B2B explainer video: Effective communication for business customers
- Von: Mag. Dominik Mikulaschek
Explanatory videos are a powerful tool in B2B communication that helps companies convey complex information in an understandable and appealing way. In this article, we will discuss the importance of B2B explainer videos, their advantages over other communication tools and the steps to creating successful videos.
Why are B2B explainer videos important?
B2B explainer videos are of great importance in today’s business world. They are used to present complex products, services and concepts in a clear and understandable way. This can help to convince potential customers, build trust and accelerate the sales process.
The role of explainer videos in B2B communication
Explainer videos play a crucial role in B2B communication. They enable companies to present complex products and services in an understandable way. By visualizing information, potential customers can develop an understanding of the offer more quickly.
Explainer videos offer an effective way to get your message across to business customers. They are visually appealing and can convey complex information in an easily digestible way. This is especially important if your company offers technical products or services.
Advantages of B2B explainer videos compared to other means of communication
A key advantage of B2B explainer videos is their effectiveness. They are able to convey complex concepts simply and keep the attention of the target group. Compared to text or static images, videos are often more engaging and informative.
Explainer videos offer an interactive experience that allows viewers to learn at their own pace. You can pause, rewind and repeat content to ensure they grasp all the important information. This promotes understanding and recall of your message.
The elements of a successful B2B explainer video
Creating a successful B2B explainer video requires careful planning and execution. There are several key elements that should be considered to ensure that the video achieves its objectives.
Target group analysis for B2B explainer videos
Before you create a B2B explainer video, it is crucial to analyze your target group in detail. You need to understand what questions, concerns and information needs your potential customers have. A thorough target group analysis is the key to creating a video that is precisely tailored to the needs of your customers.
The target group analysis also helps you to determine the right approach and tone for your video. The better you understand your target group, the more targeted you can convey your message and address their needs.
Clear message and storytelling in B2B explainer videos
Communicating your message clearly is crucial. A well-structured script and storytelling will help convey your message in an engaging way and connect with your target audience. A well-told story can capture the audience’s attention and convey the information more effectively.
The art of storytelling lies in creating an emotional connection with your target group. This can help your message to be remembered for longer and leave an impression on your business customers.
Visual design and design principles
Visual design plays a crucial role in B2B explainer videos. The use of appealing graphics, animations and colors can keep viewers’ attention. It is important to use a consistent design that matches the brand image.
A professional design gives your video credibility and shows that you value quality. Look for clear graphics and appealing imagery to reinforce your message.
Voice and sound in B2B explainer videos
Choosing the right speaker’s voice is an important aspect. It should suit the target audience and convey the message clearly and professionally. Alternatively, you can also use text-to-speech technology to create a voice-over.
The right sound quality is also crucial. Make sure the sound of your video is clear and easy to understand. Sound problems can cause viewers to leave the video prematurely, so invest in high-quality audio.
B2B explanatory video production steps
The production of B2B explainer videos goes through several important steps that need to be carefully planned and coordinated. Here are the key phases you should consider when creating an effective video.
Planning and preparation
Planning is an essential step in the creation of B2B explainer videos. You need to define the goal of the video, the target group and the core message. This forms the basis for the script and the entire production.
At this stage, you should also set the budget and schedule. This helps to ensure that your project stays within budget and is completed on time.
Scripting and storyboarding for B2B explainer videos
The script and the storyboard are important documents that define the flow of the video. The script contains the spoken text and dialog, while the storyboard outlines the visual representation of each scene. This helps to plan the shots and the sequence of the scenes.
Scripting requires precise wording to convey the message clearly and concisely. It is important to ensure that the text fits well with the narrator and the visuals. The storyboard serves as a visual blueprint to ensure the video flows smoothly.
Choosing the right speakers for B2B explainer videos
Choosing the right voiceover can have a major influence on the impact of your B2B explainer video. It should suit the target group and convey the message clearly and convincingly. Professional voice actors can help to create trust and strengthen credibility.
When deciding on a voice-over artist, you should also consider the style and tone of voice. Should the video be informative, humorous or factual? The right voiceover can help to create the desired mood.
Design, animation and video production for B2B explainer videos
Visual design and animation are crucial aspects in the production of B2B explainer videos. The design should match the brand and the message. Clear graphics and animations can help to visualize complicated concepts in a simple way.
Video production involves the actual recording or creation of the visual content. This can include live action footage, animation or a combination of both. The quality of the production is important to achieve a professional result.
Sound design and music in B2B explainer videos
Adding music and sound effects can enhance your B2B explainer video and influence the mood. Choose music that fits the message and target audience and make sure it doesn’t distract from the spoken text. Sound effects can help to draw attention to certain elements in the video.
The sound design should aim to support the message rather than overpower it. The right balance of sound and image can make the video more appealing and effective.
Post-production and quality control
Once the raw material for your B2B explainer video has been created, post-production is crucial. This is where all the elements are brought together, the finishing touches are made and quality is ensured. This includes cutting, image and sound editing and the integration of animations and effects.
Quality control is an important step to ensure that your video meets the desired standards. Check that all the information is correct, the audio is clear and the design is consistent. Test the video with a small group of people to make sure it is understandable and engaging.
Distribution of B2B explainer videos
Creating a great B2B explainer video is only the first step. To reap the full benefits, you need to make sure it’s seen by your target audience.
The importance of publishing on your own website
Publishing your B2B explainer video on your own website is an important step. This makes it easy for visitors to your website to find the information and familiarize themselves with your offer. Make sure that the video is clearly visible and easily accessible.
Social media for the distribution of B2B explainer videos
Social media platforms offer an effective way to make your B2B explainer video accessible to a wider audience. Share the video on your company profiles and in relevant groups or forums. Use hashtags and targeted advertising to increase reach.
Integration in e-mail marketing campaigns
Email marketing is an effective way to send your B2B explainer video to your existing customers or leads. Include the video in your marketing emails and explain how it can benefit your recipients. This can increase the conversion rates of your email campaigns.
Presentations at conferences and trade fairs
If your company takes part in industry conferences or trade fairs, take the opportunity to present your B2B explainer video. A well-placed video on a trade fair stand can help to attract attention and arouse interest.
Hosting platforms for B2B explainer videos
Choose a suitable hosting platform for your B2B explainer video. Platforms such as YouTube, Vimeo or specialized business video hosting providers offer various functions and analysis options. Pay attention to the data protection and access settings to retain control over your content.
Performance measurement and optimization of B2B explainer videos
Once you have distributed your B2B explainer video, it is important to measure its success and make any necessary optimizations.
Important KPIs for measuring success
Success measurement should be based on relevant key performance indicators (KPIs). These can include: Number of views, average dwell time, conversion rates and social shares. These metrics will help you understand how well your video is performing.
A/B tests and optimization of B2B explainer videos
To increase the effectiveness of your B2B explainer video, you should carry out A/B tests. Create different versions of the video with slight variations, e.g. in length, style or message, and test which version works better. Based on the results, you can optimize and adapt your video.
Analyzing user behavior can also provide insights. Investigate at which points in the video most viewers bounce or where they are particularly engaged. This can indicate how you can optimize your video.
B2B explainer video trends and future prospects
The world of B2B marketing is constantly changing and evolving, and explainer videos are no exception. In this section, we take a look at the current trends and future prospects for B2B explainer videos.
Personalized explanatory videos for B2B customers
Personalized explainer videos are a growing trend in B2B communication. Companies use data and information about their customers to create customized videos that address their individual needs and interests. These personalized videos can strengthen customer loyalty and increase conversion rates.
Interactive explanatory videos for better customer loyalty
Interactive explainer videos allow viewers to intervene in the video. This can be done by adding buttons, quiz questions or branches in the storyline. Interactive elements encourage engagement and allow viewers to control the course of the video themselves.
Integration of AI and VR in B2B explainer videos
The integration of artificial intelligence (AI) and virtual reality (VR) in B2B explainer videos opens up new possibilities. AI can be used to provide personalized recommendations and dynamic content. VR allows viewers to immerse themselves in virtual worlds and explore products in 3D. These technologies are likely to play a greater role in B2B communication in the future.
Conclusion: B2B explainer videos as the key to successful business communication
B2B explainer videos are a crucial tool for effectively conveying complex information in business communication. They offer numerous benefits, from improved customer loyalty to increased sales figures. By taking into account proven methods and current trends, companies can create even more successful B2B explainer videos in the future.
Overall, B2B explainer videos are an investment in the future of business communication. They offer the opportunity to convey information in an engaging and understandable way while meeting the needs of the target audience. Companies should incorporate this powerful form of communication into their strategies in order to be successful.
