Oftentimes, we think of live video as a B2C marketing tool. Brands can use live streaming to interact in real-time with the customers who will directly use their services or purchase their products. As a result, live video is a largely untapped tool in the B2B marketing world—which is why you should be utilizing it.
General Electric (GE) recently spoke about why their executives utilize Facebook live to connect with other businesses. “You have to go where the world is, and everyone’s on Facebook,” said Beth Comstock, GE’s Vice Chair. Communications Specialist Alaynah Tombridge adds that live video “is a real-time feedback loop…the conversation can sometimes go in different directions. And there’s something much more authentic about that.”
Facebook Live, Instagram Live, and other live stream media outlets are ideal for B2B marketers because conversations among businesses can develop organically, similar to a face-to-face meeting. B2B marketing is about transparency, honesty, and accessibility, and all of these things are present in video live streams. Your credibility and trust level increases when others can connect with you live.
Not only are there tons of things you can capture on live video, but you can repurpose those videos to generate YouTube videos, blog posts, and website content. Going live at a seminar, conference, or company event allows people to connect with your business and industry in a way that they couldn’t before.
Live video can be used for a variety of B2B marketing strategies:
- Entrepreneur/startup community: share and learn with one another
- Recruiting: share culture, employee testimonials to connect with passive candidates
- Career and talent coaching
- Education (share webinars, meetings, conferences, recap discussions, etc.)
- Going “behind the scenes” to learn more about a company/industry
- “Ask an expert” to share your passion and knowledge around a topic
The importance of live video in B2B marketing is just another example of why professionals need to get comfortable with being in front of a camera in 2017. Sharing your thoughts, passions, and insights via visual and audio elements is the ideal way to connect with other businesses, your customers and peers.
