4 Best Practices To Optimize Your B2B Video Marketing Efforts

1. Align your video content with the right channel and funnel stage.

A basic yet often forgotten rule to make video marketing more purposeful is to know your buyers. As you create your video content plan, make sure it effectively reaches buyers at different stages of their buying journey (identification, research, intent, purchase and implementation) along with the right message that meets their needs. 

Your video content will be influenced by two factors: where buyers are in the sales funnel and on which marketing channel your video lives.

At the high-funnel stage (awareness), buyers go from being unaware of an issue to recognizing it and understanding the downsides of not addressing it. Videos on industry trends and thought leadership can lead buyers at this stage further down the funnel. Educational video blogs, for instance, are the best performing top-of-funnel content since they reach a wider audience.

Product overview and case study videos work perfectly for buyers in the midfunnel stage (consideration) who are exploring their options, comparing software and removing providers from their list that don’t fit their needs or budget.

At the tipping point of the purchase decision when a buyer is at the low-funnel stage (decision), video integration tutorials, free demos and use cases prove to be extremely valuable. Customer testimonial videos can build action triggers for purchase as well as help buyers across all stages of the sales funnel.

2. Educate and engage to develop deeper relationships with potential customers.

The B2B buying journey isn’t linear anymore. Buyers bounce to and from key decisions, such as identifying a business problem, exploring solutions and getting buy-in from six to 10 decision-makers.

In such a buying environment, capturing the attention of the target audience is only the first step. Craft videos that educate your prospective customers with helpful content and recommendations or resonate with them by building an emotional connection. Gartner research found that customers who think that information received from suppliers is helpful are three times more likely to make a bigger purchase with less regret.

Dig into your area of expertise to make recommendation videos. You can review the current products or services your customers are using or create a series of explainer videos. These will help you attract new customers, retarget cold leads, grow a loyal subscriber base and generate more engagement around your brand.

Video-based customer testimonials and reviews have an exceptionally high conversion rate and they can be placed at all stages of your sales funnel. Timely, verified user reviews can considerably amplify your product visibility and attract more buyers.

4. Use tutorials to help customers understand your product.

While text-based guides are helpful, B2B buyers are increasingly seeking out video tutorials and product walkthroughs to understand a product or service.

Incorporating tutorial videos has a multiplier effect on user experience and retention. Easy-to-digest videos that clearly show the product workflow can build a positive onboarding experience for new users, while also increasing buyer confidence in prospects.

As your business evolves, you can use tutorials to launch new products or announce updates in order to increase utilization of your software, reduce churn rate and get upsells.

Next steps

Adding videos to the marketing mix can cut through the noise and create authentic engagements that customers value. Start easy and with impact by integrating video customer reviews featuring real stories from real buyers.

Learn more about how to use voice of customer content in your marketing strategy with this guide: “Turn Customers Into Advocates for Your Business.”

Amita Jain

Amita Jain covers B2B content creation and strategy to help businesses reach their marketing goals. She received her master’s degree from King’s College London, United Kingdom. Exploring the world of art and reading fiction are some of her usual happy distractions outside of work. Connect with Amita on LinkedIn.