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B2B Content Marketing Explodes When Using These 7 Types of Videos


7 Videos You Need To Make B2B Content Marketing Powerful

There’s no question that video needs to be a part of any B2B content marketing plan. Cisco has predicted that 2022 video will make up around 82% of all internet traffic. According to Statista, 85% of all internet users in the United States already watch online video content every month.

But how does that relate to B2B content marketing? Can B2B marketers take advantage of this powerful trend?

Why Is B2B Content Marketing Critical?

While there are many reasons B2B content marketing is important, one particular point stands out: you don’t want to lose a sale because you’ve been forgotten.

The world of B2B often involves long sales cycles that last many months and sometimes even years. There are a few reasons for this. For example:

  1. Price – Purchases are often expensive, ranging from thousands to millions. Companies want to be sure they are spending their money wisely, so they take their time making buying decisions.
  2. Effort – B2B purchases often involve a sizeable effort to install and get user buy-in. Sometimes there are many departments that need to be a part of the decision-making and implementation process as well. It can be like herding cats to get everyone to come to an agreement.
  3. Regulations – Many organizations have to heed regulatory requirements, like those laid out through PCI, HIPAA, and more. These organizations have to be sure that your offerings are compliant and that using them won’t cause the company to incur any penalties.

During this long sales cycle, you have to continue to stay high in the purchaser’s mind. Sharing the right content at the right time is a great way to achieve that goal.

Looking for some extra tips for how to use video for social selling? Read these 6 Best Practices For B2B Video Selling Through Social Media.

Why Use Videos In Your B2B Content Marketing Campaigns?

There are many types of content that can have a strong impact on closing B2B sales. Video has some specific advantages. With video, you can:

  • Address Short Attention Spans – No one has tons of free time these days. Videos can give viewers interesting insights in less than a minute.
  • Build Interest – B2B offerings can be highly technical, complicated, and often downright dull to describe. Video helps bring those offerings to life in an engaging way.
  • Grow An Emotional Connection – People want to buy from people and make decisions based on trust. Video is a great way to cover both of those requirements. With video, you can make an otherwise impersonal company into a place filled with living human beings and combine ROI data with personal recommendations.

Looking for how to create your B2B video sales funnel? Check out How To Create A Social Media B2B Video Sales Funnel.

But what kind of videos should you use in your B2B content marketing campaigns to get the most bang for your buck?

1. Customer Stories

What Are They?

Customer stories, also known as success stories or use cases, tell the story of how companies are using your products or services. Note that the users of your products or services may not always be the purchasing customer. However, they also fall under the “customer stories” category.

Why Are They Important?

Customer stories can:

  • Provide proof that your product or service works.
  • Tell an emotional story about your offerings.
  • Offer prospects an example of how your solutions can be used in the real world to solve a particular problem.
  • Provide proof that your offerings can be used for a particular company size, type, or market.

When Should I Use Them?

Customer stories can be shared at nearly any stage of the funnel. They are high-level pieces of content, so they don’t need to be behind a form.

Where Should I Share Them?

Customer stories can be shared in a broad range of places, including:

  • YouTube
  • LinkedIn
  • Facebook
  • Twitter
  • Instagram
  • Websites and blogs
  • Emails and newsletters
  • Outbrain and Taboola (ads in online publications)

For more ideas about getting customers psyched to be a part of your B2B content marketing efforts, read How To Include Customers In Your Content Marketing.

2. Employee Stories

What Are They?

Employee stories can be focused on career growth, activities outside of work, job-related activities, causes your company supports, and more.

Why Are They Important?

Employee stories can:

  • Put a face to your company.
  • Offer insight into the corporate culture.
  • Allow viewers to make an emotional connection to your business.
  • Show the breadth of knowledge and skills of your employees, their sense of humor, or their passion.

When Should I Use Them?

Similar to customer stories, employee stories can be shared at nearly any stage of the sales funnel and don’t need to be behind a form. However, they are also very effective for use in B2B content marketing plans aimed at recruitment. Who doesn’t want a preview of the personalities they could potentially be working with?

Where Should I Share Them?

Some great places to share employee stories are:

  • YouTube
  • Glassdoor
  • LinkedIn
  • Facebook
  • Instagram
  • Newsletters
  • Recruiting events and sites
  • Careers section on the website

3. Explainer Videos

What Are They?

Explainer videos focus on explaining a very high-level topic in a short period of time. Topics often include, “What does this company do?”, “How can I do something in a few easy steps?”, or “What does this idea mean?”

Why Are They Important?

These snack-sized videos are perfect for the short attention span of the average high-level viewer. They can:

  • Let viewers know whether or not they are talking with the right company.
  • Answer a quick question.
  • Define a word, phrase, or concept.

When Should I Use Them?

Explainer videos are meant for the top of the funnel conversations. They are a quick way to pique someone’s interest or provide information and an important part of any B2B content marketing plan.

Where Should I Share Them?

Places where it makes sense to share an explainer video include:

  • YouTube
  • Glassdoor (if the video shows what the company does)
  • Facebook
  • LinkedIn
  • Twitter
  • Website FAQs, help sections, or blogs

For more ideas about creating short videos, read about How a Business Can Create a Great Snackable Video Strategy.

4. Thought Leadership Videos

What Are They?

Thought leadership pieces address future trends and analyze current changes and opportunities. They can include animation, whiteboarding, graphics, and more. Sometimes they are technical in nature. Generally, they go somewhat in depth on a specific, targeted topic.

Why Are They Important?

Thought leadership videos:

  • Show that your company is thinking about (and hopefully incorporating) the latest and greatest knowledge, technology, and trends.
  • Attract people to your website, enticing them to learn more about what your business does. Be used to address certain ways in which your business is stronger than a competitors.
  • Clarify the strengths of your offerings.

When Should I Use Them?

People who are interested in thought leadership pieces can be signaling that they are a little deeper in the funnel. They are going from a high-level, somewhat vague interest in your general area to looking more deeply into specific questions or ideas that your company or employees specifically can answer. That’s why thought leadership pieces are sometimes behind a form.

Where Should I Share Them?

Your content marketing plan should focus on teasers. Teasers for thought leadership videos can be shared in a variety of places, including:

  • YouTube
  • LinkedIn
  • Twitter
  • Newsletters
  • Articles in publications

The full piece can be shared on your website (e.g., through a blog). There you can better track who exactly is watching the piece and capture their information for follow-up.

5. Product or Service Demos

What Are They?

Product or service demos show how your offering is actually used. They don’t have to go over every feature or function. Instead, they should show enough to answer the main questions and entice people to want a live demo or phone call.

Why Are They Important?

Demos are a great way to:

  • Give people an idea of how your offerings work.
  • Help viewers decide whether or not they want to get involved in a sales call.
  • Provide answers to visitors who are just doing research but have no intent to buy.

When Should I Use Them?

Short demo videos that are merely a few seconds long might focus on a specific feature. These videos can be used as top of the funnel pieces. Those who watch longer, more in-depth product B2B demos are often deeper in the funnel. These types of videos should provide a means to capture viewer information.

Where Should I Share Them?

Your B2B content marketing plan should focus on shorter snippets. Short product or feature demos can be shared on:

  • YouTube
  • LinkedIn
  • Facebook
  • Websites (particularly on product, FAQs, or help pages)
  • Articles (usually within an article)

Longer product demos should be kept to your website, where you can track viewers and easily provide them with additional in-depth resources about your offerings.

6. Webinars

What Are They?

Webinars are longer format informational videos. Webinars can be live or pre-recorded. They can focus on information about products or services or they can be more thought-leadership oriented.

Why Are They Important?

Webinars are more of an “event” than your average video. Generally, they are offered live at a specific time, sometimes with the opportunity for the audience to ask questions. They are then usually offered as a recording after the event. Webinars have some distinct advantages:

  • Because of the time-oriented nature of the events, they can be used to create a sense of urgency for your audience.
  • The live events can offer an opportunity for viewers to interact with your company.
  • You can include live polls and get additional fodder for more content later on.
  • You can easily justify collecting information about audience members.

When Should I Use Them?

Webinars are great for lead generation, especially when they involve an outside expert as well as someone from within your organization. They can also be used to inform customers of product or service changes or new offerings. In addition, webinars are great for second-touch offerings, like after you have captured a person’s information at a trade show or after they have downloaded information about your product. Depending on the content offered, webinars can address top of the funnel needs or lower funnel requirements.

Where Should I Share Them?

The webinars themselves are usually hosted either on your own website or through a third-party partner or vendor. However, teaser videos to entice people to sign up for the webinars can be shared in a range of locations, including:

  • YouTube
  • LinkedIn
  • Facebook
  • Twitter
  • Newsletters and emails
  • Website home page or site ads

For more ideas on how to make your webinars more socially sharable, read How to Promote a Webinar With Social Media. In addition, often when webinars are hosted a vendor (for example, a publication) include promotion efforts the vendor itself to its subscribers. This gives you an opportunity to use your B2B content marketing efforts to tap into an audience you might otherwise not have access to.

7. Live Videos

What Are They?

Live videos can be short or long, scripted or off the cuff. They generally don’t have spectacular production value. However, viewers are forgiving of that factor, recognizing the genuine feel and uncensored nature of the pieces.

Why Are They Important?

Live videos are all the rage these days because they:

  • Are highly ranked social media sites like LinkedIn and Facebook.
  • Provide a sense of urgency, because they will only be live at the time they are first being shared.
  • Offer a chance for those who want to be in the know to get immediate insider information.
  • Provide a chance for live interaction.

When Should I Use Them?

Live video is great for showing a behind the scenes look at an event, an otherwise private moment, or an announcement. It can also be used to share a specific thought or concept, an exciting moment within the company, or even an emotional surprise (like a soldier coming home or someone winning a prize). Live videos are generally top of the funnel pieces of content.

Where Should I Share Them?

While the recordings of the videos can be shared in many places, live videos themselves are great on:

  • LinkedIn
  • Facebook
  • Periscope/Twitter
  • YouTube

You should also promote your live video efforts ahead of time, letting people know when and where to show up to watch it. Promotion activities can take place across nearly any channel, including newsletters or emails, LinkedIn/Twitter/Facebook, your website, and more.

Are You Ready To Add Video Into Your B2B Content Marketing Program?

Hopefully, the answer to that question is a resounding yes! How are you planning to include video in your B2B content marketing efforts? What results have you seen from videos so far? Let me know in the comments below or tweet me up at @HollyChessman.

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