Consider ‘how-to’ tutorials to help generate awareness of your brand. They’re more general and don’t get too specific about what you actually do.
Instead, they offer a ‘how-to’ on something related to your product or service. Look at Trello. They aim to improve productivity by using their product.
They posted this video about the Pomodoro technique to increase productivity. It doesn’t use the hard sell on anything specific to Trello. Instead, they chose a tangential link to build brand awareness.
6. Try Creating Demo Videos
If tutorial videos are general, demo videos are specific. They teach customers how to do something with your product.
Evernote runs a series of playlists to help people find the right videos. They pack their tutorial playlist with videos explaining different features of their software.
Repurpose the demo videos for your onboarding sequence so new customers get up to speed. Or add them to your FAQ page.
7. Go for Explainer Videos
Don’t confuse explainer videos with demo videos. Demo videos stick to specific features or tools.
Meanwhile, explainer videos can explain the value or benefit of your product. They often take the form of short animations placed front and center on a website.
They usually use a character to represent your target audience. This character faces a particular problem – one that’s familiar to your audience. Your product is the only way to solve the problem.
Or do what HP did. Explain a dry topic like printer security using epic visuals and Christian Slater.
8. Post Case Study Videos
Use case studies as promo videos to help build desire for your product or service. They’re a great choice because they show what results you can get for your customers.
Besides, your customer will help you promote them online as a form of self-promotion. It’s an excellent way to get more eyes on your content.
Seventy percent of B2B buyers watch videos throughout the research and buying phase. Give them some concrete information about how you operate using a case study.
9. Embrace the Power of Testimonials
Case studies are great for showing what you did for other businesses. But testimonials let those businesses explain how great you are in their words.
People like testimonials for the same reason they read reviews on Amazon and TripAdvisor.
It helps build trust in your service and makes it seem more concrete.
10. Go Epic with a Brand Video
Brand videos let you go deeper into the values of your business. What makes you do what you do? What drives your business?
This gives your audience something to connect to. If they have the same values, they’ll feel that resonance.
It’s harder for them to object to buying your service if they agree with your principles.
Dropbox made a simple 1-minute video about the power of creative energy. All to sell the potential of cloud storage for business collaboration.
Which of These Video Ideas Will You Use First?
Any of these video ideas can be the ideal way for you to reach your target customer. Videos offer researchers more information on a brand. They can learn about your solution, compare brands, and research before they buy.
Choose the right video idea to suit where your customer is in their path to buy. Use how-to videos or brand videos to get their attention. Build their interest by using event videos or webinars.
Generate desire with case studies and testimonials. Include calls to action to get them to buy.
Alanna is a client services and project management professional who understands the complexities of modern B2B marketing. She’s an adept leader who ensures the team consistently meets client expectations.