Video marketing is one of the most influential and impactful content marketing strategies for B2B businesses today. Ninety-one percent of organizations in the U.S. prioritize video as a marketing tool, and according to online data, 90% report positive ROI, citing improved engagement, brand awareness, clicks, and bottom-line sales.

For B2B companies, video can be beneficial in explaining a company’s offerings in ways other than web pages, white papers, or brochures. Videos can also be used to humanize a company, providing avenues to differentiation in a landscape where
competitors offer the same or similar services.

1. Promote Your Services with a Video Advertisement

Video advertisements with the right balance of features and benefits can be great attention-grabbers. If you’re advertising online, using video in your ads improves engagement and SEO. Video ads drive web traffic and encourage people to stay on your website longer, increasing organic traffic by 157% over organic tactics alone. Adding a video to your home page can reliably increase conversions on your website. Website videos can boost web conversions by 80% and improve brand recall by 95%.

2. Tell a Client Success Story

Videos help tell your story—and they’re an excellent way to demonstrate how your services improve your clients’ lives. Think of it as a mini case study. Your video can explain the problem, solution, and results in a quick, easily digestible, and memorable way. The video (or excerpts from it) can then be posted to your social channels and included in your email campaigns to extend its reach. There’s no better way to build credibility than having a client sing your praises!

3. Explain Your Services Visually

Some processes can be challenging to sell without direct interaction. A video can dive deeply into specific services and show how they help organizations like theirs. For example, a legal firm can demonstrate how it helps clients protect their intellectual property or stay abreast of compliance with their workforce. Many professional services are challenging to explain with words alone, and this is where animation can be helpful. Animation is a great way to simplify complex concepts, such as risk management, IPOs, patent applications, corporate transformation, compliance, etc., and show how your unique expertise makes it easy for clients to benefit from your knowledge and experience. Animation is also an excellent alternative to live action if your resident experts are a little camera-shy.

4. Show How a Service Works in a Tutorial Video

Services that may be difficult to understand might be better understood with a video tutorial. Software walk-throughs, service self-installation, new feature support, and previews of new services are just a few ideas. Building a library of tutorial videos may also help you generate leads or help prospects make a buying decision.

5. Live-Event Coverage

Does your company offer webinars, seminars, or other events for clients? Events are an excellent opportunity to pull highlights and put them together in a reel to create excitement and demand for your next event.

6. Highlight Company Culture

Promoting your company’s culture through video is an excellent way to humanize your organization and show your employees’ dedication to customer success. Additionally, it’s a way to demonstrate what a great place your company is to work, which can be helpful when recruiting or to strengthen your employer brand. Companies looking to hire or partner with you will be more compelled to choose you over others if they can put a human face to the service. Use video to introduce new team members, deep dive into specific roles or departments, or share milestones with your audience.

Looking to Create a Video for Your Company?

The video marketing ideas we’ve shared today are just a few ways B2B companies can leverage video to generate leads, engage customers, boost brand awareness, and demonstrate expertise in your field. LETTER 7 is a full-service creative agency that creates memorable videos that generate results. Here’s an example of a video we created for Gainor, an NYC-based staffing firm.

Looking to create a video for your company? Reach out today.