SJC BLOG


B2B Marketing in the Age of Video


Few will argue with the power of video in B2B marketing today. That doesn’t mean creating captivating video is easy – it takes skill and focus on specific key areas, including your value as a brand and your knowledge of your target audiences’ needs.

Ultimately, the end goal is to see a return on your investment in your B2B marketing efforts. Follow these tips to help you reach that goal.

Preplanning Priorities

When your video hits your audience, in what stage of the buying process will you find them? Is your video intended to land on an audience that has already done their research about a problem and just need that last nudge to get them to enter the buy cycle?

Or, will your video address an issue that convinces the target audience they actually have a problem you can solve? Or is it going to hit the audience that is somewhere in between these places? Knowing where they are in the process will help you craft more convincing material.

Keep It Short

The word “parsimony” is often attributed to finances, describing a person who is frugal and watches every dime they spend, making sure each cent expended has maximal impact. You need to do the same with each second of your video. Within the first 15 to 30 seconds of the video, the viewer should know where you’re going and be enticed to stay tuned, so make your value statement up front.

The rule of thumb is to keep your video under two minutes. That doesn’t seem like a long time, but you have to consider that many B2C ads on social media are running at 15 seconds or less! Fortunately, the B2B audience has a much lengthier attention span.

Keep It Mobile Friendly

Knowing who your target audience is not only helps you shape the content of your video, it also helps you understand where they lurk. While you might associate many of your viewers watching your videos at work from a laptop or desktop computer, many of them are constantly connected to work content via their mobile devices.

For example, B2B decision makers will follow Twitter accounts that help inform on work-related issues. This, in turn, helps them make more fact-based decisions on how to spend company dollars. Now consider that nearly 95 percent of Twitter videos are viewed on mobile devices and you will understand the importance of making sure your videos are mobile-friendly.

Also, keep in mind that nearly 70% of mobile viewers will watch videos with the sound off, which means you have to rely on convincing visuals and/or captions to get your point across.

We’re just scratching the surface here on producing convincing B2B videos. At SJC Marketing, we’re committed to staying on top of video trends that help our customers make the most impactful statements to their target audience.