B2B Video Marketing 

B2B Video Marketing 


B2B Video Marketing is an element of content marketing and involves planning, developing, and sharing your content in video format. There are many formats for B2B video marketing including; YouTube videos, webinars/webcasts, video-podcasts, social media lives, and social native videos. Just like typical content marketing, some of your video content should be “free” to access and some should be gated. In today’s B2B marketplace, videos can play a powerful role in engaging and converting your target accounts. 


Why Are More B2B Marketers Using Video As Part of Their Media Mix? 

  • People prefer watching the Internet than reading it 
  • Videos tell a story and add color and emotion that can’t easily be replicated in text 
  • Video educates and informs. Would you rather watch or read “how to” instructions? 
  • Videos allow a personal connection 
  • Videos make websites stickier as users tend to spend more time and view more pages 
  • 59% of B2B decision-makers prefer video over text content 
  • Videos also help with SEO. According to research, it is 53 times easier to rank a video in Google’s search results than any other content 


Types of B2B marketing videos can you create 

  • Brand videos 
  • Product demos 
  • Customer testimonials 
  • Webinars 
  • Live streams 

Best practices for Video Marketing 

  • Know your audience – Understanding your audience and their needs is essential in order to create valuable B2B marketing videos. 
  • Determine your distribution strategy – It is essential to analyse where the video will be hosted and accordingly be designed. For example, a video for social media should be much shorter than that for a landing page – and can be written in a much more fun and light-hearted tone. 
  • Establish your brand style – Creating a consistent brand style can establish a visual identity for your brand amongst your audience, thereby increasing your overall stickiness. 
  • Always include a CTA at the end – Clear actionable CTAs that link out to relevant landing pages where you can earn a conversion – such as a product page or Contact Us form – should always be provided so as to give your audience a clear next step.