How to Create a B2B Video Marketing Strategy

Are you using video attract leads and generate sales in your business-to-business (B2B) marketing strategy? According to research conducted by Cisco, 1 million minutes of video content will be created every second by 2021. If video isn't a part of your B2B marketing strategy, you won't be able to capture the millions of users who watch online video. So, how do you create an effective B2B video marketing strategy?

Target Specific Audience Segments

When creating B2B marketing videos, focus on specific audience segments. In other words, don't create videos for a general audience but rather create them for a specific audience. If you're looking to sell construction services to a commercial development firm, for instance, create videos with the development firm in mind. You can include industry-specific lingo and jargon to target audience segments such as this and generate a stronger response with your videos.

Keep 'Em Short

In most cases, you'll experience the strongest results with your B2B video marketing efforts by creating short, easy-to-digest videos. According to HubSpot, the ideal length for YouTube videos is about two minutes. You can still experiment with longer videos, but you'll probably discover that shorter videos yield the most leads and sales.

Go Beyond YouTube

YouTube isn't the only platform on which to publish B2B videos. With more than 1 billion users, it's the largest and most widely used video-sharing platform. Diversifying your video marketing strategy with other platforms, however, can yield more leads and sales for your company. In addition to YouTube, consider publishing videos on Facebook, Twitter, Vimeo, your website, blog and other channels.

Include a Link to Your Lead or Sales Page

You won't generate many leads or sales from your videos unless you include a link to the respective page. On YouTube, you can include link URLs in your video's description. It's recommended that you place a single link to your lead or sales page at the beginning of your video's description for maximum visibility while also instructing viewers to click it.

Promote Your Videos

Don't forget to actively promote your B2B marketing videos. While some users may find your videos on their own, you'll generate leads and sales from your efforts by promoting them. To promote your B2B marketing videos, share links to them on your company's social media accounts. You can also optimize your videos for higher search rankings by using relevant titles, descriptions and building backlinks.