It’s truly phenomenal what’s happening with the explosion of video content online. By some estimates, 74% of all traffic on the web in 2017 will be video. That alone should be an inspiration to explore a video strategy as part of your overall B2B marketing strategy. If done right, it can be a great way to attract more leads. Here are just a few of the ideas that you can deploy as part of your B2B lead generation strategy.
#1: Video Testimonials
This is perhaps the easiest way to use video blogging, because you don’t really need to come up with anything terribly creative. All you need to do is record some of your customers talking about how wonderful your products are and how they are using them in everyday life. This video testimonial is much more effective than a simple quote or other written testimonial.
#2: The How-To or Explainer Video
This is another web classic. Customers have problems, and they’re looking for ways to solve them. If you can explain how to solve their problems with a short, two-minute YouTube video, then you’re golden. And let’s face it – most B2B solutions are a lot more complex and sophisticated than you’d find in the B2C space, so a brief explainer video can go a long way.
#3: Thought Leadership Videos
One way to leverage all the knowledge inside your company is by letting people on your team share their “expert” knowledge with the broader world. The advantage of this approach is that it establishes you as a real thought leader. If you’re a software company, for example, you could post a regular video series on tips and insights. That’s the type of content that everybody is looking for on the web.
#4: Event Videos
If you don’t feel comfortable posting “live” video feeds of events using Facebook Live, you can still upload highly edited and professionally produced video clips of recent events. This is a great way to let people know what you do, and the types of problems you are working on right now. For example, if you really participated in a tradeshow where one of your executives gave a keynote speech, this is a great way to showcase some of the amazing talent at your company – and also help convert people who might be on the fence about buying your products.
#5: Brand Awareness Videos
OK, this one is easier said than done. It takes a lot of talent to pull off a true viral video that builds brand awareness. GE and IBM are two B2B companies that get it right, using a mix of humor and creativity. At the very least, fun and creative videos can be a way to spread awareness of your company and what it does. This helps to cast a much wider net for attracting new customers.
The best part is that once a video has been uploaded to YouTube, you can then embed the video anywhere you have a digital presence – like social media or a corporate blog. This is a great to amplify the reach of any video content that you are producing and attract even more leads for your product or service.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.