How to Drive Growth Through B2B Video Marketing Blogs, whitepapers, and LinkedIn thought leadership are just a few of the consumer-brand marketing strategies that many B2B brands have adopted. But one undervalued medium still hasn't become a staple for B2B brands: video.
Although often associated with B2C outreach, video content has become a vital part of successful B2B marketing. It offers unrivaled opportunities to communicate complex ideas—a common theme in B2B products and services—showcases expertise, and creates human connection in ways that written content often can't.
If your digital strategy is missing video, you may be leaving out an essential tool for converting high-intent buyers.
Why B2B marketing relies heavily on video B2B buyers are busy professionals looking for efficient, compelling insights: 88% of B2B buyers polled said they had watched videos to learn about a company's products or services in the previous three months.
Video can simplify information and increase engagement by quickly and clearly presenting potential solutions to business issues. Video provides decision-makers with information and clarity to act, whether you use a 90-second explainer or a product walkthrough. A well-executed video campaign gives potential customers a quick glimpse of your value proposition, which frequently results in a shorter sales cycle and more conversions. Improved SEO and Web Visibility
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Moz's research shows that video content is 53 times more likely to get organic search rankings than text. Video embedding can increase dwell time and decrease bounce rates on your blog posts or landing pages, two important signals to Google that your content is useful and relevant. Enhancing discoverability in both traditional search and video-specific search, such as YouTube or Google Video Search, can be accomplished by optimizing video titles, metadata, and transcripts for industry-specific keywords. Extended Reach Across Channels
Omnichannel B2B marketing is essential in today's market. Digital platforms like YouTube, LinkedIn, email campaigns, webinars, and sales enablement tools are all used to distribute video content. Sharing short, engaging video clips can elevate your performance on social media and increase open rates in email campaigns.
Better yet, one video asset can be repurposed across multiple channels and sales stages with just a few tweaks, increasing your ROI for the production investment.
Concepts Condensed For many B2B companies, especially in technology, manufacturing, or services, explaining solutions can be a challenge. Video simplifies the technical jargon to speak to decision-makers in different departments and "bottom line" the benefits.
Video presentations of customer testimonials, case studies, and use-case demonstrations make abstract benefits tangible for potential customers and speed up the response time.