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6 Types of B2B Marketing Videos Your Business Needs in 2021

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StrategyDriven Online Marketing and Website Development Article, 6 Types of B2B Marketing Videos Your Business Needs in 2021Are you wondering how to most effectively use a B2B video marketing strategy to attract leads and sales for your company?

You’re not alone. Many companies today struggle to mix B2B video best practices into their B2B marketing strategy. In this article, we’ve listed the most important types of B2B marketing videos your company should consider adding to its video marketing plan.

How-To/Explainer Video

How-to videos help your prospects or customers learn something new. For example, you might teach your target market how using your product improves their company’s bottom line or improves their HR processes.

Brainstorm all steps involved with using your product and put together short explainer videos around that material. Focus on one specific piece of education that can help customers use your product more effectively or help a prospect move one step closer to understanding why using your product or service makes sense for them.

For example, in this video, Mailchimp teaches how its customers can set up email campaigns.

Tutorial Video

Your video marketing campaign should use tutorials to expand upon the strategy of using how-to videos. Tutorials go into more detail and take viewers on a more extended step-by-step experience.

These videos don’t always need to involve your product directly. Instead, you can create tutorials that walk through any related topic you deem helpful to your audience. If you teach your leads about your product via tutorial video, they’ll trust you more and become open to reading or watching sales material next.

The Whiteboard Friday series from Moz is an excellent example of using tutorial video content.

Product Demo

This video type is an opportunity to walk viewers through the process of how your product works. The key aspect to using product demo videos is to focus on the problem your product solves.

Make sure it’s clear to your leads how every feature provides a tangible benefit to their lives. For example, show them how using your scheduling software gives them more time to spend with their family or invest more time in completing revenue-generating sales calls.

Look at this example product demo from Airtable for some ideas.

Brand Awareness Video

Here’s where you get the chance to give viewers a high-level view of your brand. Instead of teaching specific tips or focusing on using your product, insert brand videos into your video marketing funnel and reveal what makes you unique.

Show your company’s culture, whether it’s humorous, quirky, off-beat, or serious. Hootsuite did a brand awareness video of this type on their 10th anniversary.

Customer Testimonial Video

Your B2B marketing strategy must include customer testimonial videos. Nothing speaks louder than hearing happy customers tell others how great you are.

You’ve likely heard about the importance of inserting social proof into your video marketing funnel. This video type is where you get to share social proof, as someone else steps in and tells new leads why they should make the important decision to become your next customer.

Take the time to craft intelligent questions, so the interviewed customers can tell their stories comfortably. Let them elaborate when they get excited, reliving the ways your product or service improved their own companies. Watch this video to see how Zendesk’s customers sell for the company.

Case Study Video

Case studies allow you to expand beyond simple customer testimonial statements and go into great detail about how your product or service solved a significant problem.

Here’s where you show the complete story, revealing the problem your customer felt before finding out about your company’s solution. The customer used your product and transformed their situation into an improved experience.

Make it a goal to add several case study videos to your video marketing strategy. Showing tangible and measurable outcomes achieved by others goes a long way in helping prospects convert to customers. This video is an example of Growth Tools talking through a customer case study.

Conclusion

You now know six types of videos to start using in your B2B video marketing campaigns. Take these B2B video ideas and use them to attract more leads and sales!

At Vidico, we believe that creating quality video content gives you the key to future success. Need more examples to help you round out your B2B marketing strategy? Check out these 15 additional startup videos and learn how to start creating your own.

About the Author

StrategyDriven Expert Contributor, Michael PironeMichael Pirone is the Co-Founder and Creative Director at Vidico, a video production agency that produces high-performing video content for startups and tech companies like Square, Uber, and Spotify. Michael and his team like to explain “the hard stuff” with the aim of bringing more clarity to the messaging of new and innovative tech products around the world.

Interested in learning more about how video can help your brand engage with customers? Reach out to Vidico today to see what video can do for your marketing strategy. They’ll work with you to create a unique project that accomplishes everything on your video to-do list.

5 Effective Ways to Maximize Your Digital Marketing ROI

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StrategyDriven Online Marketing and Website Development Article, 5 Effective Ways to Maximize Your Digital Marketing ROI

In order to get the most out of your marketing budget, you need to constantly monitor the performance of your campaigns to ensure you maximize on ROI. There’s no point investing in ads that aren’t working to target the right customers or keywords that aren’t drawing in traffic, for example. It’s essential to analyze your campaigns using the appropriate metrics and tools. It’s also worth educating yourself on the latest trends, techniques, and customer behaviors. Here are five effective ways to maximize your digital marketing ROI.

Outline measurable goals

Set measurable goals for your marketing campaign. These could be anything from number of conversions, click-through rates, or number of reposts on social media. This will help you tailor your campaigns to specifically meeting these targets. Without clear goals in mind, it’ll be more difficult to design marketing strategies that work. Here is a complete guide on how to set and achieve marketing objectives.

Improve your digital marketing skills

It may be worth improving your knowledge and digital marketing skills. You could even study a course such as an online mba in digital marketing or something a little more short-term. The more knowledge you build on different digital marketing strategies, the more equipped you’ll be to leverage this for your business. You could also consider researching your competition to find out what strategies are working for them. Gather as much information as possible to help you achieve your marketing goals.

Automate certain tasks

Many small businesses are enjoying the benefits of automation technology. You can automate plenty of repetitive marketing tasks such as sending out personalized email campaigns, retargeting ads, posting on social media, and more. This will save you time and resources. You can then focus on monitoring and improving your digital marketing strategies and other more complex aspects of running your business.

Focus on the right metrics

Many people fall into the trap of using the wrong metrics to measure the progress of their digital marketing campaigns. These can end up distracting you from your business goals and throwing you off focus. The metrics you use will depend on the type of campaign you’re running, your target audience, and your objectives. There are certain metrics that are worth tracking, however, including click-through rate, engagement rate, and reach. Other types of metrics may not directly correlate with your business goals or increasing revenue.

Monitor your performance

It’s worth investing in the best predictive analytics tools to ensure you efficiently monitor the performance of your digital marketing campaigns. These tools will use data to help you make forecasts for the future. They look for emerging patterns and behaviors and can even predict the ROI of your marketing campaigns. With social media, for instance, predictive analytics can help you decide which content to most and when according to the specific preferences and habits of your target audience. It’s essential to take advantage of all the tools and resources available to you. This will help to ensure you maximize your digital marketing ROI.

Catching The Eye Of Our Customers In A Social-Media Led World

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StrategyDriven Online Marketing and Website Development Article |Social Media|Catching The Eye Of Our Customers In A Social-Media Led WorldAs the effective ability of social media to provide marketing to our pockets has taken on its strongest form, consumers have become increasingly adept at phasing this out and instead only searching for the content they want to see. This means that marketing departments must work overtime to fulfill this space but also to get noticed and generate those demands into leads.

Catching the eye of our customers in a social media led world is a tough ask, and it requires more diverse and subtle tactics to achieve. Just as a storefront may use vinyl sheets to help contribute to a wonderful sign bringing in business from the street, we must consider our digital campaign, and how it can differ from others without being ‘too artistic’ or impenetrable.

In this post, we’ll discuss a few measures you can use to this end, and potentially help you establish a better and more reliable online and social media campaign. With that in mind, please consider the following advice going forward from here on out:

Use Targeted Advertising

Targeted advertising can make a whole lot of difference, because today, it’s what you say that necessarily makes the difference in sales, but who you sale. Composing a picture of the general person likely to buy your product (be sure to widen your scope further than you may think necessary), can help you purchase advertising ID-led targeted advertisements that help you develop a more competent means of being displayed on the right feeds. Social media firms and Google Ads actively encourage this kind of approach.

Demand Generation Principles

It’s healthy to use demand generation to help encourage customers to find out more about your brand. Demand generation is, in effect, the art of showcasing why your firm exists and the possible need for it. This might encourage someone to visit your website to see how it could benefit them. For instance, your advertising campaign might heavily showcase why your particular fishing rod is both lighter with more tensile strength, and on average, why this can help those fishing reel in bigger catches with less maintenance of the rod. Putting these virtues front and centre helps you generate demand for your product, by directly challenging old values. This can make a massive difference.

A Unique Pipeline

It’s healthy to have a unique pipeline that helps encourage someone seeing your social media ad to make that final purchase. This might involve immediate links to your store page with an added referral code or discount based on that social media advert, or a link to your reviews page so that before they see the technical specifications of your product, a visitors sees all of the clients you have helped and impressed before now. It’s not hard to see how that kind of effort can be heralded – it makes a tremendous difference in the life of any firm.

With this advice, we hope you can more readily catch the eye of your customers, even in a social-media led world.

5 Online Business Strategies You Need in 2021

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StrategyDriven Online Marketing and Website Development Article |Online Business Strategy|5 Online Business Strategies You Need in 2021The world of business is constantly changing. Online business, even more. The best companies embrace rapid advancements in technology as a part of their corporate infrastructure. However, as a newcomer or competitor to an online business, you cannot afford to ignore specific tools available to you.

For example, and perhaps surprisingly, only 30% of small to medium enterprises utilize search engine optimization. Among other digital and data-driven strategies for business, SEO is a vital aspect that you should incorporate into your broader corporate model. Based on available data, SEO alone will give you an immediate advantage over 70% of the competition.

Automation and AI Tools

The past ten years have been an exciting time for artificial intelligence. Specific AI tools have become essential in modern business and are almost a requirement for your company. Of many of these, you may not be aware. For example, affordable email marketing through automation software like MailChimp has unrivaled power for delivering messages to select groups of people. These AI apps are now used daily by many companies.

Other AI tools are subversive yet used every day. Grammarly, for example, might look like a standard spell-checking tool, but it is a sophisticated AI that analyzes every aspect of the wording or grammar of a document, to fit predefined goals. These goals include structure, style, and tone. Other AI tools work behind the scenes. For example, Amazon’s buying suggestions system is a highly complex AI and machine learning tool that adapts to changing user input.

Branding and Awareness

As a company, it is vital that you seek some branding. Minimally, this includes a company name and logo. More comprehensively, you can develop corporate colors, taglines, slogans, typefaces, and print media such as business cards and letterheads. Any aspect of branding should be consistent and precise across your company as it aims to identify your company immediately. It also aims to separate your company from others.

To help separate your brand from others, you should copyright and trademark all brand material where applicable. Finally, unless you are a qualified designer, you should hire a digital marketing or professional branding company to develop your corporate identity. These agencies are incredibly skilled and can design and produce consistent and recognizable branding aspects that set you apart from everyone else.

Social Media

It might have been an option in the past, but you can ignore social media no more. Modern platforms are essential tools for digital marketing and business. As of 2021, social media platforms such as Facebook, Twitter, and Instagram account for 50% of company revenue. Additionally, analyses have found that social media marketing campaigns influence 75% of B2B and 84% of C-level executives.

Implementing a social media campaign is straightforward in principle, but a strong understanding of how the systems work is necessary. Each platform offers unique targeted advertising opportunities leveraged by direct ads, earned media, and influencer marketing. For example, Facebook allows you to specify key demographic information for each of your ads, directing ads to those most likely to click on them.

Pay-Per-Click

The cornerstone of online advertising, Pay-Per-Click advertising is vital for generating sales. If only for the cost-effective methods implemented, you should consider PPC as you only pay for your ad upon a click. While a click indicates that a user is at least interested in your products or services, the trick is in leveraging techniques to convert these clicks into sales. However, a PPC campaign drives traffic directly to your site.

Website traffic is a crucial aim for any online business strategy. A reasonable PPC conversion rate is between 10% and 30%, which means that 70% to 90% of users may leave your site without buying something. But that’s OK because they will potentially return later on. The point is that they see your site, browse it and bookmark it – adding to your direct traffic statistics. Direct traffic is site visitors who visit without using a search engine, i.e., via a bookmark or URL.

SEO and Associated Tools

In addition to direct and paid traffic, you should direct a portion of your efforts to developing organic traffic. Organic traffic comes from visitors who visit your site by clicking a link in a search engine. Organic traffic comes from leveraging search engine optimization (SEO) techniques to associate your website with keywords and phrases. SEO is one of the best methods of increasing business since organic traffic is essentially free with billions of potential clients.

SEO isn’t quick, though, and requires time for research, a long implementation period, and a good understanding of the subject. Search engines like Google can take a long time to begin to associate your business with a specific search term. You can achieve Google ranking through consistent, relevant, and quality information on your site. Items such as blogs, videos, and images contain keywords. However, SEO extends to coding, local information, and backlinking from relevant sources.

The Final Word

Taking your company online is a crucial aspect of 21 century business. From simple automation to complex algorithms, AI can help. Marketing agencies will also help you establish an online identity through branding and marketing campaigns. These campaigns include social media platforms as well as paid and organic advertising via SEO.

The ABCs Of Successful Digital Marketing

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StrategyDriven Online Marketing and Website Development Article |Successful Digital Marketing|The ABCs Of Successful Digital MarketingBuilding an effective marketing strategy should be a priority for all business owners. Whether you’re launching a startup or managing an established SME doesn’t matter. A winning strategy is key for winning new clients and retaining loyal ones alike.

Given its importance on the future of your business, it is very easy to overcomplicate your marketing efforts. In reality, you can achieve greatness simply by focusing on three key steps. Remember your ABCs and you won’t go wrong.

Awareness

First and foremost, it is impossible to generate leads and conversions if nobody knows of your existence. Even if you offer the perfect product for a client, they can’t buy it if they never see it. So, ensuring that your brand gains online visibility should always sit at the top of your agenda.

Search engines remain the most popular choice for consumers to find products. Roughly 85% of people run online searches before making purchases. Working with a professional SEO company to get your business on the first page of the SERPs will bring a huge increase in traffic. The best strategy will extend to cover mobile optimization and voice search optimization too. This reflects the new landscape.

Organic search results can be supplemented by PPC and other paid advertising. Display ads shown on websites and video ads that play before YouTube clips can work wonders. One of the great things about paid advertising is that you can limit your reach. This means that ads are only shown to members of your target market (age, city, hobbies, salary) and should remove wasted clicks.

Social media is another crucial tool for building awareness. Regular interactions with customers will ensure that your brand is seen on their feeds, as well as the feeds of their followers. Given that it is free to set up accounts on Twitter, Instagram, Facebook, et al. it would be crazy to ignore it.

It is suggested that consumers must interact with a business at least seven times before following up on their interest. Through a combination of search engine, social media, and display ad marketing, your brand will get seen. While it’s not the only key step for success, it will give you a solid platform to build upon.

Branding

Visibility is one thing, but it counts for very little if it doesn’t engage the consumer and make them want to complete a purchase. While the eCommerce arena has scaled new heights in recent times, it should be noted that the competition is greater too. In short, you must ensure that your company stands out from the crowd.

Understanding how consumer minds work is vital. They are shown to remember visual and audio content far more than anything they read. You can still remember commercials and radio jingles from several years ago. It’s never a bad idea to utilize these concepts to your full advantage. Once you have planted the seed, your brand will stay fresh in their minds whenever considering the products and services you sell.

Consumers are increasingly determined to work with businesses that they can relate to. Therefore, joining corporate social responsibility situations is highly advised. Aside from impressing customers with your commitment to creating a better world, it can influence employees. Above all else, focusing on issues that you actively care about will deliver a sense of self-satisfaction.

As mentioned, visual and audio elements can work well. And that’s because content is king. With this in mind, creating a blog or using social media live videos to provide insight into the people behind the brand can work wonders. This allows you to market the business with ideas that you wouldn’t necessarily use with traditional channels.

While you can embrace a host of marketing traditions and trends, it’s important to show a unique element too. Doing things your way is what will ultimately grab the attention of your target market. And build the sense of excitement that will make them seek more info about your products and services.

Care

Consumers have greater demands than ever before. So, simply getting your brand noticed isn’t enough. You need to show that they can trust the company and will be treated as more than just a number. In fact, studies show that up to 88% of people would pay more for a better customer experience. Embrace it.

The client support features should be a key component of your business model. Returns policies, live chat, call redirection and showing consistent fairness are the key issues to consider. When clients are treated correctly, they will come back for more.

Most people will read reviews, and they are a great way to establish trust from new leads. If they can see that you’ve done a good job for other customers, they will be inclined to trust you. The power of recommendation is as strong as ever, people just now look online for the referrals. You can capitalize on this further with social media influencers and affiliate marketing schemes. Positive words from other people will have a huge impact on client decisions.

Customers want to feel valued and need to see that you are responsive. Investing in an email marketing strategy that sends automated messages as soon as they have provided their details is key. This quick response sets a winning tone while it also promotes products while they are still fresh in the user’s mind. Sending an email on their birthday is another way to show a sense of genuine care for the customer too.

As a business, you can no longer focus solely on the short-term goal of getting a sale. You need to think about long-term aspirations and building a fanbase of loyal customers. It’s always easier to gain repeat sales than target new customers, which will make your life a lot easier in the long run.

The Final Word

Marketing is a complex matter, but building a solid strategy needn’t be too taxing. And once you find a strategy that works, stay consistent while ensuring it also evolves with the latest consumer demands. Strike a winning balance and your success will last for years to come.