5 Mistakes B2B Brands Can Make When Producing Video Ads
Ok, we get it, from the outside in what we’re about to say may feel a little biased.
But just because we’re a B2B company in the video production space doesn’t alter the fact that B2B video works.
I see that you still think we’re a little too biased. So how about we prove this point with that one thing all B2B marketers love: cold hard stats.
- 92% of video marketers claim that video offers a positive ROI.
- 95% say it has helped them increase brand awareness.
- 96% of video marketers say video has increased user understanding of their product or service.
“B2B video works” has become a bit of a mantra around here, primarily because it’s a unique way to convey information that can oftentimes come across as a little too technical to be truly entertaining. But how much are B2B marketers really investing in video?
Oh look! There’s a stat for that:
- In 2019, only 33% of video marketers said video was the most valuable content marketing type for moving prospects through the sales funnel.
- By 2022, only 39% of marketers cited video as a new tactic they were planning to explore.
Do you see what we’re trying to illuminate here? B2B brands haven’t been investing heavily in video advertising – even though video advertising has proven beneficial at achieving KPIs that every single B2B brand has in their annual OKRs.
That’s exactly what Max Berns discussed in our recent webinar with eMarketer Boring2Boring: Where Brands Go Wrong with B2B Video. Max uncovered five common pitfalls B2B marketers can fall into when producing their first – or next – video marketing campaign. Check out the on-demand video below to watch the full webinar.
Don’t have time for that? We get it. Here’s a quick-hit overview of the mistakes he covered.
Mistake #1: Not having a clearly defined target audience
Understanding the specific audience you are targeting is a little more involved than what this mistake implies.
B2B marketing teams have multiple types of employees at companies, from the C-Suite and VP executives all the way down to the content and digital marketers fueling and driving your campaigns.
Each person comes with their own wants and needs, but if you don’t know who specifically within an organization you want to target, your messaging may miss the people who will internally champion your product or service
In short, don’t target broadly and expect your ads to hit the mark. Be more selective and specific, identifying the team members who can truly perceive the value of your product. It will give you clues about the exact creative approach you’ll need to take to get them to convert, as well as turn your prospects into de-facto sales people who champion your brand at their brand.
Mistake #2: Lacking Authentic Messaging
If you know who your audience is, you should have an idea of the types of content they crave.
Now more than ever that translates to authentic video content focused on the issues that matter the most to them. Authentic messaging in ads resonates with audiences, especially for Millennials and Gen-Z. By showing your brand in an authentic light, you can create an emotional connection that would be impossible with more traditional, or rational, forms of marketing.
But being authentic isn’t something that can be manufactured or reverse-engineered. So if you try to force authenticity in your ads, it can easily come across as cringy or inauthentic.
In order not to do that, consider your audience. You know your user persona better than anyone, so research what they value, and the language they use to express those values. Seek out where your brand’s purpose and values align with your audiences. This can then become your starting point to devising a script with an authentic voice.
Mistake #3: Not Creating Multiple Video variations for testing
If you are not testing and iterating on your ad creative through data-informed decision making, then you are losing an opportunity to improve the performance of your video ad campaigns in real time.
At QuickFrame, we do this through a process called Multivariate Testing.
This is a technique used to measure an ad’s effectiveness based on sets of varying elements. These elements are production elements within the videos, from the talent you use to the tone you take, whether it’s in voiceover or on-screen text.
Multivariate testing gives you abundant data on what is and isn’t working with your video ad practically in real time, substantially reducing the amount of guesswork you have to do when optimizing your future campaigns.
With this information, you can then continuously refine your content to give your audience what they really want–while giving your brand a genuinely accurate look at consumer behavior and interests.
Mistake #4: Not Leverage Storytelling
In our modern streaming era, everything needs to have a story. Even your B2B ads.
The story doesn’t have to be a typical narrative either; they can just be a video that simply teaches your audience something new. But your B2B story should always revolve around your customer.
If you don’t have time to consider the formalities of story structure, remember: Storytelling is all about emotion. Find a strong one and go with it!
Given the multilayered decision-makers involved in the B2B buying journey, establishing an emotional connection through storytelling may be more complex than in B2C marketing. Yet, it’s doable if you zero in on rational elements such as trust, reliability, and credibility. That’s because, overall, B2B buying decisions are seen as more rational than emotional, which is why most B2B marketers may focus more on product differentiation messages over emotive storytelling ads.
But according to a LinkedIn B2B Institute report, emotions play a big part in B2B decision-making. As the study found, B2B marketing strategies with an emotional appeal are seven-times more efficient in boosting revenue, profits, and sales than more rational marketing.
Mistake #5: Only Running on Traditional Channels
It goes without saying that LinkedIn is one of the best platforms to distribute B2B video content. It gives you access to a huge network of B2B professionals eager to learn more about products that can support their work.
But there are other emerging channels, like TikTok and Connected TV (CTV), that deserve B2B marketers attention too. Primarily because many B2B marketers aren’t running as many ads on these nontraditional channels.
Studies show that only 29% of B2B brands are currently investing in CTV ads, compared to 58% of investments going to SEO and 49% to programmatic.
This lack of investment stretches into CTV’s close – yet distinctly different – cousin, OTT (Over-The-Top) video advertising.
A March 2022 study from eMarketer on marketing channels currently used by B2B marketers found that only 45% are currently using OTT advertising–which is a stark drop from the 89% who invest in social media marketing.
What all this means is that there is a big opportunity for your B2B brand to get a lion’s share of the attention where your competitors are not – like on CTV.
But if you have CTV in your sights, you better move fast, because 90% of B2B marketers said they were highly or somewhat likely to implement or test CTV ads in the coming years.
The freedom you have to take creative risks has never been greater, but many companies may still feel reluctant (or even resistant) taking the leap into a whole new platform or creative direction.
In 2023, you don’t have time to feel hesitant taking risks to see your campaigns biggest goals come to fruition. You should feel confident in your ability to take risks, learn from your campaigns, and continue to improve your KPIs through B2B video.
Tune into the on-demand webinar above to learn even more about creating B2B video the right way.
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