by Cindy Kremer Moen

For many reasons – like time, expense and uncertain ROI – B2B professional services like accounting and legal have steered clear of incorporating videos into their marketing mix. Given the prevalence of video in so many other areas of our lives (I’m looking at you, TikTok), the acceptance of amateurly produced videos and the availability of easy-to-use recording and editing tools, the time has come for professional services marketers to make video part of their overall marketing strategy.

From improving brand visibility to fostering client relationships, video marketing offers several benefits that can significantly elevate a company’s marketing campaigns. Videos can:

  • Address different learning methods: Not everyone learns the same way. Video accommodates visual learners and will help them retain and understand your information.
  • Increase engagement: Videos are one of the best content formats for engagement. Videos ranked the highest when it comes to the most engaging content type on LinkedIn in 2023.
  • Improve SEO: Video improves site ranking and encourages visitors to stay longer on your site.
  • Build trust: Trust and authority are vital for relationship-building with clients. They need to trust your company and see you as a leader in the industry before they are willing to buy, and video allows a more personal interaction.

Why You Should Consider Video Content Now

In B2B professional services, where purchasing decisions often involve large budgets, multiple stakeholders and numerous inputs, video content can break down complex information effectively. Unlike mainstay text-based marketing tools, videos captivate and resonate with audiences on a deeper level. They offer a visually stimulating medium through which you can showcase your company’s products, services and expertise in a compelling and digestible manner. You can use video to create memorable experiences that leave a lasting impression and differentiate your company from the competitors.

The Benefits of Video Marketing for B2B Professional Services

Videos can humanize companies and establish emotional connections with potential clients. By showcasing the people behind the company and sharing authentic stories, you can build trust and credibility within your company’s target audiences. Videos enable companies to demonstrate product features, offer tutorials and provide valuable industry information, which can accelerate the decision-making process for potential clients. Customer testimonials, case studies and behind-the-scenes glimpses can help professional services convey a unique value proposition and address the pain points of the audience.

Types of content B2B professional service companies could create include:

  • Product demonstrations: Use video to demonstrate your product features and benefits, which enhances understanding and trust among your target audience.
  • Explainer videos: Videos can simplify complex concepts and clarify intricate solutions or processes, improving audience comprehension and decision-making.
  • Case studies and testimonials: By showcasing real-world success stories and testimonials, videos help companies establish credibility and trust with potential clients.
  • Webinars and thought leadership series: Hosting webinars gives companies the opportunity to share industry insights and expertise, positioning the brand as a thought leader in the industry.

Cost-Effective Ways to Produce High-Quality Video Content

While the prospect of producing high-quality video content has seemed daunting in the past, there are several cost-effective solutions available that can streamline the process. Today iPhones can record in full HDR video with Dolby Vision just by adjusting a few camera settings. High-quality lighting for video can be purchased on Amazon. Many low-cost and easy-to-use DIY video creation tools like Canva are available to edit your videos. And if you’d rather not tackle the recording and editing yourself, outsourcing production to freelance professionals or agencies is always an option. Repurposing existing assets such as webinars, podcasts or presentations into video format can provide a cost-effective way to diversify content offerings and extend their life.

Optimizing Video Content for Audiences

To maximize the impact of video content in marketing campaigns, you must understand the pain points, preferences and consumption habits of your target audience and then tailor the message to their needs. When you optimize your videos for search engines and social media platforms, you can exponentially increase their visibility and reach, ensuring they connect and resonate with the right stakeholders at the right time.


The time for B2B professional services to incorporate video into their marketing mix has come. With video result metrics on the rise on LinkedIn – the most important platform for B2B today – companies would be wise not to ignore this important marketing tool. Offering a myriad of benefits ranging from increased engagement to enhanced brand visibility and credibility, video can effectively communicate your company’s value proposition and drive meaningful interactions that lead to tangible results. Don’t let the average TikToker turn you off; try one of the many cost-effective solutions for producing high-quality video content and harness the power of video to achieve your marketing objectives and stay ahead of the competition.

About the Author

Cindy Kremer Moen has helped Edge Marketing clients develop successful strategies and tactics to meet their goals since 2006. When not at her desk, she can be found on the trails and waterways near her home on the shores of Lake Superior.