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Lights, Camera and…Action!

Video is undoubtedly the tool shaping the future of marketing, sales, and customer service for both B2C and B2B companies.

Videos are a pivotal part of your marketing strategy; thus, it is vital businesses know how to utilize videos.

Videos can be used to:

  • Promote your business
  • Build engagement on digital and social channels
  • Build connections
  • Educate your consumers
  • Reach a new audience

What began as a creative one-to-many advertising tactic has become an entire marketing strategy. Since then, the digital age has fostered the vast expansion of the marketing opportunities capable through video. YouTube has seen content go viral in a span of a few minutes, and social media channels allow consumers to engage with video content anytime, anywhere. 

With so many options and channels, it can be difficult for marketers to conceptualize and put a video marketing strategy in motion. Often marketers are intimidated by the high production costs they believe are required to  produce high-quality and engaging videos. 

In actuality, advancements in technology, especially with smartphones, have made video creation more cost-effective than ever before. In some instances, basic footage may be more approachable than a highly-produced video to consumers who value authenticity from the companies they conduct business with. 

Now that we’ve eased any concerns about video marketing being daunting, we’ve put together five ways you can implement video into your marketing strategy.

 

Brand Videos

Brand videos allow you to share your brand story in a creative, personal way to raise brand awareness. Introduce your company, its mission and history, and the team that makes it all possible in a way that is authentic to your brand personality. 

Including the brand video on your site’s home page, about page, or team page not only improves your SEO, but cultivates an emotional connection with your target audience. It humanizes your business relationship by putting a face and voice to the work you are producing.  

 

Blog-to-Video (Vlogs)

Boost your company’s content strategy by reusing, repurposing, and recycling popular blogs you’ve previously published. 

B2B companies with active blogs have ample content to create highlight videos to share across digital and social channels to revive the previously published content. Posting these natively on social media and YouTube with links back to your site and the original post will again boost SEO and engagement. If you don’t have a lot of resources, this is an efficient way to get video content out there. 

 

Testimonials

Video marketing can leave a major impact on potential customers in all stages of the buying lifecycle. 

Utilizing satisfied customers in video testimonials provides an authentic edge to make your brand stand out in the marketplace in the minds of potential customers as it adds credibility to your products and/or services. 

B2B companies should include testimonial videos in proposals to prospective clients, letting them see and believe in your potential. These customers are arguably the most effective advocates in getting others to decide on your brand. 

Pro tip: Cut down on production costs by scheduling multiple customers for one video shoot.  

 

Event Videos

From webinar replays to documenting special events, take customers and prospective customers inside your company’s happenings. 

Made easy to produce with tools like Zoom, record and share your presentations for a behind-the-scenes look at some of your gated content. 

Highlight reels and event recaps of special functions capture moments your customers might otherwise never have experienced. Showing your involvement in industry and community events will improve your brand positioning by establishing your brand as a major player in your industry. 

 

Product Videos

B2B marketers are tasked with educating their audience on their, often complex, product offerings. Product videos are a great tool for informing potential customers about a product or service, and how their business can utilize it, in a simple way that’s easy to consume. 

These can take the form of a time-lapse of product production, a product demo, and how-to instructional videos. These videos are an opportunity to show off any unique offerings and foster interest among new audiences when shared across different promotional channels. 

 

Let’s Get Filming!

There are a number of creative ways your B2B business can implement videos into your marketing strategy, each with unique benefits. From brand, event, and product videos to repurposed blogs and testimonials, video marketing is an absolute necessity for any competitive business in today’s digital age. 

Before you start filming, contact the Leadit Marketing team to help determine which video marketing strategies will best serve your organization and how we can help you bring it to life. 

 

Shannon Prager

Shannon Prager

Shannon Prager is a recognized B2B marketing strategist and the President of Leadit Marketing. At Leadit, she is responsible for partnerships, business development and the strategic direction of the company. A marketing leader with 25 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy from marketing automation to end-to-end marketing operations. Follow her on LinkedIn (@ShannonPrager) for her take on the latest and greatest in marketing.