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Video B2B marketing must adapt to buyers' needs

Video is increasingly popular for content marketing, especially in a business-to-business context. In addition to search engine optimization to lead prospective buyers to find their landing pages, videos play a key role in demonstrating what a company can do to solve industry pain points and improve business performance.

Content marketing has evolved, and video is an attractive tactic to build a more robust campaign beyond blogs, white papers and case studies. In fact, many marketers claim video generates the highest return on investment (1). At the same time, B2B marketers using this format still face a number of challenges in getting it right.

What are the main obstacles for making a good video?
Compared to sitting down to right a blog, creating an effective video requires significantly more technology, which tends to raise the price tag when attempted in-house. However, there are an increasing number of video marketing firms or content marketing organizations with video offerings that can take on the responsibility of not only equipment, but also location and design.

Another issue B2B marketing videos often face is speaking to a specific audience. Much like any effective piece of content, the video should begin from the customer's perspective. Buyers need to feel that the video addresses a particular information gap about a product or service or exposes a hole in their business functions that the content clearly explains and solves. A business can't provide a solution for everyone, so it's important to identify the intended purchasers and stand in their shoes to create content that speaks to their needs.

Create a balance between the product and buyers' place in the sales funnel
There's no question that videos are an effective way for businesses to explain how their products work. In fact, 94 percent of online buyers reference them, and this gives them greater confidence about their purchases.

However, companies need to clearly recognize how their videos fit in with the buyer's journey (2). A business can't take for granted that a customer will automatically recognize the fact that there may be a better way to perform a particular function. In this case, a product-centric video may not do the trick in convincing the viewer that he or she would benefit from the service. This is why each video must address the needs of a specific buyer segment or persona. Accordingly, a variety of short videos – between 30 and 60 seconds – may better serve B2B customers than a single extended piece of content.

1. "Best Practices for B2B Content Marketing With Video"
2. "Why Product-Centric Marketing Videos Alone Don't Support the Buyer's Journey"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.