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 - Interviews where existing clients discuss your product/service in great detail
Testimonial videos are a great opportunity to visualize 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 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
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.