It’s no secret that 2021 was all about video. But 2022 is already poised to be more visually driven, even on the suit-and-tie social platform, LinkedIn. Hubspot reports that LinkedIn is projected to be the most popular video channel for B2B marketers in 2022,[1] followed by the viral sensation TikTok.
The shift is already in motion! Here are a few tips to make sure you and your B2B video marketing strategy are on-trend for 2022.
What Counts as Video Marketing and Why Should Your Execs Care?
Your brand story. Your product promotions. Client testimonials. These are all videos that enhance your video marketing strategy. The flavor of B2B marketing is different from B2C, but it must still appeal to the human decision makers behind the keyboard.
Here’s why you and your boss should care: Your market wants to be sold to, but they don’t want to be bored. The conference room has enough of that already.
Capture their attention with compelling brand stories, educate them on your products with engaging promos, and motivate them towards a buying decision with solid client testimonials.
Other video marketing formats:
- Explainer videos
- Case studies
- Webinars
- Social media clips
- Podcast interviews
- Screen recorded tutorials
- Behind the scenes adventures
They all have a place in B2B video marketing.
Getting Buy-In for B2B Video Marketing
Like in every business, someone always has to make the final call. And it may not be the end user of your product or service. Most management-level decision makers all have the same questions: “Why?” and “What’s the return?”
Here are some valuable statistics to pass on to your C-suite team and get your video marketing buy-in!
Why B2B Video Marketing Is a Must for 2022
Did you know YouTube is considered a search engine, not just a video platform? Now owned by the Google family, it’s officially the second-largest search engine online.[2]
While it’s certainly not the only platform for videos, here are a few YouTube stats that prove video is necessary.
- One billion unique monthly visitors
- Reaches more 18- to 34-year-olds than cable
- More than one billion views a day, 25% on mobile
Statistically, some of your target audience must be in that billion!
Video Moves Buyers to Make a Move
The people have spoken; at least 84% of them have. Wyzowl reports that watching a brand’s video is what eventually convinced them to purchase a product or service. It was also discovered that 79% reported a video led them to buy or download apps and software.[3]
Video isn’t just pretty to look at and fun to watch. It’s effective.
Video Creates Happier Customers
If prospective customers have a better understanding of your product or service, they’re more likely to value that item and experience higher satisfaction. 94% of video marketers told Wyzowl that they had elevated user awareness of their offers through video content, and this led to enhanced customer experience and a reduction in complaints and refunds.[4]
Video Offers a Strong ROI
As with the goal of every marketing campaign, it all comes down to dollars and cents. You need to know that your video strategy is going to pay off in measurable ways.
Wyzowl brings it home again with their research stating as many as 87% of marketers confirm that video gives a good ROI, and they’re “overwhelmingly satisfied” with the results! These marketers reported a boost in leads, returning customers, and happier customers.[5]
B2B video marketing is clearly a valuable asset to your marketing strategy.
How to Boost Sales in 2022 With B2B Video Marketing
When executed strategically, B2B corporate video production can lead to enhanced brand awareness, high-quality customers, increased web traffic, and a boost in sales.
Fail to Plan, Plan to Fail
Effective video marketing is not a spaghetti-throwing kind of strategy. You can’t randomly post inconsistent content with no clear direction and expect measurable, profitable results.
Outline your video marketing goals. What do you want to get out of it? How will you measure success? Here are a few suggested objectives:
- Increase lead generation
- Boost website traffic
- Higher conversion rates
- Generate more sales
- Play the long game and warm up cold leads
- Enhanced brand awareness
- Get better engagement
Planning your objective will help you develop a comprehensive content creation plan.
Understand Your B2B Customers, From C-Suite To Line-Level
In the B2B market, you can’t just be marketing to the product or service user. You need to appeal to their boss, and perhaps even their boss. Who will sign the contract and cut the check?
Here are a few target-defining questions to define your video marketing niche.
- Who can you help?
- What is their role?
- Who is the decision maker?
- What do they need to get buy-in from top execs?
- What goals do they need to meet?
Where Are Your B2B Customers? That’s Where You Need to Be!
You know who your people are, and now you need to meet them where they are. Whether that’s 2022’s top B2B platform, LinkedIn, or if you’re going to dip your toe into TikTok. Make the journey easy for them by seeking them out!
Engage and Even Entertain
Even with B2B video marketing, you can’t just sell all the time. Engaging, interesting, and valuable content is what appeals to internet researchers and buyers. Entertaining and even fun videos have a place in B2B strategies, even if your brand voice isn’t very casual.
Storyboard a few ideas! Hop on trends and spin them in your own way — plan content creation at least a month in advance in order to create cohesive messaging.
Outline your customer’s journey and the actions you want them to take as they move through your sales funnel. Create videos that nurture them along the process, such as testimonials when they need social proof and objection-crushing frequently asked questions before they click to buy.
A content creation calendar for scheduling and posting content or ads allows you to see your B2B video marketing campaign with a bird’s eye view. Allow space for any redirections and more authentic, “in the moment” content along the way.
Start Filming B2B Marketing Videos To Boost Sales in 2022!
Your target B2B customer, and their boss, is watching somebody’s marketing videos. Make sure yours is one of them!
Author Bio:
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based training video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
