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C h a p t e r 2 5 Using YouTube for B2B Marketing 269

Instead, YouTube is best used to provide more information for potential customers,
reinforce existing B2B relationships, and provide after-the-sale support. I’ll elabo-
rate on each of these points.

Using YouTube for Additional Information

You probably won’t pick up a lot of new contacts from YouTube. However, you can
direct contacts you acquire elsewhere to YouTube to provide additional information
about your company, products, and services.

In this regard, think of YouTube as a giant brochure or presentation. In fact, you can
create video brochures and video versions of your presentations for distribution on
YouTube. Many purchasers prefer to watch rather than read, which makes YouTube
ideal for putting more information in their hands.

Consider creating at least one video that introduces potential customers to your
company, that creates the authority you need to present. Use other videos to provide
more details about the various products and services you offer, including hands-on
demonstrations, case studies, and the like. Use YouTube videos to help sell your
company to prospective clients, and then let your salespeople follow through for the
order.

Using YouTube to Reinforce Existing Relationships

B2B marketing is all about establishing and maintaining relationships. After you
have a solid relationship with a client, future orders are likely to continue on a regu-
lar basis.

On this note, you can use YouTube to help make an otherwise impersonal relation-
ship more personal. A video is great for putting a human face on your company. Let
your company management speak directly to customers in videos, show products in
use in the field, provide customer testimonials… you get the idea. Use YouTube to
provide an ongoing conversation with your customer base.

Using YouTube for After-the-Sale Support

Many B2B products and services require a high level of after-the-sale support. You
can minimize your support burden by providing a series of how-to videos that
address the most common problems or issues.

For example, if you sell equipment that needs to be installed, you can produce a
series of videos that walk customers through the installation process. If you sell a
service that some find difficult to understand, you can produce videos that proac-
tively address the most frequent questions. Talk to your technical or customer