Video isn’t just for big brands anymore.
Today, B2B video marketing is one of the most powerful (and affordable) tools small businesses can use to connect with customers. Whether you’re a local contractor, consulting firm, or professional service provider, there’s a video format and platform that fits your business goals and budget.
If you’re not sure where to start, our Video Usage Cheat Sheet breaks down what works best for each platform, including tips, formats, and time lengths for every major channel. But first, let’s look at the big picture.
Why Video Works for B2B Marketing
For B2B companies, video marketing connects with audiences faster than text alone. Here’s why:
- It builds credibility. Seeing your people, processes, or products in action makes your business feel real and trustworthy.
- It simplifies the complex. Short explainers or demos can help customers quickly understand what you offer.
- It increases reach and engagement. Platforms like LinkedIn and YouTube prioritize native video, helping you show up in more feeds.
- It drives conversion. Prospects who watch a product or testimonial video are more likely to act because they’ve seen proof, not just promises.
When to Use Video
You don’t need a full-time videographer to make an impact. Here are smart ways small businesses can integrate video content for B2B audiences throughout the year:
- Launches or announcements. Use short, vertical videos for LinkedIn, Instagram, or Facebook to share new services, team members, or product updates.
- Customer testimonials. A 30-second clip of a happy client talking about your service builds more trust than any written review.
- Behind-the-scenes stories. Quick Reels or Stories showing your team at work can add authenticity to your brand.
- How-to or educational tips. Show your expertise with simple demonstrations or explainer videos on YouTube or LinkedIn. For example, “How to Extend the Life of Your Parking Lot” or “3 Things to Check Before a Facility Upgrade.”
- Event recaps or community involvement. Share highlights from trade shows, sponsorships, or volunteer days. These remind clients that you’re a team of real people invested in your community, not just a commodity.
- Recruiting and company culture. Short “day in the life” clips can build excitement and help future team members picture themselves working with you.
Tips for Business Success
Video is no longer optional. It’s essential. The good news? You don’t need a production team to create content that connects. Here’s what it takes to build a sustainable business video strategy without a big budget:
- Start with what you have. A modern phone camera is often enough. Focus on lighting, clear audio, and an authentic message.
- Plan your message. You don’t need a script. You just need three key points: what’s the problem, how you solve it, and what to do next.
- Keep it short. Most videos perform best under one minute unless you’re doing a tutorial.
- Add captions. Most people watch without sound.
- Track performance. Watch metrics like views, completion rate, and engagement, and refine your approach based on what works.
Download our Video Usage Cheat Sheet for platform-by-platform tips, best formats, and real-world examples to guide your next video.
Put Video to Work with a Clear Plan
Video works best when it’s part of a clear plan. At The Marketing Collective, we help B2B businesses and nonprofits connect strategy to execution, so video supports real business goals instead of becoming another one-off tactic. If you’d like help getting started, we’d love to talk.
Key Takeaways
- Video marketing is no longer limited to large brands; small B2B businesses and nonprofits can use video effectively without large budgets or production teams.
- B2B video works because it builds credibility, simplifies complex services, and increases engagement across platforms like LinkedIn and YouTube.
- Businesses can integrate video throughout the year using practical formats such as testimonials, how-to videos, behind-the-scenes content, and short announcements.
- Video delivers the best results when it is part of a clear marketing strategy, supported by consistent execution and measurement.
About Angela May Bayless
Client Strategist, The Marketing Collective
About Angela May Bayless
Client Strategist, The Marketing Collective
Angela May Bayless is a seasoned, marketing strategist and client-focused professional. She has expertise in social media strategy, video and photo direction, event management, and project leadership. She brings creative vision and thoughtful execution to every campaign, helping brands tell better stories and connect meaningfully with their audiences through integrated digital and experiential work.
