Five Major Ways B2B Companies Can Leverage Video Content

In 2018, you cannot deny the importance of video.

Video clearly works for business to consumer (B2C) companies such as car companies, video game studios and Dollar Shave Club. But business to business (B2B) companies, whether in the accounting, insurance or content marketing fields, should make use of video content too, given that 70% of B2B researchers base some their buying decisions on watching brand videos.

And if your B2B company is already using social media, it's even more integral that video should be part of your strategy since every major platform -- Facebook, Instagram, Twitter and even LinkedIn -- use video in some way. YouTube, the world’s second largest search engine, is where over 1 billion hours of video content are viewed each day.

For B2B brands, high-quality video is an effective way to improve brand awareness, present a service and build trust than a brochure or blog series. And 64% of marketers have attributed increased sales as a direct result of video.

At my content marketing agency, we help B2B brands find interesting ways to get in front of their target audience and educate and engage with their customers.

With that mind, let’s look at five major ways B2B companies can leverage video content:

1. Showcase your staff and your story.

Video grants viewers a gateway into the way a company works. It allows viewers to see the people behind the brand and logo. It humanizes companies and builds trust. With a quick intro video on your landing page, you can increase your chances of producing more conversions by up to 70%. Introduce the world to your employees and share your company’s history.

Showing your day-to-day can help with the hiring phase, too. Prospective employees, many of whom will be millennials, the largest generation in the U.S. workforce, will also appreciate the peek behind the scenes.

2. Keep visitors up to date on industry events and company happenings.

Using video content to keep prospects and leads up to date on company news is also a great way to utilize video content, albeit in a more relaxed, conversational way. For instance, using video to give clients a behind-the-scenes look at an industry conference can provide a unique view of both your company and industry. And it allows buyers and visitors an opportunity to put a face to the company name.

If your company is rolling out a new product or service, an announcement video, complete with a clickable CTA or lead form right in the video, can go a long way in reaching potential new leads.

3. Tap into the power of livestreaming interviews and webinars.

Livestreaming is the big thing in video content now. As of this year, nearly 2 billion people have watched Facebook Live broadcasts. And those same users watch live video over three times more than pre-recorded video. That’s because live video is a visceral, unedited experience with little room for mistakes. With live performers -- you or your own staff members -- a B2B company can build authority, engagement, influence and trust.

What should you do exactly? The options are limitless, but you should definitely react to the comments and questions as they come, which helps build credibility. Webinars and interviews with industry leaders and influencers can help drive lead generation. And the fact that the video is live can pull in organic attention from industry peers, prospects or anyone scrolling by. That’s not to say pre-recorded isn’t necessary -- in fact, it’s invaluable. A well-produced, edited video can stand the test of time and gain more views and leads if it stays published.

4. Show off products and services with demos and walkthroughs.

For complex topics, such as web security, business insurance or chemistry, an explainer video can go a long way in converting a potential B2B buyer. It can also build trust and credibility for the prospect, who may not have time to read an exhaustive series of articles or whitepapers. In fact, up to 81% of businesses have said their explainer videos have helped them increase sales.

5. Humblebrag with some video testimonials and case studies.

For an extra dose of credibility, there’s the video testimonial. Word of mouth is effective, authentic and easy to share. Up to 92% of people prefer to hear the word of their peers than that of traditional advertising, and it’s easy to see why. Friends provide genuine, emotional responses and honest opinions about everything, potentially including your product or service.

So, reach out to satisfied customers and see if they’ll provide a story about their experience. Or pull user review quotes from online and create a comment reel. Either way, displaying that there’s a history of satisfied customers helps build trust with new leads and customers.

Video -- whether it’s live, prerecorded, an explainer or an interview with an influencer -- offers a host of opportunities for B2B companies. It allows brands to engage with their target audience, and it can get executives and salespeople interested in your business. Research shows that 100 million people watch online videos every day, so the sky really is the limit.

By Lauren Fairbanks