When reading online to help form my opinion on the “best” types of videos to use for B2B, I found it slightly misleading. One type of video is not necessarily supreme to all other videos in the B2B world. To effectively use videos, sellers need to consider the main point of the message and decide where on the site they would like to use the video.

Effective websites are built with hierarchy. When a user enters a website on the home page, they should get the broadest range of information that covers what the entire site is about. The further you go into the site, the more complex and detailed the information should be. Videos are no different.

Videos should have a hierarchy to reinforce what that page is about, get the user’s attention, and serve as another way to pass along more information.

Four Types of Good Videos for B2B Website Homepages 

1. Testimonials from Engineers, Technical Buyers, Satisfied Industrial Clients

Testimonials are videos that tell a story. They can be done multiple ways. For example, videos can be about specific products/ services or a company in general. When creating testimonials for a home page it is important not to get too specific about a product because that could give the wrong impression of what your website is about. A home page testimonial could be about a buyer/consumer that has been working with your company for years. They would use a storytelling tactic to enlighten users about the positive experiences they have had with your company and why they have chosen to use your business!

2. Promo Videos or Video Teasers for Industrial Products or Services

Sometimes when companies get a new product, they want to attract more customers to their site to promote it. Using short promotional videos is a good idea in this case! This is one of the videos that doesn’t necessarily fit in with hierarchy, but why? The reason is that if you choose to put the “teaser” on the product page, chances are it will be viewed by a much smaller audience. Placing promo videos on the home page will help you reach a broader audience.

3. Company Culture/History Videos to Build Trust in Your Industrial Business

Company culture videos are not for everyone, and they are not just meant for home pages. These videos are an easy way to promote employment opportunities, share unique features about your company, and create a picture of what it would be like for other businesses to work with you. For B2B companies that provide services where they must partner together, it is essential to create a positive company image.

4. Animations of Industrial Products or Services

Animation is a little different than the other types of videos because the title has nothing to do with what the video is about, but it has to do with how the video was created. It is no secret that not everyone has the time or skills to create advertising videos. There are companies today that create professional animated video advertising for B2B companies. Before looking into these options be sure to have a clear goal for the video!

If you have any questions about videos and your digital marketing needs, contact us or check out ecreativeworks.com.