B2B Video Marketing Tactics to Build your Brand

The power of B2B Video Marketing

Every brand is built upon the promise to offer customers better experiences, better outcomes, and better solutions. But how do you convince your target audience that your brand has all the answers they’re looking for? How do you connect with new prospective clients?

The answer to these questions is simple – create compelling B2B video marketing they can relate to.

Too many industrial companies still focus on who they are, and what they do. They lack the guiding purpose required to engage on a deeper level with their target audience. Adding B2B video marketing to your marketing mix will help humanise your brand and allow you to communicate your “WHY”.

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

1. Brand Value

Your brand’s value proposition must be linked to your B2B video marketing storytelling. The benefits you provide to your customers need to be communicated to your audience.

Questions to support this include: What’s your brand’s story? How did it all begin? What are your brand values? What makes you different? Is it your people and capabilities – Why?

Identify your uniqueness, and communicate the value your customers appreciate. We have also found, having your people, customers and partners tell your brand story is even more powerful. Listening to their story linked back to yours creates a strong emotional connection with video storytelling.

2. Customer Intimacy

Your customers are human and made of many decision-makers and people with influence over purchasing your products/services. You must get to know them on a deeper level. Do your research and listen to understand their challenges, issues, aspirations, and growth plans. Then you can start to connect the dots – between your capabilities and their challenges; your value proposition and their growth plans.

3. Market Research

Deep dive into the markets you operate in and start to build a list of your key findings. This will help you build relevance into your B2B video marketing efforts. Market research plays a huge role – it will allow you to connect with your audience and engage with information, messaging, and visuals with real effect.

4. Powerful Visual Elements

Powerful visual elements in design and photography coupled with compelling taglines and messages will help you to pull some heartstrings. All you need is a trigger to then make that connection.

Think of your brand’s style guide, values, and essence. Ensure this is built into your B2B video marketing work both from a visual and contextual standpoint.

5. Make the Personal Connection

Make the personal connection. Make it about your audience, your customer, your markets, and then link it back to you.

Similar to any form of effective B2B campaign development and ABM strategy – the more you ensure your audience is the “hero” in the story – the greater the connection you be.

These five 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 for 2021

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.

The power of Brand Storytelling can no longer be underestimated… Every business is built upon the promise to offer customers better experiences, better outcomes, and better solutions. But how do you convince your target audience that your brand has all the answers they’re looking for? How do you connect with new prospective clients?

The answer to these questions is simple: Create compelling content they can relate to; more specifically, create a brand story that your company and customers can both benefit from.

Too many companies still focus on who they are, what they do, and how they do it. They lack the guiding purpose required to engage on a deeper level with their target audience. Adding brand storytelling to your marketing will help humanise your brand. Here are five essential elements to employ brand storytelling with your marketing efforts:

1. Brand Value

Your brand’s value proposition is linked with your story. The benefits you provide to your customers must be communicated in the who, what, why and how of your storytelling. Who are you? What are your values? What makes you unique? What’s your origin story that makes you different? Think of your value proposition as your brand’s customer promise that you use to create conversation and engage with your audience. Find your uniqueness, and create value your customers appreciate. Having your customers tell your brand story is even more powerful.

2. Know Your Customer

Your customers aren’t numbers and dollar signs. They are human, and you need to get to know them. Take a close look at your key customers. Use tools to listen and understand. Ask questions and learn more about their key challenges and business needs. Linking your story to theirs will make for even a more powerful industrial brand.

3. Research Plays A Huge Role

Don’t make statements built on internal observations. Explore into your external markets to then tell relevant stories. Within brand storytelling, research plays a huge role. The more deeply you engage with your external markets, the better you will connect with your customers.

4. Use Powerful Visuals

Great visual design, photos, and videos coupled with words that appeal to emotions is a powerful way of telling your brand story. This will accelerate the relevance of your message in the mind of your customer.

5. Make It Personal

Make it about them, not just you. Similar to campaign development, the more you involve your customer in your story the bigger the connection you will make.

These five essential elements of powerful brand storytelling will help you stand out from the pack. Know your target audience beyond product usage and revenue, and use your knowledge wisely. Remember that your marketing will serve a greater purpose when you engage with story telling.

Related: Communicate your Brand Promise

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.