4 Ways Video Marketing Can Grow Your B2B Startup in 2022

Founder of Orchid Agency
Marissa Lodato
August 5, 2022
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In 2022, most marketers agree that video is an irreplaceable and necessary part of their marketing strategy.

Today’s buyers are demanding videos as a quick way to get information about brands and products. If you aren’t creating dynamic video content for your audience you could be missing out on a huge opportunity.

According to Bluetone, 92% of marketers say videos are an important part of their marketing strategy. And Hubspot points out that 35% of marketers will use video for the first time in 2022! So, why are all marketers jumping on the video bandwagon? Because it’s proven to grow businesses and here’s why. 

Improves brand awareness.

Creating engaging videos for your audience will improve brand awareness. And that’s the first step in growing your startup! In fact, wyzowl found that 93% of marketers say video helped them increase brand awareness.

Converts more customers.

Potential customers who view your videos are more likely to become customers. Video can tell a story about your product or service that written words cannot. This helps close the gap between customer expectations and the value your company offers.

Drives customer engagement.

With so much available content, it can be hard to grab the attention of your audience. Video drives customer engagement because it's naturally more engaging than any other type of content. To put a number to the facts, according to Wistia, people spend 2.6 times longer on pages that include video.

Builds trust with your audience.

In today’s digital-first world building trust isn’t as easy as it used to be. More startups are relying on creating videos as a way to maintain credibility, build relationships, create trust, and ultimately grow their startup. You can use video to your advantage to show authenticity and transparency.

Tips for getting started with your own video marketing strategy.

Define your goals:

To get started with your own video marketing strategy you will need to identify the goals you would like to achieve. This could include improving brand awareness, converting more customers, growing user engagement, educating customers about your product, etc.

According to Hubspot, more than a third of companies plan to increase their marketing budgets by more than 10% in 2022.

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Choose the right channels and video form:

You will want to define your target audience and then select the correct channels to promote your long-form or short-form video.

The most popular channels for video content include:

  • YouTube *most popular
  • Facebook 
  • Instagram 
  • Twitter 
  • LinkedIn 

Short-form video has been proven as the most effective ROI compared to other media formats. 

Either way, Hubspot found that nearly 30% of marketers plan to increase their investment in long-form video and over 50% of marketers plan to increase their investment in short-form video in 2022! 

Start creating videos:

Choosing what type of video to create really depends on your goals. There are many styles and types of video available, from showcasing a client testimonial or explaining a unique product feature. 

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Use KPIs to measure video effectiveness:

KPIs or key performance indicators are measurements of performance. All marketing strategies need to be measured to ensure goals are being met and that’s no different for videos.

Here are some common video KPIs, so you can measure and tweak exactly what needs to be adjusted in your video strategy:

  • View count
  • Likes/comments
  • Lead generation
  • Subscribe/follow rate
  • Social sharing
  • Click-through rate
  • Purchase conversion rate
  • Watch time/drop-off rate

If you haven’t started creating video content yet, now is the time. Give us a shout If you are interested in learning more about ways video can grow your startup or have questions about creating engaging video content.

B2B MARKETING TIPS