When you’re a B2B service, you don’t have a fancy physical product to film. You can’t showcase your product driving through mountains. We don’t see someone washing their hair with your product in a jungle. And we certainly won’t have one of those slow mo fast food style commercials for your consultancy group.
Instead, we have to see an intangible service through a visual medium. We have to see the unseen. So the big question is, how?
Despite the fact that there’s nothing to physically see, we actually think video is the perfect medium. Let me explain…
When you’re selling a B2B service, you have 3 things to sell:
Your expertise, your people and your process.
Your expertise is crucial. You have to know your onions.
Your people are a deal maker or a deal breaker. All of the expertise in the world won’t make a donkey a stallion.
Your process. Systems and methods feel safe, they provide logic, they give us a narrative to follow. Humans like that.
So what types of video can you implement that hit these 3 points?
Your expertise
- Video blogs
- Filmed podcasts
- Explainers
These 3 video strategies are different ways of doing the same thing. You know if you went a met a prospect for lunch or visited their offices for a coffee? You’d walk in, ask them questions, then deliver a huge amount of valuable advice and insight. Well we’re basically doing that, but at scale. It’s what you already do in real life, but instead of 1:1 we’re doing 1:many.
Filmed podcasts are brilliant because Steven Bartlett and Joe Rogan (among many others) have convinced us that having a microphone in front of you and being on a podcast is akin to having some sort of credibility. Ok, that’s a dig… but it really does work! It paints a sense of authority around you and builds trust incredibly quickly. Plus, because of the conversational style, you can be more emotive and really tell a story.
Video blogs are similar, but more educational, and feel more like a filmed lesson, webinar or lecture. We find these can be really good when you need to show something physical.
Finally, explainers are simple videos that explain definitions, processes, approaches, ideas and more. One clear message, very fact-based, great for detail.
Your people
- Culture video
- FAQs
- Testimonials
Culture videos like these are incredibly powerful. They attract the best talent and the best customers. They provide a window into what it’s like to work for your organisation. There’s no telephone voice, and people can make a connection really quickly. They can also be repelled really quickly; and honestly, that’s a great thing.
FAQs allow you to put your people in the spotlight, where they can actively help customers. What more do you want? You’re literally showcasing to your ideal customer how supportive and helpful the people in your team are!
Testimonials. I’m talking both customer testimonials and employee testimonials – two separate videos, but ultimately the same point; social proof. Ask your employees to talk about how great the company is, and ask your customers to talk about how great your team is. The result is huge amounts of social proof that shows the business is keeping the employees happy, and in turn the employees are keeping the customers happy.
Your process
- Onboarding process video – How do I get started?
- Customer journey process – What happens when we start working together?
- Operational process video – How do you actually get results?
These 3 different process videos will give people a logical anchor to rest their decision on. The emotion gets them in the door, but logic means they leave feeling satisfied. Satisfied that they’ve made a logical decision, and not an emotional one.
Process videos build huge amounts of trust because of the visibility they provide. A customer knows what to expect. And something that a customer wants more than results, is consistency. Don’t believe me? McDonalds do not make the best burger in the world… but they sell more burgers than anyone else in the world. The main reason? You know what you’re getting.
Processes drive consistency. Consistency drive loyalty. You’ve likely already got a process – just tell people about it!
Your B2B video strategy
That’s 9 types of video you can start using today to drive more conversions for your B2B service-based company. By using a mixture of the videos outlined above, you’ll have a really well balanced video marketing strategy.
This is the kind of work we do for our clients: putting the strategy down, then executing. We become a part of your team, amplify your existing marketing strategies and drive more results for your business.
Want to know how this could work for you? Get in touch today.
