10 Ways to Reach B2B Audiences with YouTube Advertising

YouTube is full of informative, educational content that appeals to B2B audiences and buyers. Over 75% of Fortune 500 executives are viewing online video, and 46% of B2B technology buyers will purchase a product or service after viewing video content.

Not sure how to start reaching B2B clients with your YouTube ad? We’ve got you covered with 10 key stats and strategies.

5 THINGS TO KNOW

1. People use YouTube to learn new things: How-to videos earn the most attention of any content category on YouTube, including gaming and music.

2. Product demo videos can influence B2B audiences: The average video length of content on YouTube’s first page is 15 minutes. YouTube users crave long-form educational content, which makes it the perfect platform for detailed B2B product demos.

3. Focus on niche audiences: B2B consumers interested in your product or service will typically be a small, niche audience compared to B2C audiences. Narrow your audience down to specific YouTube users trying to find more about your company.

4. Location, location, location: Searches including the phrase “near me” have gained significant traction in recent years. B2B companies with limited reach should narrow their targeting parameters to specific locations that their service can be provided.

5. Tell your brand story: YouTube is an incredible platform to share your brand’s story, client testimonials, and services that your company offers.

5 THINGS TO DO

Use a mix of YouTube advertising strategies and Google Ads add-ons to reach B2B audiences and accomplish precise advertising goals.

1. Keyword Targeting: To reach your niche B2B audience, target keywords associated to your company’s services that users would search to find solutions offered by your business.

2. Geo-Targeting: If your company only provides services in a specific area (or multiple areas), use Google’s geo-targeting to run your ad(s) to viewers in certain zip codes or within a mileage radius.

3. In-Market: Reach your B2B audience as they are researching or comparing products or services related to your brand with Google’s In-Market tactic. These consumers are in the market for your service and purchase-ready.

4. Custom Intent: Build customizable audiences using keywords to reach people who are researching your business on Google Search. Capture attention during active purchase decisions, driving lower funnel actions such as website clicks and conversions. E.g. “plumbers near me” or “best IT solutions”

5. Video Ad Sequencing: Video Ad Sequencing is an effective way of telling your brand story in a series of three different creatives. Combine TrueView and Bumper ad formats to sequence your brand narrative in a way that engages your audience.