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3 Ways To Use Video In B2B Marketing

by Matt Tobin Posted on 31 March 2017

When marketing Business to Business, it's all too easy to overlook video content as an effective way to convert clients into regular customers.

Overlook no more! 2017 can be the year when your business embraces the natural evolution of video marketing becoming the number one way of connecting with potential business clients.

Today, we'll explore three ways to use this medium in B2B marketing:

  • Testimonials
  • Tutorials
  • Webinars

Video Marketing Concept. Closeup Landing Page on Laptop Screen  on background of Comfortable Working Place in Modern Office. Blurred, Toned Image. 3d render..jpeg

Testimonials - Interviews where existing clients discuss your product/service in great detail

Testimonial videos are a great opportunity to visualise any positive feedback you receive from existing business clients.

Usually, testimonials involve a representative of a business being interviewed about your product/service.

They can discuss:

  • What your product/service is
  • Their experiences with that product/service
  • Any benefits to purchasing it
  • Why they would recommend to others

Using testimonials in a B2B environment gives credence to the quality of your offering to businesses who potentially may be interested.

Clients can hear a second opinion, other than yours, regarding your product/service. Much like when you're deciding to make an everyday purchase, if you've heard someone else rave about it, you're more likely to buy it!

B2B clients can also see, from a business-standpoint, what benefits your product/service can bring.

Testimonials are effective at influencing a business to become a customer, especially if the person giving the testimonial is an well-known industry name or works for a large company.

Tutorials - Videos where your product and its main features are described in a "How-To" format

Tutorial or explainer videos are very similar to product demonstration videos and serve to lay out your product/service, step by step.

This content offers the opportunity to outline the main selling points of your product and gives a little flavour of what clients can expect if they decide to purchase.

How to utilise this type of content in a B2B environment is totally up to you. They can be used as:

  • Company website content
  • Sales aids
  • YouTube video

Because they are quick and to the point, they serve a useful purpose when making a quick-pitch to another business client.

If they don't want to get bogged down with the ins and outs of your product/service, they can get a piece of what your business is offering.

B2B clients want to know exactly what they are buying and what it will offer them and their stakeholders.

A quick 1-2 minute tutorial video can catch their attention and hopefully interest them enough to learn a little more about it.

Webinars - Live online events with a presenter and pre-prepared PowerPoint slides

Online events, presentations, webinars. Call them what you like, they are a brilliant way to communicate your business and product/service to B2B clients.

Webinars are versatile in that they can include content such as the aforementioned testimonials and tutorials, by embedding video into the slides.

People register to attend the online conference where they can view the content you have prepared.

From their point of view, this is a brilliant way of being marketed to, because it allows two-way communication within the webinar:

  • They can ask questions in Q&A sessions
  • Participate in polls about the content
  • Network with the presenter and others present

Webinars are the perfect B2B marketing environment, because other business clients will be attending.

They provide you, the marketer, with the perfect captive audience to sell your product/service to those attending.

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Matt Tobin

By Matt Tobin

Matt joined us at WorkCast as a Content Executive in February of this year. While he's getting to grips with the world of online events, he’s responsible for creating written content for many of our Blogs, Case Studies & eBooks.