A Simple Guide To Your B2B Video Marketing Strategy For 2021

This simple guide to your B2B video marketing strategy for 2021 will help you add another growth channel for your business. In the past few years, video marketing has rocketed in popularity and is proving how valuable it can be for the B2B domain. There has been an almost unwavering rise in the number of digital marketers reporting a positive ROI from video. According to video marketing statistics from Wyzowl, 87% of marketers in 2021 believe that videos showed a positive ROI.

What is B2B video marketing?

B2B video marketing is a subset of content marketing that includes planning, creating and sharing content with your B2B audience using video as your content medium. Video platforms where you can distribute you content include YouTube, webcasts, video podcasts, live streaming platforms, social media videos and many more.

How Many Marketers Plan to Use a B2B Video Marketing Strategy in 2021?

According to the survey by Wyzowl mentioned above, when developing valuable, high quality content for businesses these are the dominate video channels digital marketers are planning to use in 2021.

Usage & Channels

• 89% of video marketers plan to include YouTube in their 2021 B2B video marketing strategy
• 70% of video marketers plan to include Facebook in their 2021 B2B video marketing strategy
• 63% of video marketers plan to include LinkedIn in their 2021 B2B video marketing strategy
• 58% of video marketers plan to include Instagram in their 2021 B2B video marketing strategy
• 53% of video marketers plan to include webinars in their 2021 B2B video marketing strategy
• 31% of video marketers plan to include Twitter in their 2021 B2B video marketing strategy
• 28% of video marketers plan to include Facebook Live in their 2021 B2B video marketing strategy
• 27% of video marketers plan to include InstagramTV in their 2021 video marketing strategy
• 24% of video marketers plan to include interactive video in their 2021 video marketing strategy
• 20% of video marketers plan to include TikTok in their 2021 video marketing strategy
• 12% of video marketers plan to include 360 degree video in their 2021 video marketing strategy
• 12% of video marketers plan to include VR in their 2021 video marketing strategy
   

B2B Video Marketing Strategy – Content Tips & Ideas

1. Share your experiences with your audience

In order to strengthen your brand image, you could provide a virtual tour of your businesses to show customers your different stages of your product development, or a video showing your employees day-to-day routines.

2. Keep it simple

Typically, this method works very well.  Keep your video entertaining and laid-back. Keep in mind you are reaching to other businesses, but at in the end you’re still dealing with an individual. Also, you want to avoid creating mundane corporate videos. Instead, take advantage of animations, or capture a look into your business not available to the general public for audience engagement.

3. Showcase the product and solutions your company provides

Ultimately, potential customer are looking for a product that solves their specific problem. Use videos to create interviews with previous clients who’ve had a positive experience using your product. Also, you put up simple how-to-videos on your company’s site and social media pages for additional visibility and engagement.

4. Make sure to have an emotional appeal in your B2B video content

You may be under the false impression that logic rules in B2B video marketing, but it is still a critical to emotionally connect with potential buyers to get maximum engagement and start building the relationship.

The emotional appeal in your B2B video content is an important step for viewers to enjoy your content and establish trust in your brand. In 2021, we humor as an emerging trend. By using humorous element in your B2B marketing videos.  In addition, curiosity and wonderment play a crucial role for creating a video others enjoy.

Emotions play a critical role in the way potential clients perceive your brand and company values. B2B relationships are guided by your combination of video advertisements, video content and overall consumer experiences.

5. Ensure the video production is outstanding

You need to focus on creating unique, relevant and fascinating videos if you want your potential customers to view them. As we mentioned previously, ensure you use high-quality camera equipment, a robust video editing software and don’t forget you can utilize hire freelancers to assist where you need.

6. Focus on the your buyer’s journey

One idea is to create a B2B video marketing strategy that take into consideration the buying phases, who the participants are, their important needs, what queries they use and the short and long-term goals.

Creating supporting video content allows your buyers to make more informed decisions about the product they are looking to buy from you.

Top 3 social media sites for B2B video marketing in 2021

1. YouTube

YouTube is by far the the most widely used B2B social media platform for video. In fact 89% of video marketers plan to include YouTube in their 2021 video marketing strategy. (+1% from last year)

YouTube boasts over 2 billion monthly logged-in users, and viewers watch more than a billion hours of video everyday on the platform.

2. LinkedIn

LinkedIn boast 722 million users. While it isn’t the largest social network it’s social network focuses strictly on businesses making it the best social platform for reaching decision makers.

Also, 97% of B2B marketers use LinkedIn for content marketing, and it ranks #1 among all social networks for content distribution.

3. Twitter

With over 330 million monthly active users and 500 million tweets sent a day, Twitter is where to stay current and up-to-date in your industry.

B2B brands can use hashtags and trending topics to participate in active conversations and understand better what their audiences pain points and needs are.

4. Facebook

Facebook is hands down the most popular social platform boasting 1.84 billion daily active users. If you are attempting to reach a wide audience, Facebook is definitely among the best.

Top 12 video hosting platforms for B2B marketing

3 examples of amazing B2B video marketing

1. HubSpot

HubSpot is an inbound marketing and sales platform that helps companies to attract visitors, convert leads and close customers. It does this by bringing together a variety of functionalities and allowing marketing and sales departments to manage all their activities in one place.

The video below begins by talking directly to the entire global marketing audience.  It has a concise and clear grasp on the audience it’s targeting. While the video is of high production quality, what really stand out is its story-line.  The story-line is crystal clear, clean and effectively engages the audience. It  closes the gap that marketer face with multi-faceted problems they typically face and how Hubspot can solve their issues with effective software solutions. Also, the video is put together so well, making sure to address covers every feature of Hubspot’s software provide. Hubspot keeps it simple not overload or bore anybody watching it.

2. Slack

The Slack video begins with introducing issues most typical employees face at their jobs.  It continues to highlight the problems communicating better and more efficiently at work. Moving along, it shows how employees are dependent on multiple channels for communicating their questions, ideas, concerns, and request to one another.

As you will see in the video the Slack team engages a company that is a bit skeptical, but agrees to give it a shot. Slack perfectly illustrates how to engage their audience and sell their brand, by clearly showing their audience how their solution is able to consolidate all forms of communication into a single platform.

3. Adobe

 The video here by Adobe perfectly illustrates the discussion earlier in the article in regards to using humorous element in B2B marketing videos. It addresses the common problem most website owners face and highlights certain marketing analytics either ignore of forget all together. 

The need to get “more clicks.” Right out the gate the video keeps the audience engaged, while alluding that they are about to present something great and viewers will find out exactly what that is very soon in the later part of the video (example of emotional appeal).  Of course, the flawless execution of the punchline at the end is hilarious.  Great example of how to use the elements we discussed to create an amazing piece of video content.

I hope reading this article provides insight and gives you confidence in addressing your future video marketing strategy.  In addition, your video marketing campaign could considerably improve visibility and reach to potential customers and give you an edge over your competition.