B2B. Business to Business. Businesses catering to businesses. The common assumption is that since your customers are businesses themselves, communication going out to them must therefore be ‘business-like’ as well. Tonality must be brusque, informational, technical even. No need to expend time and money creating content that is particularly engaging, when brochures and whitepapers do the job just fine. Right?
(Well yes, we’re guessing you kinda caught the rhetoric earlier.)
Here’s the thing. As the services industry has boomed, so has the scope and potential of B2B marketing. B2B customers have increased, but so have B2B suppliers. As one yourself, this kind of obliges you to ensure that your communication is sharper and catchier than those of your competitors. #Capitalism.
One of the best ways to create engaging content is to use video. The usage of video is one of the biggest trends to hit digital marketing in recent years. As a rule, visual content is exponentially more appealing to absorb, and 52% of marketers worldwide report achieving better ROI with video as opposed to any other content.
Here are some really interesting ways you can use video collaterals for your brand outreach.
1. Product-experience videos
Product demos and plain old explainer videos belong in the dark ages. B2B customers today want to experience your offering as surely as any consumer wants to try on clothing apparel before he buys it. This means showcasing your value propositions to entertain as well as to inform.
Traditionally a B2C tactic, it’s increasingly the preferred way for B2B businesses to reach out to their customers in an effort to entertain and amuse them, whilst delivering the brand messaging.
3. Social Virals
Just ‘cause you’re a B2B enterprise, doesn’t mean your customers don’t spend time on the +2 billion strong global social media network. You need video for those channels too – a minute or less long and catchy.
4. Partner videos
In a business landscape that’s increasingly interwoven and interdependent, business partners are just as important as customers and they too need some good old fashioned pampering.
5. Company-culture videos
In this space there’s often a tendency to stereotype all B2B companies as vendors rather than partners and value providers, their only differentiation being their price-point. It helps to put out content that communicates the cultural facets of your organization, humanising it and making it more relatable for your customers.