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6.3.2024

strategy

How to do B2B video marketing in three easy steps

B2B video marketing has become essential for businesses to engage with their audiences and stand out in a crowded digital landscape.

Whether you're a seasoned marketer or just starting, creating a compelling video strategy can seem daunting. But fear not, my friends, because I'm about to reveal a foolproof three-step process that will have you crushing the B2B video marketing game like a boss.

Step 1: Take inventory of your resources

When Matt Damon was marooned on Mars in The Martian, he first looked through all of his resources and accounted for everything he had. Knowing what he was working with was a critical step in figuring out a strategy to survive.

This should be your first move when developing your brand's B2B video marketing strategy. What do you have regarding budget, people willing to promote you, relationships with earned media, followers on different platforms, locations to shoot at, people to be in your videos, etc?

Once everything is listed, you can craft an overall video marketing strategy, including how many and what kinds of videos to make and how you'll distribute them.

What should happen organically is that you'll craft your strategy according to your unique resources and constraints. Your goal should be to execute your B2B video marketing strategy consistently and sustainably throughout the year.

Step 2: Look at the competition

I recommend devoting many hours to studying the competition. What are they doing with B2B video marketing? How are they doing it? What are they saying? Where are they posting? What kind of success are they having?

I want you to study the competition not to copy from them, but to find the blue ocean. The goal of marketing is differentiation – and you can't be different if you're copying.

Once you've reviewed your top 3-5 competitors, get together with your team and figure out what you can do to truly stand out in the marketplace. This is my favorite step when we do this for clients because it's a lot easier than you think.

Most likely, 90% of your competitors will be doing similar, if not the same things—or totally not doing B2B video marketing at all. So many times, I've presented our competitive analysis to clients with an insight like, "Just do anything, and you automatically beat your competition."

If your competition is all doing different things, you'll want to focus on one or two things you can say no one else can and focus your messaging efforts there. Don't waste your time and resources trying to chase down a competitor with a head start on you in a particular area—pick a new spot they're not in and start there.

Step 3: Start small, think big

I learned this from my former boss and radio host, Jonathan Brandmeier. Younger talent always asked him, "How do you get started?"

His answer would always be, "Start small, think big."

The "start small" part means don't worry that you have only 98 followers on LinkedIn or only a few thousand dollars—just start. As they say, "You have to start somewhere."

The "think big" part means even though you're starting small, don't act like you're small. You should hone your systems and processes like you're a big brand. You need to produce content like you're where you want to be, not where you currently are.

You'll discover what works for your brand by starting small and thinking big. You'll get some small wins here and there. Make sure to track them and reinforce the winners.

Start your B2B video marketing adventure.

There you have it, folks – a straightforward, no-nonsense approach to conquer the world of B2B video marketing. Remember, success doesn't happen overnight, but with a solid plan, a keen eye on your competition, and a willingness to start small while thinking big, you'll be well on your way to becoming a video marketing maverick.

GUY BAUER

FOUNDER AND

CREATIVE

DIRECTOR

Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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