The average prospect watches 1.5 hours of online video content every day. Smart companies are beginning to take advantage of that through B2B video marketing. If you’re looking for new ways to attract high-quality warm leads, then it’s something you should consider trying as well.
But how do you create effective videos? And on what platforms?
Keep reading to get the answers to these questions and find all the other information you need to get started with this marketing strategy.
Get A Handle On Your Video Marketing
B2B video marketing is a broad term. It essentially encapsulates any type of video content created to help B2B companies attract warm leads. Examples include:
- Youtube videos
- Video podcasts
- Social media clips
Companies use video marketing for a few reasons. Videos are often easier for users to digest than written content. So if a business wants to share complex information with its target audience, it will often do so through video to make sure as many people receive the information as possible.
B2B video marketing is also useful because it’s another avenue that companies can use to attract warm leads. Given the proliferation of online video content, it’s becoming essential for modern companies to use video marketing as part of a comprehensive lead acquisition strategy.
Types Of B2B Marketing Videos
The best companies don’t rely on a single type of content to attract warm leads. Instead, they take advantage of the unique benefits of each of the following types of B2B marketing videos.
Webinars are live, interactive video sessions that typically focus on a single educational topic. They’re great for attracting warm leads because you can often put your webinar behind an information wall.
Webinars are great for when the topic you’re covering will be better with public participation. But you need to make sure they provide real value to your audience since they take place live and often during the workday.
Interviews with industry leaders are another great type of B2B video marketing content. These are usually pretty easy to make because you can format them as a back-and-forth conversation with someone.
To drive more engagement to these types of videos, make them with influencers who have a significant following in your industry. You can leverage their network to boost your own.
Videos that tell a story are a fantastic way to build a personality for your brand. They can be simple, such as an employee telling a story about how they got to where they are in their career. Or these videos can be complex, with carefully shot and edited sequences.
Note that these videos should bring your company – and its employees – to life. They’re about connecting with your audience in a way that allows you to go beyond standard marketing material.
You can also film customer testimonials. Reading someone’s experience with your company is one thing, but seeing them talk about how valuable working with you was can be much more impactful.
You can also attract more warm leads for your company by shooting how-to videos for your products or services. For example, if you sell accounting software, you could create a series of guide videos that show new users (and people who are thinking about becoming new users) how to use your stuff.
These videos make it easier for new clients to get started with your service. And they also show leads you’re committed to making it as easy as possible to use your software, which can be a differentiating factor during the buying process.
Tips For Leveraging B2B Video Marketing To Attract Warm Leads
Simply getting started with producing B2B video content is a great first step toward broadening your customer base. But if you want to get as much out of this practice as possible, consider these three tips.
Gated content is your friend
When you create video content, you’re doing so because you want to attract as many new leads as possible. So the idea of putting your video content behind a wall can feel counterintuitive.
However, it’s often a smart decision to keep your most valuable video content behind information walls. That way, prospects will need to supply their email, company information, etc.
Gated content enables you to target warm leads more effectively. Just don’t gate all of your content. Strike a balance and push people toward your gated content with free content that’s valuable to your visitors and readership.
Highlight your videos across multiple channels
The key to getting as much out of your marketing videos as possible is to get as many people watching them as possible. And the best way to do that is by making the video content a priority across all channels.
For instance, consider adding video content to your landing pages. You should also be posting clips of your videos or the full videos to your social media pages.
Essentially, you want to think about leveraging your existing audiences to drive more engagement to your videos. The more views, the greater your chances of attracting warm leads.
It’s also important to use strategic calls to action (CTAs) throughout your videos. The specific type and tone of CTA you should use will vary based on the type of video you make and its intended audience.
If you’re delivering a webinar to a skilled group of industry professionals, you can use a hard CTA that directly sells them on your service. That’s because they’ll already have a strong understanding of the major benefits of your tool.
But suppose you’re creating videos intended for a broader audience. You may prompt them to seek out additional information about your company instead of going for the hard sell right away.
Additionally, some types of videos aren’t always a good fit for CTAs. For example, including an explicit CTA in a storytelling video could diminish the content.
Best Platforms For B2B Video Marketing
One of the keys to a powerful B2B video marketing strategy is posting your content on the right platforms. Youtube is great, but it doesn’t always provide good discoverability to brands that operate in niche markets. Here are three additional platforms you should be posting your content on.
LinkedIn is the go-to social media platform for professionals. It’s perhaps the best place to find people who are interested in watching business-focused content. Even better, if you’re already on LinkedIn, you can leverage your existing connections and hub them around particular targeted content.
Twitter is an excellent resource for businesses as well. It’s why 86% of B2B marketers use Twitter as part of their digital marketing plan.
Twitter does have a video length limit of two minutes and twenty seconds. So what many companies will do is post a clip of a video on their Twitter feed and then attach a link to the complete video on another platform.
Facebook is still the dominant social media platform in the United States. It has a reputation for being better for B2C marketing, but B2B companies should still utilize it.
Make the most of your warm leads with LeadLander
B2B video marketing is an excellent way to attract more warm leads. But once you get those leads, you still need a way to track how they’re interacting with your brand so that you can target them as effectively as possible.
LeadLander makes this possible. It culls exactly the type of data you need to leverage your B2B video marketing campaign to its full potential.