How to Select the Right Type of Video for Your B2B Marketing Goals

Types of B2B Video & When to Use Them

Mugatu is onto something …

Video Marketing is So Hot Meme

According Content Marketing Institute’s 2018 B2B Content Marketing Report, 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.

And it’s not without results, either. Video marketing boasts some impressive stats, including:

  • Marketers who use video grow revenue 49% faster than non-video users. – Aberdeen Group
  • Video drives a 157% increase in organic traffic from SERPs. – Brightcove
  • Embedding videos in landing pages can increase conversion rates by 80%. – Eyeview Digital
  • Social video generates 1,200% more shares than text and images combined – Brightcove
  • 51.9% of marketing professionals name video as the type of content with the best ROI – HubSpot

It seems like a no-brainer, right? But like with most things in marketing, it’s knowing where to start and what to create that’s the hard part.

As with any marketing tactic, you want to choose the right content type and style to engage and nurture your audience. Plus, the content you create needs to align with and support your marketing goals—video is no different.

To help you figure out how to get started with video marketing and how to incorporate it into your integrated marketing mix, we’re breaking down the many types of videos for marketing and when to use them.

1. Teasers

The name implies it all—these videos are short, sweet, and meant to give audiences just a glimpse of what’s to come. More specifically, teasers are short videos that promote other content, services, products, or events and generate excitement or interest in them. At no longer than 10-30 seconds, this means you have to do your best with the time given to you through high-energy language, fast-paced content, and plenty of information; motion graphics are an especially great teaser format.

Teasers are great for generating excitement and are very short in length, making them a great fit for social media promotion, where you’ll be looking to generate buzz for an asset (i.e. eBooks, podcasts, infographics, blog posts, webinars). The biggest thing to remember about teasers is that they need to have a call to action that promotes another piece of content. The goal of a teaser is to spur action in an audience, whether that’s registering for a webinar, downloading an eBook, or listening to a podcast episode.

Length: 10 to 30 seconds

Where to Use It: Paid and Organic Social Media

Best Assets: eBooks, Podcasts, Infographics, Blog Posts

Example: LinkedIn Marketing Solutions*, Secret Sauce eBook

[embedded content]

2. Trailers & Previews

Trailers and previews are another type of short video content. However, where trailers differ from teasers is that a trailer actually features a sample of the content its promoting. For example, a teaser might use new visuals and graphics to get people excited, but a trailer will actually feature a preview of what’s to come. Just take a look at movie trailers—most of them show you scenes directly from the film.

If you’ve already created the content, you’ve already done most of the work for a trailer or preview. Just take content included in your videos, infographics, eBooks, and other assets and edit them into a trailer format that gets people interested. While trailers perform well on social, they’re also a great addition to landing pages as landing page videos have been found to increase conversions by 80% or more. Depending on where you’re planning to have this content live, decide if and when a CTA is appropriate.

Length: 30 seconds to 2 minutes

Where to Use It: Paid and Organic Social Media, Landing Pages

Best Assets: eBooks, Podcasts, Long-Form Video, Infographics

Example: Eloqua, Journey to Modern Marketing

[embedded content]

3. Explainers

We’ve already covered videos that are used to promote other pieces of content—teasers and trailers. But what about when you have a standalone topic you want to cover in a video? Maybe you want to create a tutorial on how to use your software or educate your audience on how to launch an employee wellness program. This type of marketing video is called an explainer. Explainers are original pieces of content that educate and inform the audience on a subject.

The best explainer videos focus on appealing to an audience’s curiosity by answering common questions or solving popular pain points. In providing useful and compelling information, the video helps add to your brand’s authority. As a video that can stand on its own two feet while offering helpful advice, explainer videos can make a great complement to a power page or blog post. They also perform well on social channels as it’s a quick and easy way for you audience to absorb a lot of information. And because all of the value is within the video itself, explainers typically don’t have a call to action. But again, depending on where you plan to have this content live, make a decision on if a CTA makes sense.

Length: 30 seconds to 3 minutes

Where to Use It: Paid and Organic Social Media, Power Pages, Blog Posts

Example: Slack*, “So Yeah, We Tried Slack”

[embedded content]

4. Video Essays & Companion Videos

Can you cover a topic in-depth in under three minutes? When you need to dive deeper than an explainer video allows, video essays are the perfect type of video to turn to. Video essays are original, long-form video content that explores a subject in-depth. A good video essay might be an 8 minute discussion that covers your thoughts on new changes in the market or new trends like cryptocurrency.

Because of their length, video essays are the perfect place to showcase your brand’s thought leadership and expertise through education and entertainment. In covering all sides of an issue or topic, you have more opportunity to demonstrate your knowledge, improving trust and credibility among your audience. Jam-packed with valuable information, video essays are a great addition to power pages, blog posts, and social media channels.

But what if you’ve already covered the topic in-depth for a power page, blog post, or eBook? Should you still make a video essay? The answer is yes as 59% of executives say they would rather watch a video than read text. Given this information, your video essay could perform better than your existing content in terms of generating leads or strengthening engagement. In this situation, take your existing eBook, blog, or power page and turn it into a video essay, giving your audience an alternate channel to consume your content.

Length: 1 minute to 10 minutes

Where to Use It: Paid and Organic Social Media, Power Pages, Blog Posts

Example: HubSpot, What Is the Difference Between Augmented Reality (AR) and Virtual Reality (VR)?

[embedded content]

Your Directorial Debut

Video is rapidly becoming the preferred way to consume content for many audiences with 82% of all web traffic expected to be video by 2021. If you’re not making videos as a part of your content marketing strategy, you could be missing out on an enormous opportunity to improve your organic traffic, landing page conversions, social engagements, and more.

And to make sure your videos are helping you reach your marketing goals, it’s important that you select the right types of marketing videos and content they will support. Using the guide above, you’ll be able to pair your video and content together in a way that fuels results.

Video can be time consuming to strategize, produce, and distribute. To help you become a more efficient and effective video marketer, check out our additional tips, examples, and guides:

*Disclosure: LinkedIn Marketing Solutions and Slack are TopRank Marketing clients.

Camera Shy: 7 Tips for First-Time Video Marketers

Video Marketing Tips for First-Timers

Video isn’t for the faint of heart. You need to feel confident enough to put yourself, and your brand, out there. But it’s a medium that a lot of marketers are exploring as it holds a lot of potential.

In fact, Cisco’s Visual Networking Index predicts that 82% of all internet traffic will be video by 2021. Video is a main source of content consumption, including everything from the news to YouTube tutorials. And as marketers looking to demonstrate thought leadership and credibility, video presents a unique opportunity to get in front of and educate your target audience. However, 64% of marketers agree that video is the hardest type of content to produce, turning many people away from embracing video.  

Never one to shy away from a challenge, we’ve been diving in head-first here at TopRank Marketing. We’ve been doing video for a while through our Digital Marketing News casts, but we recently started expanding to include a video series (Crush-It!) that inspires the next generation of curious, courageous, and clever digital marketers. Each video features one of our internal experts, which brought both seasoned and green video personalities to the stage.

If you’re thinking that you want to enter the world of video marketing, check out our team’s video marketing tips from their own experiences in front of the camera, as well as behind the scenes.

Our Video Marketing Experts

Tiffani Allen TopRank MarketingTiffani Allen

Senior Account Manager

One of the anchors for our Digital Marketing News YouTube series, Tiffani is a veteran in front of the camera. Having starred in over 100 videos, as well as directed videos for a few of our clients, Tiffani knows how to organize and shoot effective videos.

Follow Tiffani on Twitter and LinkedIn.

Josh NiteJoshua Nite

Senior Content Marketing Manager

As Tiffani’s Digital Marketing News co-anchor, Josh also has plenty of advice for marketers going in front of or behind the camera. With over 100 videos under his belt as well, Josh is no stranger to video marketing.

Follow Josh on Twitter and LinkedIn.

Nick Nelson

Content Strategist

Recently appearing in one of our latest Crush-It! episodes, Nick has useful tips for first-timers. Having covered video marketing strategies and tips in the past for our own blog content, Nick’s also picked up some advice from leading brands and video experts.

Follow Nick on Twitter or LinkedIn.

Steve SlaterSteve Slater

Senior SEO and Digital Advertising Manager

Video isn’t widely known for being SEO-friendly. But as a dedicated SEO expert, Steve provides great insight into how you can still take advantage of video for search marketing. Steve has also appeared in our Crush-It series, becoming a breakout star with some helpful tips.

Follow Steve on Twitter and Linkedin.

7 Video Marketing Tips for First-Timers

#1 – Get ready for your close-up.

Video is all about “looks,” but looks don’t just boil down to your hair or makeup. It’s more so about making sure that your talented cast comes prepared and well-versed on the subject they’re going to be talking about. This will allow them to appear more comfortable, relaxed, and confident on camera. Afterall, everyone appearing in the video will be an extension of your brand. To help you get ready for your close up and put your best self forward, here are some tips from our team on your appearance and demeanor.

“If you appear nervous or lacking in confidence, it’ll probably be visible to viewers. This is no easy task, especially for the camera-shy, but be mindful of the vibe you’re giving off. Try as hard as you can to relax and have fun. It’ll show.” Nick Nelson

“Relax! It can be uncomfortable to be on camera, but the more you do it, the easier it gets. Think of it as a conversation with your audience versus a video – it takes some of the pressure off. Also, avoid super busy patterns or lines when you’re picking out what to wear. It can make some really crazy things happen visually.” Tiffani Allen

In addition to keeping your appearance in check, you also can’t stop once you start. This lesson can be applied to plenty of things you’ll try throughout your marketing career. But if you want to experience success with your videos, it will take a lot grit, determination, and outside-the-box thinking. Even if you aren’t getting the views or subscriptions you want, you have to keep at it, optimizing your approach along the way.

“You have to commit. The first video probably won’t be great. It might not even be good. Keep going and it will get better.” Steve Slater

We’ve been iterating on our approach to video since 2016, starting with the basics, learning as we go, and striving to make each take better than the next.

Here’s an early example from us from a couple years back.

[embedded content]

And here’s a video from last week. We’ve been working on finding the perfect lighting scenario, experimenting with different cuts, angles, and interstitials, and other refinements.

[embedded content]

#2 – You don’t need a blockbuster budget.

Video is an expensive endeavor. Or, it can be. Between lighting, audio, video, and editing equipment, it can quickly become a costly investment. But just because you have all of the bells and whistles, doesn’t mean your video will be a success. Instead, focus on the content of your videos to ensure that your video will be watched and appreciated.

“You don’t have to have a huge budget. You can work with what you have to create a great video, you just have to get creative.” Tiffani Allen

Our own videos don’t have a huge budget. For example, we shot the below video in one of our offices and used the creative theme of meditation to engage our audience. It was an out-of-the-box idea, but it currently holds the title for longest watch time.

[embedded content]

Read: How to Get Started with Video Content Marketing (Without a Blockbuster Budget)

#3 – Practice your narrative, not your lines.

When it comes to film, there’s usually a script that’s followed. When it comes to your video marketing, you’ll also want a script that helps you stay on track and express all of your talking points. However, while it’s tempting to document everything you want to say, word for word, avoid that urge as best as you can. Having a script is helpful, but it can also cause your video to feel less organic or authentic. Check out our team’s tips below for practicing ahead of filming.

“I would recommend carefully planning out your talking points ahead of time and rehearsing them so they don’t escape your mind on the spot. You don’t need to memorize a script — in fact, you might not want to, as you’ll likely come off as robotic and not very conversational — but memorize the things you’d generally like to say. This will help prevent the “ums” and “uhs” that can become stressful when the camera is rolling.” Nick Nelson

“I would recommend going over your talking points to have a good understanding of what you want to say, but NOT scripting it out verbatim. You want to keep it sounding natural and human.” Joshua Nite

“Practice your narrative, not your lines. If you try to remember what you’re going to say verbatim, you’ll likely need to do multiple takes and it may come off as rehearsed or inauthentic. Know what message you’re trying to deliver and you’ll have much more fun!” Tiffani Allen

#4 – Nail down your intention.

If you’re writing a blog post, putting together an eBook, or drafting an email, there’s typically a call to action (CTA) with a link. When it comes to video, however, that type of call to action becomes harder to include. While links are important and can be included as bumpers or within the video description, we would challenge you to think more critically about the action you want to inspire from your audience.

Video offers a vastly different experience for your audience than physical text. This means your CTA can offer a different experience as well. Do you want viewers to subscribe? Like the video? Share it? Comment? All of those CTAs now become options. You need to decide what you want your audience to do before you think about a measurable CTA.

“This comes down to being creative. What are you really trying to accomplish? Know that first, then figure out what tools you have at your disposal to get there. Can’t embed CTAs in your YouTube videos? Use bumpers with short links and add them to the description.” Tiffani Allen

For our own Crush-It videos, we added clickable CTAs at the end of our videos to subscribe to our channel or watch another episode.

Crush-It Video Calls to Action

#5 – Put someone in the director’s chair.

If you have a low-budget for your video marketing projects, odds are you don’t have a director or cameraman to back you up. While we don’t expect you to go out and hire someone to fill that void, simply enlisting a coworker or friend to press record has immense value. Even if they don’t have video experience, if they can help you start and stop your video clips, you can save hours in the editing chair.

“I think my biggest piece of advice is to have someone behind the camera. It really helps if it’s someone who knows what they’re doing (like our own video mastermind, Adam Dunn), but even just having someone to push the button and stand there made a drastic difference in how quick and easy it was to record.” Joshua Nite

via GIPHY

#6 – Video transcriptions aren’t just for closed captioning.

Video has a reputation for not being SEO-friendly. Because video by nature has minimal crawlable text, the SEO value is perceived to be low. However, there’s a workaround we’ve discovered that can more than make up for a video’s lack of text. What’s that secret? Transcriptions that allow for supportive, repurposed blog content and increased search visibility.

“Transcribe those videos when you embed them on your website. Don’t miss out on giving Google all that great content to index.” Steve Slater

“If your video focuses on keywords and topics that are important to your audience, it might be worth creating a written transcript and having it accompany the embedded video in a blog post. This will enable you to gain SEO traction and draw more inbound traffic for the vid. Include optimized headers and everything for maximum impact. Moz sets a good example of this with their Whiteboard Friday sessions.” Nick Nelson

Moz Whiteboard Friday Video Transcription

#7 – Be your biggest critic.

If you’re anything like me, you do not like the sound of your own voice or watching yourself on screen. But if you want to improve your videos, it’s something that you have to do to measure your own performance. Skipping out on watching yourself can lead to you repeating past mistakes.

“To quote the great LIttle Walter, ‘you better watch yourself.’ I know it isn’t fun but watch your own videos. See how you look and act on camera.” Steve Slater

via GIPHY

Lights. Camera. Action.

Video marketing is a large undertaking for any brand as it involves looping in your brand’s internal thought leaders, investing in new equipment, and putting your brand into uncharted territory. But if you let the fear of budget, failure, or judgement hold you back, you’ll never reach the results you’re looking for.

For your best chance at creating video that’s award-worthy, it’s important that you stay organized, authentic, and determined. And we speak from experience when we say that it can be challenging at times, but the payoff is video content that educates and inspires — a common goal for many marketers.

Not sure what your first video should cover or aim to do? Struggling to come up with a starting point? Check out our other video marketing resources for inspiration and guidance: