5 Types of video content every B2B company needs to have.

5 Types of video content every B2B company needs to have.

Video content has become a powerful tool for B2B companies. As businesses increasingly operate online, the importance of engaging, informative, and persuasive content cannot be overstated. Video marketing, in particular, has emerged as a impactful medium, capable of conveying complex information both quickly and effectively. So, with that being said, let’s explore five essential types of video content that every B2B company should incorporate into their marketing strategy, and how this benefits the buying journey.

1. Hero Videos

Benefits: Hero videos, often featured on a company’s homepage, and are designed to introduce the brand, showcase their values, and provide a high-level overview of its products or services. These videos help to humanise the brand, making it more relatable and trustworthy to potential clients.

Why It’s Important:

  • Engagement: According to Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
  • First Impressions: Hero videos can quickly communicate the essence of your brand, capturing the attention of visitors within the first few seconds.
  • Versatility: They are perfect for setting the tone of your website and can be repurposed for presentations and social media.

A well-crafted hero video can set your brand apart, making a strong first impression that encourages visitors to explore further.

2. Explainer Videos

Benefits: Explainer videos break down complex products or services into easily digestible content (great for the energy sector and SaaS companies). These videos use visuals, narration, and on-screen text to simplify complicated concepts.

Why It’s Important:

  • Clarity: They help potential clients understand your offerings clearly, which is crucial for B2B products that are often technical or complex.
  • Retention: Studies show that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text [Source: Forbes].
  • Engagement: Explainer videos can be engaging and are often shared, increasing your reach.

These videos are particularly effective during the early stages of the customer journey, helping to build interest and understanding.

3. Case Study Videos

Benefits: Case study videos delve deeper into how your product or service solved a specific problem for a client. These videos are detailed and often include metrics and testimonials.

Why It’s Important:

  • Depth: They provide an in-depth look at the application and benefits of your product, demonstrating tangible results.
  • Credibility: Featuring real clients and real results can build substantial credibility.
  • Relatability: Prospective clients can see how your solution works in a context similar to their own, which can be very persuasive.

Case study videos are particularly effective for prospects in the consideration stage, as they provide detailed evidence of your product’s effectiveness.

4. Product Demo Videos

Benefits: Product demo videos provide a detailed look at your product in action, demonstrating its features, functionality, and benefits. These videos are particularly useful for complex B2B products that require more than just a brief overview.

Why It’s Important:

  • Visual Demonstration: These videos offer a clear, visual demonstration of how your product works, which can be more persuasive than written descriptions.
  • Engagement: According to a study by Wyzowl, 72% of customers prefer learning about a product or service through video .
  • Conversion: Demo videos can increase the likelihood of purchase by showcasing the product’s real-world applications and benefits.

Product demo videos are ideal for prospects in the consideration stage, providing the detailed information they need to make an informed decision.

5. Behind-the-Scenes Videos

Benefits: Behind-the-scenes videos give viewers an insider look at your company, showcasing your team, culture, and the processes behind your products or services. These videos humanise your brand and build a connection with your audience.

Why It’s Important:

  • Authenticity: They offer an authentic glimpse into your company, which can build trust and relatability.
  • Engagement: Viewers enjoy seeing the human side of a business, which can increase engagement and loyalty.
  • Brand Image: These videos help to establish and reinforce your brand image and values.

Behind-the-scenes videos are perfect for social media, where authenticity and personal connection are highly valued.

The Importance of Video Content in the Buying Journey

Increased Engagement and Retention: Video content is more engaging than text, keeping viewers on your page longer and increasing the chances they will absorb your message. According to HubSpot, 54% of consumers want to see more video content from brands they support.

Improved SEO: Videos can boost your SEO efforts. Websites with video content are 53 times more likely to rank on the first page of Google search results. This increased visibility can drive more traffic to your site.

Higher Conversion Rates: Videos can significantly increase conversion rates. Unbounce reports that including video on a landing page can boost conversion rates by up to 80% .

Enhanced Understanding: Videos can explain complex concepts more effectively than text. For B2B companies with technical products, this is invaluable for educating potential customers and moving them through the sales funnel.

Building Trust and Credibility: Videos featuring customer testimonials, case studies, and behind-the-scenes content can build trust and establish credibility, which is essential for converting prospects into clients.

Incorporating a diverse range of video content into your B2B marketing strategy can provide significant benefits, from increasing engagement and retention to boosting conversion rates and building trust. Hero videos, explainer videos, product demos, behind the scenes, and case study videos each play a unique role in the buying journey, helping to attract, inform, and persuade potential clients. As video continues to dominate the digital landscape, B2B companies that leverage this powerful medium will be well-positioned to succeed in an increasingly competitive market.

Looking to add video to your content marketing plan? Get in touch, we can storyboard, shoot and edit your next video campaign.

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