The Importance of Video for B2B Marketing

George M. Hughes, Founder and Creative Director, Small Films

28th October 2021

written by George Hughes

The Importance of Video for B2B Marketing

In today’s digital era, your content could make or break your B2B marketing efforts. We have seen an enormous shift in B2B marketing over the past decade, and these days, companies are operating in a world driven by technology.

It is now just as essential to keep on top of your social media marketing to attract new B2B clients, as phoning up prospective clients was ten or twenty years ago. In a fast-paced world where your potential clients may be working across different time zones, it can also be much easier to reach your target audience with well-crafted interactive multimedia marketing.

It’s easy to see just how much the face of B2B has changed with business websites and social media looking more like B2C. You only need to take one look at Salesforce.com to see how they are tapping into B2B customers increasingly thinking like B2C consumers – with storytelling to deliver their message.

B2B businesses deliver their message in several different ways, with explainer videos, video demonstrations, and filmed customer interviews and testimonials leading the way.

Using video to engage with B2B clients

B2B marketers understand that they need to find new ways to catch the attention and engage with prospective new clients. They must plan to incorporate interactive marketing and act more like publishers, focusing on producing high-quality, engaging content.

Video is an effective tool for B2B marketers to create content for building the brand and engaging with their potential B2B clients. We live in a world where content is king, and video marketing featuring the right content will grab your target’s attention for a much longer duration. Good quality, concise video content that your audience finds engaging can deliver them with a time-saving solution that answers all their questions without the need to go looking for more information.

How to make winning video content

Most businesses only dedicate around 10 per cent of their marketing budget to content marketing campaigns that include video marketing. A missed trick, when you consider that video content can be easily shared and promoted via social media, earning you inbound links and free publicity.

B2B video marketing is a powerful way to bring honesty and transparency to your business helping to build trust. When a company sees the people behind the business or gets an inside glimpse of your operation, it can make your business look like a more attractive partner.

If you don’t know where to start with B2B video marketing, it can help to work with an industry professional such as Small Films. We create innovative, high-quality, compelling corporate videos that bring B2B businesses to life using film.