7 Video Marketing Approaches for B2B Companies

Published on in Advice / Tips & Tricks

Most businesses include video marketing as part of their content strategy, according to a survey from the Manifest. But, what type of video content is the most effective for B2B audiences?

To make your B2B videos appealing, consider integrating the following elements: 

  • Storytelling
  • Humor 
  • Entertainment

The options for video formats and content are broad, but each can contain these elements of engagement. Consider producing the following eight types of videos to boost your B2B marketing efforts.

1. Customer Reviews And Testimonials

Customer reviews are an excellent form of B2B video marketing.

Customer review videos offer a first-hand account of your company’s strengths and ability to deliver for clients, as told by clients themselves.

More than half of B2B buyers consider reviews during their purchasing process. Including a video element adds more weight to a review, since it feels like former customers are speaking directly to prospective buyers.

Review videos are also easy to make. They don’t require professional video production facilities – in fact, they can be filmed by customers themselves on mobile phone or computer. The challenging part, rather, is convincing former clients to agree to film them.

For example, WPX Hosting created a video that featured a former client discussing how it solved a client’s problems with his WordPress site.

Testimonial videos can create a reputation of strong customer service and satisfaction for your company.

 

2. Product Demonstrations

Product demonstrations and explainer videos provide your businesses with the opportunity to give insight about your company and the value your products can provide to clients.

For example, Watermark’s produced an explainer video that introduces its product and demonstrates its value in under 1 minute.

Your videos don’t have to be brief; you can integrate storytelling or narrative into your video marketing efforts.

For example, Purple Feather Copywriting’s video, “The Power of Words,” visually illustrates the power of well-written words. The video became a global hit and has garnered over 27 million views.

Developing explainer videos or mini-film series creates a memorable way to introduce for your company, products, and value to B2B audiences.

3. Behind-the-Scenes Footage

Taking viewers behind the scenes gives them an intimate perspective of your business. Specifically, behind-the-scenes videos often help present your company as more human compared to emails or calls. GE creatively uses behind the scenes footage of the operation of its products at a customer facility to show how its industrial applications improve processes for its manufacturing customers.

The video’s title, “Manufacturing Execution Systems,” belies the challenge the company faces connecting with people who may be unfamiliar with heavy industry. Using video footage, though, viewers can gain a better understanding of the impact of GE’s technology.

Behind-the-scenes videos provide context for your consumers and make your company feel real and understandable.

4. News and Announcements

News and announcements are traditionally filed as press releases or stowed on a dedicated website page. Producing a news video can give a creative edge to your announcements. For example, in its Top Dealer Awards videos, music industry B2B organization NAMM announces its top dealer with the humor and wit of a recipient pretending that it's “no big deal” to win the coveted international award.

News and announcement videos can build excitement for upgrades or new products that a company is offering.

In addition, they can make consumers feel involved in your company’s progress and build engagement with loyal customers.

5. Case Studies

More than half of B2B decision-makers believe that case studies are the best way to move prospects toward conversion. Visual and video case studies offer insights about the impact of your services.  For example, Power Electrics produced a case study video to demonstrate how real people use and engage with its products.

By offering a detailed example of how a client benefited from its services, Power Electronics creates a convincing argument for why customers need its product.

6. Thought Leadership

Establishing thought leadership with quality content is a cornerstone of successful digital marketing.

Thought leadership videos include many different formats:

  • Monologues
  • Interviews
  • Discussion panels
  • Conversations

For example, marketer Ann Handley offers content marketing advice in a video conversation with Jay Sharman of Teamworks.

SEO expert Brian Dean also often shares his advice through solo-style videos available on the Backlinko blog and social media channels.

Thought leadership videos provide valuable information to people in your industry and serve as engagement platforms for your target B2B consumers.

7. Workplace Culture

Workplace culture videos allow you to visually demonstrate your company values. Since company values influence purchasing behavior, you should work to articulate your values as clearly as possible. Videos are an excellent way to do this. For example, Deloitte released a video about its workplace culture by combining images of dedicated workers with text that shares social commitment statements and company beliefs.

Deloitte’s video gives a face to its brand and values, which helps customers connect with them beyond its services.  

Create Engaging B2B Videos for Marketing

Videos provide creative opportunities for B2B companies to appeal to their target audience. Video production gives your business a chance to offer information about your company, products, and value using a visually captivating format.

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