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A B2B marketing video strategy to win more customers Hit target and increase brand awareness

Table of contents

    Introduction

    As a B2B marketer, you know you need a bunch of videos to make an impact and sell more in a marketplace that's self-driven by users doing their own research.

    What stops you getting it together - and buying a bunch of videos tomorrow - is knowing:

    - exactly how many videos you need

    - exactly why you need them

    - exactly what each should say

    - and exactly what you're supposed to pay for them.

    A B2B marketing video strategy to win more customers
    3rd Tier - Dirt cheap explainers

    You need a Big Picture of your promotional video requirements for the next 12 months otherwise:

    - you'll be producing video on a knee jerk basis

    - making a few mistakes

    - delivering mixed messages

    - and possibly overspending.

    You'll struggle to reap the advantages a well-oiled multichannel video delivery campaign can bring, such as increased outreach, more traffic, more likes, more shares

    - because all your video efforts will be piecemeal.

    Well look no longer, my friend.

    To follow is an explanation of a complete 3 Tier B2B Marketing Video Strategy you can easily adapt to your own circumstances.

    Everything will quickly start to make sense over the next 5 minutes.

    1st Tier - The 60 second explainer

    This video is the first major contact any buyer or influencer will have with your solution.

    You need one at the top of every landing page.

    It needs to engage by answering buyers’ early funnel questions.

    1st Tier - The 60 second explainer

    It needs to be slick, ie, credible to governments, professional bodies, investors, big contract buyers, market influencers

    - as well as the smaller but-still-important buyers in the chain.

    You’ll spend big bucks to look good, but we’re talking small thousands here, not tens of thousands

    - as this video is only 60 seconds long, maybe 90 seconds at the most.

    Style counts with this video. Like your best suit, you have to look great on first impression.

    It’ll get you to first base

    - where you’ll be taken seriously as a B2B company with your primary offering broadly understood.

    You might already have a video doing this job for you.

    But possibly it sucks, or at least in part, and needs a makeover in the light of greater knowledge.

    Typically this is because your existing video fails to answer the Elephant in the Room.

    ie, the unspoken big objection most newcomers hold against you. That’s why it’s called the Elephant in the Room. It’s always there, everybody knows it, but nobody’s talking about it, least of all you.

    The Elephant in the Room needs dealing with immediately, and put to sleep fast.

    Your 60 second explainer can do this.

    If you’re radically open-minded you'll already know this.

    Decide the level you’re at today, and work from there.

    2nd Tier - Low cost explainers

    The only thing that stops people buying from you is unanswered questions.

    And there are lots of unanswered questions

    - and unresolved doubts.

    Low cost explainer video will answer all these questions for you.

    They’ll satisfy:

    - vertical market questions

    - early adopter and early majority questions

    - and the many questions from buyers who need to know more about what your solution is, what it delivers for them and their segment, and why it’s better than the other guys.

    2nd Tier - Low cost explainers

    In nutshell: Demonstrate conclusively why your proposition is unbeatable.

    Demonstrate conclusively why your proposition is unbeatable

    What’s important is that these 2nd tier videos are outsourced cheaply, so you can afford to buy as many as you need to convince your online researchers - your future customers

    - by answering all their pressing questions faster and better than anyone else in the market.

    And in turn they’ll be able to answer the same questions their colleagues in the next room are asking them.

    This is how you get more leads, more subscriptions, and increase sales and engagement.

    Expect to pay around a grand a minute for outsourced low cost explainer videos, sometimes more, sometimes less.

    3rd Tier - Dirt cheap explainers

    3 tier digital video strategy

    To maintain your video marketing presence and keep customers aware of you

    - and perceive you as a market leader in social video

    - you need to be producing a dirt cheap video blog post or native video every week.

    This is how your outreach will grow. Through video content marketing.

    It’ll deliver regular, relevant traffic to your site and social media pages.

    Lumen5 works here, or similar low cost monthly subscription video production methods.

    You can produce everything in-house yourself. You don’t need to be a tech whiz or a design guru. The software does it all for you using AI or similar.

    By comparison, your 60 second front-of-house explainer, and other low cost explainers, will need to be outsourced to a video company, or at least part-assisted by a professional freelancer.

    Each dirt cheap video will be around 40-60 seconds runtime.

    This is the optimal runtime

    - to answer a key question concisely

    - that you can produce in-house, and not be dull or amateur looking

    - and avoid early Viewer Abandonment, which is the plague of all videos, whatever their cost.

    The exception is dirt cheap webcam customer testimonials, which can be longer if they're really interesting.

    Your weekly dirt cheap video will be for your distribution channels, ie

    - via email

    - your blog pages

    - and every relevant social channel.

    3rd Tier - Dirt cheap explainers

    You can see a video explaining all this here. Look at the first video on the page. It’s a compilation of a 6-part vlog series we produced to explain our marketing manifesto.

    All our new customers or leads are invited to watch it.

    Summary

    3 tier video strategy to win more customers

    1: If you don’t have a video strategy you’ll get piecemeal results and sooner or later make mistakes, which waste time, money & effort.

    2: If you don’t answer customer questions properly, you won’t get the sale. And you’ll never even know what you've lost.

    3: You must deal quickly with the Elephant-in-the-Room, no matter what the problem may be.

     

    A Radical 3 Tier Video Strategy comprises:

    1: One slick 60 second explainer video

    2: Many low cost explainer videos. As many as you can afford

    3: Continuous weekly vlog production using in-house dirt cheap methods for multichannel delivery.

     

    A Radical 3 Tier strategy has three cost levels
    1: Thousands $$$ outsourced
    2: A grand a minute outsourced
    3: Dirt cheap in-house production

    13 B2B Video strategy FAQs

    1: Why is it important to invest in B2B marketing videos?

    One video is no longer enough.

    Buyers expect to see all your key solution pages answer their questions with a video of some shape or form

    No videos = No business

    Video marketers know this.

    2: What makes a successful B2B video marketing strategy

    One that delivers on your targets, whether as lead generation, online subscriptions, or demo requests

    - or increased brand awareness which can be measured by, say, 3 Pages per Visit, 3 minutes Spent Onsite, or reduced Bounce Rate.

    These are the hard metrics of engagement.

    It's important to set hard targets for all your videos and see how they actually measure up to business goals.

    This is rapidly becoming the heart of a B2B marketing strategy.

    3: How does B2B video marketing differ from B2C?

    Generally B2B videos are of a higher quality as B2B buyers expect in-depth explanations that are presented well.

    Big customers don't buy into the "bedroom developer" look.

    B2C videos are more social media focused, with video ads shown in the places consumers inhabit daily, such as youtube or twitter and so on.

    LinkedIn video is the main social media platform used by B2B buyers. They go to Facebook for personal activities, but generally not business activities. Some buyers find this type of online video personally intrusive.

    A growing B2B brand may find having a youtube channel useful as part of their digital marketing multichannel awareness spread.

    B2C and B2B both use tutorial videos, which are excellent marketing tools as they allow the client to imagine the use of your product or solution prior to purchase. Engagement can reach new heights through effective tutorials.

    4: What should a B2B marketing strategy aim at?

    Achieving sales targets.

    This starts by answering every question and resolving every in your B2B audience, prior to purchase.

    If a buyer's question isn't answered, you leave doubt in their mind, which is a reason to postpone buying, or perhaps look elsewhere.

    The type and range of B2B videos in your strategy will vary, with the most important videos costing more.

    The smaller video topics can be produced dirt cheap in-house (as described in this article), or by getting a freelancer to help out, such as an animator or designer.

    5: How can our B2B business stand out in the market and differentiate from competitors?

    The obvious answer is to know what you bring to your industry or sector that sets you apart, and then tell your audience.

    Video marketing begins with segmenting your customers by market,

    - where you'll produce a video for each vertical market

    - and also by their stage in the sales funnel, ie, are they still learning, or evaluating, or preparing to purchase?

    The more you can answer the different questions that different B2B market segments ask, the more likely they'll be to get in touch and buy or subscribe.

    Define your target audience segment for each video you make.

    If you do this consistently over a number of videos, your customers will see the difference between you and competitors.

    They'll see you as the leader.

    6: What video types make good strategic video content?

    Explainers, promo videos and demos of your key products, services and solutions come top of the video marketing list.

    Next come videos with unique appeal to your different market & customer segments.

    These can also include testimonials, case studies and webinars.

    Noteworthy use/application of your solution, or component of your solution, is always a good video candidate.

    For example, a vertical market-dedicated product demo.

    You'll also need to ensure your video format is optimal for each channel you use, eg, widescreen, square, 9x16 phone etc

    7: How often should we make a new B2B marketing video?

    How often you produce a video depends on your production capacity.

    Your high end, top-of-key page videos can be produced at a rate of 1 every 6 weeks if you're organised, or every 3 months if you're relatively slow.

    It also depends on the budget you have available.

    On the other hand, dirt cheap explainer videos, case studies and testimonials can be produced in under a week with experience, and at least one per month, if you make them in-house, or with some freelance help.

    This will total up to 16 videos produced in a year, each with a measurable hard target for you to assess.

    Do this and you'll become a video marketing expert, as well as delight customers looking for real answers.

    8: How do you engage a B2B customer?

    Tell them something they don't know, that you know they want.

    B2B customers spend a lot of time researching before they ever commit to giving you their email, eg, by requesting something from you.

    Video is a great way to stimulate a conversation with people who maybe receive 50-100 emails per day.

    If you want to know the questions your customers are asking, try our free Client-Intent Audit. It lists all your customer questions for you.

    Engaging clients through video marketing starts by knowing the questions they're asking.

    9: How do you create a B2B video strategy?

    Start by knowing your available time and budget.

    This will define your video potential, ie, how much video you & your team can make, and how often.

    Broadly start to fill in your annual calendar with video production windows, until your available time and budget are used up.

    Next, look at your company marketing & sales targets.

    You need to ask: "Which videos will have the most impact in achieving this quarter's targets?"

    These are the first batch of videos you'll need to produce, the ones that will help deliver target fastest.

    Finally, match off your video requirements, by priority importance, allocating them into the calendar windows you have available.

    The result will be a broad 12 month outline of your video marketing campaign, complete with delivery dates, budgets

    -  and hard targets to measure your success by.

    10: What if my video strategy underperforms?

    Your strategy can be successful even if a few videos underperform.

    Underperformance might be due to haste, lack of effort, or poor research, resulting in thin or weak content that doesn't answer client questions properly, or even small details like displaying a video with poor prominence on the page.

    You're on a learning experience and you're hoping to score 8 out of 10.

    Nobody gets 10 out of 10 every time. But aim high all the same.

    Take a look here to learn more about why B2B videos underperform and how to fix them.

    11: How are your competitors using video, and why this matters?

    You need to appraise your competitors' videos, including up & coming ones you may not have noticed.

    Look and ask:

    "What messages are their videos saying?"

    "What style of videos are they using?"

    "What are their videos trying to achieve?"

    If you don't do this, the chances are your next video will look & sound too much like theirs.

    In the eyes of customers you'll look like another me-too company, which is only a step away from becoming "price commoditised".

    If you don't look and sound different, expect customers to ask for ridiculous discounts!

    Check your competitor videos, both website and youtube channel, and determine how you can be different in the eyes & ears of customers.

    Use competitor research to make your video marketing unique.

    This is a key part in your journey to market leadership.

    12: How long should my videos be?

    Broadly, top-of-page explainer or promotional videos should be 60-90 seconds, enough to win attention for your proposition, and engage the client to explore more.

    Other videos you produce can be as long as you like, so long as they're answering relevant client questions.

    B2B customers will spend 3-5 minutes viewing if the video topic is of real interest to them.

    Hour long webinars, edited down to a meaty 30 minutes, are evergreen video content on some B2B sites, especially for late funnel customers who are close to buying.

    It's mostly B2C videos that run nervously short, as they're often aiming to appeal to more whimsical consumers.

    The biggest rule is: "Never be boring by talking about yourself."

    Always talk about your client, their needs, their targets, their world.

    Do it differently and better compared to competitors.

    13: What are B2B video marketing strategy policy guidelines?

    As a B2B marketer or business leader you’ll need to set out a clear video marketing policy to ensure the minimal amount of time, money & effort is wasted on producing ill-considered and underperforming videos, whether in-house produced, outsourced, or any mix of both.

    Here are some initial guidelines. Build on these to develop your own policy around your company’s culture and internal lines of responsibility.

     

    Goals & results

    A video that hits target is always an excellent Return on Investment, so:

    - Set hard measurable targets for every marketing video or series produced

    - Have a clear goal for each video

    - Avoid multiple goals where possible

    - Always have a clearly well-researched business case before embarking on any production or video series

    - Report results to stakeholders. They'll give you more backing when they see it works.

     

    Data transparency & research

    Data is power and data transparency matters.

    - Enable all video stakeholders to have easy access to available data, inc Google Analytics Console, plus Youtube Channel, LinkedIn, Facebook and other social media analytics, as well as all available marketing data, eg, buying patterns, client demographics. segments etc.

    - Foster an attitude of continually looking for more data sources.

    - Foster IT Department agility to make the above achievable.

     

    Production partners

    - Give internal and external video production partners a vested interest in your video’s success that is managed & structured. This way they’ll try harder.

    For example, look for partners willing to commit to a video’s goal and measurable targets.

    For example, reward external production partners with a small bonus for target performance. Conversely, consider reducing the final payment by an agreed small percentage if a video underperforms. Construction companies work this way all the time.

    - Ensure partners have access to data so they can independently evaluate your teams goals & targets as SMART (Specific, Measurable, Achievable, Relevant and Time-Bound)

    Structure the above into your video contracts.

    That’s it. While you’re here, take a look at our Marketing Manifesto and learn what's-in and what’s-out in B2B video.

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