It’s somewhat typical for B2B marketers to shy away from video content and to believe that driving results with video is strictly for B2C marketers. You know, the brands who are using the flashy ads on YouTube that you can’t wait to skip, or the TV ads you can’t wait to slate for being politically incorrect. And this comes from the common misconception that “our audiences don’t engage with video as a medium”.
But this couldn’t be farther from the truth. In fact, 59% of company decision makers would rather watch a video than read an article or blog post according to Forbes . (Yes, we have a video about this exact same topic if you’d prefer to watch).
With the amount of investment that key platforms (Linkedin,Facebook, Instagram, YouTube) are making in their own video products, it’s clear that this will be an important medium for all brands.
As a B2B firm though, you need to have a clear roadmap of how you utilise video content properly to have an impact.
59% of company decision makers would rather watch a video than read an article or blog post according to Forbes
In this blog/video, we’re going to identify how and where to implement effective video content into your B2B sales cycle.
There are 5 main ways to utilise video content in B2B sales and they all focus on different points in the sales funnel/customer journey/<insert fancy word for getting customers to buy stuff here>
- Help content
- Series content
- Product explainers
- Demo Videos
- Personalised videos
What is it: This is content typically found at the top of your funnel. It’s the stuff that we consider the widest part of your addressable market could be interested in.
And it does what it says on the tin- help. Not sell, just position your brand and help. Why do this? Well, this is the stage of “research” where most of your addressable market will start to look for a solution to their problem.
How to do it: The best way to start help content is simply make a list of FAQ’s, common themes/trends and Googled queries, and answer them. This is the same strategy we use for our own content. We match it against Google search trends so that anyone who types the query “How to Use B2B video content effectively” see’s our blog or video as a result in Google. Get your SEO agency or in house team sat around the table with your customer service people and start creating a list, cross referencing high value search terms against the most common questions. Once you have these topics, come up with creative titles to catch your audience’s attention. It’s evergreen so think of it as a library of video content you’re building. You can either batch create the content or do it all in one go.
What is it: This is the holy grail of content for all brands right now. Instead of focusing on one viral video, it’s time to consider how you can create content which is repeatable and scalable yet still engaging. Once you’ve got people to notice the brand and begun positioning yourself within the market, you need to further entrench that positioning and remain top of mind. It’s like an email newsletter but less annoying. When you provide a series that a viewer can tune into, it makes it a lot easier for them to engage with you on a regular basis and help them shortlist you in the consideration stage of the journey.
How to do it: This is content where you create useful, entertaining and engaging content for your clients. That could be everything from a video podcast/ coffee table talks interview series, to a more in depth documentary style type content episodes. Think about Goldman sachs, or L2inc Gartner, they present industry news in an engaging format each week. Another great example would be to take a look at Pictet, the financial services firm, they provide a market outlook each week called “Pictet Perspectives”. It’s ideal to keep your audience coming back for more. You’ll want to focus on where your brand values align with what the customer cares about. This isn’t the best place to shout about your product but rather a place to show the expertise and awareness of the wider trends/themes your viewers care about.
What is it: Once the client is into your funnel and at the decision/solution stage of the sales cycle, how effectively are you converting them?
Well if you aren’t using product explainers it’s likely you’re not converting them that well. In fact,Wyzowl reported that 97% of businesses said that their explainer video has helped increase user understanding of their product or service. 81% reported increased sales, and 53% said their video had helped reduce support calls.
Aside from the numbers, these explainers are often versatile pieces of content which can be showcased on social, on email, and on the website.
How to do it: Map out the core message of the product/service you are selling along with the standard features you provide and why they are best. You’re aiming for nothing longer than a 90 second video which will clinch the conversion for you. So don’t focus on anything which an indirect benefit, focus strictly on features and differentiation of product from the market.
What is it: This is another fan favourite in the world of B2B especially for software companies. Instead of long tutorials and boring web chats, just shoot a quick screenflow video and share it. It helps customers who are already buying from you feel great about your product because of the ease of use and the ability to quickly get the information they need, especially when using a new software.
It also helps ease the pressure on your customer support teams who need to deal with inbound queries. Much like the help content you created, you can go through the most common problems using the product or platform, and record demo videos.
How to do it: Make a list of the most common queries your sales or support teams spend time on during onboarding. 90% of these queries will be the same so shoot a library of videos screenflows of one of your team members go through the specific functions that your clients seem to have problems on. One of our favourite tools to do this is Loom which you can install for free on your Google chrome web browser.
What is it: This is a real winner in our eyes. We’ve used them for years and we notice that when clients use them, it’s a real game changer.
Implementing personalised videos could be perfect for special messages around the holidays or for more targeted marketing. I.e. it’s time for them to renew, they get a personalised video directly to their inbox. This degree of care and personalisation will always drive a response from the end user.
How to do it: These videos typically require some development since they integrate with your CRM system. You can create videos with very specific filters and every time a new customer is added to the CRM or new event triggered, it creates a personalised video. This isn’t as straightforward to implement independently, but feel free to reach out to me if you want to know more about how to add this into your sales funnel.
There’s a variety of methods for B2B marketers to utilise when it comes to driving return on investment with video. These 5 are just the most common ways.
Start thinking about each stage of the sales cycle and think about which experience could be made more seamless with video. As a rule, if it uses a person, it could be replaced with video or a person on the video…. You know, scaling the unscalable stuff….
- Help content (Trend/news content; informational)
- Series content
- Product explainers
- Demo Videos
- Personalised videos
Get in touch with me if you have any questions or how this could specifically work for your brand. Otherwise,we’ll see you next time.