5 Lessons From The Best B2B Marketing Videos
There’s no doubt that video will be huge for B2B marketers in 2016. For the first time last year, people spent more time watching digital video than using social media. This trend looks sure to continue, with video viewing expected to grow by almost 20 per cent this year. Video is a powerful marketing tool because it can be used to target customers at every point of the buyer’s journey – you can use it to demonstrate relevant industry knowledge, showcase customer case studies or walk through in-depth product demonstrations. In a recent study, 73 per cent of B2B marketers said video was positively impacting return on investment – the holy grail of CMO metrics.
There are many B2B brands using video in clever, strategic and entertaining ways. We took inspiration from some of the best B2B marketers to develop five tips that will help you incorporate video into your marketing strategy.
Create An Experience
When used well, video can capture (or create) a compelling experience so don’t just use it to talk at your audience. Instead, provide a visual experience they can immerse themselves in, whether it’s an interactive walk-through of a product or a behind the scenes look at your company culture.
Inspiration: This ‘day in a life’ video from Rackspace doesn’t use any dialogue or explanation. It relies on an engaging visual journey that allows viewers to get a sense of the people behind the brand. With more than 45,000 views on YouTube it proves that you don’t need huge budgets or extensive resources to produce great videos.
Use Visual Effects
Many B2B marketers fall into the trap of simply filming people talking to camera. Look for ways to introduce engaging visual effects into your videos, even if it’s just by varying your backdrop or including more imagery and video clips. By adding visual effects and mixing up what’s on screen, you can maintain the attention of your audience for longer.
Inspiration: The team at Moz have a recurring video series called Whiteboard Fridays. These videos are essentially tutorials from founder Rand Fishkin but the use of a whiteboard helps the presenter explain more complex ideas. It also offers a visual cue for the audience to stay engaged and absorb information. Plus, it provides Moz with visual content to be reused on its website and in related blog posts.
Show Some Personality
We’ve spoken before on the blog about how to create B2B content that isn’t boring. Video is a great outlet for injecting some personality into your content or showing that your brand doesn’t take itself too seriously. Creating a memorable video also gives you the chance to increase shares and build brand awareness, so look for ways to make an emotional connection with your viewers.
Inspiration: This Valentine’s Day video from Cisco proves that any brand can embrace humour and produce light-hearted content about complex products. But an out-of-the-box approach like this can also be a great opportunity to increase reach. Cisco’s video made it onto the New York Times website and has been widely discussed in B2B publications like Forbes.
B2B marketers often shy away from animation because it can seem off-brand for a corporate audience. But if done well, animation can add some quirkiness and fun while also explaining complex concepts in a simple way. With the right design and approach it can be completely aligned with your brand while allowing people to easily engage with your messaging.
Inspiration: This example from ScaleArc demonstrates how animation can be engaging without over-simplifying or losing sight of key messages. With a ‘Free Evaluation’ call-to-action at the end, videos like this one can also be used to help convert undecided prospects by showcasing product benefits in a unique way.
Use Existing Content
Reusing existing content is a great way of getting maximum value from your resources. Video is an excellent channel for using content in a new way to reach different audiences. Try reusing existing customer testimonials or case studies by filming an interview or producing an animation that tells their story. Alternatively, take any content that’s in in a step-by-step or ‘how-to’ format and turn it into an animated video guide.
Inspiration: This customer video from Slack is informative while being much more entertaining than just a quote on the website. By interviewing lots of different people within the organisation, it provides multiple perspectives on a single product and appears more genuine than a generic testimonial.
Video is becoming an integral part of the online customer experience, so it’s crucial for your brand to embrace it. No matter what industry you’re in, or the budget and resources available, there are lots of ways of incorporating video into your content plan. Get creative and you’ll find video is an excellent tool for engaging existing customers as well as new prospects.