Today, I’m going to talk about three companies doing YouTube B2B right: Cisco, Oracle and SAP. Yep. B2B on YouTube. Business to business selling still needs to tell a story to motivate buying. It’s not any more or less magical than B2C selling.
Every company that made it to this list made an important first step: each one claimed a unique channel name that matched their company and brand. Getting into the game early, even in the B2B space, is important. You don’t want to have to add _official or _real after your business name. It makes you look like Johnny-come-lately.
Let’s get to the nuts and bolts on why and how these companies are doing YouTube B2B well. (And what they’re missing out on that you could easily do!)
Cisco’s YouTube B2B
Cisco Systems designs, manufactures and sells networking equipment. Cisco also made YouTube B2B marketing a priority – and it shows. Look at the screenshot below. From the enticing banner to multiple playlists, Cisco is making a lot of good YouTube B2B marketing decisions. Of all the multinational, multimillion dollar companies I looked at before making this list, Cisco is the only one who had a clear call to action in the channel banner. Look at that call to action. It’s thing of beauty: statement, question, solution.
With more than 131,000 subscribers and week-old videos receiving more than 1,300 views, it’s clear people are interested in what Cisco has to offer. But that’s just Cisco in the US. If you’ll notice, Cisco has linked its global channels to its main page. Cisco also has custom YouTube channels for countries like Austria, Brazil and Canada.
Now, we of course have a few quibbles with Cisco’s near-perfection such as not having custom thumbnails for the videos and only linking to Google+ and not their other social media channels, but compared to the competition, Cisco’s YouTube B2B channel is knocking it out of the park.
Oracle develops and markets database software and technology. Their banner is elegant, matches their branding and includes their latest tagline. There is a call to action of “learn more” in the button at the bottom of the banner, but we prefer to see the calls to action in the banner art. Like Cisco, Oracle uses playlists to sort and organize their videos (all while keeping viewers in a “sit back and watch” mode, which helps build YouTube authority).
With their most popular video having more than 14,700 views, Oracle is producing and posting content people (even in the B2B space) want to watch. They have great channel sections and their content is well organized. There is a lot of good stuff going on here and with the large video library Oracle clearly has, it’s in better shape than a lot of other companies out there on YouTube.
I love how Oracle’s about tab tells people where to go to interact on social media and their website. It would be even better if they added more relevant keyword terms in the area. Oracle should use a nested title strategy to help boost their YouTube SEO. Oracle also needs to use consistent thumbnail art across all their videos, like they do for their social network series.
SAP specializes in application software. The YouTube channel page (pictured below) has a picture that evokes freedom and simplicity, which matches their tagline. SAP links to their website and three social media platforms, which I like because it encourages people to visit them across the web.
Their playlists and related YouTube channels help direct the viewer to the right content. Again, these are great ways to keep people engaged in your content and to own the right-hand real estate of the YouTube screen. The well-titled “The SAP Story” lets viewers learn who SAP is as a company. In the end, B2B or B2C, we’re selling products and services to other people.
SAP needs more eye-catching thumbnails and more of a sense of SAP branding behind these small bits of information. Without the titles, I wouldn’t necessarily know the content was created by SAP. Still, with nearly 25,000 subscribers and more than 105,000 views on their about us-style video, SAP is using YouTube to their B2B marketing advantage.
How does your YouTube channel measure up? Use our free YouTube audit to find out.