Video marketing is no longer optional for B2B companies. It’s one of the most effective ways to capture attention, build trust, and convert viewers into leads. Whether you’re explaining a complex product, showcasing your expertise, or simply humanizing your brand, video gives you the opportunity to connect with your audience in a more engaging and memorable way. But, we all know it’s not that easy to just an create effective video marketing to generate leads strategy. In this article, we are going to go over how to use video marketing across various platforms and how to use these videos to generate leads. First, let’s quickly go over why video marketing works to generate leads.
Why Video Marketing Works for B2B Companies
Videos are not just for B2C companies. Your audience is also real people who want to be educated, entertained, and inspired. They’re researching solutions, comparing vendors, and seeking trustworthy partners, and video can meet all of those needs. Well-made videos help potential clients see your expertise in action. They can visualize the value your product or service brings, and that builds credibility much faster than a cold email or lengthy brochure. When done right, video becomes a tool that draws leads in and nurtures them through the sales funnel.
Choosing the Right Platform
Before you create your first video, it’s important to know where your audience is most active. Each platform offers different opportunities and challenges, when it comes to reaching and converting B2B leads in particular.
If your goal is to get in front of business decision-makers, LinkedIn should be your first stop. LinkedIn users are already in a professional mindset, which makes it a natural fit for B2B content. Video posts here tend to perform well when they’re concise, informative, and relevant to your target industry. Think about sharing quick tutorials, thought leadership clips, behind-the-scenes peeks at your company culture, or even short case studies. Videos should be optimized for sound-off viewing, so include captions and strong visual cues. And don’t forget to include a clear CTA.
TikTok
TikTok might not be your first thought for B2B marketing, but it has massive potential, especially if you’re targeting younger professionals or tech-savvy audiences. It’s a great place to build brand awareness in a more relaxed, authentic format. On TikTok, the best-performing B2B content doesn’t feel like marketing. It feels like value. Share quick tips, myth-busting facts, or a humorous take on industry challenges. Show your team’s personality. You don’t need fancy production, just creativity and consistency.
Instagram has a few different ways that you can share videos. Stories, Reels, and longer-form videos on your feed. While it’s often seen as a lifestyle platform, B2B companies can still use it effectively to build relationships, showcase their products, and drive leads. Reels can be used for quick how-tos, fun behind-the-scenes clips, or mini customer success stories. Stories are great for polls, Q&As, and timely updates. Longer videos can live on your profile to give prospects a deeper look into your brand, your team, or your client results.
YouTube
YouTube remains the go-to platform for longer educational videos. It’s ideal for tutorials, product walkthroughs, and in-depth thought leadership pieces. Because YouTube is also a search engine, your videos can continue generating leads for months, or even years, after they’re published. Make sure to optimize your video titles, descriptions, and tags with keywords your prospects are searching for. Include lead magnets in the video description or link to a landing page at the end. And if you’re creating a series, use playlists to keep viewers watching and engaging longer.
What Types of Video Work Best for B2B Companies?
The best B2B videos are the ones that match your audience’s goals. That could mean educating them, helping them solve a problem, or simply making them feel seen and understood. Here are a few of the most effective video formats for lead generation.
Educational Videos
B2B consumers do a lot of research before making a decision. Educational videos position your brand as a trusted resource from the beginning. These might include how-tos, step-by-step guides, or answers to common questions in your industry. Keep these videos focused on value, not selling. The more helpful your content is, the more likely it is that a viewer will come back or convert.
Product Demos and Tutorials
If your product or service is technical, a demo video can do a lot of heavy lifting. Walk viewers through key features, show how your solution works in the real world, and explain how it solves a specific problem. These videos are best for YouTube and LinkedIn, where your audience is more likely to be evaluating tools or comparing companies. Try to keep them clear and focused on benefits, not just features.
Client Success Stories
Social proof is powerful. Videos that highlight real results from real clients can help build trust and overcome objections. These don’t have to be overly produced. Sometimes a quick testimonial from a happy customer is enough. Make sure to highlight the problem, the solution you provided, and the results. End with a soft CTA that encourages viewers to reach out if they’re facing similar challenges. These videos can be great on your website, social platforms, YouTube, and even in paid ads.
Team and Culture Videos
People want to work with people, not faceless companies. Videos that showcase your team, your values, or your company culture can help humanize your brand and build rapport. These kinds of videos do well on Instagram, TikTok, and LinkedIn. A short “day in the life,” an employee spotlight, or a fun team moment can go a long way in making your company feel more relatable.
Thought Leadership and Industry Commentary
If you want to position your company as a leader in your space, video is a great way to do it. Record short takes on industry trends, respond to breaking news, or share your predictions for the future.mThese kinds of videos tend to perform well on LinkedIn and YouTube, where professionals are looking for insights and analysis. Keep them focused and timely, and don’t be afraid to take a strong point of view.
How Video Marketing Converts Viewers into Leads
Creating a great video is just the first step. To turn those views into leads, you need to connect your video strategy to your broader marketing funnel.
Drive Traffic to Lead Capturing Pages
One of the simplest ways to generate leads from video is to direct viewers to a landing page. This could be a free trial signup, a gated ebook, a webinar registration, or a newsletter opt-in. On platforms like YouTube, you can include links in the video description or use cards and end screens. On LinkedIn and Instagram, include the link in your post caption or bio. Make the next step clear, easy, and relevant to what they just watched.
Use CTAs That Match the Funnel Stage
Not every viewer is ready to talk to sales. That’s why your video CTAs should match where your audience is in their journey. For top-of-funnel viewers, invite them to subscribe, follow, or download a resource. For mid-funnel prospects, offer a product tour or case study. And for bottom-of-funnel leads, prompt them to schedule a call or book a demo.
Ranking on SERPs
Google loves video content. Especially when it’s helpful, informative, and optimized correctly. If you’re creating YouTube videos that answer specific questions or explain key concepts, there’s a good chance they can show up in Google’s search results. When your videos appear in search snippets or video carousels, they attract organic traffic from people actively looking for a solution. Additionally, using videos on your landing and blog pages can help reduce bounce rate times, which can improve your overall page ranking. Make sure your videos have keyword-rich titles, clear descriptions, and timestamps or chapters. You can also upload a transcript to make them more accessible and searchable.
Use Video in Email Campaigns
Embedding video into your email strategy can lead to higher open and click-through rates. Even using the word “video” in the subject line has been shown to boost engagement. You don’t need to create new videos just for email. Instead, re-use your best-performing content and add a quick explanation or CTA. For example, if you’ve posted a tutorial on YouTube, share it in an onboarding email. If your CEO recorded a quick take on a new trend, include it in your monthly newsletter.
Recharget Video Viewers with Ads
Video gives you valuable engagement data, especially on platforms like LinkedIn and YouTube. You can use this data to build retargeting audiences based on who watched a certain percentage of your video. From there, create follow-up ads that speak to their interest level. If someone watched a full demo, show them a case study. If they viewed a top-of-funnel thought leadership clip, serve them a free resource. It’s a way to keep warm leads moving through your funnel with content that matches their intent.
Repurpose Video Across Channels
One of the biggest advantages of video marketing is how versatile it is. A single video can be edited into shorter clips, turned into blog posts, embedded in email campaigns, or used in paid ads. This kind of repurposing not only saves time, but it also helps you reach your audience wherever they are. And the more touchpoints you have, the more likely they are to convert.
Measuring Your Video Performance
To get the most out of your video strategy, it’s important to track what’s working and what’s not. Look beyond views and vanity metrics, and focus on engagement, conversions, and lead quality.
Video Performance
Are viewers watching all the way through? Are they clicking on your CTAs? Platforms like YouTube and LinkedIn offer analytics, and you can use UTM links to track performance across your campaigns. Don’t be afraid to test different formats, lengths, and posting times. What works for one audience may not work for another. The more you experiment and optimize, the more leads you’ll generate.
Website Performance
The goal of any marketing campaign is to drive traffic to your website, whether it’s an eBook, landing page, or to book a demo. But, if you’re just using Google Analytics to track your website traffic, you’re missing out on key information. This is where Visitor Queue comes in to play. With Visitor Queue, you can identify the companies that visit your website, along with how they got there, the pages they visit, and for how long. This can help your marketing team determine if their efforts are attracting the right audience. Additionally, we provide employee contact information to help your sales team reach out to potential leads. Try Visitor Queue for free today and stop losing leads.
What’s Next?
Video marketing to generate leads can feel overwhelming at first, but you don’t need a massive budget or studio to get started. What matters most is creating content that helps your audience solve a problem, learn something new, or feel more connected to your brand. Start with one platform and one type of video and see what your audience responds best to. As always, don’t hesitate to reach out if you have any questions about how Visitor Queue can help turn your website visitors into leads.
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