B2B Video Marketing Tips to Boost Sales in 2022

Guest post 11.10.2022. Reading Time: 4 minutes
Image by Roungroat @ rawpixel.com

A well-planned and well-executed video marketing strategy can provide an incredibly valuable boost to engagement, sales, website traffic, and brand awareness. B2B brands can take advantage of these benefits too! 

As you know, you can never forget about the decision-makers, even your own! Management on both sides is always eager to know what they’ll get out of their investment and how marketing efforts will be received.

Review these current and growing video marketing success statistics to energize your efforts!

  • YouTube is the second largest search engine with 1 billion monthly unique visitors[1]
  • LinkedIn is projected to be B2B’s most popular platform for video marketing[2]
  • 84% of users report a video is what convinced them to make a purchase[3]
  • 79% reported a video is what led them to download an app[4]
  • 94% of video marketers report users to understand products better from video[5]
  • 87% of marketers say video ROI is overwhelmingly satisfying[6]

These studies from Wyzowl and Hubspot show that more than three-quarters of your customers and your competition expect video marketing to be the catalyst for purchases and growth. 

Here are a few tips to help you boost sales in 2022 with video marketing!

Create a Comprehensive Marketing Plan

There are two wrong paths to take in your planning. One is to have no plan at all and start posting videos with no clear objective because the internet says you should.

The second is to overanalyze your video creation and production plan to the point of exhaustion, eventually leading to not starting at all. We’re going to avoid both of those with these simple steps. 

It’s important to clearly define the goal of your campaign before launching your video marketing strategy. Don’t waste time and money on metrics that don’t matter, such as likes or reactions. 

Here are a few recommended objectives to guide your planning:

  • Getting more leads
  • Increased website traffic
  • Educating your audience
  • Brand awareness
  • Boost in engagement
  • More sales and conversions

Everything about what you create should be made to fit and further your objective. That includes the messaging that accompanies your videos, optimized calls to action, thumbnail and cover graphics, and enhanced video descriptions. I really mean everything. 

Knowing your goals is only half of the equation. The only way to know if it’s working is to measure your key performance indicators (KPIs). If your objective is conversions, you’ll be measuring click-through rates (CTRs) in comparison with the number of leads received.

If your goal is to nurture cold leads into warm ones, measure time spent on the page (also known as dwell time). This will tell you how well your content is resonating with your viewers

If sales are what you’re going for, measure the number of sales against the number of views. These are all elements you would measure to determine the success of your campaign based on the objective you choose. 

Now you know what you’re doing, it’s time to plan what to make. 

Valuable and Interesting Video Content

Image by Teddy @ rawpixel.com

If you want to sell, sell. If your goal is to educate, educate. Whatever you create, it just can’t be poor quality or boring. 

Video is one of the most dynamic and effective ways to showcase your brand. But with the rise of TikTok, Reels, and YouTube Shorts, one thing has been made abundantly clear: The people want to be entertained.

B2B Video Content Ideas

Even though you’re a B2B brand, you’re still marketing to humans. Their goals and requirements may differ from the B2C market, but you must still create some sort of genuine connection. Here are a few compelling ideas for interesting and engaging video marketing content

  • Time-lapse is your friend. Show off your process or a “day at the office” peek behind the curtain. Get your customer engaged in your process. 
  • “How to” videos are always a big hit and provide value to your viewers while simultaneously increasing credibility and trust. 
  • Speaking of trust, get your clients in front of the camera if possible. Let them share before and after stories in their own words. 
  • Parodies and remixes provide a great dose of fun. Keep an eye on trends and remake one in a style that’s authentic to your brand and matches your messaging. 
  • Try animation. Animated videos are fun and engaging. Use them to share educational content or company culture videos. 
  • Have you recently been on a podcast that was recorded? Reformat the footage into bite-size clips for social media distribution. You can invite guest speakers on your own podcast and record it via Zoom.
  • Lists are how people get things done. Create and share a list of practical and helpful tips for your ideal customer to make their job just a little easier. 
  • Plan your content out at least a month in advance, further if you have your marketing goals for the year lined up like little profit duckies. 

Get To Know Your B2B Target and Their Boss

The person who uses your product or service may not be the one signing the check. You aren’t just talking to the end-user. You need to convince them, their boss, and potentially shareholders that this is a valuable direction to take. Speak to them with language that resonates above just the user.

Here’s what you need to know about your B2B target market:

  • Does their location matter? If so, where?
  • What industry are they in?
  • What job titles do you need to connect with?
  • Who will make the final decision, and how can you get them to sign off?
  • What goals are they expected to fulfill?
  • Where can they be found online?

Show up where your customers are and give them what they want. 

Start Filming For B2B Video Marketing in 2022!

Plan, create, and target. This is how you will boost sales with video marketing in 2022. 


Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, a corporate video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.