Using Video in Your B2B Marketing Campaign

There’s more to video marketing than aiming straight at the consumer; it’s also a useful tool for marketing when it comes to B2B businesses. Using video to sell your services means that you can tell your audience everything they need to know in only a few short minutes, or even seconds.

Recent studies have predicted that video will make up around 80% of all internet traffic in 2018, which is just one of the reasons why it’s fast becoming one of the most effective content marketing methods out there.

In this article, we’ll go over our top reasons why you should try video for your next B2B marketing campaign.


Connect with your customers


Video enables you to engage with customers both old and new, creating a personal connection that would be hard to achieve through any other means. One of the most important benefits of using video is the ability to communicate your ideas clearly and efficiently. From in front of a camera, you can tell your company’s story in a way that allows potential clients to get to know you before you’ve even met.

Different genres of video can help you to tell different aspects of your story, depending on who you need to reach and what you need to tell them. Content like explainer videos, brand films, and company culture videos, for example, are a great way to show off who you are and what you do. 

To really capture your audience’s attention, you could look to some of the latest developments in video technology. Live streaming, virtual and augmented reality, and 360° video are all becoming regular features of the video marketing landscape. These methods offer a flexible and creative way to communicate your ideas and bring potential clients into the world you create with your service.


Build trust


We’ve already talked about how video can help you to engage with your audience face-to-face. Crafting a relationship with potential clients early on in communication is key to building trust in a working relationship.

One way to do this with video content is to let your past and current clients do the talking. Testimonials allow for you to push your services without the hard sell that can sometimes be off-putting. Video content like this can be used to show your product or service in action, and give your clients the chance to talk about how your business has helped them to achieve their business goals. The best kind of marketing is word of mouth; video is a great way to capture that, and in content that can be shared on your website, on social media, or through email marketing.

Videos about topics relevant to your industry are another excellent way to build trust between you and your audience. Think of your video output as you would a blog. You might use a blog to share updates about your business, or thoughts on industry news and developments; why not capitalise on the success that vloggers have had by sharing this information in a video? This content is ideal for short videos packed with information useful to your clients. You’ve probably heard of the ‘show, don’t tell rule’; it applies here, too. The best way to tell a potential client how knowledgeable you are in your industry is to show them, which video can do while still being engaging.


Grow your audience


The biggest advantage to online content marketing is the ease with which you can reach an enormous audience. As long as the content you put out is engaging, interesting, and informative, it will reach the right people and boost your online presence.

An often overlooked benefit to a content marketing campaign is its effect on your search engine rankings. There are two key metrics necessary to improve your SEO – the number of times your site is linked to, and the time visitors spend on your site; video can help with both of these. Little things like including backlinks on video descriptions are a quick boost, while hosting video content on your site is a surefire way to encourage them to spend more time with you.

Between social media sharing, engagement, and your SEO ranking, video is one of the most effective techniques to grow your audience. Shareable content makes it more likely that people will find your website and your service, and metrics like retweets, likes, and views are a useful tool to measure how successful your marketing strategy is.


If you’re interested in creating your own video marketing strategy, we’d love to hear from you! Get in touch for a chat about how video marketing can help your business or clients. Dan is more than happy to come to you or if you want to test out his tea making skills then we can chat over a cuppa at our office in Hugglescote.

Colab Creation is a video production company that specialises in telling stories through film; collaborate with us and tell yours today.