Video Essentials

B2B: The Benefits of Online Video

We usually focus on reaching consumers with online video on this site, but the business-to-business world can benefit from online video, too. While the videos might look a little different and appeal to a more focused audience, online video can help you do just as good a job reaching and winning customers.

To learn exactly how online video can benefit the B2B world (and why you should care about getting started with it), we spoke to an industry expert. Tom Pick is an online marketing executive with KC Associates, a marketing and public relations agency in Minneapolis, Minnesota. He also writes the blog Webbiquity, which is focused on B2B marketing.

5 Online Video Benefits for B2B
It Can Explain the Complex
B2B products and services are often more complex than their consumer counterparts, says Pick, and require more explanation. Rather than expecting your buyers to read through pages of text, offer them a video that explains quickly and clearly what you’re offering. Demonstrate the benefits instead of just telling them.

Tom Pick

It Can Show How to Use a Product
Most people don’t like reading through dry product manuals, and online video is the perfect remedy, especially with complex B2B products and services. Offer your clients a video that tells them everything they need to know.

It Can Show Your Company’s Personality
In the consumer world, most people know the personality or corporate identity of large companies. Except for frequent clients, that’s not true in the B2B world. Use video to help communicate your company’s image, says Pick.

It Enhances Lead Conversion
Showing video on your site is likely to make new clients trust you more. Pick tells the story of a client that offered a white paper on its website. People had to register to download it, giving their personal information. Not surprisingly, the response rate was low, with only five percent of visitors downloading the paper. That company put a short video on its landing page, which people saw before requesting for the white paper. With the video in place, the percent of people willing to give their contact information nearly doubled.

It Helps with Blogger Outreach
Pick often works with Pitchengine, a PR tool for reaching bloggers with social media releases. He finds that attaching multimedia assets to a social pitch makes the subject more appealing to bloggers, since it gives them video to post on their sites. Not only does video help companies get more coverage, but the coverage is more useful since the posted videos communicate the company’s message directly.


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  1. I agree with everything in the article; however the article gives the impression that good online video is easy and cheap; and while is is certainly much less expensive than it used to be, video should not be done by your cousin george who has a video camera. A poor quality video can do as much damage to your business as it can help. people watch top notch videos all day and whether they are aware of it or not, they know the difference between professional video and home movies. If you want to do b2b videos, hire a professional. The end result is worth the investment.

    Posted by Addison | September 29, 2010, 10:47 am
  2. Excellent article Tom. We specialize in not only making the complex simple but also in gather the proper evidence to make sure the video is on point with the intended audience. Evidence Based Video Marketing.
    The one key area that seems to be brushed over is that a video is worthless, regardless of it’s production value or content, if it is not properly pushed in the right direction once it is online. Marketers need to have a path for placement and need to tune and re-tune the outreach in order for the video’s impact to be optimum.

    Posted by Randy Abrams | October 6, 2010, 1:18 am
  3. Great to see some one writing about the value of video as a communication tool.

    Sadly many people think video is exclusively for entertainment,

    Sure you need to be entertaining, but you can educate and engage your audience.

    Done right video captures your best people, playing their best game. If you need a way to pay for it try traveling less. By adding text and even animation like Randy suggests you can really hit all the senses.

    You’ll end up with happier people, and longer engagement times on your site, well at least that’s our experience.

    Posted by Nick Kellet | October 9, 2010, 6:02 pm
  4. The good thing about video promotion is that you can share your business in an informative manner that people can get a grasp of what you are exactly talking about that in such case, you are able to reach the target market of people that you wish to share your thoughts and business with. We also have to identify with the fact that there are people who are much more visual in terms of understanding to which is why video marketing strategies do work for most to their advantage.

    Posted by Verenetta Warner | MVT Suite | October 20, 2010, 5:32 pm
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