YouTube and Video Marketing

Lesson 10: Video Advertising for B2B Marketeers

Lesson Overview

Till recently video advertising was mainly used by B2C brands. However, more
and more B2B companies are recognizing the benefits of video advertising on
YouTube and other social media advertising channels.

Video advertising is immersive and can connect more with people than
traditional display advertising. It is highly engaging and receives better click-
through rates. And that’s exactly what B2B companies want to achieve with their
videos.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Explain how B2B businesses can benefit from video advertising

● Identify the best channels to share your B2B videos

● Understand the challenges of making B2B videos

Key Takeaways

Impact of Video Advertising in B2B

● Non-skippable videos have view rates above 90%. They ensure that your
message is delivered.

● Video advertisements receive far more comments, likes, and clicks.

● Many B2B businesses lack brand presence. Investment in video

advertising gives them an opportunity to explain their products or
services and clarify USPs that are essential for acquiring new customers.

● According to LinkedIn, B2B marketeers see video as a medium that

increases lead volume.

● The move towards programmatic buying of display/video ads has led the
way to more effective targeting and personalization of ads.

Best Channels for B2B Videos

 ● Your company website and blog: Embed or host the video on your own
website to improve SEO performance and increase drive-in traffic.

● YouTube and Vimeo: Create your video home base on these leading video
sharing sites. Vimeo is the professional version of YouTube for creative
people.

● Facebook, LinkedIn, and Twitter: Upload your video on social media

platforms. All social media channels reward video uploads with higher
organic reach. It'll help you connect with your followers.

● Instagram and Snapchat: Upload snackable and informative content to

achieve high engagement rates.

● Live video on YouTube, Facebook, and Twitter: Achieve high engagement

with live streaming.

● Email marketing: Announce your new videos to your email subscribers. It

is an excellent way to generate publicity.

Challenges B2B Marketeers Face in Video Advertising

● Finding a purpose for your video

o Don’t create videos just for the sake of creating them or because
everyone else is, consider the end goal of creating the video.

● Solving your customers’ problems

o Don’t be too technical, answer the questions your customers are

asking.

● Capturing people’s attention

o First impressions are everything. Capture the small and important

moments of customers interacting with your product.