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BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

MASTERCLASS | STRATEGY | 9 PROMOTIONAL VIDEOS EVERY B2B MARKETER CAN USE

PART 4 - BUILDING YOUR FUTURE VIDEO MARKETING PLANS

9 promotional videos every B2B marketer can use

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9 promotional videos is a lot of video to buy, so why invest so much in B2B video marketing in the first place?

Look at the following B2B video marketing statistics and decide for yourself:

- Google say that 70% of B2B researchers watch video during the entire path to purchase.

- Google also say 81% of non C-Suite researchers have a say in purchasing decisions.

- Cisco state video viewing will be 15 times higher in 2022, compared to 2017.

Also consider that B2B researchers are on average 57% of their way through the sales journey before they'll take an action on your site.

B2B customers want informed video that answers their detailed questions, not just generic questions relating to simple awareness of your product, service or solution.

This suggests a B2B video marketing strategy is needed to cover every point in your B2B buyer's journey

- which is obviously a lot more than a single top-of-page promo video.

The overriding benefit is that researchers evaluating your solution will be better informed, through continuous video engagement, along their journey through your marketing funnel.

This can be measured as:

- increased engagement shown as increased time on landing page, number of pages viewed, reduced bounce rate

- increased enquiries or subscriptions, the end goals of your B2B marketing strategy.

You should set these up as goals in your Google Analytics if you haven't done so already.

The real questions B2B marketers ask are:

- What sort of videos do I need?

- How many of them do I need?

Here's a roadmap of the videos you'll need for your winning video marketing campaign

- shown as a list of 9 promotional videos every B2B company can adapt and use in some way

- whether you're producing inhouse or outsourcing to an external marketing video company, or any shade in-between.

They can be produced as animated explainers, filmed or stock footage videos.

Decide this based on the needs of your target audience.

The aim of this list is to get you thinking about the specifics of

- your marketplace & sales cycles,

- your proposition,

- and the speed of your video ROI, ie, will you hit target this quarter?

It'll help you develop your own ideas to eliminate potential customer uncertainty

- building trust at every stage in the sales journey,

- answering every important question your customers have

- differentiating you so they can buy with confidence.

You may not need all the video types below, but you'll definitely need some. And you'll probably think of others too.

This list is a starting point for the b2b business. The b2c marketer needs a different approach.

1: Intro overview video

2: A 2-3 minute deeper dive video

3: Major function and vertical market videos

4: C-level video

5: Differentiator video

6: Case study customer stories

7: Trust video

8: Implementation video

9: Marketing automation video

Summary

This 9 Promotional Video List shows opportunities to use video more effectively and measurably.

It'll help overcome B2B buyer uncertainty, build trust, and win customers.

You'll need a video marketing strategy that allows for 30-60 minutes of runtime video, and much more if you include tutorials.

This is a big job for B2B organizations of any size.

It's better dealt with now, compared to taking a piecemeal approach which will take twice as long in the end, and may well lack the benefit of overall direction.

To help formulate your budget you may want a better understanding of demo or software video costs .

As well as developing the main videos on your website, you'll need to align your video plans with your social media strategy. Regular posting of all your videos inc social media videos will further increase your multichannel outreach via Facebook, Instagram, Twitter, youtube and especially LinkedIn video.

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