It’s no ‘breaking news’ that the nuts and bolts of communication for businesses have gone through major overhauls over the past few years, Video is the new mantra to success, but it’s baffling how businesses are still unaware of how to maneuver their way through the new turf. The cause - Lack of info on how B2B companies can exploit video marketing. You see posts on B2C videos around every corner of the internet, but the B2B folks can have a hard time getting their hands on information that matters.
So for starters, let’s demystify a few myths clouding every B2B company’s strategies:
Whether you're working in B2B or B2C, the bottom line is that you’re catering to people. People whose jobs are stressful and hectic, who have feelings and love being entertained. Everyone likes interesting stuff to look at and watch, when was the last time you sat through an ad that put you to sleep, more importantly, do you think that was the purpose of the video makers? No. Their judgments probably got clouded by the myths which lead to a good snooze for you. Agreed, companies want to build trust and sound professional, but who said fun and engaging can't fall in the same bracket? All you need to know before starting off is the ultimate intention of the video. This can broadly be categorized into two:
While you might know how to wing it when your customers land up on your website, social media is a completely different ball game. Most B2B companies think they don’t even belong here, and rightly so. Social media is everything conventional B2B is not. It’s entertaining, fun, quirky, engaging, short, crisp, and eye-catching. Doesn’t sound like B2B? Check this out:
Now Deloitte needs no introduction and judging by this video, they have a good idea of how to use social media to their benefit. This video is everything but dull. It’s inspiring, it gives you a look into the company's values through an engaging story.
You can also experiment with snappy visuals that get the point across AND attract eyeballs:
Or get downright quirky:
Adobe, IBM, Deloitte, these are big names in the B2B scenario and also the ones who are quickly catching on to the hidden benefits of social media marketing.
So why do these videos work? And why should you focus on social media as a part of your strategy? To grab eyeballs!
The first step to acquiring a customer is to make them stop, even if for a second, and pay attention to YOU. Social media is where you make this first contact, where you make people feel something. Come up with authentic, insightful content that Inspire, intrigue and entertain. Make them laugh or cry, touch their hearts and start conversations, like Hub.
Whatever you do, the point of social media is to make a connection, it’s the first impression that gets people interested in who you are and what you do.
Ride on the publicity of what’s trending or a current event, like IBM here and make it interesting:
Have an opinion, like Adobe on their twitter page proudly supporting the LGBTQ+ community:
Happy #Pride2019! What does Pride mean to you? ️ Create your own self-portrait & share your story using #Adobe_PridePortrait for a chance to be featured on our channels. Kicking us off with her beautiful work is @carrasykes. pic.twitter.com/ljyoVyH3Lp
— Adobe (@Adobe) June 1, 2019
Make your viewers think, get their minds working so they feel like they’re a part of your community::
— IBM (@IBM) January 3, 2019
Find your voice, your personality by experimenting with different scripts and visuals to settle on a tone that best portrays you and suits the social media platform.
Connect with your viewers, make them laugh or cry or inspire them, find new ways of doing the same old sales and make it memorable! It’s what can get potential customers in touch with you and finally lead them to your website.
Once people have been captivated by your stunning social media appearance, they’ll want to know more about you, These are your potential customers who are still unsure of whether to join hands with you or go another way. What you need now, is to instill trust, which also works for existing customers. It’s always a great time to reinstate a feeling of trust within your community and the best way to do it is by being yourself and sharing your stories.
Testimonials are a great way to let people know about your success with other customers to help them reflect the same emotion. You can either make it quirky, like Slack:
Or emotional like M&M Financials:
These are nothing like what conventional B2B stories would be, but they work! They’re a delightful blend of a testimonial and product explainer tastefully wrapped in a gripping script and beautiful visuals.
Even if you’re explaining the functions of a product or even giving a demo, the objective is to always entertain. Adobe here found a super engaging way to let their customers know what they do, for which you might otherwise have a read through a blog worth two coffee cups.
You see how simple it is, how well it flows, how you get through it without a single glance at your phone? That’s how B2B should be, Effortlessly engaging.
Let’s end it with something crazy:
Yup, it has no name. Watch to find out! Watch how a B2B company goes downright crazy with video marketing to explain its product.
You see, there is no limit to what you can do with videos in every aspect of your marketing strategy. There is no set path or formula, just focus on the people you want to target, make them and their issues the hero of your story and prove that you can be the Samwise to their Frodo. Let the world know that you have an abundance of ideas which are not restricted to your B2B profile.
Every step of the way, make sure you make heads turn.