5 Types of Videos Every B2B Company Needs to Try - GoToWebinar


I still remember watching my first YouTube video and writing down “youtube.com” sure I would forget what the site was called.

Jump forward 10+ years, and every toddler knows how to navigate YouTube, and video has become an integral part of marketing. While a video of “Fast to the Future” isn’t going to drive sales, there are countless ways to make video marketing work for your business. Here are just a few of the benefits:

It’s obvious video should be part of your content and overall marketing strategy. But where do you start, especially if you don’t have a huge budget?

Here are five video ideas your B2B business needs to test.

1. Webinars

The best thing about webinars is they allow you to talk directly to your audience and hold their attention for more than a few minutes. In fact, data from our latest webinar benchmark report reveals that the average attendee viewing time is 61 minutes. What other marketing content can do that?!

Unlike other types of video, webinars are all about active audience participation. During a live webinar, you can conduct polls, encourage audience questions and comments, and host a live Q&A. It’s the most effective way to dive deep into a topic while keeping your audience engaged.

Webinars are also incredibly flexible, meaning you can use them to reach practically any marketing goal — from brand awareness, to lead generation and sales readiness. You just have to craft the right webinar.

Finally, webinars are inexpensive but valuable — this may actually be your favorite thing about them. While webinars take manpower, you don’t need a fancy agency or designer that will break the bank. Anyone can produce a webinar and it doesn’t have to cost anything except for the cost of your webinar platform. And webinars keep providing value once they’re over. You can repurpose your content and create countless other marketing pieces: eBooks, blog posts, SlideShares, landing pages, social posts, and, of course, more videos. You can also keep using past webinars to drive new audiences and new leads to the on-demand version.

To browse examples of some great on-demand webinars, check out GoToStage.com.



2. Testimonials/Customer Stories

No matter what type of business you have, potential customers like to hear from people who have already tried your product. While it’s always a great idea to slap a written testimonial on your homepage, a video testimonial is way more powerful. Your testimonial can even be a few minutes long so your customer can explain their business situation, the problem your product solved, and how their business was impacted.

With video testimonials, your audience can put a face with the words and hear the words as they were intended. It makes the testimonial more real and credible, especially when they can tell it’s a real person and not an actor. So with one testimonial video, you’ll:

  • Establish trust through customer validation
  • Provide quick insight into what your company does
  • Bring a human, personal element to your brand, forging emotional connections with viewers.

Another big benefit is customer testimonials don’t need to include expensive graphics or animations, so as far as price, you can probably find an option that works for your budget.

3. High-level Explainers

Explainers are a great way to introduce new customers to your business and product. They provide a high-level overview of the problems you solve for your customers. These types of videos are best used to create awareness while your customers are still at the top of the funnel.

Since these types of videos are best used in awareness campaigns, you usually want to keep the videos short so they can easily be shared on social media and featured in an email campaign. Once you’ve peaked your customer’s interest, they may be ready for more information in the form of a video tutorial, which I’ll get to next. But first I have to share one of my favorite B2B explainer videos of all time:

4. Tutorials

Video tutorials are a must for any business with technical or complex products. As opposed to high-level product demos, video tutorials provide a more in-depth look at product features and functionality and are for customers who are a little further down the funnel. Because your audience wants more information, these videos can be a little longer—around three minutes. If you think you need longer tutorials, reoccurring or on-demand webinars also work well. The point is to give your audience enough information that you answer their immediate questions and help them continue down their path to purchase.

These videos are best hosted on your website or a landing page. This will allow you to include additional content around the video and lead them to other pages or videos to answer any additional questions they may have.

5. Culture Spotlight/Just For Fun

You know and I know it — B2B businesses often seem dull and lifeless to outsiders. Even though you’re interacting with a business and professionals, you are still interacting with a human. So make your business feel human and personal. Holiday videos, culture or mission spotlight videos, or just-for-fun videos can highlight your values and the personality of your employees.  These types of videos make it easier for clients to connect with you and can create more meaningful relationships.

Now, which type of video are you going to try first? Are you trying to attract new customers at the top of the funnel? Convince those further down the funnel to complete a purchase? Or do you want to strengthen your brand? Either way, there is a video to help you reach your goals.

Just be sure not to create a video entirely made up of cliches. This video is a joke, but we all know it’s not far off from too many videos out there.