The research is in, and it’s conclusive:
- Marketers who use video increase revenue 49% faster than those who don’t.
- 76% of marketers say video helps them increase both traffic and sales.
- Just including the word “video” in an email subject line can increase open rates by 19% and clickthroughs by 65%.
In other words, make 2019 the year your team adds video to your B2B marketing mix. Here are six practical (and effective!) types of B2B marketing videos for each stage of the customer lifecycle:
1. Thought Leadership Videos
As my fellow content marketers know, thought leadership content is key to setting your brand apart from the crowd and raising awareness. It’s also really difficult to get right. But a well-executed and thoroughly promoted thought leadership video can help get you the buzz your brand deserves.
According to our recent report on B2B content engagement trends, professionals ranked video as the most engaging and useful type of content. Video also ranked high in terms of consumption frequency, making it the perfect format for thought leadership content.
A few years ago InVision created a stunning thought-leadership documentary titled Design Disruptors, which takes an inspiring look at the fundamental meaning and purpose of design not only within apps and websites but within our lives.
While most businesses don’t have the resources to do something on this scale, it’s a good reminder that B2B marketing videos shouldn’t always be product or company-centric. They can be inspiring and motivational. They can tell a story that’s bigger than the business.
For a more do-it-yourself/budget-friendly example, check out LucidChart’s What is a Pupper? What is a Doggo? video. For a B2B company that creates flowchart software, this video’s 2.5+ million views is super impressive and shows the power of a good video concept no matter the production cost. While explaining the subtle differences between a woofer and a sub-woofer isn’t exactly “thought-leadership,” LucidChart is successfully telling a story that reaches beyond their business to get their name in front of a wide audience.
Use video to share a unique point of view and talk about a topic in a way that no one else is. This kind of top-of-funnel content is what will get you noticed, create an emotional connection with new audiences and pique curiosity and further exploration of your brand.
2. Explainer Videos
Explainer videos are a must. Why try and explain what your company does when you can show it (in an entertaining way) with a video?
Explainer videos are a little further down the customer journey than thought-leadership videos. They are short (around a minute and a half) explanations of how your business solves your customers’ problems. They focus on benefits – not features – and they show-off your business’s unique personality.
Many B2B businesses are using explainer videos on their website and landing pages to engage visitors and increase conversions. Check out this explainer video from Wistia:
In just 73 seconds this video tells me exactly what they do and why they stand out from the competition. Wistia displays this video front and center on their website’s homepage and they let it all the heavy lifting of explaining their business, so their website’s homepage is free to be clean and simple with minimal copy.
And don’t worry if you don’t have a big budget or in-house video team. In recent years a crop of companies like Vyond, Wyzowl, and Moovly have come on the scene to help marketers create their own professional looking explainer videos.
Hosting webinars is the easiest way to take advantage of video. Plus, 73% of marketing and sales leaders say webinars are the best way to generate quality leads.
Webinars have incredibly low production costs – with some PowerPoint slides and a quality microphone you’re good to go – and they have the added benefit of live interaction. Unlike a static video, webinars allow your audience to participate in polls, submit questions, and even talk during the webinar.
Webinars work across the entire customer journey. You can use them to increase brand awareness, nurture leads, host product demos or train new customers. For an example of a lead generating webinar, take a look at this webinar we hosted with AWeber:
And since you can record webinars, you can use the on-demand version as long as the content is relevant. Share the entire webinar or short clips on social, your website, blog, YouTube or GoToStage.
4. Product Demo Videos
When buyers are further in their journey, they want to get an inside look into your product in order to explore its features and functionality and see how well it fits their needs. HubSpot found 4 in 5 shoppers believe product demo videos are helpful.
As an example, watch this short demo video from Slack:
A demo video, or product tour, is geared for prospects who are in the educational or consideration phase of their journey. Like this video from Slack, a good demo video should provide a straightforward look at the product and its key features and benefits.
This kind of video is typically a little longer than an explainer video, and focuses on showing the product and how people might use it for different use cases.
5. Customer Testimonial Videos
Our research shows that professionals think case studies and videos are the most useful content formats and they are among the most influential in the buyer journey. According to Nielsen research, 92% of people will trust a recommendation from a peer, and 70% will trust a recommendation from a stranger.
So, customer validation plus video equals a winning combo.
In the example below, DropBox shows the key role their product plays for their customer, Lonely Planet.
While DropBox gives a high-level overview, customer testimonial videos can take on many forms. They can be more like in-depth case studies that highlight a specific use-case and tangible benefits. Or they can be general customer validation.
No matter how you choose to do a testimonial video, be sure to highlight customers your audience can relate to and aspire to be like. Keep the story simple and always focus on the benefit your product delivers.
6. Tutorial Videos
Tutorial videos come last in the customer journey. They teach your customers how to use your product, and they are great for boosting user engagement and customer retention.
Creating a video tutorial for your product is relatively easy. Just record a screen-by-screen walkthrough of one of your product’s features using a voice-over narration of what you’re showing. See how LucidChart does just that:
I hope you’re ready to make video a major part of your marketing strategy for 2019!