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What are the benefits and challenges of using video marketing in your B2B marketing strategy?

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Video marketing is a powerful way to showcase your B2B brand, products, and services to your target audience. However, it also comes with some challenges that you need to consider before launching your video marketing campaign. In this article, you will learn about the benefits and challenges of using video marketing in your B2B marketing strategy, and how to overcome some of the common obstacles.

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Drew Brucker

SaaS Marketing Leader / 4 Under 40 / At the forefront of AI-powered visual content creation + storytelling / Co-host of…

1 Benefits of video marketing

Video marketing can be a powerful tool in your B2B marketing strategy, helping to build trust and credibility with prospects and customers by showcasing your expertise, values, and personality. It can also increase engagement and retention on your website and social media platforms, as video is a great way to capture attention and convey complex information in an easy-to-understand way. Additionally, video can boost your SEO and organic traffic by improving your ranking on search engines, increasing click-through rates, dwell time, and backlinks. Finally, video can help you generate more leads and conversions by educating, nurturing, and persuading your audience along the buyer's journey. It can also increase landing page conversions, email open rates, and social media shares.

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Sandy Hubbard, CSM

Marketing Strategist & Advisor helping leaders in Print | Media | B2B Tech powerfully position to improve business value & spur growth. Columnist #LabelandNarrowWeb #PIA #PrintMediaCentr Host #PrintChat ?? Let's connect!
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Video marketing is an excellent way to show your personality, demonstrate your authority, and be memorable in a busy world. Although it can seem uncomfortable at first, there are many free and affordable tools to help you create a powerful and professional video to create a strong impression.

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?? Alessandro Valentini

AI Consultant | Senior Marketing Leader | Executive Coach
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Video marketing should really be a no-brainer. Academic research has demonstrated over and over how effective videos are compared to static images and text. Every metric improves message retention, top-of-mind, brand recall, all the way down to engagement and ultimately, revenue. You can have different types of videos, some more expensive for top-of-the-funnel awareness, and some less sophisticated for stuff like testimonials or product updates. Go with your brand voice, include content that your audience will appreciate, and it will absolutely work better than blog posts and infographics.

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Drew Brucker

SaaS Marketing Leader / 4 Under 40 / At the forefront of AI-powered visual content creation + storytelling / Co-host of Midjourney Fast Hours Podcast
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Video is the ultimate content hack because for every video there is, there are several repurposed assets that can come out of it. For example, if you record a podcast, you can easily turn that into: blog posts key takeaways quotes social clips (organic/paid) etc. All while also building and engaging your audience.

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2 Challenges of video marketing

Video marketing can be challenging for B2B marketers, as it requires time, skills, and resources to produce high-quality and relevant videos. You must plan, script, shoot, edit, and optimize your videos for different platforms and devices while ensuring they match your brand voice and style, as well as meet your audience's needs and expectations. Additionally, video analytics can be difficult to track and interpret across different channels and formats. You need to define your video goals, metrics, and benchmarks while using the right tools and methods to collect and analyze data. You should also test and adjust your videos based on your insights and feedback. Finally, due to the increasing popularity of video marketing in the B2B space, it is essential to create unique and valuable videos that showcase your value proposition, address your audience's pain points, and offer solutions that they cannot find elsewhere in order to stand out from competitors.

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?? Alessandro Valentini

AI Consultant | Senior Marketing Leader | Executive Coach
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The real issue is the lack of buy-in from leaders. Videos are still expensive and time-consuming, so they need budget and patience. See it this way: ad money is burned instantly, while videos remain and can produce results over and over again. Still, too many prefer ads because they can see short-term results and attribution is easy. The truth is video is the medium everyone consumes in massive volumes, across demographics, and across geography.

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Drew Brucker

SaaS Marketing Leader / 4 Under 40 / At the forefront of AI-powered visual content creation + storytelling / Co-host of Midjourney Fast Hours Podcast
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Video can be challenging, but only as it relates to time. The skills and resource gaps have dramatically closed with the introduction of tools like Descript. As the leader of a small marketing team, 80% of our content is video and we only have four people on our team.

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3 How to overcome video marketing challenges

Video marketing is an invaluable tool for B2B marketing strategies, despite the challenges. To make the most of it, you should start with a clear video marketing strategy. Align your video goals with your overall marketing objectives, define your target audience and their buyer's journey, and map out your video content and distribution plan. Storytelling is essential to effective video marketing; craft compelling stories that showcase your brand's personality, values, and mission, as well as how your products or services can help your audience. Utilize a range of video formats and styles to suit your purpose, audience, and platform. Experiment with different lengths, tones, and formats such as vertical, square, or 360-degree videos. With these tips in mind you can overcome any video marketing challenges.

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Drew Brucker

SaaS Marketing Leader / 4 Under 40 / At the forefront of AI-powered visual content creation + storytelling / Co-host of Midjourney Fast Hours Podcast
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If you're going to leverage video effectively, you need to be thinking about what will capture your unique audience's attention. Deeply think about what your audience wants to learn, be entertained by, or inspired by.

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Drew Brucker

SaaS Marketing Leader / 4 Under 40 / At the forefront of AI-powered visual content creation + storytelling / Co-host of Midjourney Fast Hours Podcast
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If you're going to leverage video effectively, you need to be thinking about what will capture your unique audience's attention. Deeply think about what your audience wants to learn, be entertained by, or inspired by.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the benefits and challenges of using video marketing in your B2B marketing strategy?

1

2

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4

1 Benefits of video marketing

2 Challenges of video marketing

3 How to overcome video marketing challenges

4 Here’s what else to consider

B2B Marketing Strategy

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What are the benefits and challenges of using video marketing in your B2B marketing strategy?

1

2

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4

1 Benefits of video marketing

2 Challenges of video marketing

3 How to overcome video marketing challenges

4 Here’s what else to consider

B2B Marketing Strategy

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