6 Easy Steps to B2B Video Marketing Campaigns



Haven’t you all come across these terms?

Evolution in marketing has gone through various stages.

It could be anything like touting, pitching a product or wooing the customers.

Marketing strategies tend to keep changing with time. Thanks to the advancing technology. Blogs and articles play a vital role in marketing. But when it comes to the impact, nothing proves better than video marketing. Today videos have proven to be more effective in terms of sales conversion.

Dr. James McQuivey of Forrester Research suggests, “If a picture is worth 1000 words then a video is worth 1.8 million words”.

Evolution in marketing can be seen clearly from this. Which is why today articles are being replaced by infographics and BLOGs by VLOGs.

Though text formats in marketing are helpful they seem to be less effective today. Marketing through images is a rising trend. Images speak more than words. However, videos are the most effective in these. Retention is more in videos and so the sales conversion is also higher.

Videos make the words alive and mobile. They also boost the information retention.

“Video ads are like a Swiss-Army knife that can be used to address multiple brand objectives” says  Seraj Bharwani, Chief Strategy Officer at AcuityAds.

Some statistical data that gives a glimpse of rising video marketing trends in 2017-2019.

Wyzowl statistics suggests, ‘81% of businesses use video as a marketing tool which has risen up from 63% in 2017’ while ‘84% of consumers have turned to potential buyers after watching a video’.

According to Forrester Research, ‘emails with videos attached boost the click-through rate by 200 to 300 percent.

By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic according to Cisco’s Visual Networking Index.

According to Renderforest survey, video usage has increased users website traffic by 78%, while 71% of them believes that the average time on their website has increased, 69% of users claimed that they have generated more leads with the help of video content, and 54% of users increased their sales.

Here are 6 easy steps in Creating your B2B Video marketing Campaign:

1. Build Your Video Story

Storytelling:  Story is the most important component when we think of video marketing. A good story not only converts sales but also connect customers with the associated brand. It leaves the customers with a mark. Story serves to be the lifeline of any video marketing campaign. Pitching a video can definitely boost your sales. However, it has been found that short videos are more likely to be viewed by the audience than the longer ones. 

It is always advisable to follow the current trends while creating your B2B marketing video campaigns because you never know when your video goes viral or tops the charts.

2. Relevant Images

Your video must contain relevant images that can go with the story. After all, a picture is worth 1000 words.  Pictures like company logos and emblems play a vital role in your video marketing campaigns. It is advisable to use good quality pictures to generate a high quality video. Pictorial presentations always leave an imprint on mind hence boosting the chances of sales conversion. It further helps in targeting and reaching the larger audience within the stipulated time.

Remember: ‘A video with relevant images is worth than the one with random images because pictures do tell your brand story’.

3. Publish Your Video

Understanding your audience while publishing your videos can often leave a benchmark. People tend to relate and connect easily if your video follows the demography of a place and the time when it is published.

For example, usage of personification like Uncle Sam in your videos may be more relevant to U.S.  during Presidential elections. Likewise, videos promoting campaigns like the Super Bowl Events tend to drive traffic in the region where the event is happening.

It is necessary to set your campaign goals. It’s better to optimize your videos and target for each channel. Your video should represent your brand story and clearly focus on conveying your message across videos.

4. Specify a Call to Action

After your published video is watched, it is always important to have a very clear call to action at the end.  It could be anything from newsletter signup, taking the viewer to your store site, else purchasing a product from your ecommerce site depending on your objectives. It is utmost important to keep your customers engaged and connected.  They should get clear idea of the next process and the how they will benefit from the completion of that process. This makes the viewer sail through the process while building a connection. Follow your viewers against these actions and closely analyze their behaviour to hunt market opportunities.

The ideal call to action is short and direct, outlining a single action that the customer needs to take, such as downloading a whitepaper, report or scheduling an appointment online or calling the company. People always follow campaigns that keep them engaged.

Eventually, an appropriate video marketing strategy can definitely  boost your B2B video marketing campaign.

Points to remember in creating your thoughtful video marketing strategy:

5. Integrate Your Campaign

Your video marketing campaign should be extensively integrated into media platforms and different websites. It must be able to highlight its presence across all social media platforms. Email, newsletters, content marketing, whitepapers can further create value to your video marketing campaigns. A well-integrated campaign video marketing strategy increases the chance to lift your marketing performance to new heights.

‘CONNECT - ENGAGE - FOLLOW’, should be your marketing mantra.

6. Reviews and Testimonials

Always take time out to learn the reviews of your videos to know what customers think of your campaigns. Analyze these reviews to improve your video marketing campaigns. Value your customers for the inputs and feedbacks they give. According to Bright Local, 85% of consumers turn to online reviews to find out if a company is reputable.

A trending video campaign will always find a place in the buzzing market.