Want the secret to unlocking stronger B2B leads?
Professional video content.
Right now, most B2B brands are content sitting pretty with their blog posts, whitepapers and standard ads. Meanwhile the companies that are investing in video production are leaving everyone else in the dust.
There’s just one problem.
Almost every B2B marketer knows video content is important. But very few actually understand how to do it right. Or who to work with in order to create effective enterprise videos that actually move the needle.
It’s creating a huge void of content that buyers WANT to see versus what brands are actually giving them.
In this B2B video marketing guide you’ll learn:
- Why B2B Brands Need to Quit Sleeping on Video
- Data to Back Up Why Video Drives Results
- Why Enterprise Video Content is Different
- 4 Steps to Create your B2B Video Marketing Strategy
- How to Find an Enterprise Brand Video Agency that Actually Delivers Results
Why B2B Brands Need To Quit Sleeping on Video
Alright, let’s be real here…
If you talk to most B2B marketers right now you’ll hear that video is a “nice to have”. They’re willing to spend thousands on SEO, paid ads and content creation. But when it comes time to invest in professional video content? They shove it to the bottom of the priority list.
And that’s a huge mistake.
Companies like Synima in the big apple have spent years perfecting the craft of enterprise brand videos. They work with household-name B2B brands and have seen first-hand what happens when video is prioritized. In every case? Huge upticks in engagement, trust and pipeline.
But that’s not the only evidence that video is important.
According to their latest data, 91% of businesses use video as a marketing tool. That number continues to grow each year and is the highest rate of adoption ever seen. The problem? 91% of businesses STILL aren’t using video to its full potential.
So what’s stopping B2B brands from hopping on the video bandwagon?
For most companies, it typically comes down to 3 things.
- Budget
- Lack of knowledge
- Inability to tie video back to revenue
Pretty much every B2B brand out there says some variation of these 3 things. But as you’re about to find out… none of these excuses hold any water.
Here’s Data That’ll Make You Start Using Video
Listen, if you aren’t convinced by now it’ll probably take some numbers.
Businesses who utilize video have seen 49% faster revenue growth than competitors who don’t. That’s right. Utilizing video content in your B2B strategy doesn’t just give you a leg up on the competition. It puts you WAY ahead of them.
And there’s more…
70% of B2B buyers watch video while shopping for new solutions. Source: New data by Zebracat. If you aren’t creating professional video content for your buyers at every stage of the buying process then you’re invisible to 7 out of 10 of your customers.
Think about that.
You’re not talking to these buyers. They’re watching video content before they pick up the phone. And if you don’t have anything in their face when they’re browsing? Chances are they won’t give you a second thought.
Video is powerful. A well-made brand video, product demo or customer testimonial instantly builds credibility and allows buyers to connect with your brand on a deeper level. Something that a digital PDF will never be able to do.
Enterprise Video Content is Different
All content is NOT created equal. There’s a huge difference between your lead gen sending out a quick video they made on their iPhone for LinkedIn. And a professionally produced piece of video meant to move buyers through the funnel.
Here’s what enterprise video content really means.
When you work with a true enterprise brand video agency, you’re buying way more than just a “nice looking video”. You should expect the following:
- Buyer-centric storytelling
- Professional lighting, video quality and sound
- Strategically released video where your buyers are
- Help tying your video metrics back to pipeline and revenue goals
This isn’t small-time video content. This is the heavyweight of video production. A huge brand-building content machine that will blow past your competition.
And the beauty of video content? Once it’s produced, you can reuse it again and again. Whether you’re sprucing up a landing page, newsletter, social media post, trade show booth or adding it to a sales deck. A single video produces endless possibilities.
How To Build a B2B Video Marketing Strategy That Converts
Alright, you know video is important. You know professional videos are different than quick smartphone clips. Now it’s time to put a plan into place.
Building a video strategy for your B2B brand should be simple. And starts with your buyer’s journey.
Map out the stages a buyer goes through before they’re ready to purchase from you. Then identify where video can have the biggest impact at each stage of the buyer’s journey.
Typically, the most effective video content for B2B brands are:
- Explainer videos to build awareness
- Product demos to educate during consideration
- Customer testimonials to secure the deal
Once you have your content types mapped out, it’s time to figure out production.
Remember, fancy slides with someone reading to you over them does NOT count. Buyers can tell quality. If your video looks like it was shot by your five-year-old on an iPad, your buyer isn’t going to take you seriously.
After you’ve nailed down the types of videos you need and got them professionally produced. It’s time to distribute.
The best video strategies leverage video across multiple channels. Whether that’s LinkedIn, email nurture sequences, your company website or even paid ad promotion. Everything is on the table when it comes to video distribution.
Just make sure you’re tracking every angle.
Watching viewership rates, click-throughs, and engagement will help identify what video is working and what needs adjusted.
Finding a Brand Video Agency that Actually Delivers
Here’s the thing… just because an agency says they “create video content” that doesn’t make them an enterprise video brand production company. You should always keep an eye out for agencies that specialize in B2B video production.
Not all agencies understand the inner workings of marketing to other businesses. Look for an agency with years of experience working ONLY with B2B brands. They’ll know how to handle longer sales cycles, multiple stakeholders, and unique buyer objections.
Here are a few things to look for when choosing an enterprise video agency:
- Focus on strategy first, not just creation
- High quality production with proven case studies
- Experience creating B2B video content
- Ability to tie video metrics to pipeline and revenue
The right agency will help craft content that actually moves leads through the funnel AND supports the sales team.
Wrap Up
Professional video content is by far the most underused asset in B2B marketing. While most brands are slowly chugging along with stale whitepapers and blog posts… The best of the best are investing in video content that will build trust, engage buyers and skyrocket revenue.
The statistics don’t lie. B2B buyers want to see video. They’re watching video before they decide to call you. And brands that provide professional video content are outselling their competitors.
Stop sleeping on video content. Whether you need an explainer video, a customer testimonial, or full on brand film… professional video content is your golden ticket to standing out in a crowded market.
