How to engage the audience and promote a B2B business? Leverage video production!

Hi, my name is Daria, I’m a media manager at ISDK. I help our clients improve their B2B products and systems by the means of video content.

What does it mean? Basically, we help businesses to communicate the value of their solutions to their customers. We do it in a video format so that it is as easy and clear as possible.

In this article, I want to share how else companies can benefit from video production and what other tasks can be solved with the help of video content.

Let’s look at some examples. The most obvious way of using video production is video marketing for the promotion of products and services:

Such videos attract the attention of users, explain who can benefit from the solution.

Here we talk about problems that customers might be facing, show the functionality and features of various systems, explain the advantages of our products. And include ‘call-to-action’!

They are used to engage users and help them understand the features of complex products. ‘How-to’ videos significantly increase the credibility of the product. Such videos also have a positive impact on the sales process as they are widely used by other companies.

These are just a few possible ways of adopting video content for purposes of B2B companies.

A great part of the videos that we watch throughout the day is part of the marketing strategies. Let’s see some of them!

Video marketing is one of the popular ways of promoting a business. It helps to interact with the audience on different levels, attract new clients, grow engagement and conversions.

Video content can be classified by purpose as:

Helps to convey information about a software product or service to the audience as quickly and clearly as possible, awakes interest in the company.

Examples:

• advertising a new software product or service,
• a special offer for cloud subscriptions, etc.

Helps to explain in a simple way how to use a product.

Examples:

• a selection of services for everyday work,
• a master class on working in a professional online service.

Helps to create a positive impression of a company or a product among users.

Examples:

• customer feedback about the system,
• a customer case of implementing an IT solution,
• a corporate video.

Helps to highlight some socially important topic and express company’s attitude to it.

Examples:

• a charity fund video about a social problem,
• a company’s video about its contribution to environmental protection.

Video production is the production of any video materials.

To explain why companies need video production, I’ll share some facts and numbers from Wyzowl’s research (end of 2020, almost 1000 respondents from different sectors) on the impact of video on businesses.

• In 83% of cases, videos helped to attract the right number of buyers/clients.
• In 77% of cases, there was a significant sales growth.
• In 87% of cases, the number of corporate resources visitors grew notably.
• Almost 76% of marketing managers said that the cost of video production paid off well.
• Despite the COVID-19 pandemic, almost 68% of representatives of various companies planned to keep/increase the budget for video production in 2021/2022.

Still not convinced?

According to Biteable, around 68% of marketers claim a ROI of a video to be better than of Google Ads. Moreover, YouTube is claimed to have a better ROI for video content than Facebook or Instagram.

• HubSpot also discovered that more than half (52%) of marketers say that video is the type of content with the best ROI.
• Tubular Insights give us the stats of 73% of B2B companies that claim video content had a positive impact on their ROI numbers.

Source: explain.ninja

Besides promotional videos that demonstrate product/service benefits, for our B2B customers we also create several types of highly specialized content.

And again it’s about:

• marketing and positioning,
• products and services presale,
• usage of the solutions by customers after implementation.

What else do we do frequently within our B2B projects and presale activities:

Show how the company applies modern tools to work with its customers.

The goal is to convey to the client the benefits of working with the company, to demonstrate reliability of processes and innovative tools being used within the company.

Such video content educates users about the latest product changes, shows the exact way of working with the system, and explains how specific features work.

The goal is to simplify the customer experience.

This type of content helps to “revive” static prototypes and mockups, to show how the designed UX interface will work.

The goal is an interesting and catchy presentation of the future project to the client.

The process of video production includes not only filming but also preparation to it: discussing the idea, writing a script, selecting actors and location (when needed), further video editing, such as color correction, voice acting, etc.

I will describe what steps we take with customers before the final video is ready:

At the very first stage, we determine the goals and objectives, the tone of the future video, evaluate our resources and make a mood board.

Often the clients already have an idea of the script, but we can write it as well. Yet, usually it is a collaborative effort, we suggest adjustments to make the client’s script fit the video better.

At this stage, we create the visual style of the video and break our script into scenes. In the process, I already start thinking about the design of movements and transitions, for this reason, it’s better to make all the changes of the plot at this stage. This makes it easier to make a harmonious rhythm of the animation.

Once the storyboard and style are approved, we move on to creating the animation draft. The most important thing here is to create a stable structure so that the timings and the main outline of the video are clear. Next, we transfer the illustrations to the video editing program, where we add character animation, frame-by-frame animation, post-production effects layer by layer. At this stage, it is important to synchronize with the rhythm of the music and voice acting of the video.

At the final stage, we do some additional editing if necessary, add sound effects, for example, the sound of turning pages if we have paper moves in the video. We make changes taking into account the comments of the client, although they can be at any stage of creating a video.

And finally, a happy customer receives its ‘ready to rock’ video.

In the following articles, I will focus on examples and talk about the projects of our customers.

Meanwhile, you can already contact us and tell us about your project so we can discuss how video content can be used in it.

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