By Juliana Cunningham on Nov 9, 2021 2:00:00 PM
At this point, the message is clear: B2B companies cannot afford to ignore video in their marketing efforts. Every year, more marketers are using video into their content strategies, and the effects are undeniable.
According to Wyzowl's recent research, 86 percent of video marketers believe video enhances site traffic, 78 percent believe it has helped yearly sales, and a staggering 94 percent believe it helps customers better understand their products or services.
There are several unquestionable advantages to video marketing, but there is a catch. It need planning. It's one thing to create a visually appealing and interesting film, but it won't benefit your business much unless you have a strategy in place to help you make the most of it.
So, how can you create a B2B video marketing plan that will help you grow your business? It doesn't have to be as difficult as it appears at first. Instead, using a simple step-by-step method will help you develop an effective video marketing strategy to promote your brand, expand your business, and get visibility.
Here's all you need to know if you want to get into the thriving and fast-growing world of video marketing.
Why should you spend money on video marketing?
Perhaps you're already happy with your current content strategy. Maybe your blogs, case studies, and newsletters are generating more leads, interactions, and sales than you require. Even if that's the case, incorporating video into your marketing efforts is essential if you want to keep interacting with your target audience.
Consider the following reasons why video marketing is quickly becoming the most popular method of B2B communication:
- By effortlessly expressing product benefits, well-made films can simplify the customer experience and speed the purchasing process.
- Explainer videos and product showcases are examples of informative videos that help viewers understand your business.
- Videos may increase brand awareness by exposing your goods to a wide range of people across many platforms.
- Because video has a far greater engagement rate than textual content, it might be crucial for engaging your audience.
- Video marketing may be used to enhance current material, like as blogs and newsletters, to boost click and open rates.
Your B2B Video Marketing Strategy in Steps to Boost Your Brand
Let's go through what it takes to design a practical video marketing plan now that we've established the necessity of video marketing in the B2B space. The following stages are included in the finest B2B video marketing strategies:
- Create Buyer Personas
When creating any type of communication, it's critical to consider who you want your message to reach, which is why buyer personas are so important in video marketing. It's always important to create precise and thorough personas to assist you optimize the effect of your videos.
To establish thorough customer personas, conduct in-depth market research on your target audience's goals, requirements, habits, and demographics before creating any video marketing plan. This assignment will prepare you to aim your video marketing efforts toward your intended audience.
- Create videos for each funnel step
The majority of potential clients will not become devoted customers the instant they learn about your product. Instead, most people will have to travel through the traditional marketing funnel from need identification to first purchase. You do not, however, have to force your audience to go through the full procedure on their own. Instead, make films to guide customers through their initial purchase.
Make sure you plan to develop videos for each stage of the marketing funnel since marketing videos are incredibly successful at moving clients along the funnel. At example, for the need recognition phase of the funnel, you could choose to create an introduction product overview video or a deep-dive presenter video.
Simply targeting consumers with personalized videos depending on their funnel position may have a significant impact on engagement and conversions.
- Repurpose existing content into a video
You'll now face the intimidating video production procedure once you've created your characters and figured out what types of videos you want to generate. Making films, on the other hand, doesn't have to be so intimidating — in fact, you might not even need to start from scratch! If your company already has a lot of blog pieces, white papers, case studies, and newsletters in its content library, don't be scared to recycle them and transform them into films.
Repurposing current material is a cost-effective approach to expand your video library without having to spend money on scripting and producing new movies. Using the original text as a script and having a speaker read it over simple animations, graphics, or film footage may be as simple as that.
- Make a list of distribution platforms
After you've started creating a library of videos, the following step is to figure out how you're going to distribute them. Depending on what you intend to accomplish with your films, this component will change. You might wish to post them natively on social networking networks like LinkedIn if you want them to reach as many people as possible (remember that LinkedIn is easily the best social platform for B2B marketing). Meanwhile, if you want to be more focused with your messaging, you may use email marketing or landing pages to disseminate your videos.
In any case, make sure your selected distribution technique is in line with your video marketing objectives.
- Track Your Progress
Finally, once you've put in the time and effort to figure out what films to produce and where to upload them, it's time to assess your campaign's outcomes and determine its success. Remember that each video should have its own unique metric of success: you could want to monitor how many shares your social ad received, while your general product overview videos might be more interested in view counts.
Take note of what went well and what may be improved when you review the metrics for your films. Then use what you've learned in your subsequent endeavours!
Any new type of content strategy might be overwhelming, but if you take it slowly and focus on the most important tasks, you can redirect your efforts in the proper direction. After all, video marketing is the way of the future in B2B, so don't be left out!