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7 Ways B2B Marketers Can Attract More Leads With Video

7 Ways B2B Marketers Can Attract More Leads With Video
The rise of television created a demand for B2C video content as the most-chosen marketing tool for businesses. Youtube’s video ad feature, introduced in 2006, paved the way for B2B businesses to follow the same path.  Interestingly, the latter has surpassed the B2C video content very soon.  According to a survey by Google, 70% of B2B consumers make their purchase decisions only based on watching related videos. Such statistics explain the need to create better videos that draw users’ attention towards the brands.  Here is a quick guide that explains how videos help B2B marketers to attract more leads.

7 Ways to Create Video Content 

According to Hubspot, videos are the most used form of content, surpassing infographics and blogs. Here are seven ways to create video content that draws users attention:

1# Explainer Videos

The name is self-explanatory. Explainer videos are a great way to clarify doubts, questions that you think your audience might have. It, in turn, builds trust and brand awareness and leaves a lasting understanding of your commodity. Explainer videos are effective the most when we know our audience well. Interviewing a sales team, active research in forums, client interviews and feedback, reviews, and data analysis are ways we can comprehend market trends in our area of expertise. Viewers lose interest if their query is not addressed in the video, or at times when it is presented in a boring, non-engaging way. Therefore, you must perform thorough keyword research. Explainer video content should be brief, subject-oriented, persuasive, and lucid language. Moreover, the first part of your explainer videos should show how to deal with a problem, and the second half should show that your product does the same.

2# Webinars

A webinar is a great tool to cover an array of topics over live video. Webinars engage the audience, address queries on the spot, and seeing a well-articulated person in conversation builds confidence in your business. Here are some tips to make a great webinar:
  • Excite your audience. Let’s say make a big deal of it. Promote the event. Tweet about it, use unique hashtags to it, and ask what the audience wants to be addressed on the webinar – get the buzz going.
  • According to Hubspot, making a “kick-ass deck” will keep your attendees interested. Making it appealing to look at will promote a sense of sophistication and show dedication.
  • Use images and video clips as well that relate to the product/service, a demo, an interview, client feedback, etc.
  • Make the speech interactive and audience-oriented. Speak about your after service.
  • Bring renowned speakers and guests to promote the reputation of the business.
  • Keep at least one moderator/host for the webinar to run smoothly.
  • Take the time-zones into consideration.
  • Make sure the technical equipment is working well.
If your webinars are episodic, like podcasts, it encourages people to come back for valuable insights. If recorded, these can be turned further into video content on other platforms.

3# Whiteboard Series

Quite similar to explainer videos in form, these videos talk about one topic in depth. Often considered as a part of the education-based marketing strategy, it engages the target audience with their problem in detail rather than just an overview. For instance, if the target audience is new entrepreneurs, we can make a whiteboard series on the issues they might come across, like creating a reputation, providing customer service, boosting sales, and so on. For effective whiteboard sessions, it is important that we select one issue to address, jot down the key ideas, connect to viewers, and know their requirements. The rules are pretty the same as explainer videos, except that it requires intensive research on the problem you are addressing.

4# Product Demos

A product demo is a video demonstration of how it works. It may be used to introduce your product. A product demo is a general introduction to the product and different from a technical demo (which allows the buyer to experience it). Preparing in advance, making a plan, adding a question and answer session at the end can enrich your content. Mentioning key specs of your product is essential in a product demo. Check out how to make a great product demo here. Videos showing product demos have a lasting impact on potential buyers and help make them better decisions. Product demos can be used to show off new and exciting features of your product, add competition to the market, and actively influence the viewer to create awareness. Viewing the product and how it works to make a greater chance of sale than not viewing the product.

5# Customer Testimonials

Customers trust customers. And this is precisely what experts at the link building agency do. These agencies build do-follow links through white hat practices and help gain more SEO presence of customer testimonials. According to Copypress data, 52% of global marketing experts believe that videos have the best ROI than all other content. Not every person who is looking for what you offer will trust instantly.  Testimonials serve as proof of how others have benefitted by your product/service. Also, creating a more indexed page means more keyword use, which will, in turn, boost your content when searched for.

How to generate testimonials?

Collect data from your happy and satisfied customers and chalk contents out of them. Video testimonials should include the following points:
  • They should be visually appealing.
  • It must be conveyed in a descriptive and lucid language.
  • Must be addressed from the customer’s point of view.
  • Build trust and confidence in your product.

6# Gated Video Content

According to a study conducted by Starfleet Media, 75% of the marketed B2B content is gated. Gated video content leads to more sales than ungated content provided that the video adds some significant value to your service.  It is advised to first understand the goal of the video we are making. However, not all your video content should be gated, and in fact, no buyer should feel pressured to buy your gated content. A large portion of your video content should be open to the public thus boosting “drive engagement”. 

7# Brand Awareness Videos

A unique brand awareness video will create a good lasting impression on the businesses you engage with and lead to a long-lasting beneficial relationship. These videos should be professionally produced and represent what you stand for. It must look into your good work ethics, prospects, and unique brand (what is also known as Unique Selling Point). Determining the tone of the brand attracts the right kind of audience. Use methods like storytelling and action to make it visually engaging, and above all, bold and original. Promoting your brand well will act hand-in-hand with your video content. 

In conclusion:

Video content is statistically proven to generate more leads in B2B marketing. Any audio-visual aid is known to influence the mind rather than passive content. 2020 is seeing the highest use of video content amid isolation and work-from-homes. 
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