In the Australian B2B landscape, decision-makers are time-poor and often overwhelmed by text-heavy whitepapers and sales decks. Video marketing allows you to break through the noise, humanise your brand, and explain complex solutions in a fraction of the time, making it the ultimate tool for demand generation.
By implementing a structured video strategy, you aren't just 'making content'; you are building a scalable trust engine that works 24/7 to educate your prospects before they ever speak to a sales representative.
Prerequisites
Before you start, ensure you have the following:- Defined Buyer Personas: A clear understanding of who you are targeting (e.g., CFOs of mid-market manufacturing firms).
- Basic Equipment: A smartphone with a good camera, a lapel microphone, and a ring light (or access to a studio).
- LinkedIn Company Page: The primary channel for B2B video in Australia.
- Video Hosting: An account on YouTube, Vimeo, or Vidyard.
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Step 1: Define Your Content Pillars
Don't start filming without a plan. B2B demand generation requires three types of video content: Educational (Thought Leadership), Social Proof (Case Studies), and Product/Service explainers. Screenshot Description: You should see a simple spreadsheet with three columns: 'Awareness', 'Consideration', and 'Decision', with 3-4 video ideas listed under each.Step 2: Audit Your Existing High-Performing Content
You don't need to reinvent the wheel. Look at your Google Analytics or LinkedIn Analytics. Which blog posts or LinkedIn updates received the most engagement? These are your first video scripts. Converting a successful 'How-to' blog post into a 90-second video is the most efficient way to start.Step 3: Script for the 'Hook' and the 'Value'
In B2B, you have approximately 3 seconds to stop the scroll. Your script should follow this formula:- The Hook: Address a specific pain point (e.g., "Is your Australian business struggling with the new fringe benefit tax changes?").
- The Value: Provide one actionable insight.
- The CTA: Tell them exactly what to do next.
Pro Tip: Keep B2B videos under 2 minutes for social media. For deep-dive webinars or demos, 15-20 minutes is acceptable.
Step 4: Set Up Your 'Home Studio'
You don't need a Hollywood budget. Find a quiet corner of your office with natural light facing you.- Audio is King: People will watch a blurry video with clear sound, but they will turn off a 4K video with echoey audio. Use a $50-100 Rode lapel mic (an Aussie brand!) for professional results.
- Background: Keep it clean and professional. A few plants or a bookshelf work well.
Step 5: Recording Using the 'Teleprompter' Method
If you find it hard to remember lines, use a teleprompter app on your smartphone (like 'BigVu' or 'Teleprompter for Video'). This allows you to maintain eye contact with the lens while reading your script, which builds significantly more trust than looking down at notes.Step 6: Edit for 'Silent Viewing'
Did you know that up to 80% of LinkedIn videos are watched without sound? You must add captions. Tools like CapCut or Rev.com make this easy. Screenshot Description: In your editing software, you should see a text track above your video track, ensuring captions are positioned in the middle of the screen, not obscured by the UI elements of LinkedIn or YouTube.Step 7: Optimise for Australian Search Intent
When uploading to YouTube, use Australian-specific keywords if your service is local. For example, use "Commercial Law Brisbane" rather than just "Commercial Law." Ensure your ABN and local contact details are in the video description to help with local SEO signals.Step 8: Implement Video on Your Landing Pages
Replace your hero image with a 'Founder Video' or a 'Product Walkthrough.' Statistics show that including a video on a B2B landing page can increase conversion rates by up to 80%. Ensure the video is 'lazy-loaded' so it doesn't slow down your website speed.Step 9: Distribution via LinkedIn Native Uploads
Never just post a YouTube link on LinkedIn. The algorithm will suppress it. Instead, upload the video file directly (Native Video). Add a compelling text description and 3 relevant hashtags.Step 10: Use Video in Sales Outreach
This is where demand generation meets lead conversion. Have your sales team record personalised 30-second videos for high-value prospects using tools like Loom. Mentioning a prospect's specific business challenge by name creates a level of personalisation that an email cannot match.Step 11: Analyse Your 'Watch Time' Metrics
Don't just look at 'Views.' In B2B, 'Average Watch Time' is the most important metric. If people drop off after 10 seconds, your hook is working but your content isn't delivering. Adjust your future scripts based on where the audience loses interest.---
Common Mistakes to Avoid
- The 'Corporate' Voice: Avoid using overly jargon-heavy language. Speak like you would to a colleague over coffee at a local cafe.
- Focusing on Features, Not Benefits: Prospects don't care about your software's API; they care that it saves them 10 hours of admin a week.
- Neglecting the Thumbnail: Your thumbnail is your headline. Use a high-contrast image with a few words of large, bold text.
Troubleshooting
- Video looks 'grainy' or dark? Move closer to a window. Front-facing natural light is better than any cheap LED light.
- Audio has a 'hiss'? You are likely recording too close to an air conditioner or a computer fan. Turn off appliances before hitting record.
- Low engagement on LinkedIn? Check your 'Privacy' settings on the post. Ensure it is set to 'Public.' Also, engage with 3-5 other posts in your feed immediately after posting your video to signal to the algorithm that you are an active user.
Next Steps
- Identify one FAQ: What is the one question every client asks you? Record a 60-second answer today.
- Test and Learn: Post one video per week for four weeks and compare the engagement to your text-only posts.
- Scale Up: Once you see what resonates, consider professional production for your core brand story.
If you need help developing a high-level B2B video strategy or require professional editing to make your brand stand out in the Australian market, the team at Local Marketing Group is here to help. Contact us today to discuss your project.