Video marketing is one of the most effective ways to reach new customers and generate more sales — both for B2B and B2C companies alike.
Just look at a recent study from Wyzowl for proof. According to the data, 97% of marketers say video content has increased understanding of their product and 76% say it increased sales. Another 80% say video has increased crucial dwell time on their website — meaning more opportunity to persuade and convert those visitors.
But like any growth marketing strategy, videos aren’t just effective in and of themselves. In order to truly change the game, they have to be highly customized — tailored exactly to your overall goals, target audience and unique products and services.
Not quite sure how to utilize video marketing for your specific business type? Let’s break it down.
Key Differences in B2C and B2B Video Marketing
The first step to effective video marketing is to understand your business type. Is it B2B (business to business) or B2C (business to consumer)? Are you selling your products and services directly to consumers, or to a distributor, manufacturer, retailer, corporation, or another in-between? The answer will determine the best way to strategize, create, and publicize your video content.
For the most part, B2C and B2B videos will differ in these areas:
1. Content Quality
The average consumer appreciates a high-quality, professionally-produced video for sure, but visual quality is even more important for B2B shoppers. Remember, those buyers aren’t just making a decision for themselves — or with their own money. They’ll need to justify their purchase decision with higher-ups, and showing their boss or CEO a top-notch, well-produced video can be just the tool they need to do it.
2. Video Hosting Platforms
Your best options for B2B videos are sites like LinkedIn, SlideShare, or Vimeo — ones loaded with professionals and business-minded viewers. For consumer-facing content, Facebook, Instagram, and YouTube are better bets. These allow you to tap the video’s share-ability and viral value, so you can maximize the exposure of your content.
3. Video Content Strategy
Content wise, the strategies for B2B versus B2C also tend to differ. While B2B videos often focus on educating the viewer — either about the company’s services, their place in the market, or their experience in their space, B2C videos are often more entertaining, light-hearted, and fun. They aim to build brand loyalty and recognition, while B2B ones tend to focus more on the financial factors and the nitty-gritty.
In the end, it largely comes down to the difference in audiences — are you trying to impress the average Joe or a multimillion-dollar company? Know who exactly who your customer is, what finances they’re working with and what they need and want from your products, and make sure your video content delivers just that.
Where B2B and B2C Videos Converge
Despite all their differences, B2B and B2C video strategies aren’t wholly separate. In fact, successful B2B and B2C video marketing strategies actually have quite a lot in common. Here are some key similarities:
1. Leave a lasting impression
Both B2B and B2C videos need to stand out. After all, video is one of the most commonly used marketing mediums out there. Honing it in and creating a less-than-stellar explainer video is only going to get lost in the shuffle. Make sure your video speaks to the needs of your audience, is memorable, and offers real value.
2. They demonstrate the key benefits to the viewer
It doesn’t matter if the viewer is a struggling artist or a millionaire hedge fund manager. They value their money and what they do with it, so put the focus on them — how can your products and services will improve their lives, better their careers, or ease their struggles? This, like most great marketing, requires intimately knowing your audience and their unique nuances.
3. They’re short, sweet, and to the point
Today’s consumers have alarmingly low attention spans. According to statistics, Millennials have a mere 12-second attention span, while Gen Zers have just an 8-second one. Obviously, that’s not much time to draw them in and make sure your product is noticed, so make sure your videos are punchy and get right to the point without much fuss. The most effective videos are ones that get their message across within the first few seconds, without wasting much of the viewer’s time or focus.
4. They build trust
Trust is important whether you’re trying to reach a corporate buyer who’s using their company coffers or a teen spending their hard-earned babysitting money. No matter the audience, the video needs to make the viewer confident in your abilities, products and services, and show them you can deliver exactly what they need.
Whether you’re selling to the average American consumer or you’re looking to reach high-flying corporate buyers, the key is knowing your audience, rising to their expectations, and reaching them where and when it’s most effective.
Need help honing in on your company’s B2C or B2B video marketing strategy? Tobe is here to help. Contact us today to get started.
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