market your business. Corporate videos can raise your revenue in their own way. A video series is a great way to onboard new employees.
It leaves management free to focus on more important tasks. A vocal video can define new policies for clients and staff alike. A simple explainer video can update shareholders far faster than a staff meeting, so remember to leverage different types of video content to improve your return on investment.
Videos are the perfect way to engage decision-makers at any stage of their buying journey. They allow your brand to break through busy calendars and engage with overloaded prospects.
Every video you create has an extra purpose: to help your site and content reach the top of search engine results without using hard-sell tactics.
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