Once upon a time, it was thought that businesses should focus their video marketing efforts on B2C videos–that is, business-to-consumer videos; or, videos created by a business, with consumers as the intended audience. But today, we know the strength of also creating B2B videos–which business-to-business videos, or, videos created for forming partnerships between businesses.
These partnerships are based on facts, marketplace research, and a statistical probability that such an arrangement will be beneficial to both parties. Which is why B2B videos were ignored for so long. Marketers assumed that, when promoting to businesses such an audience would primarily be swayed by facts and arguments, not by emotion or typical marketing campaigns. But in truth, businesses are run by people, and the advantages of using video in B2C marketing campaigns also carry over to B2B video.
A video tells a story–and in the case of B2B videos, this isn’t just any story: it tells your story. Your brand’s story. Your brand should be more than just a logo and catchphrase; a B2B video helps showcase your brand’s unique identity and your business’s professionalism with elegance, efficiency, and emotion. Moreover, in the specific case of B2B video, your potential partners want to know who you are, not just what you can do. For a long-term business collaboration to work, the people behind these businesses must get along, and for this reason, it’s important to convey not just facts and figures in B2B marketing, but the spirit of your company.
Video is uniquely suited to this task. Even while talking about your business in an interview video–saying out loud all the facts and figures that you want to promote–you are simultaneously, without even trying, conveying who your business is, because there is a human being on-screen, talking to the audience.
Your audience gets to sit and “chat” with your business, in a sense. They feel as if they are having a human connection with a member of your staff. In this way, they get to see what it would be like to communicate with your business in person. This sense of authenticity is easy to achieve in B2B video, but impossible elsewhere.
Video is the perfect tool for your B2B marketing needs. In a variety of formats–interview video, explainer video, animated video, company profile video, even a documentary–you can offer a plethora of information about your brand, elegantly, without giving your audience a feeling of work, instead telling them a story that resonates emotionally. Additionally, you create a feeling of personal connection, which can easily become a partnership.
If you’re ready to see what B2B video might look like for you, get in touch with us at email@example.com to discuss the options.