What Is Business to Business Marketing?
Business-to-Business Marketing (B2B) is a fairly self-explanatory phrase that describes how businesses present and advertise themselves to other businesses. Any transaction conducted between businesses is considered part of business to business commerce. For example: the exchange of goods between a manufacturer and a retailer.
What makes the marketing side of B2B commerce extremely interesting is that it offers businesses the ability to control how they represent themselves online and offers them a variety of ways to do so.
Business to Business Marketing and Social Media
Social media marketing is free advertising, and if businesses don’t engage with these platforms, then they are passing up a great, virtually no-risk opportunity to reach clients or customers. Over 70 percent of adults who use the internet are on Facebook, and while Facebook is still the monolith in terms of active users, other social networks are growing at a consistently fast rate.
Furthermore, B2B social media marketing is where businesses get to fully control their organization’s story. By publishing content that reflects your organization’s mission, you help promote a story that says your business is innovative and up-to-date with how people use technology. Nothing says “current” quite like internet video content, as video has become the king (or queen) of online marketing. If you don’t believe me, then you can just go ahead and keep ignoring the fact that video streaming will comprise approximately 69% of internet traffic by 2017.
Talk to any person who heads a business that engages in B2B marketing, and she or he will tell you that social media is often a successful avenue for finding new business. But, there’s one caveat about B2B marketing through social media.
While very few people doubt the importance of B2B social media marketing, so far there hasn’t been much empirical research on its effectiveness. This lack of clarity has sort of been the elephant in the room when people talk about B2B Marketing through social media. While we might not have the numbers, we have the common sense to realize that a business’s online presence changes when businesses host marketing content through social media.
Creating Video Content for B2B Campaigns
So, let’s say that your business wants to develop a fantabulous B2B campaign. You have established your campaign’s goals, and now it’s time to think about how to represent your content online. Well, not to peddle our own potatoes, but we already talked about how well video does online.
Don’t waste the potential that the internet offers. If your business wants to create content that other business’s will remember, then it’s time to turn to video.
But, what sort of video makes an impression in the B2B sphere? Here’s a brief run through of some successful approaches to B2B videos.
1) Get Creative
Don’t be afraid to head into left field a little when brainstorming a concept for a B2B campaign, but obviously don’t go too far. But, think outside the box, and certainly don’t make a blatant infomercial. Creativity comes in many forms, for example you can restate a corporate value in a new way. We did that a little while back with this professional video developed by Skillman Video Group.
2) Be Loud and Clear
One of the most important parts of any marketing campaign, and this is especially true with professional video B2B marketing, is establishing a clear message. Imagine trying to distill your entire corporate identity into one video. Obviously, this is extremely challenging if not impossible. Instead of trying to say everything, try communicating one message in an extremely effective way.
3) Don’t Make a Commercial
It’s 2015, people tend to be pretty unresponsive to more traditional forms of advertisements these days. So, create something that subtly communicates your message to your audience. Less obtrusive marketing simply does better in the end, and makes your business seem savvy and professional.
4) Know Your Demographic(s)
A crucial difference between B2B marketing and more the more traditional business-to-consumer model is that B2B marketing often requires media that simultaneously appeals to multiple demographics. This is because a fair number of B2B decisions will be made by a board of executives who comes from varied backgrounds. So, tapping into widely or universally appreciated marketing techniques is extremely helpful in this sphere.
B2B Marketing, Then and Now
As video grows year over year, it’s importance for B2B marketing grows too. Skillman Video Group is here to help you tell your stories to not only consumers but to other businesses as well.