As a video marketer, I think it is important for me to begin by pointing out that B2B video practices take a slightly different approach than B2C, mainly because of the difference in the target audience.
Some such practices are:
1. Map Out Your Buyer’s Journey and Use Video to Create Multiple Touchpoints
The first step to creating a good video strategy is to know what your audience wants.
So when you start plotting out your video plan, know the points where you will be using it to meet your user.
For instance, if brand awareness is your key business objective, explainer videos and short form video content is more apt.
We created this 90 second video for NotifyFox which helped them achieve a 40% open rate.
However, if you are using video for stages like evaluation, detailed video tutorials and webinars are more effective.
2. Engage Your Audience with The Story, Not with Brand Promotion
Use videos to show how your brand solves your consumer’s problems. Knit the industry jargon into an effective story which delivers the message but in a simpler format.
Do mention your brand in places where it fits organically and doesn’t look promotional.
3. Don’t Shy Away from Using Humors
B2B videos are largely created with an intent to educate the consumer, mainly because that’s what B2B audience is looking for.
But even the B2B audience enjoys witty content, now and then. It is important to use your video with the intent to educate but you can create better engagement if you keep your audience entertained at the same time.