How to use video for a B2B audience

According to a recent study conducted by ReelSEO, 76% of B2B organisations are using video in their content marketing, and 92% of these individuals use social media platforms as their distribution channel of choice.

Video content can be a great way of engaging with your clients, and there are a variety of ways that this type of content can be used to suit your client’s needs. If you’re looking to incorporate video into your B2B content marketing strategy, take a look at our advice for creating B2B video below.

Define your target audience

In order to engage with your target audience, you need to have an understanding of who they are and what they need. As a business owner you will have already conducted this type of research when developing your product offering or services. Your videos must cater to your clients, whether they are looking for advice or information about your products. Although the B2B audience differs from the B2C audience, the decision makers who are watching are still people. Even though you may be discussing solutions to a problem businesses are facing, you can still do this in a personal and engaging way.

Align your video with your brand

Key decision makers often use online video to research products and services. In order to make the best impression, you need to make sure that your brand is seen to be strong, consistent and trustworthy. Your brands reputation is a key factor in a client’s decision to purchase. In order to reflect credibility, ensure that your videos are of a high standard, reflect your company’s core values and align with your key competencies. You can humanise your brand and products by telling your businesses story. Let them know who you are, how you’ve developed and how you stand out from your competitors.

Include a call to action  

Now that you have identified your target audience and you’re ready to start producing video content, don’t forget to include the important call to action. The video that you are creating should be serving a purpose for both your business and clients, so it makes sense to end the video with what you want the viewer to do next. You don’t need to be overly salesy, but you can direct the viewer to your website, product page or provide them with your contact details in order to get in touch directly. The call to action will depend on the type of video you create.

Optimise your videos

As mentioned above, B2B organisations use social media platforms to distribute their video content. According to the research from RealSEO, marketers are using the following 6 social media channels to share their videos:

Linkedin 94%

Twitter 88%

Facebook 84%

Youtube 72%

Google+ 64%

In order to make your content easier to find for your clients, you need to optimise the video for the search terms they would be using to find the solution to their needs. Research these terms prior to uploading the video and include them (naturally) in the videos title, description and tags.

We hope that this advice has given you a better understanding of how to create and distribute video content in order to engage with your existing and potential clients. For more advice on video production and marketing, follow us on Twitter at @HyperfineMedia. If you want more information on video production and marketing, follow us on LinkedIn for regular updates and posts.