How to Leverage Video in Your B2B Marketing

Video Marketing

In 2019, you cannot deny the importance of video and video marketing.

Video clearly works for B2C (Business to Consumer) companies and as far as B2B (Business to Business) concerned, high-quality video is an effective way to improve brand awareness.


A video is one of the most effective ways to drive sales. According to Email Monks, emails that include video drive 280% higher return than the one which doesn’t include.
Video marketing is a valuable and effective tactic to reach to the target audience.

Video marketing drives the majority of internet traffic and is predicted to grow 82% of all internet traffic by 2021. It might not be wrong to say that the ‘play’ button is the most compelling action on the internet.

Some facts about video/video marketing :
  • 55% of people pay more attention to videos than any other type of content.
  • 74% of B2B marketers think video content converts better.
  • A 2-minute long video is the most engaging one.
  • 73% of B2B companies report a positive ROI on video marketing.
  • 85% of Facebook’s videos are watched without sound, so consider including captions.

For more statistics regarding video marketing, check out this article.

The right video marketing strategy can help your brand to target untapped audiences and increase conversions.

So it’s time to consider video marketing into your marketing strategy if you haven’t already. Every major platform like YouTube, Facebook, Twitter, etc. uses videos for marketing and if you don’t know YouTube is the world’s second-largest search engine.

Let’s look at some ways B2B companies can leverage video content :
Build brand awareness with video

Video works as a gateway to build brand awareness by narrating your company’s story, mission, and vision. It allows viewers to see and know the story behind the brand and logo, it builds trust.                                  

Tell the customer’s story through a testimonial video

Everyone needs proof of your credibility and what’s better than your customer praising you on a video. People want to hear from other people about your product before making a purchase decision. A testimonial video is a powerful way to reassure your leads about your capabilities and services and move them down the sales funnel. You can share these videos on your own web-page, YouTube, or on social media.

A show success story with case study video

Similar to a client testimonial video, you can also use case study videos to share a story of a successful project. You can link it in your sales emails to show how your business has helped your customers.

Tap into the power of Live Webinar

A Webinar is a great way to connect with your audience. It gives your clients an opportunity to interact with you and allow you to cover a wide range of topics in depth. You can demonstrate your expertise and can have a live Q&A round. If anyone can’t join the webinar they have an option to see recorded webinars at their own pace.

Show off product or service with demo videos

We all have heard in our school to write, not to tell verbally. But in business, it is the opposite. Market demands to show products/services than writing a descriptive essay. 81% of businesses said their explainer videos have helped them increase sales. Product demos provide a clear picture of your product: what it does, how it works, its key features and how it solves customer pain-points.

Some other ways are :
  • Showcase your staff and culture
  • Keep visitors update about industry latest news and happening
  • How-to videos or explainer videos
  • Whiteboard series
  • Videos blogs
  • Video Ads
  • Video chat

These are the ways you can leverage video in your business. Most of you would be thinking OK these are the ways how to create good videos?

Every business has its own different purposes for various things, the same goes for video as well. There can be different purposes like, to educate, to demonstrate product features and so on.

Consider these points which go well irrespective of what your purpose is :
  • Capture the audience early say within 15 seconds or less.
  • Keep the message simple, easy to understand and direct.
  • Design for both sound off and sound on.
  • Make it shareable.
  • Brand your content, include website URL and company logo.

Video – whether it lives, ex-plainer or interview or any other, offers several opportunities for B2B companies. All the things mentioned above will help you design a strategic video marketing plan that will engage your viewers.

The key is to share a video that resonates with your targeted audience. Do you create videos? If so, what challenges have you faced? If you have not tried yet, why so?\

5 Facebook Video Marketing Tips You Need to Know: Click Here

I’d love to hear about your experiences in the comments.


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