The B2B model of business is growing rapidly, and almost all companies today engage in some form of it. It refers to the type of electronic commerce where companies exchange services and products between themselves, rather than with consumers. An example is the business conducted between wholesalers and online retailers. Some of the top organizations […]
The B2B model of business is growing rapidly, and almost all companies today engage in some form of it. It refers to the type of electronic commerce where companies exchange services and products between themselves, rather than with consumers. An example is the business conducted between wholesalers and online retailers. Some of the top organizations in the world are B2B tech companies. These include Google, Adobe, Microsoft, Slack, SurveyMonkey, Avada, etc.
According to the tech company Hubspot, more than 85% B2B tech companies use video marketing regularly. There can be several strategies related to video marketing. Some of them will be discussed in this article.
1. Tutorial videos
Screencasts are one of the best ways to show your audience a demonstration of something that might otherwise seem complex to them. Most tech concepts can seem complex but once they are broken down and explained simply, they can be understood easily. All you need to do is master the filming process and engage someone with a clear voice with good modulation. This is all it takes to make a screencast video. Using a simple video editing platform , we can make the process easier. It is a web-based platform that is optimized for Chrome, and operates on Windows and MacOS. It is free to use and offers templates, filters, voiceover options and captions.
2. Informal chats
Videos in the form of informal chats can be a great way to break down concepts and send them across to viewers. This is one of the most interactive and friendly ways to deal with seemingly difficult tech concepts.
We all like watching videos where people are casually talking about interesting things. This sort of unassuming video can be a great marketing strategy because it can talk about a product or service without actually seeming like an advertisement.
The key is to have broad topics in mind but to not restrict yourself to a script. The moment the video seems scripted, people might lose interest and log off. Be spontaneous, funny and casual, your viewers will appreciate it.
3. Choose videos instead of blog posts
Blog posts can be very informative, but to be honest, no one wants to read a lengthy ad. What you can do instead is turn your content from the blog post into a video and make it interesting. Add visuals and sound to capture the attention of the viewer. This option is perfect for companies that do not want to present anyone before a camera. Through this, they can utilize the benefits of video marketing without having anyone come on screen and talk about their brand.
4. Formal interviews
A series of formal interviews with professionals from the industry can be a very informative strategy for video marketing. Instead of making the videos about random topics, choose a broader theme and base the interviews around that. For instance, you could choose to showcase how women have a larger presence in the tech industry today.
For this purpose, you could have a series of interviews with female tech entrepreneurs or engineers who have made their presence felt in some way in the industry. These videos could share their story, talk about their achievements, have some fun questions, etc. Such an interview would be of interest to many, whether it is someone seeking knowledge about the industry, or someone looking for something interesting and informative.
Having industry professionals engage with your company for interviews is a great way to build your brand. You could also think about doing a series of interviews where employees of your company share their story, their vision for the brand, etc. Thus, interviews are one of the best video marketing strategies available and they are not very cumbersome to organize.
5. A video series
Think about taking the interviews to the next stage and making a sort of TV show or video series. If you have a YouTube channel, then you can upload interesting videos and promote the video on social media. There is no need to maintain a regular schedule. However, posting consistently can keep people interested and keep them coming back for more.
One interesting idea is to show the products or services offered by companies. Talk about how the products are made or how the services are developed. Having a series like “how it is made” or “meet our employees” can be interesting, entertaining and informative. If you are a fairly big brand, you can take your viewers for a tour of your workplace or manufacturing facilities.
In this age of social media and the internet, video marketing is the most essential strategy for companies. This is where a majority of advertising spending should be allocated. This will require spending time and money but the results can be fruitful and rewarding.
Video marketing can help add a touch of transparency especially in the tech industry and for B2B companies. Most people will not understand the complex concepts that are bound to exist in this industry. However, simplifying and demystifying these concepts through friendly, casual videos can create more brand awareness and businesses can connect with each other based on need.
There are different formats to use and there is no one thumb rule for video marketing. You can spend lavishly and get good quality production. Or you can keep it simple and casual and have a friendly approach. Video marketing is the best way to get the word out about your business in today’s day and age. With most work now taking place from home offices, B2B companies like Slack, Microsoft (with Teams), Google (with Meet and Suite) are getting clients. Companies on the other hand are benefitting from services like Meet and Teams.
More companies offering similar services can get the word out about their products or services if they engage in video marketing. Since most people are constantly on the internet and on social media, sharing your videos will likely reach a great number of potential users. So get your creative juices flowing and create great videos!
Stay updated with all the insights.
Navigate news, 1 email day.
Subscribe to Qrius