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Today some B2B video marketing advise
Might be useful for some DTube folks that create campaigns for B2B audience as well. Nothing works as well online as videos or visual content - and that applies not only to B2C, but especially to B2B. Forbes proves this in a study with clear figures: 75 percent of managers watch professionally relevant videos at least once a week. Two thirds of them then visit the website of the company in question. The social factor is not to be sneezed at either: Half of the managers surveyed share weekly work-related videos with their colleagues and respond to their recommendations.
In short: Those who do without videos in B2B are massively cutting back on their own options.
Unfortunately, you can never plan for the success of a video to be a sure thing. Those who promise a guaranteed viral hit hardly ever work seriously. But you can do a lot to give your video the best start. With these seven strategies for B2B video marketing, you'll be right at the top.
1: Use Case Studies
B2C content must not only inform, but may also be entertaining and even silly just for the sake of entertainment.
In the B2B sector this can quickly backfire: Here the focus is on the ROI after all. Your target group has little time and wants to be convinced with facts and figures that they need exactly you. Of course, this should not be presented in a boring way, but the core content of the video is clear.
Case studies are therefore ideal: they are convincing proof of your performance. With a good example, you can show directly what benefits you bring to a company. At the same time, a case study is always more interesting than mere numbers. However, it is important that you don't lose focus here either, because it is still all about clear facts and figures.
2: Rely on animated explanatory videos
With explanatory videos you can get to the heart of your offer in about two minutes and in an appealing or even funny way. Because you can also convey dry topics in an entertaining way.
The strength of these videos is that you can show even complex topics very clearly and understandably. Sometimes the video can be a little longer for that. At the end there is always a direct call to action.
In order for this kind of video to have its full effect, build your argumentation coherently and carefully coordinate the different elements: Sound and image must underline and clarify the message. Anything that does not serve to make your video more meaningful will be deleted immediately.
3: Show emotions
In B2C, emotions are used to build long-term relationships with potential customers. In the B2B sector, on the other hand, it is all about factual facts and dry figures. Since your target group has little time, you want to convince on a purely logical level.
This is fundamentally correct, but should not stop you from sending more emotional messages. Instead of optimizing each video for as many sales as possible, use individual videos to build a relationship here too.
A video, for example, which reflects the mood during a company party, can build a very strong connection to your customers on a human level. In this way you show directly which values your company actually embodies.
4: Create mini-videos
Your customers have one thing in particular: no time.
With micro-videos you address exactly this problem of theirs. In short videos, no longer than two or three minutes, you address exactly one specific problem. Instead of having to watch a long product video and hoping to find the information you were hoping for, the viewer can find exactly the video he needs.
Make sure that these videos are directed very precisely at a clearly defined target group. The targeting must be accordingly precise.
5: Use Virtual Reality - at least give it a try
VR, Virtual Reality, is no longer a completely new invention. But so far, hardly any company uses it to address customers in B2B. This means that a great opportunity is lost: VR makes it possible to create a highly personalized experience. You create an environment in which you present your offer in practical use at the workplace and enable customers to immerse themselves directly in the experience. Instead of watching a demonstration from the outside, they can actually experience your offer themselves.
6: Be entertaining
Humour is ideal for making a connection and convincing. When the viewers of your video smile, something very important happens: they are fine - and they connect this positive feeling with you.
Take up the problems they regularly face in an amusing way. Something everyone can identify with are scenes from everyday office life. Take classics such as the broken copier or the lunch break in the canteen to the extreme, and in the end, make the most of what you have to offer. If you don't think yourself amusing, find someone to take over this role for you.
7: Polish up old treasures
You've already said everything and covered every topic? Then it's time to check if you can look at a topic from a different angle or use excerpts of old videos for new productions.
Content that you have already generated is a gold mine. Everything you have already produced, you don't have to create again. You can use old case studies for a training video for new employees, while micro-videos serve as the basis for explanatory videos.
Anyone who does not use videos in B2B is restricting themselves. Simply turning off the video is not the solution, because your target group has little time and wants to be convinced effectively. That's why not only the added value that your videos should deliver is important. You especially need a good strategy to make your videos a success.