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Shoppable Video for B2B: How to Use it to Close More Deals

Discover how shoppable video can revolutionize your B2B sales strategy and help you close more deals.

In today's competitive business landscape, B2B companies are constantly seeking new and innovative ways to increase sales and enhance customer engagement. One such strategy that is gaining increasing attention and delivering impressive results is the use of shoppable video. In this article, we'll explore the concept of shoppable video, its benefits for B2B enterprises, and how you can effectively create and implement successful shoppable video campaigns to close more deals.

Understanding shoppable video and its benefits for B2B

Shoppable video is a relatively new marketing strategy that combines the power of video content with the convenience of integrated e-commerce functionality. By providing a seamless, interactive user experience, it has the potential to transform the way B2B buyers discover, evaluate, and purchase products and services.

What is shoppable video?

Shoppable video refers to video content that allows viewers to directly purchase products or access additional product information by interacting with elements within the video. Typically, this involves integrating clickable hotspots, overlays, or other interactive elements that lead to product pages or shopping carts within the video player itself.

In the B2B context, shoppable video can be used to showcase products, provide in-depth demonstrations, deliver educational content, or even highlight customer testimonials. The goal is to engage the viewer, provide valuable information, and offer a direct, frictionless path to conversion.

Why shoppable video is a game-changer for B2B sales

Shoppable video is an increasingly popular marketing tool, and for good reason. For B2B companies, it offers several key advantages over traditional marketing methods, such as:

  • Improved user engagement: Shoppable video allows for a more interactive and engaging experience, keeping viewers interested and invested in your content.
  • Shortened sales cycles: By providing a direct path to purchase within the video, shoppable video can help to speed up the buying process.
  • Increase in conversions: By reducing the number of steps required to make a purchase, shoppable video can lead to higher conversion rates.
  • Better tracking of marketing ROI: Shoppable video provides detailed analytics and tracking data, allowing you to measure the success of your marketing efforts and make data-driven decisions.
  • Higher average order values: By showcasing related products or offering bundle deals within the video, shoppable video can lead to higher average order values.

These advantages, combined with the fact that businesses are increasingly embracing online purchasing, make shoppable video an attractive option for B2B organizations looking to stand out in a crowded market and close more deals.

The advantages of using shoppable video in B2B marketing

There are several additional benefits of incorporating shoppable video into your B2B marketing strategy, including:

  1. Enhanced product presentation: Shoppable video allows you to showcase your products and services in a more dynamic and engaging manner than traditional static images or text. By highlighting key features and benefits, you can help potential buyers better understand the value of your offerings.
  2. Raised brand awareness: High-quality video content can help to establish your brand as a thought leader and innovator within your industry, helping to build credibility and trust. By creating informative and engaging videos, you can position your company as an authority in your field.
  3. Improved customer retention: By providing valuable content and a positive user experience, shoppable video can help to foster loyalty and develop long-term customer relationships. By offering personalized recommendations and helpful tips, you can keep customers coming back for more.

In conclusion, shoppable video is a powerful marketing tool that can help B2B companies improve user engagement, shorten sales cycles, increase conversions, better track marketing ROI, raise brand awareness, enhance product presentation, and improve customer retention. By incorporating shoppable video into your marketing strategy, you can stay ahead of the competition and drive more sales.

Creating effective shoppable videos for B2B

Shoppable videos are quickly becoming a popular marketing tool for businesses of all sizes. By combining the power of video with the convenience of e-commerce, shoppable videos offer a unique and engaging way to connect with customers and drive sales. However, creating a successful shoppable video campaign requires careful planning and execution. In this article, we'll explore some key steps to help you create effective shoppable videos for your B2B business.

Identifying your target audience and their needs

Before you begin creating your shoppable video, it's important to have a clear understanding of your target audience and their needs. This involves conducting market research, analyzing customer data, and gathering insights from your sales and marketing teams. By understanding your audience, you can tailor your video content to address their pain points and provide value.

For example, if your target audience is small business owners, you might create a shoppable video that showcases how your product can help them save time and money. Alternatively, if your audience is enterprise-level decision-makers, you might focus on the scalability and customization options of your product.

Choosing the right video format and platform

There are many different video formats and platforms available for shoppable content, and the best option for your business will depend on your specific goals, audience, and resources. Some popular formats for B2B shoppable videos include webinars, product demonstrations, tutorials, and customer testimonials.

When selecting a platform, consider factors such as the level of interactivity and customization available, integration with your existing e-commerce and CRM systems, and compatibility with mobile devices to ensure a seamless user experience. For example, if your target audience primarily uses mobile devices, you'll want to choose a platform that is optimized for mobile viewing and purchasing. Don't forget about cost! GhostRetail's shoppable video tool is available totally free to help you test the waters in shoppable video for B2B.

Crafting a compelling story and call-to-action

The most effective shoppable videos tell a compelling story that engages the viewer and encourages them to take action. This might involve showcasing the unique features and benefits of your product, demonstrating its value in real-world scenarios, or highlighting the experiences of satisfied customers.

Regardless of the specific narrative, make sure to include a clear and enticing call-to-action (CTA), encouraging viewers to take the next step in their buyer journey, whether that's requesting more information, signing up for a demo, or making a purchase. Your CTA should be prominently displayed throughout the video, and should clearly communicate the benefits of taking action.

Integrating product information and purchasing options

One of the key features of shoppable video is the ability to seamlessly integrate product information and purchasing options directly within the content. This can be achieved using interactive hotspots, overlays, or other interactive elements that allow viewers to access product pages, request additional information, or add items to their cart without leaving the video experience.

To ensure maximum effectiveness, it's vital that the integration of these elements is both visually appealing and user-friendly, as this can greatly influence viewer engagement and conversion rates. For example, you might use eye-catching graphics or animations to draw attention to your CTA, or include customer reviews and ratings to provide social proof and build trust.

In conclusion, creating effective shoppable videos for B2B requires a combination of strategic planning, creative storytelling, and technical execution. By following these key steps, you can create shoppable videos that engage your audience, showcase your products, and drive sales for your business.

Best practices for B2B shoppable video campaigns

Shoppable videos have become an increasingly popular tool for businesses looking to engage with their target audience and drive sales. By combining the power of video content with the convenience of e-commerce, shoppable videos allow viewers to seamlessly shop for products or services while watching a video.

However, creating a successful shoppable video campaign requires more than just adding clickable links to your videos. To maximize the success of your shoppable video campaign, there are several best practices that you should consider implementing.

Personalizing your shoppable video content

The more relevant and tailored your content is to your target audience, the more likely they are to engage with it and ultimately convert. One way to achieve this is by personalizing your shoppable video based on factors such as industry, job role, or previous interactions with your brand. This can help to create a more memorable and meaningful experience for viewers, increasing the likelihood of them taking action.

For example, if you are targeting B2B buyers in the healthcare industry, you could create a shoppable video that highlights the unique challenges and pain points faced by healthcare professionals. By addressing these specific concerns and offering solutions that are tailored to their needs, you can create a more compelling and effective shoppable video.

Ensuring seamless user experience and mobile optimization

To provide the best possible user experience, it's crucial that your shoppable video is easy to navigate, loads quickly, and is compatible with a range of devices, including smartphones and tablets. Ensuring that your content is mobile-optimized is particularly important given the growing trend of B2B buyers using mobile devices to research and make purchases.

One way to optimize your shoppable video for mobile is to use vertical video, which is optimized for viewing on mobile devices. By using this format, you can ensure that your video looks great and is easy to navigate on any device.

Leveraging analytics to measure success and optimize performance

An important aspect of any successful marketing campaign is the ability to measure and analyze its performance. With shoppable video, you can track a range of metrics such as view count, engagement rate, conversion rate, and average order value, allowing you to gain insights into what is working and where there may be room for improvement.

By leveraging these insights and making data-driven decisions, you can continuously optimize your shoppable video strategy to maximize results and achieve a higher return on investment (ROI).

For example, if you notice that certain products or services are consistently driving higher conversion rates, you could focus your efforts on promoting those items in future shoppable videos.

Collaborating with influencers and industry experts

Partnering with influencers or industry experts in your niche can significantly expand the reach and credibility of your content. By featuring such individuals in your shoppable videos or collaborating with them on creative campaigns, you can leverage their existing audience and authority within the industry to drive traffic, engagement, and ultimately, conversions.

For example, if you are in the tech industry, you could collaborate with a well-known tech influencer to create a shoppable video that highlights your latest product offerings. By featuring the influencer in the video and leveraging their audience, you can increase the visibility and credibility of your brand.

By following these best practices and continuously optimizing your shoppable video strategy, you can create engaging and effective campaigns that drive sales and grow your business.

Getting started with B2B shoppable video campaigns

In conclusion, with thoughtful planning and implementation, shoppable video can prove to be a powerful marketing tool for B2B organizations. By understanding its benefits, effectively creating content, and adhering to best practices, B2B companies have the potential to close more deals and drive their businesses to new heights.

Want to get started with shoppable video fast? GhostRetail's innovative and free shoppable video platform lets you tag products to any video asset you already have or plan to create, making it instantly shoppable.

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