How to Create Effective Video Marketing Content for B2B Companies
- 3 days ago
- 3 min read
3 Tips for Corporate Video Marketing for B2B Companies
B2B (business to business) companies provide invaluable services and materials to their clients. However, without marketing strategies tailored to other businesses, B2B companies struggle to make sales and connections. Traditional marketing that targets consumers simply does not address the specific details that your B2C target audiences care about. Video is the perfect way to hit on all of the details and form lasting working relationships. Keep reading for our top tips for B2B video marketing.
1) Nail the First Impression with Personalized Videos for Cold Emails
Sending cold emails—reaching out to someone who may need your services but hasn’t contacted your business yet—is one of our least favorite parts of sales. It can be tough for both the sender and the recipients. It’s important to put care into each cold email you send; a half-hearted approach will turn recipients off of your business. For example, we regularly receive AI-written cold emails from other B2B businesses, and they fall flat every time. This type of communication demonstrates to recipients that your business doesn’t care to consider their needs, who they are, and how to make a true connection. Instead of falling in this trap, stand out with personalized videos. Even a very basic personalized video is 3.5x more likely to convert than a generic video. A clean, simple talking head video of you with your elevator pitch is all you need. For the most effective cold email video marketing, we recommend tailoring your pitch to a specific type of company, then reusing it for multiple brands (such as one video targeting lawyers, then another targeting consultants). To go the extra mile, create custom intros for each company and address them by name. ProTip: Do NOT use an AI-generated video for this! The whole point is to show that you are trustworthy and willing to put in the work. AI generated videos come off as disingenuous and quick.
2) Tell Your Brand’s Story: Problem, Solution, Outcome
Brand story videos can help viewers connect with your business and build trust, jumpstarting a working relationship before you even meet. However, many businesses make the mistake of using their brand story to focus on the wrong thing. The trick to brand stories is to remember that your brand is NOT the hero. When making these videos, it’s tempting to dive right into the journey of building your business. Instead, the right brand story video focuses on the customer experience. Rather than explaining what brings your business to the customer, address the reasons the customer may be seeking you. Start with the problem—what are the primary pain points that your customers face? What do they look like at different intersections of your target audience? Next, propose the solution—exactly how your brand can address those pain points, and what makes your process unique. Close with the outcome—all that a business can expect when working with you, and how much easier their lives will be. It’s crucial to remember that while cold email videos can be done with a microphone and webcam, story videos need to be done with professional equipment. When done correctly, this is perfect video marketing content for your website, YouTube, and across social media.
3) Skip the Flash: Stay Authentic and Clear
Video tone and editing are prime examples of how B2B video marketing greatly differs from that of B2C. Think of the video ads you see on social media. They're filled with quick cuts, flashy graphics, and viral trends. While this is great for catching the attention of consumers, it’s far too casual an approach to resonate with other businesses. For instance, many shoppers will make impulse, or emotional, purchases after seeing ads. However, businesses are rarely impulse. They put much more consideration and time into financial decisions, often requiring many layers of approval before a single dollar can be spent. Because of this, when making your B2B videos, slow down the pace, polish your message, and stay authentic. B2C companies are busy selling all day long. They can spot a shoddy pitch a mile away, and they simply don’t want to be sold to. Instead, they want see the real you and why yours is the best company to work with. To accomplish this, it’s crucial that you are clear in both your messaging and presentation. The videos must be well-lit, have good audio, exclude unnecessary visuals, and be easy to understand.
Angela Wolf Video offers corporate video production services near Philadelphia, PA.
Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv
