B2B Video Marketing: Strategies and Best Practices for Success

Business-to-business (B2B) marketing relies heavily on long-term branding and lasting impressions. In today's digital age, video content remains one of the best ways to reach audiences on their level.

However, every B2B video marketing strategy is unique. You must understand your goals, audience, and available video formats for the best impact.

Why B2B Video Marketing Is Important

B2B marketers often rely on video content — like product demos, testimonials, and tutorials — to help their other initiatives succeed. Videos can make your marketing content more appealing to viewers, generating leads and higher engagement online. Furthermore, testimonial videos and user-generated product reviews can improve your social proof by giving viewers additional perspectives.

Business-to-business video marketing is especially crucial for your online presence. Social media videos can help you reach more viewers and hold their attention long enough to get your message across. They can also encourage people to subscribe to your page, meaning they will learn more about your organization. 

Types of Videos for B2B Marketing

There are countless ways to approach B2B video marketing based on your goals, capabilities, and imagination. Below are some of the best types of video content for businesses. 

Explainer Videos

Explainer videos offer an in-depth look at a particular brand, product, or service. They cover all the basics and answer viewers' most pressing questions. 

For example, an explainer video for hybrid work software should discuss the program's benefits and uses. Meanwhile, a product's explainer video could include a demo, an animated breakdown, and more. 

Our Wheaton Christian Grammar School explainer video discusses the institution's mission via a problem-and-solution format. It uses multiple staff interviews to share different learning focuses, community opportunities, and graduation goals. 

Testimonial Videos

Testimonials use interviews and voice-overs to share key stakeholders' perspectives. They can boost your social proof and credibility by sharing various opinions about your organization. 

Examples include:

• Customers talking about your products
• B2B clients discussing your partnership
• Current employees highlighting your workflow

Our testimonial video for Camcraft combines employee interviews with a B-roll of the team's facility. This juxtaposition gives viewers an elaborate look into the organization's workforce, operations, and culture. 

Product Videos

Product videos highlight your specific products or services in as much — or as little — detail as you'd like. They should tell B2B buyers everything they can expect to gain or otherwise need to know about your product. 

This may include:

• Uses and features
• Primary benefits
• System requirements
• Reviews and testimonials
• Brief tutorials
• Release date
• Cost
• Purchasing instructions

Our wedding card product video uses motion graphics to highlight the different card colors, shapes, and content available to potential customers. This gives viewers an immersive look into the brand's offerings, letting them visualize every option. 

Educational Videos

Unlike explainer videos, educational videos focus on large, industry-specific topics. Educational videos for B2B marketing include webinars, podcasts, and other long-form content. 

Their ultimate goal is to boost your brand's credibility by sharing your expertise on relevant topics. For example, an IT company may share podcasts about the latest changes in cybersecurity and artificial intelligence (AI).

You may also need to include tutorials and training videos in your B2B video marketing strategy. This type of content can keep your clients informed and updated on how to use your products. 

Onboarding Videos

Communication is essential when onboarding or partnering with new clients. Onboarding videos, such as tutorials and overviews, give clients a personalized taste of your brand. They should answer clients' questions and guarantee their time with your organization starts on the right foot.

At a base level, onboarding videos give viewers the training and information they need to work with your organization, products, or services. They should also cover your company culture, communication channels, key policies, and available resources. 

Personalized Videos

Many video content marketing strategies now use generative AI and other advanced tools to develop user-specific ads. These personalized videos use structured data to customize the content viewers see. For example, a car ad on social media may feature video backdrops, such as beaches and mountains, based on users' locations.

AI technology is still evolving. A professional B2B video marketing agency can help you find the most up-to-date AI tools for your personalized content.

Benefits of B2B Video Marketing

You typically can't measure your B2B marketing success in direct sales. Nevertheless, there are many ways to see the benefits of B2B video marketing as you implement your content. 

Generating Leads and Driving Conversions

Your video marketing B2B strategy should encourage viewers to purchase, subscribe, or learn more via a call to action (CTA). Most social media platforms let you include links in your video captions, making it easier to generate leads directly from your posts. 

That said, B2B marketing typically relies more on long-term leads than immediate conversions. Most business decisions are made by multiple executives — and they certainly aren't made overnight. So, the best B2B marketing videos should generate lasting impressions, encouraging decision-makers to consider your organization whenever the time comes. 

Establishing Credibility and Trust

Testimonials, webinars, and other B2B videos boost your brand's credibility and social proof. Educational content proves your organization is an industry leader, especially if you focus on relevant and popular topics. Meanwhile, reviews and testimonials share other people's perspectives of your brand, giving viewers another voice to listen to beyond your own.

Many organizations partner with other businesses and industry experts for their B2B video campaigns. This can further boost your credibility and expand your network. For example, you could invite notable guests to your podcasts to discuss industry updates or their own developments.

6 Tips for Success With B2B Video Marketing

B2B marketing focuses more on long-term relationships than one-time purchases; your videos should reflect this. As you implement your video content, pay attention to social media analytics and other key metrics. You'll likely need to mix up your best strategies as you go. 

1. Identify Target Audience and Goals

Reaching your target audience should be the primary goal of your B2B video marketing plan. When defining your target audience, consider age, location, interests, and behavior. In most cases, you can't limit your audience to one specific age group, so you may need to strategize for multiple demographics. 

With B2B marketing, you'll almost always advertise to other business leaders and decision-makers. This can make it easier to choose platforms that other professionals regularly use, such as LinkedIn.

2. Create Compelling Video Content

Mixing up your video strategies with different types of content can make your platform more compelling to audiences. Consider the pages and users you currently subscribe to on social media — would you stay invested in a brand if they posted the same videos every day?

Investing in diverse, high-quality content can help you maintain long-term growth and engagement. With high-quality equipment and a fiercely creative team, a B2B video marketing agency can help you devise and craft the best possible videos for your goals. 

3. Choose the Right Platforms and Distribution Channels

Short-form videos remain the most popular type of social media content and are recommended much more frequently by various algorithms. These shorter formats can help you reach more viewers without paying to promote your posts.

Each social media platform and distribution channel appeals to different demographics and requires a unique approach. For example, you'll likely attract more business leaders over the age of 40 on LinkedIn than on TikTok. Research the apps your target audience frequently uses to target your content correctly.

4. Optimize Videos for Search Engines

Search engine optimization (SEO) is another key aspect of B2B marketing, though you may not always consider it for videos. Your video's title, description, and subtitles can all impact its relevance on search engines, especially if you incorporate relevant keywords. 

5. Integrate Videos Into B2B Marketing Campaigns

Your B2B marketing strategy shouldn't rely entirely on video content. Instead, you should mix videos into your other marketing initiatives and goals. For example, if you're hosting an event, consider working with a production crew who can film or livestream the action. 

Alternatively, if you're presenting information to potential B2B buyers, consider heightening the presentation with motion graphics. This can let you share more details while grabbing your audience's attention. 

6. Maximize Video Engagement

Social media algorithms measure your video's engagement using various factors, including:

• Likes
• Shares
• Comments
• Time spent reading comments
• Video replays
• Subscriptions and "follows"

The longer viewers watch and interact with your videos, the more likely they are to be recommended to others. So, make each moment of your video compelling, particularly the first 10 seconds. Interact with comments whenever possible, and end with a subtle CTA that encourages viewers to follow your page.

Let Us Help You Tell Your Story

B2B video marketing is a long-term process that requires high-quality content and consistent engagement. A business video production company can help you reach your marketing goals. 

With an experienced team and extensive equipment, we can take over the camera work so you can focus on the bigger picture. Contact Charter & Co today to discuss your next video marketing project.