Video content is the most important and impactful way brands can engage with their customers in 2022. Don’t believe me? Log into your favorite social media platforms and investigate. Wyzowl recently reported that 84% of people have been convinced to buy a product after watching a brand’s video.
That tells us two critical things about video content. First, it shows us that marketers are already leveraging video content to reach their consumers. Most importantly, this statistic shows us that consumers respond favorably to video content.
If you’re trying to reach buyers, you should be creating videos.
If you’re trying to reach buyers (and most brands are), you should be creating videos that allow them to interact with your content and engage with your brand. Video content is almost a no-brainer process for B2C and direct-to-consumer brands because they can showcase their products and their brand values easily in a livestreaming session.
But what about B2C brands that cannot leverage livestreaming as easily as their direct-to-consumer counterparts might?
I’m here to tell you that B2B brands can just as easily incorporate livestreaming into their marketing strategies as B2B brands. In fact, livestreaming can help B2B companies generate new business and build better relationships with their customers.
Livestreaming is a long-term solution to capturing engagement from B2B customers because it is a strategy that builds upon itself, creating new levels of customer engagement and solidifying brand trust with each stream.
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How to Livestream As a B2B Brand
The customer journey for B2B brands is much longer than for companies that sell directly to the consumer. The sales cycle takes months — sometimes years — and the buyer’s decision is impacted by their trust in the brand.
Livestreaming can help B2B brands connect with their consumers time and time again, so they can create new touchpoints and interactions that build up brand trust.
Livestreaming for a B2B brand could take a few forms. For example, a B2B software company could use livestreaming to provide product tutorials and walk users through a specific feature on the platform. The same company could also use livestreaming to announce a new product and then showcase it on the platform.
Consistency is the key to success for any B2B brand that wants to leverage livestreaming.
Livestreaming is also a great way for executives and company leaders to show their faces to prospective buyers and engage with the community of people interested in their products.
If done consistently, each of these livestreaming styles will come together to create impactful brand messaging. Consistency is the key to success for any B2B brand that wants to leverage livestreaming to drive new business.
You must appear before your audience on a regular basis so that you can build rapport with your customers. This is similar to a B2B sales strategy, where a salesperson builds a relationship with a customer over time by interacting with them in person.
Livestreaming has a similar effect, but it is more impactful because consumers can interact directly with companies and leaders (especially when executives join in on the livestreaming session), and they can get their questions answered more quickly.
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Technology for B2B Livestreaming
In order to create an impactful livestreaming session, you need the right tools to offer the best viewer experience. The most basic tools that you need are a phone with a camera and a social platform that supports live video.
However, if you’d like to create a more impactful livestream, you should consider leveraging technology that will cater to your buyers’ needs. Switcher Studio integrates with the leading livestreaming platforms and helps brands create engaging videos that are shoppable and branded.
Technology like Switcher Studio can create a more branded experience, so your livestreaming sessions are consistent with other marketing campaigns. It’s also important that you leverage technology to create professional-looking content.
B2B brands don’t have to rely on point-and-shoot social apps, or pay upwards of $10,000 per video to have someone do it for them.
B2B brands don’t have to rely on point-and-shoot social apps, or pay upwards of $10,000 per video to have someone do it for them. Invest in the right video editing and production tools, and your content will be more impactful and engaging for your audience. Further, you can take ownership of making your content quickly and easily.
Livestreaming is the most innovative and impactful way that B2B brands can engage with their customers in 2022. It’s a new frontier in B2B marketing, and it offers brands the opportunity to meet their customers on the platforms they are already using.
Livestreaming can be leveraged in multiple ways, showcasing products, brand values, and even the company’s leadership team. B2B leaders should not be afraid to jump into the livestream game. With the support of technology, B2B companies can create professional, engaging, and branded livestreaming content that reaches their audiences and resonates with their buyers’ needs.
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About the Author
Nick Mattingly is the CEO and Co-Founder of Switcher Inc., multicamera livestreaming software designed for iOS. Nick is passionate about the intersection of technology and design. He co-founded Switcher because he wanted to help brands create the best content without breaking the bank on equipment or sacrificing quality to save money.
