11 Major Ways B2B Companies Can Leverage Video Content

In 2018, you can’t deny the importance of video. Video works for business to consumers (B2C) companies such as video game studios, car companies, and Dollar Shave Club. But business to business (B2B) companies, whether in the insurance, accounting

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In 2018, you can’t deny the importance of video. Video works for business to consumers (B2C) companies such as video game studios, car companies,  and Dollar Shave Club. But business to business (B2B) companies, whether in the insurance, accounting or content marketing fields, should make use of video content too, given that 75% of B2B researchers base some their buying decisions on watching brand videos.

And if your B2B company is already using social media, it is even more integral that video should be part of your strategy since every major platform – Instagram, Facebook, Twitter and even LinkedIn, use video in some way. YouTube, the world’s second biggest search engine, is where over 1 billion hours of video content are viewed each day.

For B2B businesses, high-quality video is an effective way to increase brand awareness, present service and build trust than a brochure or blog series. And 64% of marketers have attributed increased sales as a direct result of the video.

At my content marketing agency, we help B2B brands find interesting ways to get in front of their target audience and educate and engage with their customers.

With that in mind, let’s look at eleven major ways B2B companies can leverage video content:

1. Showcase your staff and your story

Video gives viewers a gateway into the way a company works. It permits viewers to see the people behind the brand and logo. While it humanizes companies and builds trust. With a quick intro video on your landing page, you can increase your chances of producing more conversions by up to 75%. Introduce the world to your agents and share your brand’s history.

Demonstrating your day-to-day can help with the hiring phase, too. Prospective employees, many of whom will from Generation Y (millennials), the largest generation in the U.S. workforce, will also appreciate the peek behind the scenes.

2. Keep visitors up to date on company happenings and industry events

Utilizing video content to keep prospects and leads up to date on company news is also a great way to use video content, albeit in a more relaxed, conversational way. For example, using video to give a user a behind-the-scenes look at an industry conference can provide a different view of both your company and industry. And it allows users and visitors a moment to put a face to the brand name.

If your business is rolling out a new service or product, an announcement video, complete with a clickable CTA or lead form right in the video, can go a long way in reaching potential new leads.

3. Tap into the power of live streaming interviews

Live streaming is the big thing in video content now. As of this year, nearly 2.5 billion people have watched Facebook Live broadcasts. And those same users watch live video over three times more than pre-recorded video. That is because the live video is a visceral, unedited experience with little room for mistakes. With live performers you or your staff members. A B2B company can build authority, influence, engagement, and trust.

What should you do exactly? The prospects are limitless, but you should react to the questions and comments as they come, which helps build credibility. Interviews with influencers and industry leaders can help drive lead generation. And the fact that the video is live can pull in natural attention from industry peers, prospects or anyone scrolling by. That is not to say pre-recorded is not necessary – in fact; it is invaluable. A well-produced, edited video can stand the test of time and gain more views and leads if it stays published.

4. Webinars




















Just as ebooks and whitepapers allow you to establish authority and position yourself as an industry specialist, you can also use videos as a rich source of expert opinions, concise facts, and useful insights.

Webinars provide an excellent way to use live videos to connect with your audience. They allow you to cover a broad range of topics, which are relevant to your leads, in depth. By occasionally inviting guest speakers, you cannot only build a credible reputation for your business but also convert leads into paying customers.

As a matter of the fact that webinars are mostly episodic (like podcasts), they motivate visitors and leads to keep returning to you for more valuable insights. Over time, you will have also built a library of informative video content that can be repurposed into other forms (such as slideshows, infographics, articles) for distribution on various channels.

5. Show off products and services with walkthroughs

For complicated topics, such as web security, business insurance or chemistry, an explainer video can go a long way in converting a potential B2B client. It can also build credibility and trust in the prospect, who may not have time to read an exhaustive series of articles or whitepapers. In fact, up to 80% of businesses have said their explainer videos have helped them increase sales.

6. Humblebrag with some video case studies and testimonials

For an extra dose of credibility, there is the video testimonial. Word of mouth is effective, authentic and easy to share. Up to 90% of people prefer to hear the word of their peers than that of traditional advertising, and it is easy to see why. Friends provide genuine, emotional responses and honest opinions about everything, potentially including your product or service.

So, reach out to satisfied customers and see if they will provide a story about their experience. Or pull user review quotes from online and create a comment reel. Either way, displaying that there is a history of satisfied customers helps build trust with new leads and clients.

A video, whether it is live, prerecorded, an explainer or an interview with an influencer offers a host of opportunities for B2B companies. It permits brands to engage with their target audience, and it can get executives and salespeople interested in your business. Research shows that 150 million people watch online videos every day, so the sky really is the limit.

7. Explainer videos




















Explainer videos are a perfect way to attract and engage a top-of-the-funnel (TOFU) audience. They help clarify the problem solved by your product or service and how your business can be beneficial to your customers.

While creating explainer videos, it is not only important to concentrate on building brand awareness but also engage your user personas and answer their questions. If your explainer video is unable to clearly address and identify the primary pain-point of your potential clients, they will quickly drop off no matter how attractive your video. In fact, it is essential to do keyword research to determine the topics and trends that will engage your audience and choose the subject of your explainer video. Tap into relevant LinkedIn groups to understand what your target audience talks about most of the time.

Your explainer video should be short and answer the B2B researcher’s questions, persuading them to continue consuming your content. The first half of the video explains the pain-point their tool solves (clearing your inbox of unnecessary subscription emails) for its potential clients and the second half shows how their product addresses it.

8. Whiteboard series

Whiteboard videos are like explainer videos but allow you to explore a single topic in depth. While an explainer video might give a quick overview of what your service or product does, whiteboard videos will enable you to talk about a specific benefit or feature of your solution or even a customer problem in greater detail. For instance, if your target audience is small business owners, then you can create whiteboard videos about the various issues they face around hiring, sales, marketing, incorporation, and payments.

In fact, whiteboard videos can also be a part of your wider education-based marketing strategy. The Whiteboard Friday video series by Rand Fishkin and the Moz Team is a great example of how to use video marketing to educate B2B target audience and increase brand awareness.

9. How-To videos

Although there are hundreds of blog posts and online tutorials about how to do things. There is nothing that beats the convenience of a how-to video that actually shows you how to solve your problem, in a step-by-step manner.

A how-to video that provides clear instructions on how to overcome challenges can be particularly efficient at converting leads. For example, you can gate your video content behind a landing page or a blog post and add lead generation forms to it using a video platform.

10. Product demo

A product demo is beneficial especially for B2B services and products, whose value may not be apparent. Most of the time, we rely on our site to do all the talking. However, many visitors are skeptical of signing up for new or unknown services unless they know what to expect on the other side.

Product demos provide an excellent way to clearly show what your product does and how it solves customer pain-points. You can even create demos for specific use cases and features that simplify the use of your service or product. Once they see your product in action, leads are more expected to sign up for your free trial. In fact, you can even add a lead capture form right at the end of your demo video.

Live product demos are also effective at converting leads. Your target clients are looking for a solution to their problems, and are evaluating various tools and platforms. If your product is more straightforward to use and offers more features, then your product demo can help you prove that you are the best choice.

11. People love to laugh




















B2B businesses like to give the concept of “humor” in their marketing the brush-off.

  • “What about my stakeholders?”
  • “What if my target audience is elderly?”
  • “What if my CEO does not get it?”

These are legal concerns. However, remember that past saying that laughter is the best medicine? It is not unfounded. People of all ages and backgrounds can appreciate a chance to smile.

And it is important to remember that you do not have to go full-on comedy to make people laugh. It can be small moments of humor, like poking fun at yourself or at a common problem that customers have.

Here are a couple of ways to inject humor into your videos:

  • Make a cartoon that illustrates the superpowers of your service or product or service;
  • Develop a spoof on what happens to people if they do not use your product;
  • Create an FAQ page that includes video portrayals of exaggerated common user mishaps and how to fix them.


Video content is a great tool to educate your audience and tell engaging stories. It is exceptionally versatile and aids decision, making at every stage of the sales cycle.  However, It is brief videos shared across social platforms, interactive videos that improve case studies or conversion that emphasize the credibility of your business. The point is to share informative videos that resonate with your target audience. The right video can get managers, executives and salespeople excited about your business and convert more leads into paying customers.

Do you have a video on your list of strategies to incorporate in 2018? What types of videos have created the most success for your business? I would love to hear about your experiences in the comments.