3 Ways Video Educates B2B Buyers & Positions You in Your Industry

B2B customers buy technical products and services all the time, so they might have a tendency to think they understand your offering as well as you do. But in reality, they don't. This often leads to costly mistakes when placing orders. And they might have expectations that aren’t based in reality. They may think they have a handle on things, but they actually need guidance and education. That's where video comes in. And in this video, I’m going to share 3 ways that video can help educate your audience, and put you at the top of their list.

Marketing Engine - Technical B2B Marketing Guide

Video is the most powerful medium there is for engaging and educating B2B buyers and executives, yet most technical B2B companies are under-using it, or missing the boat completely. Most business executives watch and share videos, and retain the information. In fact, about 95% of tech decision-makers watch technology-related videos, and 71% watch them on the vendor's website (that's you). But hardly any industry companies are making enough (or any) videos.

So we are in the midst of what I consider a golden opportunity for video. Video is in high demand, but very low supply. So the tech companies that begin making and using video to build their audience and their reputation now, will be the clear winners for years to come.

1. They need education and support

Your audience could benefit from ongoing education in your field. It teaches them how to use your product or service to the fullest, and how to order easily. You could be using video to teach them proper care and maintenance, or use cases they may not think of on their own.

Take them behind the scenes of your facilities; give them ideas to expand the use of your products, and thus the value they get from them; or share video case studies and look books to spark their imagination for what you can do together.

2. Answer their questions

B2B buyers do most of their research online, on their own, before ever contacting a single vendor or supplier. You all say the same stuff, and hardly any of it is what your prospects are looking for. Instead of tooting your own horn, answer their questions.

You probably get the same questions over and over again from prospects and customers. A library of video content can answer these questions, giving viewers a compelling reason to remember you, and return to your site.

And they will remember you.

3. Video puts you where they are

It's not up to B2B buyers to discover the ins and outs of your offering. It's up to you to put yourself in front of them, in the format they prefer - and today, that’s video. Most business executives prefer video, but most B2B businesses aren't providing enough videos to make an impact.

At Fuelblue, I’m working with technical B2B companies to create and distribute video series that put you squarely in front of your target market, right where they are - watching videos, trying to find the solution to their problem.