If you work for a B2B company, chances are your organization is in desperate need of more videos. As in, LOTS more videos. If you’re reading this, you may already know that. You may not know, however, what your B2B video marketing strategy should look like. Unlike B2C video (that’s been here since the beginning of time) B2B video marketing is fairly uncharted territory for many marketers.
We’re here to give you a few tips on building a B2B video marketing strategy, that you’ll find has more differences than similarities to its B2C counterpart.
If you’re not up to speed on why every business needs to put video at the top of their marketing objectives lists, you can brush up on that here:
Now, that we’ve covered our bases, let’s jump into making your B2B video marketing strategy 2017-worthy.
All statistics provided in this post were gathered from Vidyard’s 2017 Video in Business Benchmark Report unless otherwise noted.
Building your 2017-worthy B2B video marketing strategy
Traditional B2C video strategies, consist of a few major campaigns per year with an average of 3-4 videos per campaign. Of course, this amount varies month to month (e.g. holidays, Super Bowl), year to year (e.g. during the Olympics) and especially, industry to industry.
Top 5 Video Libraries By Industry
- Media, Entertainment, Publishing (791 videos)
- Manufacturing (428 videos)
- Communications (346 videos)
- High Tech (345 videos)
- Education and Public Services (250 videos)
It’s no surprise that large segments of these industries are B2B. For example, 95% of tech decision-makers watch technology-related videos, 71% on vendor websites, 65% on YouTube and 64% on tech-focused websites. Not only do business execs seek out videos about B2B services and products, they are being consumed on a variety of platforms and at various points in the purchase process.
A monthly average of 293 videos created per industry and 18 per company begs the question, What type of content are they creating?
To demonstrate a killer B2B video marketing strategy, we’ll use Slack as an example. While they may have “slacked” on the typical amount of video published by their industry, they have certainly covered these top five video content types with creativity, humor and tact. Take note.
Before we start, we should note that Slack’s first national advertising campaign doesn’t necessarily fall into a top five category, but it is worth mentioning. It looks like a traditional B2C commercial. Which are, of course, incredibly important for ToFu business objectives and brand awareness whether your audience is a customer or a business. The outdated notion that TV advertising (which now includes Netflix, Hulu, Amazon, etc.) is exclusive to B2C marketing is over. Being creative isn’t just for those B2Cers.
Top 5 Business Video Content Types
Explainers are typically two minutes or less in length and debut your company’s product in a light-hearted and engaging way. Even if you’re not in the market for a product like Slack, you relate, you engage and you learn.
Product Feature Videos
Product feature videos can be as long as 10 minutes or more. While that’s perfectly acceptable, Slack was able to cover a lot in two and a half minutes, covering specifics and providing an easy-to-follow demo.
How To/ Educational Videos
Slack kept it simple with this How-To on Slack Message Buttons—no voice over needed. They have a ton more How-To videos on their YouTube channel. These quick videos have garnered between 15,000 and 67,000 views each. It’s clear that Slack’s audience needs this information.
Slack brilliantly blurred the B2B/B2C marketing lines with this 2014 video that has more than 933,000 views on YouTube.
Thought Leader Interviews
With their rapid growth within the last four years, Slack has had the opportunity to host some large speaking events with big names in a variety of industries. Regardless of the size of your business, thought leaders in your industry may be willing to chat with you on Skype or appear on camera. It doesn’t hurt to reach out. Stage not required.
As you’re building your new B2B video marketing strategy, it’s important to note how these types of videos fit into the purchase process. IDG Enterprise published this awesome chart to aid B2B marketers in their planning.
Depending on the scale of your business, it may not be available for you to make professional-quality video for each and every part of the purchase process and that’s okay. If you need to film an explainer on your iPhone in your office—cool. When your objectives require greater production value to be powerful, potent and persuasive like Slack—you know where we’ll be.