Lights, camera, action —video is commanding attention and generating ROI

The power of Video Marketing for Industrial Brands

Video continues to deliver top ROI, leading more marketers to invest heavily in video production to promote their brands on platforms like YouTube, LinkedIn, Instagram to reach a diverse mix of stakeholders. These audiences increasingly turn to social video platforms rather than search engines to discover and engage with brands.

Short-form video is currently the leading format, offering the highest ROI and expected to see significant growth in 2024. According to a recent HubSpot State of Marketing Study, a quarter of marketers plan to allocate more resources to short-form video than any other format next year, and over half of those already using it will increase their investment.

To maximise the impact, leveraging social listening tools to identify and address prospects and customers’ key questions can enhance content strategy and engagement. Adding B2B video marketing to your marketing mix will also help humanise your industrial brand and allow you to communicate your “WHY”.

Here are four tactics to help you employ B2B video marketing for your brand:

1. Communicate your Value

Your brand’s value proposition should be seamlessly integrated into your B2B video marketing storytelling. Effectively communicating the benefits you provide to your customers is essential to engaging your audience.

To support this, consider the following questions:

• What is your brand’s story?
• How did it all begin?
• What are your core values?
• What sets you apart from the competition?
• Is it your people and capabilities? Why?

Identifying your unique strengths and communicating the value your customers appreciate is crucial. Moreover, having your employees, customers, and partners share your brand story can be even more impactful. When their narratives connect with your brand’s story, it creates a strong emotional bond through video storytelling.

2. Customers First

Your customers are complex entities, comprising many decision-makers and influencers involved in purchasing your industrial products or services. It’s essential to understand them on a deeper level. Conduct thorough research and actively listen to grasp their challenges, issues, aspirations, and growth plans.

By doing so, you can begin to connect the dots between your capabilities and their challenges, as well as your value proposition and their growth plans. This deeper understanding fosters stronger connections and more effective solutions tailored to their needs..

3. Powerful Visuals

Powerful visual elements in design and photography, combined with compelling taglines and messages, can evoke strong emotions and create lasting connections. All it takes is the right trigger to make that impact.

Consider your brand’s style guide, values, and essence. Ensure these are seamlessly integrated into your B2B video marketing efforts, both visually and contextually. This cohesive approach reinforces your brand identity and resonates more deeply with your audience.

4. Make it Personal

Focus on making a personal connection. Center your message on your audience, customers, and markets, then link it back to your brand. As with any effective B2B campaign development and ABM strategy, the more you position your audience as the “hero” of the story, the stronger the connection will be. By prioritizing their needs and experiences, you create a more engaging and relatable narrative.

The Final Word

These four tactics will help you stand out with your B2B video marketing work. Know your target audience and customer beyond product usage and sales revenue. Remember that your marketing will serve a greater purpose when you engage with brand storytelling. Your B2B video marketing work will become unique, memorable, and remarkable. And that’s what you want – to be talked about in a good way!

If you’d like some help with your approach to B2B marketing, let’s chat.

Related: The B2B Brand Activation Guide

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.