woman recording for video marketing

Video Marketing Strategies for B2B Companies

Over 83% of marketers agree that video marketing strategies can attract leads. It’s one of the easiest ways for people to connect to businesses.

Customers will choose your products and services if you can explain how they will benefit. The visual elements of video marketing help businesses easily explain how products function, so it’s no surprise that it’s an excellent medium for this.

According to data, 70% of marketing professionals in 2021 were confident that videos will generate a good return on investment.

It’s the era of 15-second TikTok videos, and a study by Microsoft Corp has revealed that people’s attention span has now shrunk to 8 seconds. This means you need to use short, informative, and engaging video content to promote your business.

What is Video Marketing?

Video marketing is one type of content marketing that entails designing, producing, and distributing video content to your target audience. You can use video on social media, webcasts, video podcasts, live streaming, and on your website. This further engages target audiences who may prefer to watch rather than read.

Why B2B Companies Should Use Video Marketing Strategies?

In 2020, 89% of video marketers said that video provided a great return on investment. But your video’s return on investment will depend on a number of factors, including how effectively you have organized your content strategy and the quality of each video.

Furthermore, videos appear at the top of Google’s search results, which means they can help you enhance your search engine ranking.

Video marketing allows your business to demonstrate its individuality, which helps consumers like and trust you. When it comes to online purchasing, consumers regard video as the most helpful information when making decisions.

Once people have begun to engage with your business, video allows marketers to communicate more information about their product in a clear and easy-to-understand manner.

Where to Post Your Videos

Are you choosing the right channels for your video to reach your target audience? The top three social media platforms that you should consider are LinkedIn, Facebook, and Twitter. 


Facebook’s popularity is waning with younger targets. Additionally, its reputation for misinformation has users engaging less. Unless you are a small local business or a brand titan, it’s not the best place to advertise for a B2B business. So, should you check out other platforms? Your industry and niche will dictate which platform is best for you. For instance, Social Insider says that the Airline industry is more likely to get success on Facebook by posting videos.

However, in terms of the number of users and the amount of time they spend on the network, Facebook continues to outperform every other platform.

Doing a weekly Facebook Live might be a great way to commit to making video content. Even better, you can republish your Facebook Live on YouTube, LinkedIn as a video, and even slice up a 10-minute Live into smaller, shorter video pieces to utilize for social network postings.


Twitter may be a good strategy if you have an active audience there. Twitter has lower engagement rates than Facebook for some industries. Additionally, a 2022 RivalIQ report states how niches like fashion brands often find lower engagement rates across Twitter and Facebook.


LinkedIn is revered as THE place for businesses to communicate. They prefer short videos. In fact, you won’t be able to upload a native video that lasts more than 10 minutes. Even three minutes is now considered “long,” with one minute or less regularly outperforming three minutes.

Video material on LinkedIn receives five times the amount of interaction as a picture or text-based content. Your content should stay professional, but an effective video must also have a human connection. This is done by making a video with some form of audience objective. That is, make sure the video evokes an emotion, solves a problem, satisfies a desire, or fulfills a need. If your video doesn’t achieve that, you’re not engaging with them on a human, emotional level.

Several video publishing sites put restrictions on the sorts of videos that may be published, as well as the length of videos that can be published. Check to see whether your video meets those specifications.

Topics Your Video Marketing Strategies Can Cover

To decide on the kind of content you should put in your B2B marketing videos, you should start with market research. Narrow down on your target audience and include material that is relatable to them.

And even before that, you need to decide what you are comfortable putting out there. You can’t expect to discuss everything about your business in a video that is 2-minutes long. And most importantly, you can’t afford to put anything that sets off the viewer.

Prepare the type of content you need to be putting out there. We have listed some ideas that may prove to be useful:

Focus On Your Customer’s Problems

Customers reach out to businesses when they need something or when they’re facing a problem. The most important thing that your video content should contain is not the solution that your business provides, but clearly articulating their problem.

Your sales team probably has been trained in active listening. This is the marketing version. Since digital marketers don’t have the chance to chat with their targets, the best way to connect over any digital medium is by describing their problem in their words or as close as you can.

Of course, doing this well gives you permission to present your solution as the answer to their problem. You can use product demos or explainer videos to do this.

A product demo video’s purpose is to show how your product is used. Showing the product in use and the various screens and interfaces, helps the viewer feel like part of the experience. It’s more personal and potentially interactive.

An explainer video does exactly that: explains how your product works. For a B2B firm, this may mean leading your audience through a typical problem-solution scenario or generic use case. 

Case Study Customer Interviews

group working on video marketing

Reviews go a long way in building a name for your brand. Customer interviews can be your best bet when getting the most out of content.

Request interviews with your best customers who are also chatty and good on camera.

If you cannot get a customer to make time for an interview, get permission to tell their story and reference their company. You can create a story-like representation of your customer’s experience with your brand to make the video more engaging.

Case studies, for instance, can convey a complete account of how your product addressed their problem or enhanced their lives, rather than your customer just telling their version. Agreeing on a script in advance is also helpful in controlling the narrative.

Educate and Entertain

Make your video light-hearted and humorous. You may be reaching out to different businesses, but the viewer is still human.

Instead of making it a typical business video, utilize animation or record behind-the-scenes action to captivate your viewers.

To demonstrate what you’re discussing, use a real person or circumstance, such as a character based on your ideal consumer. Demonstrate in a relatable manner how what you’re presenting solves their problem.

Expand on Popular Blogs

It’s not necessary that you start from scratch with new content. You can easily recycle the informative content you have already published for your brand.

Recycle previous blog entries that are still full of useful information and turn them into short, compelling marketing videos.  You might also produce a short video previewing a longer article or eBook that you plan to publish. Provide a few tidbits of information to entice readers to return for more.

The easiest way to start developing a good video marketing strategy would be to consistently post about your industry. Put up stories or new pictures regularly for maximum viewer engagement.

While creating new content doesn’t require a lot of technical know-how, you need to trial and test to engage your visitors. You need marketing copy with solid information and videos that look professional.

Testing Your Video Marketing Strategies for Success

No matter what method you choose, don’t forget to run tests to see if your strategy is working. Analyze how effective your video was in relation to your goals.

Analytics will help improve your video marketing efforts in the future. Success takes time. You can use both Google and YouTube Analytics to test the popularity of video marketing campaigns. Every audience responds to different things.

In your video descriptions or when sharing videos on social media sites, don’t forget to include links and calls to action. You can also add UTM code to your URLs or links to notify Google Analytics where the traffic came from. You’ll be able to track the number of individuals who arrived through the video’s URL this way.

If this is all a little overwhelming, enlist the help of a professional digital marketing firm that can help you scale quickly, and create videos that maximize your viewership.