How to Build Your B2B Video Marketing Strategy

While written content is declining, video content is becoming more popular. Many people find written content annoying, while video is more entertaining. Social media platforms are focusing more on videos and images, rather than written content.

Video content is the top choice for companies and consumers and will continue to be so with the continuous transformation of technology.

More and more businesses are beginning to see the potential that video has for marketing purposes. A survey from WordStream found that viewers are 95% more likely to remember a message when it is conveyed via video, as opposed to just 10% when it is read. This is because people are generally more engaged with video content than with huge paragraphs of text. Therefore, video is a valuable tool for marketers who are looking to capture people’s attention.

There is a lot of competition among businesses these days, especially between those that are B2B or B2C. Many entrepreneurs are turning to video as a way to engage potential customers. This is especially true during the 2020 pandemic, when 80% of marketers have started using video in their advertising. Video is a great way to attract leads and convert them into customers.

Video marketing is extremely effective, with 83% of marketers claiming it produces great results. This guide will teach you everything you need to know to start using video in your marketing strategy.

Let’s begin our guide to B2B video marketing!

Why Should B2B Businesses Use Video Marketing?

Especially for people who are always on the go. In a few words, it is easier to consume because it is easier to consume, especially for people who are always on the go.

People who prefer visual content tend to engage more with video because it is easy to understand.

In a survey of 813 websites by Wyzowl, 93% of marketers said that video marketing is an important part of their marketing strategy. This is understandable because in a “swipe up” society, it is easier to stand out by showing with image and sound than with a wordy paragraph.

People live at aspeed that is constantly increasing and the only way to make them stop is by showing them something that will hold their attention or by offering them a solution to their problem that is both quick and easy.

But let’s find out what other information we have about video marketing. In an article from TestimonialHero we find that:

The most common videos according to Wyzlow are:

But video content doesn’t just stop at making your brand noticeable, it will also help your brand generate leads and drive more conversions.

Benefits of B2B Video Marketing

Improves your Search Ranking

If you don’t have videos for your brand, you’re missing an easy way to come up first in every search.

However, don’t forget to use your best SEO strategies when you upload a video.

Increases Your Lead Generation

93% of businesses reported landing a new customer because of social media videos, according to the last Animoto survey. In addition, users tend to spend more time on websites that feature videos.

If you have high-quality content on your website, customers will spend more time on your site, which will increase your customer base.

An additional method for acquiring potential customers is by providing useful video content, for example a webinar about your specialized area that requires viewers to sign up.

At the end of your videos, redirect your potential customers to extra content, such as trials, bookings, or demonstrations, to give them a taste of what your company has to offer.

Influence Buying Decisions

The article “Video Marketing: The future of content Marketing” from Forbes states that a majority of customers find product videos helpful when making buying decisions, and that even more consumers say that watching a video on Facebook has influenced their purchase decision.

Hubspot reports that 94% of marketers say that video marketing is beneficial because it helps consumers develop a better understanding of their products.

It Performs Well in All Devices

One of the most popular trends in digital marketing is responsive design, which creates content that can be easily viewed on both desktop and mobile devices. This type of content is user-friendly and focused on the needs of the consumer.

It Can Help You Go Viral

Almost all mobile device users who watch videos also share them with others on platforms such as WhatsApp, according to estimates. This is good news for your brand, as videos are more likely to be shared than other types of content.

Based on research, videos are shared 1200% more than links and text put together. Additionally, 60% of consumers say they would rather watch a video than read a text post, as reported by Diode Digital. These numbers show that video is the preferred type of media for consumers.

Boost Click Through Rate for Emails

If you put “video” in your email subject line, you can expect your open rates to go up by 19%, your click-through rates to increase by 65%, and your number of unsubscribers to go down by 65%. These are the findings of Syndacast.

According to MarTech Advisor, adding video to your emails can help you boost your click rates up to 300%.

Building a B2B Video Marketing Strategy

It’s important to consider what you want out of video marketing and who your target audience is before you get started, so that your strategy is more likely to be successful.

Set Specific Goals

What are your objectives for incorporating video into your B2B marketing strategy? Your objectives will dictate the style, length, timeframe, and type of video content you publish.

An example of a situation where you would want to use a shorter brand narrative video would be if your company’s goal is to enhance brand loyalty. These types of videos could include an introductory video after signing a new client, customer testimonials, or videos featuring office culture and employees.

Your goal should be to increase sales for a specific product or service. To do this, you should create how-to videos, product demos, or client testimonials.

Match Your Tone to Your Audience

What kind of tone should your videos have in order to appeal to your target audience?

If you company mainly caters to smaller-scale, blue-collar businesses, you should make an educational video with a casual tone and a joke or two to hold their attention. If your target is CFOs of multinational corporations, you should make a video with just the facts and a straightforward product or service pitch.

Know Your Limits

If you don’t have the latest and greatest video technology, or a team of experts to manage it, don’t worry. You can still produce great content with the resources you have available.

Short videos shot on a smartphone and posted to Facebook Live can be very effective in promoting a new service or product, introducing a new team member, or providing an inside look at your company. Facebook Live videos tend to be watched three times longer than regular videos, so there is a lot of potential for reaching a wide audience.

Don’t be afraid to have big dreams for your company’s video production. If you partner with an outside agency, you can expand your capabilities and create videos that will introduce your company or product and highlight customer success stories.

How to Use Video for B2B Marketing

After you determine your objectives, target market, and skillset, you can start to plan the type of video you would like to create. It is crucial to choose the right format because different types of videos are more useful for different purposes. Some of the most popular types of videos for businesses that sell to other businesses (B2B) and the marketing goals they are typically used for are listed below.

The Brand Narrative Video

This is your chance to tell your company’s story. Many marketers mistakenly believe that marketing videos need to be intensely focused on selling a product or service. However, this is not the case for brand narrative videos. A brand narrative video is an ideal way to introduce your business to your target audience.

The purpose of brand narrative videos is to establish trust and brand loyalty among your clientele or potential customers. By telling a story that elicits certain emotions, these videos create a connection to your company.

Product Explainer

B2B companies that offer the same types of services can be successful by using product explainer videos. These videos can show what makes a company’s service different from its competitors and inspire the audience to sign up for the company’s product.

When creating a product explainer video, make sure to emphasize the need for the service, why it needs to be explained, and how it works better than other similar services. By walking the audience through the process step-by-step, you will answer all their questions before they even have a chance to ask. The only question left will be, “Why didn’t I use this service before?”


If you want to generate new leads and increase your authority, hosting webinars is a great way to showcase your company’s expertise and act as a resource to other businesses. Sixty percent of marketers use webinars as part of their video marketing strategy.

Webinars should last approximately an hour. To determine a topic, consider what your ideal audience members are talking about. You can look through hashtags and use Facebook analytics to find trending topics in your industry.

How-to Videos

If your goal is to help your current client base use your services more efficiently, how-to videos are the best way to address their recurring questions.

It is beneficial for your company to have an expert in-house to give explanations because it will show your company’s authority on the subject. Also, by publishing a video with answers to specific questions that customers have asked, it will emphasize your business’ responsiveness to customer needs and build trust and brand loyalty.

Company Culture Video

A company culture video is similar to a brand narrative video in that it allows you to demonstrate what your company is all about. If your perfect client is a youthful company with progressive ideologies, a company culture video allows you to show not only what services you offer, but who you uniquely are as a business.

Testimonial Video

When we think of “testimonials,” we often think of “client testimonials.” If you have a customer who is a good match for your ideal client persona, consider featuring them! They can authentically speak to what makes your product or service valuable. Other businesses that are similar to yours will be able to see these features and say, “I’m just like them. These services will work for me.”

Company testimonials from employees are a great way to increase job applications. Testimonials like this can showcase company culture, benefits, and advancement opportunities to attract new hires.

The Final Word

That’s a wrap means that the production is finished and they can all go celebrate.

We hope you find this guide helpful in getting started with your video production shots and taking advantage of all the content options available to you! Our users want us to make their lives easier, and if you can explain your marketing through educational and entertaining videos, you will have their full attention for your brand.

Images and videos are more popular than ever because they’re more fun and useful.

You need to create a visual identity that will make you stand out from the competition. Adding an “x-factor” that reflects your brand’s personality will help you communicate your message to your audience. If you want to take your brand to the next level, contact us at CodeDesign. We are a digital marketing agency that can help you achieve your goals.


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