What kind of video will work for you?

What makes video king? Part 2 of 3

In B2B (business-to-business) marketing, the content you create should be informative, educational, and tailored to the specific needs and challenges of your target audience. Here we look at what kind of video tends to work well in B2B marketing:

  • Educational Tutorials and How-To Videos: These videos demonstrate how to use your products or services effectively. They can help businesses understand the value your offering brings and how it can solve their problems.
  • Product Demonstrations: Showcasing your products in action can help potential clients understand their features and benefits. Highlight how your solution addresses specific pain points.
  • Customer Testimonials and Case Studies: Real-world success stories from your existing customers can establish credibility and demonstrate the positive impact your product or service has had on their businesses.
  • Thought Leadership and Industry Insights: Sharing your expertise through videos discussing industry trends, challenges, and solutions can position your brand as a trusted authority in your field.
  • Webinars and Workshops: Hosting webinars or workshops on relevant topics can help establish your brand as a source of valuable information. Participants can engage with your experts and learn about your offerings in-depth.
  • Explainer Videos: These concise videos explain complex concepts, processes, or solutions in a clear and engaging manner. They’re particularly useful for introducing new technologies or ideas.
  • Behind-the-Scenes Content: Offer a glimpse into your company culture, team, and processes. This humanizes your brand and fosters a sense of connection with potential clients.
  • Comparison and Solution Comparison Videos: Compare your solution with others in the market, showcasing your unique selling points and explaining why your product or service is the better choice.
  • Event Coverage: If you attend or host industry events, conferences, or seminars, creating videos that capture key moments can provide value to your audience and establish your presence in the industry.
  • FAQ Videos: Address frequently asked questions and concerns in video format. This can help potential clients find quick answers and reduce barriers to engagement.

Remember, B2B audiences are typically looking for solutions that can streamline their operations, increase efficiency, and solve specific challenges. Your videos should focus on providing the kind of video that delivers value and builds trust by addressing these needs in a clear and relevant manner. Always tailor your content to the unique pain points and goals of your B2B audience.

Catch up on the whole series: Video in Marketing
Part 1: How-does-video-marketing-compare-with-other-mediums
Part 3: Where to host your video