Creating powerful B2B videos is one of the best ways to drive traffic to your website. Cisco reported that, by 2023, video would account for 80% of all traffic. It’s already the most popular type of content online.
In this article, we’ll cover how to pick the right structure of your video, how to write a script, which type of video to use on different platforms, and additional elements that are equally important. Let’s get to it!
Pick the right mediums for your videos first
Before you start creating videos you should decide which platforms are best suited for your brand and products. By determining things like your audience group and preferred platform, you can understand in which direction you should go. Creating a relevant video for users is likely going to increase your chances of driving more traffic to your website.
Users can promote your videos through:
- Your emails as a part of an email marketing campaign
- Your social media profiles
- LinkedIn ads
- Facebook (and Instagram) ads
- Your website, either on the home page or landing pages
A usual video should be a short introductory/explainer video that helps users get to know your business and what you do. This is going to be seen by a wide group of people, so don’t be too specific. Save that for certain landing pages that are related to a group of users that’s less broad.
Email usage is growing by the year. It’s a strong marketing tool, and videos are a big part of it. They can improve clickthrough and open rates, especially if you include the word video in your subject line.
So your email campaign is a great candidate for including videos. If it seems like a daunting task, tools like email marketing software help you automate some parts of the process to save time.
Understanding where and who is receiving your message needs special attention. It’s important to remember that this is the starting point for many aspects, such as:
- The topic of the video
- Type of music
- Whether it’s animated or filmed
- Emotional level
Write a neat script
Creating an effective script is almost more important than the video itself. If you don’t have a lot of experience with it, it’s good to hire a professional who will be able to summarize the essence of your business and put it in writing.
As you use video across different channels, the script should be adapted for different needs. You can even go with a completely new script for each channel.
In videos such as product descriptions or introductory videos, you should present your benefits ahead. Show your value by highlighting what makes your offer stand out from the competition. Draw attention to them and end it with a strong Call-To-Action.
The main focus for all videos should be problem-solving. Users like to hear how your service can solve a problem they have and it’s one of the best ways to display your business. Tell your story and serve it as a solution. It’s simple as that, if you’re able to highlight yourself as someone who can solve their problem, they’re likely to transform from a viewer to a lead.
Choose the right type of video
B2B marketing videos that convert views into leads are a broad group of options. They depend on the final goal, target audience, position in the sales funnel, etc. You can pick between those that focus on brand awareness and those that are more action-oriented such as traffic campaigns. Since the goal is to convert video views into leads, we’ll focus more on them
There are plenty of types of videos used in video marketing:
- Product demo
- Case study
The list goes on. We’ll quickly run through a few options you should consider.
A product demo is a great option for businesses selling SaaS products since they’re likely to do product walk-throughs. You introduce the product to users, explain to them how it works and showcase its benefits. Bring them closer to your value that maybe isn’t as obvious. Users that are wary and unsure about you can get a closer look at your product and make a decision faster. There’s also the option of doing live product demos which is a great way to transparently showcase your worth.
Explainer video clarifies your product and it can be attractive for users that weren’t familiar with it before. This is a great way to present how you solve their problems and dissect everything about your business. This is a good opportunity to explain how your brand can solve customers’ problems, and answer frequently asked questions by your B2B customers.
A testimonial video is one of the best ways to persuade your customers of your high value. They have the highest effectiveness rating for content marketing with 89%. In these videos, you use your customers as the focal point of the video. Satisfied customers talk about your product, show how you solved their problems, and contribute to your legitimacy.
Customer video testimonials have a lot of value since they include real people sharing personal experiences.
B2B marketing videos can be designed as animated videos, or you can use actors and speakers. It depends on the topic but both options can be engaging.
Use a strong CTA with your videos
Marketing videos are only useful for B2B companies that have a goal of generating leads. Adding a suitable CTA is crucial for all your videos. CTA can be added in plenty of ways.
- When using Youtube to generate leads, you can include CTA in Youtube cards or annotations that can appear when you choose.
- A popup that allows them to register while watching a video on your website, or give you their contact information.
- You can include CTA in the video, inviting them the viewers to perform an action
- In email marketing videos, right below the video, you can include a CTA button inviting them to explore your offer.
- On your landing pages, right next to the video, add a strong CTA such as “call us now” to let your salesperson close the deal.
Without a CTA, you could be losing plenty of opportunities that needed just a little bit more of your persuading.
Wrapping it up
Video is on the verge of becoming the king of web content. Users are much more likely to watch a video than read a review, so including them in your B2B marketing strategy is crucial.
To stand out and convert more, you need to handle this with special care, unless you don’t mind wasting resources. Things to remember:
- Determine your target audience and where you can find them
- Write a well-written script that guides you through the process of creating the video
- It’s important to understand which videos will work best for your business to showcase the value
- Include CTA’s for maximum potential and you’re on the right track
Videos will boost your conversions only if they’re effective. Introducing B2B marketers to your problem-solving product and turning them into leads might seem intimidating, but if you’re well prepared you can get great results!
About the author
Sam Shepler is the founder and CEO of Testimonial Hero. 150+ B2B revenue teams at Google, UiPath, Medallia, InsightSquared, and many others use Testimonial Hero to easily create customer videos that engage prospects, reduce friction in the sales cycle, and drive more revenue faster.