When we think of video, we usually think about advertisements or product placements, mainly used by B2C businesses. But video offers endless possibilities to interact with customers in an engaging way, and it is a great solution for many B2B companies as well. Just think about a case study done in a video form or tutorial steamed live - doesn’t it sound more entertaining than just reading a text?
In this article, we talk about 3 main tips to incorporate more impactful videos in your B2B marketing and communication efforts (and achieve amazing results!):
1. Create videos which can be easily associated with your brand
This seems like a no-brainer - but in the online (B2B) world, branding is key. In simpler terms, branding means who you are and what you stand for as a company. This is so much more than a logo and a visual corporate identity. For example, every year around the Christmas holidays Coca Cola releases a different holiday themed video commercial. Or let's take Pepsi as another example - they direct commercials featuring famous singers for the annual Super Bowl (which, apparently, is a big deal in the US). Only by seeing the first few seconds of these videos we already know which company it is from.
When it comes to carrying out your brand, video is a great tool to do so. Did you know of every B2B video that is online today, a whopping 72% is all about branding? This is because video is the best instrument to reach (new) audiences, and attract viewers and visitors to your website. It is the place to incorporate your identity, your tagline, mission, vision, products, services and contact details. All topped off with enticing visual cues in the form of colors, typography, imagery, attachments, subtitles and more. But, wait - there is more.
2. Make videos personalized to your audience
Establishing brand awareness through video can increase brand equity and exposure immensely. Consider how you might create informative, entertaining videos that could boost the engagement with your target groups as well. In an online world that is dominated by ads, it is not only important to stand out, but to build a long-lasting relationship with (potential) customers. The vehicle to this connection with your target groups is by focusing on engagement.
Successful engagement is based on two pillars: data-based development and hyper personalization. To reach your audience beyond, you need to understand who they are, what they are looking for, what problems or challenges they are facing and how your company’s products or services can offer a solution. Of course, a buyer’s persona and marketing strategy can go a long way, but to hit the sweet spot (and keep it there) you will have to use data.
3. Monitor your videos’ performance and see what is working
Let’s say you introduce a new service that you would like to market with video. In order to do so, you create two videos. After a while you will know which one has the most views and hopefully which one converts best. What will be hard to determine when using traditional video platforms is what part of the video really boosted viewers' engagement. Without this data, opportunities to work on this unique selling point(s) will cost you time and money.
For example, here at Kinescope we’ve developed an end-to-end analytics dashboard to help customers monitor and analyze video performance, peak watch moments, location, device used, average watch time and more.
By tracking this data, you can develop an amazing communication strategy, see results and amend accordingly. See what works for you - every audience is different. Be sure to experiment with video formats, various content, video time.. And ask your audience for a feedback.
Another important aspect you shouldn’t neglect is the platform you use to upload videos. Does the traffic end up on your website or is it collected somewhere else? To maximize your results choose an online video platform that not only distributes your videos, but also gives you a detailed insight into your data AND redirects traffic directly to your website.
A round up
Did you know that a survey by Accenture found 62% of customers are more interested in a company that exhibits ethical values and authenticity?
Video is a great way for B2B SaaS companies to show what makes them unique in an engaging way, reach new audiences and interact with customers. Let's put down some of the opportunities you get when you implement video in your marketing strategy:
✓ Increase of brand awareness and equity;
✓ Introducing new products or services;
✓ Growing and expanding your community;
✓ Educating your audience;
✓ Building brand authority;
✓ Experimenting - by hosting a live Q&A session for example, game, webinar or a tutorial;
✓ Demonstrating SaaS functionalities;
✓ Onboarding new customers with live video;
When you start uploading and distributing videos, you will see insights into which parts of your videos grab viewers’ attention, but also how often they are re-watched. That way you can monitor the engagement of your video per second based on views and player loads in a clear layout. Dive into the nature of your viewers’ behavior by analyzing views, play rate and average engagement, track events, users’ clicks and overall performance of videos.
To explore all benefits of video and start hassle-free you can create a totally free account with Kinescope (including all features we offer like DVR livestream!).
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.