B2B Video on a Budget: Essential Tools, Equipment, and Free Resources
April 4, 2018
“That looks expensive.”
I’ve uttered those words often while viewing some of the best B2B video examples I’ve come across. From the setting to the script to the stellar production quality, these videos often give the impression that significant resources were required to make them happen. And in some cases, they were.
However, one of the biggest misconceptions about B2B video marketing is that you can’t do it well on a limited budget. Sure, you’ll have to pony up if you want to recruit Keanu Reeves or Jean-Claude Van Damme, but at a fundamental level, all you really need to create effective video content is a good idea and a few basic tools.
In this post, we’ll outline all the core essentials for B2B video marketing that meets your objectives.
Requisite Equipment for B2B Video Creation
The barrier for entry to B2B video is exceedingly low. If you peruse social media frequently, you’ve probably come across self-recorded smartphone footage of an executive sharing a story, or riffing on a certain topic, and these can actually be valuable pieces of business content.
But for those who wish to take the next step and create more considered, professional-looking video assets, here’s the equipment you will want to have on hand.
If video will be an ongoing part of your marketing strategy, it may be worth investing in a full-featured camcorder; you can find suitable ones that shoot in 4K resolution for a few hundred dollars. But most modern smartphones will do the trick.
This will depend on which direction you go with your camcorder, but there are plenty of inexpensive smartphone tripod accessories available. Using one will eliminate the shakiness inherent to handheld operation and reduces the number of people you need to involve in a shoot.
If you’re going to have multiple people on camera (say, for an interview), you can equip them all with lavalier mics, which can be subtly attached to the subject’s clothing and operated hands-free. For more general purposes, a shotgun mic ought to do the trick. Wistia explains the distinction between these two mainstream options here.
Even if your shooting environment seems well lit and clearly visible at a glance, it may not appear that way on screen. Shadows are sneaky and treacherous. There are a number of LED accessories that you can attach to a camera or smartphone for directional lighting. Social Media Examiner offers up some tiered options for varied budgets in item No. 3.
That covers all the physical equipment that you’ll need to get rolling. Now, onto the software.
B2B Video Editing Software
Once you’ve shot all your footage, you need to put it together in a clean and cohesive package. This will typically require some editing. It starts with the simple process of trimming and sequencing your scenes, and can also involve the addition of transitions, music, text overlays, and other effects.
Video editing software has reached a point where even novices can implement many of these added dimensions, with simplified interfaces and drag-and-drop functionality becoming fairly common.
You can find a rundown of the top video editing software available today from PC Mag. One thing to focus on is choosing a tool that makes it easy to add subtitles to your video. Since most social media users watch with the sound off, this goes a long way toward keeping viewers engaged and following along.
Formulating a B2B Video Promotion Strategy
With the accessories and software above, you will have everything you need to shoot and edit your video content. But these efforts will be wasted without a plan to promote your work and maximize its business impact.
As always, LinkedIn will be an excellent destination for sharing and amplifying your professional content. Since last year’s launch of native video on the platform, and the more recent rollout of video ads, brands have been finding a lot of success with driving visibility and engagement on feeds.
Of course, you’ll also want to place your videos elsewhere to extend their reach. Uploading to YouTube is a no-brainer — you can then embed the videos on your website, blog posts, and even emails. Consider posting to other social media channels as well, but keep context in mind; business-related content isn’t always a fit on feeds designed for leisure-scrolling, although that is far from a universal rule.
More B2B Video Resources
Want to learn more about B2B video marketing and how to excel at it? We recommend checking out these additional articles featuring examples, suggestions, and best practices:
- The Time is Now: Why B2B Video Can’t Wait
- 6 Types of B2B Video and When to Use Them
- 8 Inspiring B2B Video Marketing Campaigns That Played Beautifully
- We Highly Recommend These 10 Video Courses for B2B Marketers
- The Big List of B2B Video Ideas
You're ready to get started! Explore LinkedIn video ads a little further and get going with your first B2B video on a budget today!