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270 Part IV Promotion and Monetization

support people and find out what issues result in the most customer calls, and then
deal with those issues upfront via your YouTube videos. Done right, you’ll end up
with happier customers and lower support costs.

Different Types of B2B Videos

In support of these various goals, there are a number of different B2B videos that
you can produce and distribute via YouTube. Let’s look at the most popular.

Product Demonstrations and Walk-Throughs

A good product demo or walk-through serves several purposes. First, it lets poten-
tial customers learn more about your offerings during the crucial decision-making
process. In addition, it introduces existing customers to new products and services.
In either case, a product demo provides much-needed information in a useful video
format, and should be used to supplement the efforts of your salespeople.

How-To Videos

There are many uses for step-by-step videos in the B2B market. A good how-to
video can aid in the decision-making process for potential customers. It can help
new customers install and configure your products. It can even show existing cus-
tomers how to get better use of the products and services they’re already using. Be
creative here; you can provide a lot of good ideas to help your customer base
become more productive with what you offer.

Case Studies and Testimonials

It’s always good promotion to showcase your success stories. Customers like to see
how other customers are doing things; a video is a great forum for this information.
Show your products and services at work in the real world, and let your customers
tell each other how much they love what you’re doing.

Conferences and Events

If your company sponsors or produces any conferences, seminars, or similar special
events, you can use YouTube to both promote and distribute information about
these events. Put together a teaser trailer to attract attendees for a future event, or
record the event itself and put it (or selected highlights) online. You’d be surprised
how many viewers you might attract—potential new customers among them—
especially if you have well-known or interesting presenters.