With decision makers relying on the Internet and social media as top information sources, B2B marketing online is bringing new opportunities. From articles and press releases to online B2B video marketing, the Internet delivers multiple ways to reach business customers. Thanks to improvements in online video technology, it’s no longer necessary to send a customer a corporate video on DVD in the mail. Instead, post your videos online and extend your reach.
B2B Video Marketing vs. Consumer Video Marketing
Just as B2B marketing is different than consumer marketing, B2B video marketing has its differences, and similarities, from consumer-oriented videos. For example, your corporate video for a B2B marketing campaign will be geared toward business customers rather than consumers. However, no matter who your business video is targeting, it is targeting a real person. In the case of a B2B marketing video, that person is likely a decision maker.
When planning your corporate video, try to visualize your target audience. Ask yourself: What’s important to the decision maker? What does that person need in order to make a decision? How does your product or service make that person’s job easier? How does it solve problems? By understanding your business customers’ needs and problems, you can produce an effective business video to match.
Leveraging Business Video Channels
Video sharing sites like YouTube provide businesses with a platform for B2B video marketing. In fact, you can create an entire “channel” focused on your company, products, and brand. Once your channel is established, consider embedding your videos into other B2B marketing materials such as email campaigns, press releases, and articles.
Using corporate video in your email campaigns adds another dimension to your B2B marketing efforts and can build trust and credibility. Depending on your email campaign management software, support for B2B video marketing may or may not be available. However, there’s a way around this: Insert an image of your corporate video and hyperlink it to your business video hosted elsewhere.
Many press release distribution sites support B2B video marketing, making it easy to include corporate video in the body of your press release. If you’re using a press release site that does not support video, providing a link to your business video where appropriate can yield results.
If your B2B marketing plan includes distributing articles, consider adding complementary video segments to your article. From useful tips to testimonial videos, short video clips can enhance your articles and influence decision makers.
In addition to using video sharing sites and incorporating business video clips into other B2B marketing channels, it’s not a bad idea to create a corporate video channel on your website. Depending on your goals, you could embed your existing YouTube videos on your site or host each business video on your own servers. If you’re attempting a viral B2B video marketing campaign, it’s smart to choose an embeddable video format so that users can easily share your business video.
B2B Video Marketing as a Search Engine Strategy
Not only can your business video be shared using YouTube, email campaigns, press releases, and articles, corporate video can also play an important role in terms of driving search engine traffic to your site. Many decision makers use search engines specifically to find business video clips. If you do not have a B2B video marketing presence, you won’t be found by this segment of searchers! In addition, a keyword-optimized corporate video clip could show up significantly higher in the search engine results than a standard article or webpage optimized for the same phrase due to a lighter focus on B2B video marketing.
These are but a few highlights of B2B video marketing. How are you using business video in your B2B marketing efforts? Share your thoughts and ideas in the comments section below.