What B2B Brands Should Be Doing on YouTube Now?

2020 may not be a favorable for the global economy. The wrath of the COVID-19 pandemic was felt across the globe, especially by businesses, which had to pull down their shutters following the stay-at-home orders. Revenues of B2B brands were badly hit, and many had to struggle hard to stay afloat during these challenging times.

But that does not mean there’s no ray of hope for them. Video marketing on YouTube has emerged as a big way even during these times, especially for B2B brands, because it’s one of the most engaging and rewarding forms of content for people.

B2B brands can find many ways to leverage YouTube and up their marketing game. Some of these are as follows:

Telling brand stories

Stories are something that remain imprinted on the minds of people for very long. People love listening to stories that they can relate to. B2B brands can capitalize on this trend by creating branded YouTube content that showcases their journey so far. They can use narrative storytelling to engage and entertain viewers, and ultimately draw them towards their brand.

Telling brand stories is one of the best-proven methods to create a long-lasting impression on people. All that brands have to do is think of a creative script, get the messaging right, shoot the video, and upload it on their YouTube channel.

Uploading product demos

Believe it or not, explainer videos work much better than long-form written content in informing people about a product or a service. YouTube acts as an amazing platform for B2B brands to showcase their offerings and teach viewers about their usage, benefits, etc.

If B2B brands are aiming at generating leads, then uploading a product demo at the initial stages of the conversion funnel would surely help them meet and retain prospects. They can even go for webinars, which are seen to bring high-quality leads to B2B brands.

Teaming up with partners

Today’s marketing world may be quite competitive, but that does not mean that collaboration between brands is not possible. In fact, influencer marketing is emerging in today’s marketing landscape in a big way, especially with many YouTubers coming up with their own channels to vlog about a niche that interests them.

B2B brands can collaborate with such influencers and use their followers’ network to generate awareness about their company. By paying a fee to the influencer, B2B brands can ask them to share the brand’s content on their page. This method gives B2B brands enough eye-balls and traction in a competitive market.

Using YouTube advertising

B2B brands have to be active on YouTube to be able to remain relevant to their audience. Organic YouTube marketing tactics, which build viewership on the platform from the grassroots level, undoubtedly work well. But, B2B brands should also explore other avenues that the platform has in store. One such aspect is YouTube ads, which come in various formats to help B2B brands maximize the views of their content.

Out of all the ad formats available on YouTube, skippable ads are seen to be the most commonly used formats these days. These ads are usually of a very short duration, and require advertisers to pay only if their ad is viewed for 30 seconds or so. They are cost-effective and quite impactful, meaning B2B brands can send out their message to the right audience without having to go overboard with their marketing budget.

The above are just a few of the many ways in which B2B brands can use YouTube to thrive in today’s digital space. There’s no one-size-fits-all approach to YouTube marketing, but the above tips should help B2B brands to remain competitive in the market and relevant to their audiences.

en English