Creating a B2B video plan requires a roadmap that focuses on goals, audience, and distribution strategy for content that is designed to attract, educate, and convert potential buyers. These plans have two levels: the level that shapes what kinds of videos you make, and the level that determines the best use for them.
These two levels inform each other. This dance of influence is one of the reasons hiring a B2B video production service can save you time and make your money go further.
Why Plan?
If you’ve been running your business for any length of time, you already know how many things can go wrong when it comes to content. Your video is on point, but production quality is too low; the quality is amazing, but its message misses the mark; your content is high quality and message-driven, but it isn’t getting clicks or converting viewers.
It’s expensive to produce premium video content, and every misstep is wasted money. Without a plan, you risk making more mistakes. In the above example, imagine you invest in a video and then scrap it because it isn’t working. With a plan, you might realize the video you think is failing is actually perfect; it’s just trying to reach an audience at the middle of the funnel and you need to release other content first.
Step One: Goals
You need to know where you’re trying to land so you can head in the right direction. There are many benefits to using video for B2B lead generation, but first, you need to decide if that’s what you’re making videos for.
Some possible goals you could set with your video content are:
- Generating leads through YouTube searches
- Establishing authority in your field
- Educating leads about products (yours or standards in the field)
- Supporting your sales team with explainer videos and case studies
While there is often overlap, each of these goals leads to a different video being made.
Step Two: Audience
As mentioned above, think about the funnel that brings in potential buyers and carries them through to making a purchase. If you’re looking to establish authority in your field, are you targeting beginners looking to build a basic understanding, or are you appealing to experts? Your content should be tailored accordingly.
Step Three: Format
Once you know your goal and audience, it will be easier to decide which format will best suit your objective. For example:
- Explainer videos clearly articulate details, problems, and solutions in your field
- Tutorials show how products work
- Customer stories center real-world applications and outcomes
- Interviews can build authority and credibility
Each format is often tied to a place along the funnel, but they don’t have to be.
Step Four: Visibility
You don’t want to put your sweat, blood, and money into making the perfect video and then have no one see it. When you make your video content plan, think about how you’re going to get it seen before you pick up the camera.
- Research keywords that will help reach the targeted audience
- Choose thumbnails that will drive clicks
- Use metadata to elevate SEO
- Transcribe videos and captions to strengthen discoverability
This step is key because if it’s done right, your videos will garner clicks for years to come.
Step Five: Adjust
In marketing, nothing is ever really done, which is both a blessing and a curse. It would be nice to post a single perfect video and be done, but each bit of data helps you improve and connect with a wider audience and specific demographics more deeply. Some metrics to make sure you track are:
- Views
- Click-through rate on thumbnails
- Audience retention (exactly when viewers click away)
- Conversion rate
Use this data to refine your videos, and don’t just think negatively. If a large percentage of viewers click away at a certain timestamp, that tells you something, but it also tells you something that they stayed that long.
5 Steps to Create a B2B Video Content Plan
The Master Plan
Video content needs to be planned carefully, but it’s also iterative. The more data you have, the better off you are starting back at step one and making more informed choices.
Grouphugs can help you do this. We know how to stand out with B2B video content while managing the many flows of information and audience interaction. Check us out today to see how we can help your business achieve its goals!
