Video is about communicating your message to your audience. If you have a complex or consultative type sale, then our objective working with you is to tease out that information that enables you to simplify the sale.
We've heard about the feel, found, felt, the feature attribute benefit, the whole process of communicating what it is that you do, in the simplest format for your customers.
We know that it's a technique in itself, not to overcomplicate things. We don't want to do that here with video either.
The bottom line is that we can have a single camera and communicate a message, or we can have a slider as we have here, which will gradually moved backwards and forwards and just introduce a bit of interest into the film.
But the bottom line is that our approach is not about producing a flashy corporate video, although we'll do that, And it's a lot of fun doing it. And it's not just about producing a stylized product video. Our objective with you, is to help you create a consultative selling approach and video to you communicating a complex subject.
So that's it, it's not very long one just to say, this is how we would go about it. This is what we think is the best thing for you to do. Thanks for watching. I'll see you in the next one.
B2B Video Marketing for Digital Selling: How to Create Compelling Videos that Drive Conversions
B2B Sales Video Production has come a long way from a full film crew and associated costs. Today, video production is agile, responsive and most importantly cost justified if executed properly. Your messages need to be available 24/7, 365, making B2B sales video more effective and profitable than some of the best sales people, making it an strategic element of your Digital Selling line-up.
One minute of video is worth 1.8m words!
To learn more about B2B Video for your business take a look at some of our videos.
Introduction
B2B Video Marketing can take many forms as they vary from a short social media clips to encourage browsers to visit or download from your website, to longer content to include explanations or thought leadership pieces.
Our approach relates to consultative selling of complex products or services. We understand the nuances of corporate selling, including ABM and provide three video styles.
In today’s digital age, video marketing is no longer an optional strategy for businesses, especially for B2B companies. According to a survey, 86% of B2B marketers are using video content as part of their marketing strategy, and 71% of B2B buyers watch videos during their buying journey. B2B video marketing has become an effective way to increase brand awareness, engage with prospects, and drive conversions. In this article, we will discuss how to create compelling videos that drive conversions in B2B marketing.
Using Video for a B2B Technology or SaaS Business
In the digital age, video has become an essential part of content marketing for businesses of all sizes. B2B Technology and SaaS businesses can benefit immensely from incorporating video into their marketing strategy. B2B Video Marketing content has been shown to increase engagement, boost conversion rates, and drive traffic to a company's website.
Creating Compelling B2B Video Content
Creating a compelling B2B marketing video requires a well-thought-out plan and a creative approach. Here are some tips to help you create videos that drive conversions:
Define Your Target Audience and Message
Before you start creating a B2B marketing video, it’s essential to define your target audience and message. Who are you targeting? What is the problem you are solving for them? What message do you want to convey? Answering these questions will help you create a video that resonates with your target audience.
Keep It Short and Sweet
Attention spans are short, especially in the B2B world. Keep your intro videos short and to the point. A 2-minute video is ideal for B2B marketing, to get prospects interested.
Tell a Story
Humans are wired to connect with stories. Use storytelling techniques to make your B2B marketing video engaging and memorable. Start with a hook that grabs the viewer’s attention and ends with a call to action.
Use High-Quality Visuals and Audio
The quality of your video matters. Use high-quality visuals and audio to create a professional-looking video. Poor quality videos can hurt your brand’s reputation.
Incorporate Branding
Make sure to incorporate your branding elements, such as logo and color scheme, into your B2B marketing video. This will help reinforce your brand’s identity and make your video recognizable.
Optimize for SEO
Optimizing your B2B marketing video for SEO can help it rank higher in search engine results pages (SERPs). Use relevant keywords in the title, description, and tags.
The B2B Video Marketing Landscape
Before diving into the tactics of creating B2B marketing videos, it’s essential to understand the landscape. B2B marketing videos are different from B2C marketing videos, and they require a different approach. B2B videos need to educate, inform, and solve a problem for the target audience. Moreover, the target audience for B2B videos is not just one person; it’s a group of decision-makers.
Benefits of B2B Video Marketing
The benefits of B2B video marketing are undeniable. B2B videos can:
- Increase brand awareness
- Drive traffic to the website
- Generate leads
- Boost sales and conversions
- Enhance customer engagement
- Strengthen customer relationships
B2B Video for Digital Selling - Suggestions
In this article, we'll explore the various ways that B2B Technology and SaaS businesses can use video to their advantage and stand out from the competition. From product demos to customer testimonials, we'll show you how to leverage video content to create a strong and effective marketing campaign.
- Product Demos; One of the most effective ways to use video for B2B Technology and SaaS businesses is to create product demos. Product demos are an excellent way to showcase your product's features and benefits in an engaging and informative way. By demonstrating how your product works and how it can benefit your potential customers, you can increase their understanding and interest in your product.
- Explainer Videos; Another great way to use video for B2B Technology and SaaS businesses is to create explainer videos. Explainer videos are short, informative videos that explain a product, service, or concept in a concise and easy-to-understand manner. These videos can be used to educate potential customers about your product, how it works, and its unique features.
- Customer Testimonials; Customer testimonials are another powerful way to use video for B2B Technology and SaaS businesses. Testimonials are a great way to build trust and credibility with potential customers. By showcasing real people who have used your product and had a positive experience, you can demonstrate the value and effectiveness of your product.
- Thought Leadership; Video can also be used to establish thought leadership within your industry. By creating educational and informative videos that provide valuable insights and knowledge to your audience, you can position yourself as an expert in your field. This can help to increase your visibility, credibility, and authority within your industry.
- Webinars; Webinars are a popular way to use video for B2B Technology and SaaS businesses. Webinars are online events that allow you to engage with potential customers in real-time. They provide an opportunity to educate your audience, showcase your product, and answer any questions they may have. Webinars can also be used to generate leads and build your email list.
- Social Media; Video is a powerful tool for social media marketing. Social media platforms like Facebook, Instagram, and LinkedIn have all introduced video features that allow businesses to create and share video content. By creating engaging and informative videos that are optimized for each platform, you can reach a wider audience and increase engagement with your brand.
- Video Ads; Video ads are another effective way to use video for B2B Technology and SaaS businesses. Video ads can be used to promote your product or service on social media, YouTube, or other online platforms. By creating targeted and engaging ads that showcase your product's benefits and unique features, you can drive traffic to your website and increase conversions.
How salesXchange Can Help
#1 About Us Video
70-80% of the sales process is carried out 'digitally' by prospects, that means all their research is done without them contacting you or allowing you to contact them.
The first step is to create an 'About Us' video to show who you are, take a look at my About Us Video to see how I've approached this. Capture your first meeting and sales process on video no matter how complex the product or service. We'll help you choose the right strategy, whilst using your existing sales talent to be the 'stars' of the videos.
From previous meetings, you already know the typical questions and format your prospects expect, we simply capture that on video to increase your exposure and generate more new business enquiries.
#2 Business Overview Video
Whether it starts with flashing lights, a sun-drenched beach or an aerial clip of the City of London, your product videos need to identify the problem and explain how you deliver the solution.
The key is to be succinct and to the point, whether you have a physical product or software or if you're selling professional services. You need to help teach/educate your prospective customers to understand why they need your product and you.
#3 Digital Selling Videos
The 'buzz' word is origin! People want to know who you are and where you came from before they decide to engage with you. That's why your About Us page is probably the most popular. From shooting at your office, boardroom or home offices, we capture the essence of what drives you, your expertise and professionalism.
We scope out the most suitable filming locations and confirm the type of message you want to portray. We create the screenplay, shooting sequences, numbers of cameras and scripts to be uploaded to the teleprompter.
Once the screenplay and processes have been mapped out on our software, we send it to you for approval before filming. There are various options when it comes to editing and the final product, but everything gets agreed in advance so there are no surprises.
But it doesn't stop there. Here are some more examples/suggestions for B2B video: -
- Interviews with customers & Suppliers
- Case Studies
- Training for all products
- Explainers
- Sales Presentations
- Product Descriptions
- Vlog/Blog
- Business B Roll
- Customer Sites
- Customer Offices
- Customer Testimonials
- Staff Events
- CSR/Charity Related
- Business Documentary
- Product History
- Product Development
- Product Future
Examples of Our Videos
To date we have filmed and produced over 70 videos and counting. Everything we do is in-house. This is something we 100% recommend for your business to do. Once you're able to produce your own content you can grow and develop your business tone-of-voice and become more authentic in the eyes of your prospects and customers.
The Scale Up Strategy
The Planning Process
Don't worry, we take care of all the complicated issues, you only need to think about what you would like to say. Here is a breakdown of the overall process to give you a better idea of timescales and your involvement.
In basic terms, there are four phases or blocks of time:
We meet, discuss your business and current sales strategy and ultimately recommend a plan for videos. During this phase we scope out the plan for each script, shooting location(s) and incidental video, images and graphics. With our help, you and your team would complete the scripts and together we help polish them in readiness for the teleprompter.
Our team then get to work mapping out the screenplay, camera angles, lighting and audio in preparation for filming. Everything is signed off in advance to give complete peace of mind before we say 'Action'.
We arrive at location armed with microphones, lights and cameras and set up as previously agreed. If we're filming multiple videos, your 'talent' will have different changes of clothes to ensure the audience believes the filming happened over multple days and not one immediately after the other.
We typically shoot additional footage (called B Roll) to complement the video and may use stock footage to help lift the imagery if required.
After the filming is wrapped up, we set about crafting each video into a great sales delivery masterpiece that keeps your viewers 'glued' to their phones or PCs.
This is where we blend the secondary video, graphics, audio and sounds to make the experience as natural as possible for your prospects and viewers. We also process and edit the transcript to provide captions (sub-titles) and also provide you with the content to use for SEO.
Other Considerations about B2B Video Marketing
As you would expect, we make sure every video has the right titles, introduction, a beginning, middle and an end, concluding with a call-to-action. With the help of clear copywritten scripts and screenplays prepared in advance, it's not as complicated as it sounds.
All content has an extremely long shelf life. It works for you, 24/7, 365 days a year, so we ensure your library of content is cohesive and educates your viewers, encouraging them to buy in to you as well as buy from you.
Sales and marketing videos contribute to the silent conversation that happens whilst prospects are in their research phase.
Things to consider when thinking about video content;
- Do you need a corporate video?
- What videos are needed for social media
- What to say in a sales/selling video
- Do you need training videos to complement FAQs
- Using thought leadership and group discussion videos
- Recording podcasts and should you video them too?
- Filming case studies, which customers?
- Who should start copywriting or preparing screenplays before we meet?
- What needs to be included in the introduction video sequence
- What would the call-to-action be on the ending or outro sequence
- Departmental and general video for internal comms
- Can you identify a complete video series, number of episodes and duration
- Filming locations, availability and time scales available
- Working out the marketing strategy to promote videos etc.
FAQs
What is B2B video marketing?
B2B video marketing is the use of video content as part of a B2B marketing strategy to increase brand awareness, engage with prospects, and drive conversions.
Why is B2B video marketing important?
B2B video marketing is essential because people-buy-people and it can increase brand awareness, drive traffic to the website, generate leads, boost sales and conversions, enhance customer engagement, and strengthen customer relationships.
What types of B2B marketing videos are there?
Some common types of B2B marketing videos include product demos, explainer videos, customer testimonials, how-to videos, and event videos.
How long should a B2B marketing video be?
A 2-minute video advert or intro is ideal for B2B marketing to hook prospects because time and attention spans are short. Depending on the the nature case studies and interviews can be as long as needed.
How can I optimise my B2B marketing video for SEO?
You can optimise your B2B marketing video for SEO by using relevant keywords in the title, description, and tags.
How can I measure the success of my B2B marketing videos?
You can measure the success of your B2B marketing videos by tracking metrics such as views, engagement, click-through rates, and conversions.
How often should I create B2B marketing videos?
The frequency of creating B2B marketing videos will depend on your marketing strategy and budget. However, it's essential to maintain a consistent schedule to keep your audience engaged.
How can I distribute my B2B marketing videos?
You can distribute your B2B marketing videos through various channels, such as social media, email marketing, your website, and video hosting platforms like YouTube and Vimeo.
How can I make my B2B marketing videos stand out?
To make your B2B marketing videos stand out, focus on creating a unique and compelling story, use high-quality visuals and audio, and incorporate humor or emotion to engage your audience.
Can B2B marketing videos be repurposed?
Yes, B2B marketing videos can be repurposed into other content formats, such as blog posts, social media posts, and email newsletters. This helps to maximize the value of your video content and reach a broader audience.
Conclusion
B2B video marketing has become an essential component of any B2B marketing strategy. By creating compelling videos that educate, inform, and solve a problem for the target audience, B2B companies can increase brand awareness, generate leads, and drive conversions. Remember to define your target audience and message, keep your video short and to the point, tell a story, use high-quality visuals and audio, incorporate branding, and optimize for SEO.
B2B Technology and SaaS businesses can benefit immensely from incorporating video into their marketing strategy. From product demos to customer testimonials, video can be used to educate, engage, and convert potential customers. By leveraging video content in your marketing campaigns, you can increase your visibility, credibility, and authority within your industry.
Your Call-to-Action...
As you can see, with a little forward planning it's easy to get organised and start converting your existing sales strategy to one that can be presented to a local, national or even global audience, matching your exact marketing plan.
It's quicker and more effective to engage a small team to parachute into your business and implement a Digital Selling Strategy. If this is something that makes sense to you, then take a look at our Digital Selling Workshops, to see how we could help your business.
Author
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools. Contact: 0800 970 9751 or email