A B2B interaction is most often a logical purchase involving a whole pyramid of approvals. Typically, we’re talking about a business transaction that includes an ongoing relationship as part of a longer sales cycle. Video can leverage these factors to increase B2B sales.
Language
With B2B marketing, using technical jargon isn’t an issue. You don’t need to be concerned about appealing to the general public because your audience is very specific. But even though you’re pitching to an insider, don’t discount the end user. Whether you’re selling basketballs or software, the customer is the one who ultimately benefits.
In B2B, money talks. Your audience will be interested in the kind of measurable success that’s illustrated by ROI and value. Take those dry statistics and turn them into something that will capture attention. Video is great at using metaphors for business. Animation is a video tool that can help illustrate financial gains in a visual format.
Use Your Expertise
Build trust by showing that you’re an expert in the field. You want to instill confidence through knowledge without being a braggart. Do this by speaking the trade language, using sales data and giving examples in the form of customer testimonials.
Make sure you keep your audience interested. Challenge yourself to find new ways to get their attention. If your website looks exactly the same every time they visit, there’s no reason for them to keep checking in. But if they know you’re always adding features like a video of the month, they’ll keep coming back to see what’s new.
Using Video for B2B
Content marketing is huge when it comes to B2B, replacing the cold calls and spam of yesterday. B2B products are researched online, so having a video on your landing page is good business. There are plenty of strong examples out there if you’re looking for how to take advantage of B2B video marketing.
Customer testimonials are a valuable resource when it comes to promoting your business. A video can tell a story and show how a business is benefitting from your products or services while making an emotional connection with the audience. It’s a great way to sell subtly; a good customer testimonial is customer-focused while still making your product look good.
B2B is often seen as the stuffy side of marketing. You don’t need to buy into that. Go ahead and make a funny video or an emotional video. The important thing is to connect with your audience.
B2B 4U
Key West Video creates all kinds of corporate videos for all kinds of businesses, including B2B. Call us today for a free quote.
