Video marketing is a powerful way to showcase your product or service and attract more leads and customers. But how can you use it effectively in your B2B marketing strategy? In this article, you'll learn some tips and best practices to create engaging and informative videos that highlight your value proposition and solve your audience's pain points.
Before you start creating any video content, you need to have a clear idea of what you want to achieve and who you want to reach. Do you want to raise awareness, educate, persuade, or convert? Do you want to target decision-makers, influencers, or end-users? How do they prefer to consume video content? What are their challenges, needs, and expectations? By answering these questions, you can align your video marketing with your overall business objectives and tailor your message and tone to your ideal buyer persona.
Depending on your goals and audience, you can use different types of video formats and channels to highlight your product or service. For example, you can use explainer videos to demonstrate how your solution works and how it can benefit your customers. You can use testimonial videos to showcase social proof and customer satisfaction. You can use case study videos to tell a story of how you helped a client solve a problem. You can use webinar videos to educate your audience and provide value. You can use live videos to interact with your audience and answer their questions. You can use animated videos to simplify complex concepts and make them more engaging. You can distribute your videos on your website, blog, email, social media, or video platforms like YouTube or Vimeo.
Choosing the right format and channel has become increasingly crucial over the last years. And it's not solely about the type of content, but also about the formal aspects. As we see a diversifaction of video formats, knowing the strengths and weeknesses of stories, reels, Youtube (shorts), LinkedIn newsfeed / lives and co. is crucial. How to deal with thumbnails? Which type of subtitles to use? My best advice: Before conquering a new platform with your moving images, make sure to watch a lot of successfull content creators and learn how they optimize their formats.
The quality and value of your video content will determine how well it performs and how it reflects on your brand. You don't need a huge budget or fancy equipment to produce high-quality videos, but you do need to pay attention to some basic elements such as lighting, sound, editing, and design. You also need to ensure that your video content provides value to your audience and addresses their pain points, goals, and interests. Don't make your videos too long, too salesy, or too boring. Instead, make them concise, relevant, and compelling. Use storytelling, emotion, humor, or data to capture your audience's attention and persuade them to take action.
Ensuring good quality audio is key. People may watch a video in low res, but are more likely to switch off if the audio quality is poor.
To make the most of your video marketing, you need to optimize your videos for search engines and conversions. This means using keywords, titles, descriptions, tags, captions, and thumbnails that match your audience's intent and queries. It also means adding clear and strong calls to action, landing pages, forms, or links that guide your audience to the next step in the buyer's journey. You can also use analytics and feedback tools to measure and improve your video performance and ROI.
Finally, you can extend the reach and impact of your video content by repurposing and promoting it across different channels and formats. For example, you can turn your video into a blog post, an infographic, a podcast, or a social media post. You can also share your video with your email list, your partners, your influencers, or your paid ads. The more you expose your video content to your target audience, the more chances you have to highlight your product or service and generate more leads and customers.
Cutting longer form videos into snippets that showcase key moments is a great way to recycle the content, and draw your audience into watching the full length version.
Consider tiktok marketing. Done well, tiktok marketing has the ability to explode a userbase for SaaS. Either carefully created influencer campaigns with a defined goal (drive to sign ups or awareness only).