Video marketing is a trend that is on the rise in the recent years for B2B businesses. It has become a major asset of a B2B marketing strategy because video content is good at capturing a prospects’ attention quickly. It is one of the most efficient ways to drive sales and attract more qualified leads.
A study by Email Monks reveals that videos with emails realize up to 280% feedback 😱 than those without. A much recent report done by the Aberdeen Group, states that 67% of institutions create brand publicity using videos. Also, 60% of such organizations use videos to drive conversions while another 53% nurture leads using videos.
The question is how B2B marketers can take advantage of this trend to boost their conversion rates?
I’ll brief you on six methods to attract more B2B qualified leads with your video content.
1. Explainer Videos
An explainer video is an excellent way to attract the top-of-the-funnel (TOFU) qualified leads. They come in handy while explaining the challenges solved by your product or service and how profitable your business is to your customers.
Explainer videos will be more effectual when you create them by keeping in mind your buyers’ personas and their pain points. Trust me your videos will be more attractive if you are not focusing only on building brand awareness.
However, if it fails to address the major pain points of your customers, it will soon drop off. It is vital to do keyword research to find the topics and patterns that attract qualified leads with a clear choice of the subject at hand. Follow relevant LinkedIn groups to know what your target audience is concerned about round the clock. The video should be straight to the point to answer the B2B researcher’s concerns, making it inevitable for them to consume your content continually.
For example, PandaDoc has this amazing one minute video that explains what it does. The first half of the video showcases the pain-point all the sales representatives are facing. The second half highlights how their product answers it.
2. Whiteboard Series
These videos are not very different from explainer videos only that they allow you to get more in-depth knowledge on a single topic. An explainer video can give a brief overview of what your product or services do. On the other side, whiteboard videos enable you to explore deeper into a feature, a specific benefit or even a customer’s concern.
You can use whiteboard videos for your broader education-based marketing strategy. They show you how to apply video marketing to enlighten B2B focus audience and boost brand awareness. In the below video Jelly Digital Marketing and PR explains how it can help you design whiteboard videos.
Apart from eBooks and white papers that make it possible to establish authority and position yourself as an industry mogul, you can engage the use of videos. It can be a wealthy source of expert perspectives, valuable insights, and concise facts.
Webinars offer an excellent way to use videos to join your audience. They give you an opportunity to cover a wide range of topics that are pertinent to your qualified leads. Sometimes webinars can have guest speakers. It helps you to build a trusted reputation for your business and transform qualified leads into paying customers 🤑
Like podcasts, webinars are mostly episodic. They inspire visitors and qualified leads to keep coming to you for more insightful information. Over time, you have to build a reservoir of informative video content. You can use it to repurpose content into other forms like such as slideshows, infographics, and articles for numerous channels. I am sharing a webinar by visually. It is about how you can solve your content hurdles.
4. How-To Videos
So many blog posts and online tutorials exist about how to do things. However, with all these, nothing supersedes the convenience of how-to video that shows you how to tackle a problem, in a brief step by step plan. This kind of video gives clear instructions on how to overcome challenges. It can be particularly efficient at converting qualified leads. For instance, you can gate your video content behind a landing page or a blog post and add lead generation forms to it using a video platform. The below How-To video by Moz gives content marketing tips for B2B organizations.
5. Testimonial and Case Study Videos
A testimonial video is a powerful way to reassure your qualified leads that you are the best option. It is much more convincing than a mere quote or a written testimonial. Apart from allowing you to demonstrate your company’s values it also adds credibility to your business. These videos you stand out amongst your competitors.
The thing about testimonial videos is that you don’t have to create something extraordinary. You only need to record some of your customers talking about your product/service and how it applies to their daily life ☺
In the same way, you can create case study videos that you link to in your sales emails to display how your business has assisted your customers. Fulfilled customers are excellent brand advocates. Hence a positive personal story will have a significant impact on how B2B researchers rate your product/service. I am sharing a testimonial video of Yum Yum Videos
6. Product Demo
A product demo is a useful tool, especially for B2B products and services. B2B Marketers depend more on the website to do all the talking. In such cases, the majority of qualified leads are skeptical of signing up for new or unknown services unless they know what to expect on the other end.
Product demos offer a great way to demonstrate what your product does and how it tackles customer pain-points. You can even create demos for specific use cases and features. It eases the usage of your product or service. When your leads first look at your product, they are swayed to sign up for a free trial and check out the features. You need to add a lead capture form right at the end of your demo video.
Live product demos are also great for converting qualified leads. Your potential customers are looking for answers in various tools and platforms. If you explain how easy it is to use the product and the features, it will most likely prove as the best option. Here is a product demo by Aritic PinPoint, a Marketing Automation suite.
Content packed in a video is a powerful asset to enlighten your audience and offer engaging stories. It is unique and helps in decision-making at every stage of the sales process. In the form of short videos distributed across social platforms or interactive videos that enhance conversion or case studies that insist the credibility of your business. The important thing however is to distribute videos with information that align with your focus audience. The correct videos can inspire executives, managers, and salespeople. Videos convert more qualified leads into paying customers.
What strategies did you incorporate this year? Have you noticed videos that have created most success for your business? Do let us know.