4 Ways Video Can Help You Engage Your B2B Audience

Planning on creating video content for your B2B audience for a long time? Finally, got the green signal to go for it? Rather than starting right away, plan a strategy to get the most out of your endeavors.
A well-thought marketing strategy is crucial for all marketers. Carefully thinking upon and formulating a strategy will aid you with the type of videos you want to create and fulfill your goal.
As you go on drafting the strategy, keep in mind the following points which will help your video engage your B2B audience pretty well to realize your goals:

1. Detailed Knowledge about the Buyer

What makes some television shows so successful? It is a fact that they know their audience and creates content according to their tastes and preferences.

Creating a B2B video is similar to creating a television show. The key being, the in-depth knowledge about your audience to connect with them! How do you know if you are connecting with your audience? You can ensure this by building detailed B2B buyer personas. This will help you understand the type of buyer you are targeting and then create videos in a style and tone that matches your buyer’s persona.

While creating personas, the aim is to discover specific details about your customers like where do they work, their job title, their function with the company, and so on. Even for people working in the same company, the video for a person from one department would be different from the one in some other department. Therefore it is crucial to understand the buyer persona.

To make sure that you cover all your customer needs, try to come up with 3-4 different buyer personas that you wish to target through your videos. Try to look into demographics and psychographics as well as these help you with insights about audiences’ characteristics and statistical data.

PRO TIP: It’s better to have a few specific buyer personas than a lot of general ones. The detailed and insightful your persona, the better would be your video.

2. Bear in mind the stages of buyers in the sales funnel

Alike a strong blog post that seeks to engage, entertain and educate and convert, the brand video serves the same purpose and greater. Crafting video content for B2B companies keeping in mind the buyers at all stages of the sales funnel would help a great deal in realizing their goals.

As a B2B company, you need to have a strong blend of the bottom of the funnel, middle of the funnel, and top of funnel video content to attract customers at different stages of the sales funnel, irrespective of their position in the decision-making process.

Top-of-Funnel Video Content

This stage is all about brand awareness and discovery. Use video content to educate the audience on a specific issue, trend, or topic and highlight your business’s key features.
Ex: How-to videos, trend videos, etc

Middle-of-Funnel Video Content

The buyers in this stage are aware of the problems they are facing and ideally looking for solutions in different B2B companies. You can use video to pull them closer to your brand and interact with it and think of you as the best alternative amongst your rivals.
Ex: Tutorial videos, product comparison videos

Bottom-of-Funnel Video Content

It’s high time to finally account for all your endeavors to guide potential customers and bring sales. The video in this stage should put your product’s value in detail and portray how successful companies have associated with you.
Ex: Testimonial videos, case-study videos

For the different stages in the sales funnel, you should have different expectations from the video and include a different Call-to-Action (CTA) for different stages. For instance, if you aim to generate lead through the video, involve a CTA that will give you the viewer’s email or contact information.

PRO TIP: The CTA you include does not necessarily have to be included in the video itself. You can add it in the caption or body of a social media post.

3. KEY PERFORMANCE INDICATORS

The B2B videos are not made solely for entertainment purposes, when executed well, they elevate the brand. To determine the effectiveness of a B2B video, some Key Performance Indicators (KPIs)-both quantitative and qualitative can give you a hint about the overall performance.

• Quantitative KPIs:
Lead Generation: No of leads generated
CTA: Total conversions
Sales: Total no of products sold

• Qualitative KPIs:
Brand reach
Brand engagements
Product knowledge

Tracking qualitative KPIs is relatively difficult than its counterpart. The best way is to notice social media comments, reviews, feedbacks, etc.

PRO TIP: Use two to four most crucial KPIs for your brand and relate how they adhere to your larger company goals.

4. Planning the Promotion

Creating great videos is just not enough and you need to focus on how you promote the videos for them to reach the right audience at the right time. Plan the channels you wish to distribute your videos on to ensure maximum reach.

Dropping your short videos on LinkedIn can help you reach your target audience with the most B2B decision-makers being active on LinkedIn.

Search Engine Optimization is another factor to keep in mind while promoting your video. Ensure that your video content is optimized to perform well on the search engine result pages. This way, you won’t miss out on the valuable organic traffic and garner good results.

PRO TIP: Rather than sharing the whole video on your social media, share short clips of 30-60 seconds to retain the interest of viewers throughout the video and get them to share and like it. Also, pair up posts with CTAs to ensure the best results.

Geared up to launch your video marketing strategy?
Now that you are acquainted with the best advice for video marketing, go for it and let your video shine for you!