The world of b2b marketing is evolving at a rapid rate to cater to an ever-changing digital landscape. Social media has a large part to play in determining what marketing strategies work best in 2022. The algorithms of social channels significantly influence what content performs best and there’s one medium in particular that social prioritises above all else: video. (We’re looking at you Instagram.)
Video content can often seem like a time-consuming, costly and resource-heavy medium but that doesn’t have to be the case. B2b video content marketing can be achieved in an affordable and easy way with awareness, understanding and the right approach.
Here are our top four tips to help you create engaging video content which drives new leads, builds brand awareness and engages customers. And the best news of all, it can be achieved without breaking your marketing budget.
1. Understand your b2b video content marketing budget
Before implementing a plan to build video into your b2b marketing strategy, it’s invaluable that you understand the budget you have to work with to save you time and money down the track. Quality video can be created on little to no budget but it’s worthwhile understanding what financial framework your strategy is operating within to achieve the best results.
Investing in a quality camera for in-house filming might be a worthwhile decision for some companies but a waste of time for others. For example, businesses such as The Local Project or The Design Files create unique content showcasing the beautiful world of interior design and are likely to have seen positive returns on their investment.
Both brands have gained significant exposure as well as sustained audience engagement thanks to their carefully curated content which remains in line with their editorial philosophy of authentic, in-house photo and video production.
On the other hand, a business selling a content management system might not experience the same return on investment. However, explainer and short-form videos exploring product benefits, FAQs and business success stories are low-cost options which can all be made using in-house, affordable tools such as phone footage or free animator video platforms.
Depending on the nature of your business, accessing stock footage by paying a monthly subscription is another way to achieve impactful results on a limited budget. But, these decisions can only be made once your budget is set and understood by your marketing team.
Put simply, know the constraints you’re working with and then create a marketing strategy accordingly.
2. Implement a long-term b2b video content marketing strategy
First and foremost, plan your strategy. When it comes to b2b video marketing what’s most important is having a clear, long-term and sustainable plan for your video content.
While your content marketing plan will be specific to your business, all successful long-term strategies should address the following.
- Determining your marketing goals and objectives
- Identifying your target audience
- Researching your industry
- Choosing your social channels based on your target audience and industry research
- Allocating a set timeline and budget
A long-term content strategy doesn’t need to cost you anything if it’s created internally by your marketing team but it can mean the difference between a b2b video content marketing strategy that works and one that doesn't.
3. Take advantage of free tools and resources
There’s never been a better time to create quality video content, thanks to the wealth of free tools that are available. For example, Canva lets you create engaging, professional and branded video content to share and distribute for free.
Whether you’re looking to create animated slides or fun social videos, Canva is just one of many online tools which you can use to save costs on b2b video marketing without undermining the quality of your content. Adobe Express and Animoto are two other powerful tools to create, edit and share video content.
Some free platforms are best suited to animations, while others focus on stock footage for longer-form videos. So it’s a good idea to reference your long-term marketing strategy so you can choose the best tools for your needs.
4. Reuse content to create ‘new’ videos
Reusing content is an easy and effective way to keep costs down on your b2b video marketing strategy.
Let’s say you invest in a professional videographer for a day to shoot branded content. There’s no reason why you can’t reuse the same content for videos without undermining the impact of your strategy. And with social media channels offering a variety of ways to showcase shorter content, it’s never been easier to repurpose your videos.
For example, if you are a food wholesaler and you have a longer-form video showcasing this month’s in-season produce, you can edit the original content to create a shorter video to publish on your website about sustainability and the benefits of locally-sourced produce. Alternatively, you can create a catchy Instagram reel on menu ideas or how to extend the shelf-life of fruit and vegetables.
The key is repurposing original videos to create something new and interesting. With a clever approach, you can leverage the power of repurposing videos to have fresh content for weeks or even months to come.
Some other great ways to use the same piece of content include Youtube pre-roll ads, a video series, Facebook reels, and videos on TikTok.
So there you have it: four tips to build video into your marketing strategy in an affordable and effective way. If you’d like to learn more about cost-effective ways to create quality b2b video marketing, then get in touch today.
Brand chemistry is a b2b marketing agency winning your customers' hearts and minds through inbound, brand, content, lead generation and digital strategy. Our marketing specialists achieve stellar results with the latest lead generation techniques.