What Kind of Video is Best for B2B Video Marketing

People are consuming videos at an alarming rate because video content gives the most amount of information in the shortest amount of time. That must be why HubSpot reports that “𝟲𝟳% 𝗼𝗳 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘀𝗮𝘆 𝘀𝗵𝗮𝗿𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘃𝗶𝗱𝗲𝗼𝘀 𝗼𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 (𝗬𝗼𝘂𝗧𝘂𝗯𝗲, 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺, 𝗧𝗶𝗸𝗧𝗼𝗸) 𝗵𝗮𝘀 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗥𝗢𝗜”. And B2B video marketing will continue to be used by a vast majority of businesses as Wyzowl states that “91% of businesses use video as a marketing tool in 2023.”

So whether you are currently budgeting or want to get started making B2B video marketing content, today is a great time to figure out the best video content for your firm.

Why B2B Video Marketing is on the Rise?

B2B Video Marketing is on the rise in part because of our lives outside of our business day.  Our personal behavior has always driven our business behavior.  We bought things online in our personal lives before our business lives.  We used our cell phones on a personal basis before a business basis.  And the list of behaviors that fit these criteria goes on and on.  

This is exactly the reason why B2B video marketing is on the rise.  We are all comfortable going on YouTube to find information or to watch a video on how to fix a household problem.  Thus more and more people have come to use videos to learn and understand… This is EXACTLY why your business should be creating videos and why B2B Video Marketing is on the rise.

Video content gives decision-makers the most amount of information in the shortest amount of time when they want to understand 

• Solutions that are available to their problems
• Your business
• Your products and services 
• What makes you different from the competitors
• The skill sets of your people 

Here’s the kicker if you are not planning to start investing in B2B video marketing content…if you don’t have video content then the next decision maker who goes to check out your business or might move on to another company that has videos of their products, services, benefits, and answers questions that come up in the sales process.  Additionally, videos will benefit you because you will have prospects that will be more engaged with your business, get to know your people, build the know, like, and trust factor and convert more qualified leads than if you did not have B2B video marketing content.

So What is The Best Type of Video Content to Make?

First off, to have a sound video marketing strategy you will need to plan for many videos that span many business objectives.  That doesn’t mean you do them at one time but rather build up your video library, and thus your video marketing strategy, over time. 

But since one video is not a video marketing strategy, where do you get started?  We have an expression that goes

“𝐓𝐡𝐞 𝐟𝐢𝐫𝐬𝐭 𝐭𝐡𝐢𝐧𝐠 𝐲𝐨𝐮 𝐝𝐨 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮 𝐬𝐭𝐚𝐫𝐭 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐯𝐢𝐝𝐞𝐨,
𝐢𝐬 𝐭𝐨 𝐟𝐨𝐫𝐠𝐞𝐭 𝐚𝐛𝐨𝐮𝐭 𝐯𝐢𝐝𝐞𝐨.”

This basically means that the best video content for your business depends on your current business objectives.  Where are your other marketing strategies and your other sales strategies directed?  This is where your video marketing strategy should be creating videos to support.  The net result is that video is a piece of that communication mix.

For example, which of these business marketing objectives are you working on right now?

• Branding and awareness
• Lead conversion 
• Nurturing
• Product launch 
• Case study  
• Testimonial 
• Thought leadership

These are all areas where B2B video marketing content can be included into the mix.  But as noted, one video is not a video marketing strategy, so therefore you would not create a product video and then use that for thought leadership.  You would not create a branding and awareness video and use that for lead conversion or in the nurturing stage.  Just like you create distinct content for each stage of the sales funnel, that is the same methodology when you create video content for a sound video marketing strategy.

Yes, that’s a lot of video content to create over the years.

So when you are asking “what is the best video to make”, it is a matter of “which type of videos will fit into our current business objectives.”  Thus you will be creating B2B video marketing content that will support your current business initiatives from a sales marketing and communication objectives.

If you’re ready to level up your video content into a video marketing strategy, reach out to us or give us a call at (646) 319-8609.

See you in front of the camera!