How to Use Video for Social Media in B2B Sales

Neal Schaffer President, Maximize Your Social

Posted on October 4th 2012

How to Use Video for Social Media in B2B Sales

Video for Social Media in B2B Sales

Get out the popcorn ’cause it’s time for video for social media in B2B sales.

I have been in many meetings with B2B companies where , often, the CEO will say something like, “Well, we sell B2B and businesses don’t watch videos online.”  While that might be true of the business itself, the people that work at those companies do watch video.   These people are on social media and they are talking online.  They know what they like and they know what they don’t like.  Something very important to remember is that, as the work force gets younger, they are more likely to use social media to do research than their predecessors were.  While your target might be different than a B2C, at the end of the day, it is really all about engagement and relationship.

Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. source: Forbes)

The truth is that the strategy for B2B video is very similar as the process for B2C video.  You need to know your target market.  You need to understand how they buy and how they search for what they want online.  You need to understand where they hang out within social media.   The nice thing about marketing for B2B is that, often times, you can be more targeted because you are not trying to hit such a large audience.

Video Creation

Remember, just because your target might technically speak the same language as you, you need to try to avoid being too technical in what you say.  YouTube says you have a total of 15 seconds for your video to engage your viewer, at which point they decide whether to stick with your video or jump ship to your competitor’s video.

The other thing to be mindful of is to keep your videos short.   If you feel like you have a lot to say, create a series of short videos.  The key to holding your audience’s attention is to not put all of you information into one 10 minute video.  If your video is too long, you will lose their attention and if you have lost their attention, there is potential that your competitor may have gained it.

You need to create videos with a purpose by setting goals.  Is your goal awareness? If so, then create a video that introduces your company and tells its story.  Don’t forget to add emotion!  Create videos that allow your target the ability to share the videos with other decision makers.  One of the great things about internet video is there is no shortage of ideas to help inspire your video to greatness.

Video Distribution

When it comes to distribution in social media, start with YouTube and Facebook.  Make sure your videos are optimized for search.  This way, when your target is searching for a solution, they find you. Don’t forget to use the content beyond social media.  Use print with QR codes.  Make sure every sales person has the capability to send the videos out via email as well as taking the videos with them to meetings on tablets or laptops.

These videos, just like regular B2C videos, need to help lead the viewer through the sales process.  You should have a video that speaks to each stage of this process.

Don’t be afraid to try something new!  One of my new favorite video players is created by a company called D4 Media.  The video player allows the viewer to customize the player with the information they want to see.  For example, let’s say your company has 10 hours of video.  The player lets you choose to watch the content in the way you want to see it.  If you have 10 minutes and want to learn about ‘x’, the video player will instantly build a 10 minute show, taking the best of the content from the company’s library on subject ‘x’.  You can see an example of the player in action at Executive Next Practices’ website.

Jayson Duncan (7 Posts)

This monthly Social Media and Video column is contributed by Jayson Duncan. Jayson is an Orange County, California filmmaker and owner of the video production company Miller Farm Media. In 2003, Jayson began using video to help others tell their stories through his video production company, Miller Farm Media. He has created videos for Fortune 50 companies. In his spare time Jayson enjoys playing his guitar, song writing, and spending time with his wife, Gretchin.


Image courtesy of digitalart /



TOPIC: Video for B2B Sales, Social Media Video in B2B Sales


Neal Schaffer

President, Maximize Your Social

Forbes Top 50 Social Media Power Influencer two years in a row and creator of the AdAge Top 100 Global Marketing Blog Windmill Networking (recently rebranded as Maximize Social Business), Neal is a global social media speaker who also teaches as part of the Rutgers University Mini Social Media MBA Program. As an author, Neal is best known for his definitive book on social media strategy creation, implementation, and optimization “Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success” (Wiley)  but has also published two other award-winning and critically acclaimed social media books: ”Maximizing LinkedIn for Sales and Social Media Marketing” and “Windmill Networking: Maximizing LinkedIn.”

As a leading social media speaker, Neal currently speaks on social media at dozens of corporate, professional association, and online events each year. In parallel, he continues to consult with, coach, and train clients on strategically leveraging social media for their business. Since launching his social media strategy consulting business in January, 2010, Neal has worked with dozens of companies, from small startups and solopreneurs to Fortune 500 enterprises and a Grammy Award-winning celebrity. In addition, Neal is also founder and editor-in-chief of Maximize Social Business, a leading social media for business resource featuring industry thought leaders.

Neal works with clients seeking his social media expertise in the following ways: 

Social Media Strategy Consultant - Neal works with companies in auditing their current social media efforts company-wide and creating a comprehensive social media strategy that aligns corporate objectives with the potential for social business. For smaller businesses who need to have an expert social media advisor on call for practical advice, Neal offers this service at reasonable rates to help as many companies as possible with their social media.

Social Media Speaker - Whether it’s a keynote speech, presentation for a professional association or a hands-on workshop for an internal audience, Neal delivers customized content with concrete takeaways to meet your needs.

Social Media Content Creator – Need a recognized social media author to ghostwrite or help in writing a social media book, ebook, whitepaper, or magazine article for your organization or enterprise? Neal is available for such work.

See Full Profile >


Posted on October 4th 2012 at 5:12PM

Great post!  Agree with you 100%.  Having a purposeful, short, attention grabbing video with a call to action is a must if you want to be successful with B2B vids.  

Also, have you ever heard of B2B Company's sales reps using a service like BombBomb for Video Email?  Seems to have a high open rate...