How Brands Use YouTube for B2B Marketing in 2024 (and you can too)

Youtube is not just a platform where you doom-scroll to oblivion – it’s an educational powerhouse. And you can actually use YouTube for B2B marketing. 

Yes, YouTube is a goldmine for B2B companies. 💰

Why Would You Use YouTube For B2B Marketing? 

You might be wondering: why should I bother using YouTube for B2B marketing? Isn’t YouTube more suitable for B2C or entertainment niches?

Nope. 

Here’s why. 

That means that there’s a huge demand for informative content on YouTube. And B2B companies have a great opportunity. There’s not much competition in the B2B space, but you can reap a lot of rewards – faster relationship building, brand awareness, and shorter sales cycles. 

With so many users active on the platform, you can take it to the bank that B2B prospects are there too. 

Even though we don’t know how many of them are active on YouTube for personal purposes, we do know that 95% of B2B buyers watch videos before making a purchase. 

You’re looking at 2 sources for organic traffic – Google and Youtube. It’s a fantastic opportunity to reach a massive audience that gradually converts into customers. 

  • YouTube B2B Marketing can boost brand loyalty and ensure that your prospects keep coming back for more. 

For instance, by creating YouTube playlists organized by customer segments you can accelerate relationship building and take prospects to the bottom of the funnel faster and easier! 

  • People want to learn from humans. 

Another reason why YouTube B2B marketing is a stellar idea is due to the overflowing AI content that’s emerging. People crave learning from people and as more companies will start investing in AI avatars and AI-generated videos, videos featuring actual people will win the trust of the audience. 

  • YouTube can serve as a launch pad for your prospects. 

If you want to attract leads to your newsletter, e-book, or a free demo, you can create valuable YouTube content that boosts your brand awareness and establishes your expertise and trust. Then, you can add calls to action to your videos that invite your viewers to sign up for your offer. This way, you can convert them into leads and nurture them further with your B2B marketing strategy.

Yes, this is a more time-consuming process. You won’t see an ROI right away. But brand-building lays crucial groundwork for B2B SaaS success (even though it often gets neglected). In time, you’ll have a super loyal audience that not only invests in your products but also spreads the word about them. 

But aren’t the costs of hiring a professional video production company huge? 

I’ll let you in on a little secret – you don’t need a Hollywood budget. Consistency and knowing your audience matters most when first getting started. Useful, frequent videos can yield big results as you scale up over time. 

Don’t have an in-house team? DM us, we can help you create super-valuable, eye stopping videos for your audience!

How to Use YouTube for B2B Marketing: Tips & Tricks

Now that you know why YouTube marketing for B2B is important, let’s talk about how to do it right. 

Here are some best practices that you should follow when creating and promoting your B2B YouTube channel.

Match The User’s Intent 

    As Ali Schwanke puts it in the latest podcast by Search Engine Journal,  matching the user’s intent is crucial to getting your B2B YouTube marketing right. 

    You want your video content to answer the audience’s most ardent questions. 

    To do that, you need to understand your buyer persona and their pain points, challenges, goals, and motivations. You also need to map out their buyer journey and identify where they are in their journey. Then, you can create video content that aligns with each stage and provides value to your prospects.

    Take a look at Salesforce’s Youtube Channel. They have a plethora of videos meant to answer questions at every step of the buyer’s journey. 

    Their educational videos are great for brand awareness and building trust, while videos that showcase Salesforce’s platform and benefits cater well to those in the consideration phase. Their customer success stories are also stellar – providing the much-needed social proof and actionable results you need to move from consideration to acquisition. 

    One way to figure out what the audience wants is through keyword research on both Google and YouTube. Why both? Because Google likes displaying videos above the fold. If you play your cards well, you might be getting organic traffic from both platforms. 

    There are plenty of keyword research tools out there for you to try. For Google keyword research, you can use Google’s Keyword Planner. This is a free tool that lets you find keywords related to your business, see how popular they are, and get suggestions for related keywords. You can also filter by location, language, and industry to narrow down your results.

    You can also look at the “People Also Ask” section on Google to find frequently asked questions. Then, you can include them in your content and add them as chapters to your YouTube video. 

    For YouTube keyword research, you can use VidIQ. With VidIq, you can find a bunch of keywords to guide your YouTube content strategy, as well as questions or rising keywords. 

    Another way to find out what people are searching for on YouTube is by using the autocomplete function on YouTube. 

    Analyze the Competition 🔍

      If your goal is to rank on the first pages of Google and YouTube, then scrutinizing the SERP is key. Look at top-ranking videos and ask yourself: 

      • Does this video help the searcher with their query? 
      • What’s missing here? 
      • Is there a moment when I want to click away from the video? Why? How can I prevent that from happening with my video? 
      • Check the comments. What questions are people asking? 

      To create a great video and script for your YouTube B2B marketing, you need to answer some questions first. These questions will help you decide what to put in your video and how to write it so that you can attract as many eyeballs as possible. 

      Speak Their Language 

        The next step to your B2B YouTube marketing strategy is creating the script. ✍️

        Avoid the classic B2B mistake: using overly complex jargon that alienates viewers.  

        If you want your videos to resonate, this step is crucial. Imagine you sell an AI-powered revenue management platform. 

        Avoid copy like this. ⬇️

        “Our platform leverages advanced analytics and machine learning to optimize your revenue streams and maximize your profitability.”

        Instead, write something like this. ⬇️

        “Our platform helps you make more money from your products and services. It learns from your data and tells you how to price them, when to sell them, and who to sell them to. It works with the tools you already use and gives you clear and actionable advice to help you grow your business.”

        Much clearer, right? It uses simple, engaging language your audience can relate to. It addresses their pain points and desires with words that trigger emotions like “help” and “grow”. This connects with viewers, even executives.  

        So steer clear of jargon and buzzwords. Prioritize clarity, emotion, and benefits over technical features. 

        With the right script, your videos will spread like wildfire — even in the B2B world. 🔥

        Searching for video script ideas? Check out these video script templates! 

        Customize The Thumbnails 

        If you want to reap the rewards, you gotta pay the price. 

        Setting up an effective B2B YouTube strategy takes work. That includes creating custom thumbnails for each video. 

        You’ll likely need to take professional photos and edit them creatively to catch people’s attention. 

        Ahrefs has custom thumbnails for every video – each one is funny, eye-catching, and with a sci-fi element to it. They jump out among competitors. 

        Source

        This is especially important if you’re a smaller brand – you need all the aces in your pocket to get people to click on your videos, and not on the competition.

        Create the videos 📽️

          If you do have the budget to outsource video production for your B2B SaaS company, do it. It will make your life easier. 

          If that’s not on the table, you can create effective videos internally as well. 

          Some key rules for creating effective B2B YouTube videos: 

          • Start with a strong hook! 
          • Use motion effects, visuals, graphics, animations, sound effects, and music to enhance your videos and make them more appealing and dynamic. Don’t rely on just talking heads or boring slideshows.
          • Don’t shy away from using humor, emotion, or curiosity to grab the viewer’s attention. 
          • Don’t fall into the trap of using jargon or technical terms that might confuse or alienate your audience. Aim for clear and simple language. 
          • Add chapters to your videos. This will improve the user experience! And that’s your goal – to make it as easy as possible for the prospects to find what they’re looking for. 
          • If you have a 2-hour long video, for example, consider also posting smaller, condensed videos (not shorts) to attract them to the full video. 
          • If you do choose to post shorts, make sure you add visual and audio calls to action to guide viewers further. 
          • Focus on creating value!
          • Keep the camera personable. Smile, make eye contact, and speak confidently! 
          • Test different types of B2B videos to see what resonates with your audience. 

          Go for an Omnichannel Promo Approach

            The key to a successful B2B YouTube marketing campaign is proactivity. Don’t just sit around waiting for people to find your videos. Spread the word out! 

            Use an omnichannel approach to promote your videos. Choose social media platforms to connect with your audience where they already are. Here are the top social media platform used by B2B content marketers in 2022: 

            And here’s how effective they are. 🔽

            LinkedIn is by far the most B2B-friendly platform. However, take these reports with a grain of salt. Ultimately, you need to research YOUR target audience and meet them where they are. 

            To promote your videos on social media: 

            • Create 3-4 different style posts for each video. 
            • Test different headlines, copy, and visuals. 
            • See which performs best, and double down on that approach.

            If you want to push it further, you can promote your YouTube channel through emails. You can even let prospects know directly that you have a useful playlist for them to check out! Quora and Reddit comments are also great ways of getting the word out about your videos. 

            The bottom line is – don’t just launch one promo campaign and stop. Your video content needs ongoing promotion to build awareness and a loyal following. Stay proactive and test new strategies to maximize the ROI of your B2B YouTube marketing. 

            Use YouTube B2B Marketing to Grow Your Business 

            Using YouTube for B2B marketing is a MUST for B2B companies. 

            However, success doesn’t happen overnight. It’s the product of a long-running strategy powered by consistency, experimentation, and continuous optimization. 💪

            I’ve outlined some key tactics to grow your B2B YouTube channel – from content planning to promotion. But they will only yield results if done consistently over months and years. Not weeks. 

            Sure – you’ll see little ROI at first. Building a YouTube following takes time. At first, your videos might get fewer clicks. Thumbnails may fail to grab attention. Copy may not resonate. 

            But as your content matures and your strategy sharpens, results will come. 

            That’s when you’ll reap the true rewards of B2B YouTube marketing – a loyal community that looks to you as a trusted resource and helps your business grow. 

            Have you tried using YouTube in B2B? What are your results? What works best for your brand? Let us know in the comments. 💬 

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