B2C companies are increasingly using video to target their products and services directly to the consumer. Less common is the use of video by B2B companies. That’s changing, though, as more and more B2B companies incorporate video into their marketing and communication strategies.
What are the advantages of video in B2B marketing?
Video is now an integral part of marketing. It attracts more attention than other marketing channels, and it can help you distinguish your brand from your competitors.
According to a study conducted by Wyzowl, 87% of video marketing professionals stated that videos had had a positive impact on ROI (Return On Investment). The impact could be seen through the entire marketing cycle.
Participants reported that video helped them:
- Increase the number of website visitors
- Keep visitors on the site longer
- Increase click and conversion rates
- Educate customers on their products and services
- Generate leads
- Reduce the number of calls to technical support
In short, video created significant advantages before, during and after the sales process.
When can you use video in your B2B marketing strategy?
Videos targeted to end consumers can be fun and light because they’re meant to create an emotional connection. The purpose of B2B video is slightly different. Its primary goal is to educate the buyer using objective content that demonstrates your company’s value to their business.
The tone of your videos needs to be more professional and serious than B2C videos without being boring. Promotional videos can be a little more humorous and fun, as long as you don’t overdo it and your message is still clear.
Your marketing strategy can integrate different types of videos, including:
Company presentations: Videos are a great way to present company overviews to prospective customers or updates to employees. They help you increase brand awareness and reinforce your brand image.
Customer testimonials: A common B2B marketing strategy is to promote your company through storytelling, using satisfied customers to tell an engaging story about their experiences with you. Their feedback increases both awareness of your products and services and trust.
Product demonstrations: Many products come with instruction manuals. Some customers may be fine with that, but others may learn more from seeing how a product is set up, used or maintained.
Events: A great strategy to promote an event before it takes place, and to recap the event after it’s over.
Learning sessions: Replays of webinars and other online events are valuable to people who couldn’t attend the actual event but still want the information.
All these types of videos lend themselves particularly well to social media, where they can be easily shared by viewers. In fact, they can help you grow your follower base if you frequently post new video content. Cisco, for instance, posts about five videos each day and currently has more than 4 million followers on LinkedIn.
Why integrate subtitling with your video strategy?
The popularity of video content, combined with the ability to share with contacts all over the world, makes video a powerful B2B marketing channel. The only drawback? The video may not have the same impact on viewers who speak other languages.
Fortunately, professional subtitling is a quick and economical solution. It makes your video more accessible to multilingual audiences and puts your brand in front of more potential customers. Subtitles faithfully communicate the message in your video but are also adapted to ensure the tone and meaning resonate as much in other languages.
Subtitling is only one way to attract attention to your videos. As more and more people prefer to watch video with the sound off, closed captioning can go a long way toward attracting viewers (and potential customers) who speak your language.
Videos attract a lot of attention among consumers. As it turns out, it’s also a good channel for B2B marketing. When planning your marketing strategy, consider adding video to the mix.
If you want to make your videos more accessible, click here to learn more about closed captions and subtitling, or request a quote to start on a project.
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