Optimizing Video Marketing Strategy for B2B

A video can influence a consumer's decision to buy a brand's product. Currently, video has been used as product information, and brands can use it as a tool to help and respond to consumers.

People's willingness to look at text is decreasing, so video-based content is increasing. This phenomenon can be seen in the many brands competing to make videos as a marketing strategy.

However, many business people and business-to-business (B2B) brands are still hesitant to create video content as a marketing strategy. This doubt arises because of the assumption that video-based content is more expensive and the production process is complicated, even though this assumption is not always true.

Video marketing strategy for B2B

Not many people realize that video marketing is also done to get to know your consumers. A strong B2B video marketing strategy should focus on building brand and funnel videos designed to encourage consumers to buy your products.

Therefore, when you create a video content plan, make sure that the video can help consumers, and benefit your brand. Show videos on landing pages, websites, social media, emails and newsletters. To create optimal B2B marketing videos, you are advised to do the following things:

1. Align your video content with the right channels and funnels

Videos about trends can lead consumers to the high-funnel stage, which is when consumers are unaware of a problem, and know what needs to be done. Educational videos are the most appropriate media to handle this problem.

Then the midfunnel stage. Consumers will compare the options they have, and eliminate listings that don't fit their needs and/or budget. Here product reviews and case studies are very effective types of videos.

The consumer's decision to purchase occurs at the low-funnel stage. Videos such as free demos, tutorials and testimonial videos from consumers play a very important role. That way, B2B video marketing must have all stages of the funnel. To balance this, you can do the following things:

• Use consumer reviews to identify customer needs. From here you can see what the brand can improve.
• To find out what kind of content consumers like, create consumer personas at the micro-level.
• Ask for feedback from consumers. Leverage data from existing consumers, talk to your B2B audience, create live videos, and understand what consumers expect from your brand.

2. Get involved in building relationships with consumers

Build emotional connections with consumers. You can start by observing what products consumers like and make recommendation videos. Additionally, pay attention to trends. If any of your products meet the needs of current trends, also make a recommendation video.

By doing so, you will attract your audience's attention, grow consumer loyalty, and increase engagement. To be more effective, you can pay attention to the following things:

• Videos should be short, no more than two minutes. Compared to short videos, long videos have a lower engagement rate.
• Website visitors tend to leave quickly. To attract them, you can put videos that will attract visitors' attention.

3. Build brand credibility with video reviews and consumer testimonials

Apart from videos created by your brand, video reviews and testimonials from consumers can also be helpful. Consumers who show and talk about your products will build trust in other potential consumers.

If there aren't any, you can invite consumers to create videos. Before you create a video with consumers, pay attention to the following things:

• To reduce costs, shoot consumer videos at once. Rent a place, and invite consumers to tell stories. Rather than features, focus the review on the benefits felt by consumers.
• Adjust the video duration to the media used. On social media, the ideal duration for consumer testimonials is 15-30 seconds, 30 seconds for the homepage on a website, and more than one minute for YouTube.
• To get started don't wait for professional tools. You just need to use your cell phone. This is done because plain videos make it easier for consumers to connect with your brand.

4. Create tutorials to help consumers understand the product

When you release a new product, you can create a tutorial. While written-based guides are helpful, B2B consumers will still look for video-based tutorials. Videos that show how a product works can help consumers determine their desire to buy a product. Make video tutorials that are clear and easy to understand. For this reason, here are some tips that you can do:

• Create short tutorials with social media features. Use fonts and titles that catch your audience's attention.
• If possible, also display videos on the website, newsletter and page in question.
• At each stage of the tutorial use timestamps which can help consumers find what they need. Apart from that, this can also help your video appear in search engines.

Adding video to your marketing strategy can reduce confusion, and build relationships with consumers. Start by making a simple video, but can show the story and what consumers need.

Even in carrying out a B2B strategy, the brand seems to be the identity or identity of the product, service and company. The importance of a brand can continue to be trained by company executives through the Strategic Brand Management program which reflects the large equity value of a brand as an important asset in business.