How to Do B2C-Style Video Marketing in the B2B Realm

How to Do B2C-Style Video Marketing in the B2B Realm

video marketing

It’s hard to ignore the proliferation of video marketing today. The ALS Ice Bucket charity video campaign raked in $5.5 million alone from July 29 to August 14, compared to $32,000 in the same period last year, according to Time. But charities are certainly not the only groups to take advantage of the marriage between video and digital marketing. B2C companies are making quite a splash in the space.

In fact, there’s so much volume that industry watcher top examples of video marketing across the consumer landscape. One of its standout stars is clothing retailer Gap, which is relying on the use of Vine—or six-second video clips—to tease its new shoe line and summer shorts. Another retailer, French Connection, leveraged the platform to demonstrate how many apparel items can fit into the company’s practical suitcase. General Electric, meanwhile, is employing Vine videos to show how the company aligns itself with science.

As a B2B marketer, you may be tempted to think that video is reserved for the consumer space. But you would be wrong. In fact, 73% of B2B marketers leverage video as a chief content marketing tool, making it one of the most utilized platforms by such businesses, according to the Content Marketing Institute’s 2014 B2B Content Marketing Trends report. So what lessons can B2B companies learn from consumer brands that are dominating in the digital marketing realm?

1. Keep It Short

There’s a reason Vine has amassed such popularity: it appeals to our limited attention spans. Your video should be short but impactful. Keep it under five minutes and focus more on depth and breadth than multiple topics.

2. Rely on Visuals

Break up lengthy video scripts by injecting captivating graphs, charts, and visuals. When you alternate between text and visuals, you appeal to both your audience’s visual and verbal preferences. You’ll also be in a better position to keep your video moving along.

3. Get the Tone Right

Video should feel creative, inspired, and encouraging. In other words, asking your product engineer to talk specs and figures for five minutes is a poor use of video digital marketing. Instead, reserve this platform to show off your creativity. Create 60-second outtakes of your executives to let their personalities come through; film post-event recaps to share highlights from your recent event; or tape your customers or partners giving candid testimonials. Make sure your tone fits the vehicle you’re leveraging.

4. Establish Purpose

No matter the company—B2B or B2C—it shouldn’t leverage video digital marketing unless there’s a specific reason. In other words, don’t use video to cover topics or sentiments that are better covered (or already covered) via blogging, white papers, or webinars. Video should feel different, so reserve some video-only subjects.

5. Show Don’t Tell

Sure B2C organizations might have it easy when it comes to this best practice—as they can show their products in each and every video—but B2B companies can also employ this mentality. Look for ways to demonstrate how you address buyer pain points, instead of coming right out and saying how. Create stories, fine-tune your narrative, and take existing and prospective buyers on a journey.

video marketing

It’s hard to ignore the proliferation of video marketing today. The ALS Ice Bucket charity video campaign raked in $5.5 million alone from July 29 to August 14, compared to $32,000 in the same period last year, according to Time. But charities are certainly not the only groups to take advantage of the marriage between video and digital marketing. B2C companies are making quite a splash in the space.

In fact, there’s so much volume that industry watcher top examples of video marketing across the consumer landscape. One of its standout stars is clothing retailer Gap, which is relying on the use of Vine—or six-second video clips—to tease its new shoe line and summer shorts. Another retailer, French Connection, leveraged the platform to demonstrate how many apparel items can fit into the company’s practical suitcase. General Electric, meanwhile, is employing Vine videos to show how the company aligns itself with science.

As a B2B marketer, you may be tempted to think that video is reserved for the consumer space. But you would be wrong. In fact, 73% of B2B marketers leverage video as a chief content marketing tool, making it one of the most utilized platforms by such businesses, according to the Content Marketing Institute’s 2014 B2B Content Marketing Trends report. So what lessons can B2B companies learn from consumer brands that are dominating in the digital marketing realm?

1. Keep It Short

There’s a reason Vine has amassed such popularity: it appeals to our limited attention spans. Your video should be short but impactful. Keep it under five minutes and focus more on depth and breadth than multiple topics.

2. Rely on Visuals

Break up lengthy video scripts by injecting captivating graphs, charts, and visuals. When you alternate between text and visuals, you appeal to both your audience’s visual and verbal preferences. You’ll also be in a better position to keep your video moving along.

3. Get the Tone Right

Video should feel creative, inspired, and encouraging. In other words, asking your product engineer to talk specs and figures for five minutes is a poor use of video digital marketing. Instead, reserve this platform to show off your creativity. Create 60-second outtakes of your executives to let their personalities come through; film post-event recaps to share highlights from your recent event; or tape your customers or partners giving candid testimonials. Make sure your tone fits the vehicle you’re leveraging.

4. Establish Purpose

No matter the company—B2B or B2C—it shouldn’t leverage video digital marketing unless there’s a specific reason. In other words, don’t use video to cover topics or sentiments that are better covered (or already covered) via blogging, white papers, or webinars. Video should feel different, so reserve some video-only subjects.

5. Show Don’t Tell

Sure B2C organizations might have it easy when it comes to this best practice—as they can show their products in each and every video—but B2B companies can also employ this mentality. Look for ways to demonstrate how you address buyer pain points, instead of coming right out and saying how. Create stories, fine-tune your narrative, and take existing and prospective buyers on a journey.

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