When prospects search for products and services, they’re met with a staggering amount of content. The glut of web pages, blogs, guides, whitepapers, e-books, and social media posts can be overwhelming and seem like little more than noise. If you run a B2B business, breaking through that noise can feel like an insurmountable challenge.
If you’re struggling to capture prospects’ attention, well-crafted videos can hook them and encourage them to invest their time in engaging with the other content you create. Here’s how to get started and make videos that don’t make your viewers’ eyes glaze over.
What Most Agencies Get Wrong About B2B Marketing Videos
Most marketing videos make a common but fatal mistake: they over-emphasize products, services, features and benefits.
For marketing videos to resonate, your prospects need to be at the center of the story – not your business. Instead of positioning your business as the protagonist, cast your prospects as the hero and yourself as the trusted guide. Clearly articulate how you solve their problems and paint a picture of what their lives will look like when they work with you. Viewers engage with videos that speak to their pain and offer a solution.
Here are three types of videos that support this kind of narrative building.
Brand Storytelling Video
A brand story video is a foundational piece of content that every B2B business should have. It defines what your business does, what you value, and how you solve prospects’ problems. Properly executed, brand videos give viewers insight into your company’s personality – and help build trust and a personal connection with prospective clients.
Product or Service Video
Videos that promote products and services are ubiquitous. Unfortunately, most fail because they emphasize the wrong thing, i.e., why the product or service being sold is the best and greatest. Prospects don’t care why businesses think their thing is the best – they care about how the thing will solve their problems.
To make a product or service video that moves prospects down the sales funnel, lead with their challenges, and follow with what you offer.
Explainer Video
Explainer videos make complex processes, products and services easy to digest. If your business is frequently asked the same questions, explainer videos can provide bite-sized answers. They give prospects foundational knowledge about your offerings and help move them to the next phase of the sales process.
How to Build Your Video Library
If your business is struggling to engage with prospects, well-crafted videos can help. Videos grounded in your brand story communicate your business’s value, boost brand awareness, and act as a 24/7 sales tool.
To get started, partner with a B2B marketing agency that specializes in brand storytelling and produces videos as a facet of a broader marketing strategy. The right partner will take the time to understand your business and prospects, then use that information to craft compelling narratives. They’ll ensure those narratives reach the right audience with holistic strategies that include B2B content marketing and search engine optimization.
By leading with content and strategy, you’ll have videos that differentiate you from your competition and convert prospects into customers.
