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12 ways B2B businesses can generate more leads with videos


Video has quickly become one of the most powerful mediums for sharing your message: By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.


As a visual species, humans consider videos more engaging and more memorable than any other type of content. As a means of storytelling and advertising, the video has evolved to become a necessity. If your B2B marketing strategies are not fulfilling your business needs and you are looking for better options, a video marketing strategy is the best way to go.


But as implementing any marketing tactics, video needs to be done right to create an impact on your business. You need to create the right videos and use them at the right time to reach the right audience. In this article, we share different types of video which works for B2B market along proven tips to gain better conversion rates.


Here are six types of videos which attracts more leads:


1. Webinars


Connecting your audience with live videos, a wide range of topics, rich sources of expert opinions, useful insights, concise facts, and being relevant to leads; by leveraging all these characteristics of the webinar, you can generate authority and also position your brand as an industry expert.


You can improve reputation by occasionally inviting guest speakers to your webinars and convert leads into paying customers. As webinars are mostly episodic in nature, they motivate visitors & leads to keep returning to you for more insights.


2. Explainer Videos



A well-structured explainer video is a great way to attract and engage the top-of-the-funnel audience. This form of the video focuses on building brand awareness and also answer the questions of your audience. They clarify the problem solved by your product or service and how it can be beneficial for your audience. An explainer video should be brief, and it always answers the B2B researcher’s questions.


3. Product Demo


Many leads are skeptical of signing up for new or unknown services unless they know what to expect from the other side. The product demo is convenient for B2B products & services, whose value may not be apparent. These videos provide a great way to clearly show what your product does and how it solves customer pain-points.


The leads who are doubtful about their decision turns into customers once they see your product in action. Based on your product and the problem it solves, you need to choose in between live product demos or the recorded one.


4. Testimonial Videos



A testimonial video is one of the easiest forms of videos you can create; you don’t really need to be super-creative. All you need to do is record some of your prime customers talking about how fantastic your product/service and how it helps them. This is a powerful way to assure your leads that you are the best choice.


Video testimonials are much more convincing than a simple quote or a written testimonial. It enables you to demonstrate the company’s values in the most engaging format. These videos not only adds credibility to your business but also helps your audience to differentiate your values from the rest of competition.


5. How-to Videos


How to do is one of the most searched terms in all sorts of sectors. Although your blog posts and online tutorials about how to do things are effective. There’s nothing that beats a good how-to video visualization that actually shows you how to solve your problem in a step-by-step manner.


A how-to video clearly instructs the process and ways that your product or service works on defined circumstances. You can create How-to videos based on customer queries and build a resource pack that your customers need the most.


6. Whiteboard videos



Whiteboard videos are almost similar to explainer videos; the only difference is that it allows you to explore a single topic in depth. These videos will enable you to talk about a specific benefit, feature, or customer pain points in detail. In fact, whiteboard videos can also be a part of your broader awareness strategy.



Tips for gaining better conversion rates for your videos:



7. Create videos based on different buyer stages


Your buyers go through different stages throughout the buyer journey to become aware of, consider, and evaluate, and decide to purchase a new product or service you provide. For better understanding the buyer needs, one should consider, evaluate, and process leads based on buyer stages.


When a new video is planned, you need to consider which stage of the funnel your video is at, because lead generation initiatives will vary at different stages of the buying cycle. You should build a strategy that is comprehensive, and which span the whole of your marketing and sales funnel. It can be used to attract visitors, convert them to leads, and then nurture them through the marketing funnel.


As mentioned above the first step in the buyer stage is to attract visitors. For this, your video needs to be informative and entertaining. You can choose videos on; how to solve problems, thought leadership videos, and other videos that show consumers what you stand for.


The second stage is to convert viewers to leads. Case studies, webinars or more in-depth explanation videos can be used in this stage.


Converting leads into customers is one of the difficult processes for every business. Even at this stage consumers still weigh up their options, and the videos here should help leads to see themselves potentially using your product or service. Those videos that are purchase or product-related and designed to appeal to viewers deeper within the buying process can be used in this stage.


Once you have customers who have embraced your brand, delight, and make them your most prominent brand evangelists. Testimonials and user-generated content are helpful at this stage.



8. Optimize videos for different social media platforms


Successful implementation of video marketing on social media requires using each channel correctly and optimizing your lead generation initiatives based on where videos are to be used. Videos posted on a company’s social media platforms should be based on the respective platform norms and best practices.


For example, each social media platform is suitable for different lengths and types of videos. YouTube is better for longer-form videos, such as tutorials. Much shorter videos attract Facebook visitors, Instagram videos are very short and they must be eye-catching as the audience there has a different mindset.


9. Gate your videos



High-quality videos which are on the conversion stage often have an email gate, which collects viewer information before allowing them to watch the contents. Gating videos and collecting information is easy if you effectively communicate the value your content offers to viewers. Here viewers are very clear about what gets and how it will benefit them.


Email gate is also used once the webinar is underway, in the form of a teaser that pops up before asking viewers to continue. This sought of pop-up encourages viewers to take further action before leaving the video altogether.


10. Effectively add videos to your landing pages


Positioning videos strategically in your landing page will boost engagement and conversions. Effective placement is the key here; Where did you place the video? Is your video likely to catch enough attention? Can your visitors view them easily?


To get more page speed and to reduce bounce rates, you can embed YouTube videos to your landing pages. Remember, 60% of users who prefer watching videos over texts, explore this advantage especially when efforts and money is invested in your landing pages.


11. Add call-to-action buttons in videos


Remember one step lesser, the higher chance of conversions. Adding call-to-action buttons inside a video is a creative way to provide your audience with an interactive experience. This helps greatly in enhancing your video’s message. By including call-to-action at different touchpoints throughout a video helps you leverage the maximum out of videos.



12. Integrate videos to email campaigns


The integration of video in email marketing increases click-through and conversion rates. As studies say emails that include word video in the subject line receive higher open rates and video thumbnails get higher clicks than hyperlinks.


For example, Once a contact clicks on the embedded video in an email, they will get redirected to video with gated access or with a call-to-action button. This reduces friction and collects leads easier than before.


You can also use your email list to promote content such as an online video course, explainer video or even to follow-up a webinar.


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