How to Build Business Relationships: The Importance of Video
August 22, 2022
Corporate relationships are now at risk of being overlooked.
However, building a strong brand through relationship marketing and networking can be one of the most important things you can do for your business. No matter what type of business you run, having good relationships with other companies is essential to success. While some people think this means spending more time on activities like attending cocktail parties or making small talk at the water cooler, these are just surface-level activities that aren’t really about creating true connections with others. Rather than thinking of it as “networking” with other businesses, consider how you might use video to foster stronger connections with your partners and vendors and grow your business in the process.
Why Video is So Important for Corporate Relationships
The fact is, relationships are built on trust. If you can’t trust the person you’re doing business with, you won’t be willing to move forward with them. Video is the most powerful tool for building trust with your customers and partners. This is especially important for industries where face-to-face interactions aren’t typical. Whether you’re selling products or services, video is a powerful way to put a face to your business. Studies have shown time and time again that customers who have interactions with businesses through video have a more positive and memorable experience than those who interact with them in other ways. Video is also the most effective way to transmit your brand’s personality and values. Beyond just having videos to explain your business, you’ll also want to think about how to use video to connect with your partners as well. You can do this through videos on your website, on social media, and on other platforms. Video is also a great way to reach out to partners who you may not have a direct relationship with in order to build connections.
Video Advertising for B2B
Advertising and marketing are important parts of any business’s strategy, and video is an effective tool for both for B2B enterprises. When choosing video, whether you’re creating a television commercial, online video ad, or other video ad, you’ll want to choose something that will resonate with your audience, but will also be memorable for the right reasons. It does no good to have an ad that no one remembers, but you have to be careful about choosing something that’s too controversial. If the ad is too risqué or has something negative associated with it, it may do more harm than good. It’s also important to choose the right channel for your video ad. Consider where your audience spends time and looks for information, and choose a channel that’s appropriate. For example, if you’re targeting stay-at-home moms, you wouldn’t want to air a commercial during a football game.
Networking Through Video Events
Businesses are often built through joint ventures and partnerships. When you’re networking with other businesses, you may find opportunities to partner with them or offer them with your products or services. You can use video to host video conferences or other events to better connect with these businesses. For example, if you join an industry group or attend local events where you might meet potential partners, you could video conference them from your booth at the trade show so you can have face-to-face interaction without having to travel. If you’re hosting an event for your business, for example, a conference or seminar, you can use video to help others feel more connected to the event. This can help increase attendance and engagement. Many video platforms now have features that can help you create video events, and you can invite guests to sign up for them. This is an easy and effective way to build relationships.
Networking on Live Streaming Platforms
Live streaming is becoming more and more common as platforms like Facebook, Instagram, and YouTube create even more opportunities for people and businesses to use it. Businesses use live streaming as a way to connect with their audience and to show behind-the-scenes footage that they might not normally be able to share. You can also use live streaming as a way to network with others in your industry who are on the same platforms. This gives you the opportunity to connect with people in a more informal, yet personal way. You can also use live streaming as a way to offer free, educational content to help build your reputation in the industry as an expert.
Networking Through Video Interviews
A great way to get to know people in your industry better, as well as get exposure for your brand and company, is through video interviews. This can be especially effective when you’re looking to connect with people who may be too busy to get together in person. You can also use video interviews as a way to let people know more about your company and what you do, so they can connect with you as well. You can reach out to people in your industry, and see if they would be willing to do a video interview with you. This can help you get to know the people in your field better, and it gives you the opportunity to ask them questions that will help you grow your business.
Networking With Video Conferencing
Video conferencing can be an important tool for businesses of all kinds, and it’s now easier than ever to use. If you’re in an industry where you have frequent meetings with clients or other partners, video conferencing might be a good option for you. This can help you save time by not traveling as often, and it can help you feel more connected with your partners. It’s important to choose a video conferencing service that is easy to use. You want the experience to be as seamless as possible so that you don’t interrupt your flow. And, it’s important to make sure to use video as an initial meeting method, then follow up with a phone call as well. This can help to make the meeting feel more personal.
Video Helps Establish Trust with Partners
As mentioned above, video is the best way to build trust with your partners. However, not all video is created equally. To build the type of trust that will help your business thrive, you’ll want to make sure that your video content is high-quality. Whether you’re hosting a webinar, making a video for your website, or interviewing someone for your video series, you want to make sure that you have the best tools to make the video look professional. It’s important to show up to the video with your best image. This includes dressing professionally and doing your best to present yourself in a positive way. You will also want to make sure that you have the best equipment available to make your video look as good as possible.
Video Helps Establish Reputation Among Vendors
As a business owner, you likely work with vendors on a regular basis. Whether you’re purchasing materials or paying for services, you need to make sure that you’re working with the right vendors. This can be difficult if you don’t have a good system in place for choosing vendors and finding reliable people to work with. You can use video to help you figure out which vendors would be best for your business. For example, you can create videos in which you ask potential vendors questions about their prices, the materials they use, and how long they’ve been in the business. This can help you make more informed decisions when choosing vendors.
Video Helps You Find the Right Partners and Vendors
Beyond just using video to find vendors, you can also use it to find partners for your business. Finding the right people to work with is one of the most important things you can do for your business. Building relationships with other businesses, and finding the right people to work with, can help you overcome many of the challenges that come with entrepreneurship. For example, if you’re in the consulting business and need help with marketing, you can use video to reach out to potential partners and let them know what type of help you need. This can help you find the right partners to work with, and help make your business more successful.
Video Helps You With Retargeting
Another important advantage of video marketing is that it can help you with retargeting. Retargeting is a great way to get your product in front of potential customers. When you host videos, you can use services like Adroll or Facebook to show your videos to people who have visited your website or watched your videos. This can be a great way to get your products in front of potential customers and turn them into paying customers.
Video Helps You With Influencer Marketing - Products
Another great advantage of video marketing is that it can help you with influencer marketing. Influencer marketing is when you partner with popular people and get them to promote your products. Having an influencer promote your product can be a great way to get your product in front of a lot of potential customers. You can form relationships with influencers by doing guest posts, interviews, and other things. These relationships can help you get more influencers promoting your products.
Video Helps You With E-Commerce
Last, but not least, video can help you with e-commerce. E-commerce is selling products and services through websites like Amazon. E-commerce is growing every year, and will likely make up a large part of the economy in the near future. You can host videos on your e-commerce website. This can help you engage visitors and get them excited about your products.
Overall, video can help you with a lot of different aspects of your business. It can help you build trust with partners, establish your reputation with vendors, get more customers to your website, and much more. If you want to build stronger relationships with your partners and vendors, it’s important to start using video. This is the only way you can truly connect with people and build trust.
Video marketing continues to be a powerful way for professional services businesses to build relationships, communicate value, and connect authentically with potential clients. With more companies competing in digital spaces, your content must be thoughtful, professional, and designed to both engage and convert. Whether you're in accounting, law, consulting, or IT services, here are ten updated video ideas to help you stand out and strengthen your corporate communication strategy this year. 1. Launch AI-Driven Personalized Video Ads AI personalization is transforming video marketing. Create short, targeted video ads that adapt messaging based on viewer behavior or segment (e.g., small business owner vs. CFO). These videos perform well on platforms like LinkedIn, Instagram, and YouTube, and they can be dynamically inserted into email campaigns or websites for maximum ROI. 2. Share Modern Client Success Stories Customer success stories are still gold—but in 2025, authenticity and storytelling are key. Focus on emotional storytelling and results-driven narratives. Use cinematic techniques, remote video capture tools, or even augmented reality (AR) elements to immerse viewers in your client's journey and how your service made a real difference. 3. Create Explainer Videos with a Corporate Edge Explainer videos remain essential but should now reflect your brand’s tone and professionalism. Use sleek motion design and branded templates. Consider producing industry-specific explainer series (e.g., “Tax Tips for Startups” or “Data Compliance for SMEs”) to demonstrate thought leadership and value. 4. Build Interactive Tutorial Videos Interactive video is a rising trend in corporate training and communication. Add clickable elements, branching scenarios, and built-in assessments to make tutorial videos more engaging and trackable. These are ideal for onboarding clients or guiding them through digital products and service platforms. 5. Live Stream Webinars and Internal Events Livestreaming isn’t just for public webinars anymore—use it for internal comms too. Broadcast leadership updates, town halls, or team celebrations. For external use, stream panels, roundtables, or client Q&As. Tools like LinkedIn Live, Zoom Webinars, and even custom internal platforms support high-quality broadcasts with audience interaction. 6. Use Animated Videos to Break Down Complex Topics Animation is now essential in simplifying corporate messages—especially in finance, legal, and tech. In 2025, use animated explainers not just for customers, but also for internal education, investor relations, or recruitment. Keep visuals clean, inclusive, and on-brand for professionalism and impact. 7. Create Motion Graphics for Microlearning Motion graphics videos (15–60 seconds) are great for sharing insights, facts, or step-by-step guides. These snackable videos are perfect for internal communications, compliance training, or highlighting service stats on social media. Add subtle kinetic text and icons to maintain clarity without overwhelming the viewer. 8. Design Data-Driven Infographic Videos Combine data visualization with narration or music to tell data-rich stories. Whether it’s market trends, client stats, or industry benchmarks, infographic videos are now expected in quarterly reporting, ESG updates, and performance reviews. Embed them into presentations or share as social content. 9. Showcase Company Culture with Behind-the-Scenes Videos Today’s clients and talent want to work with values-driven firms. Culture videos are now strategic. Highlight diversity, inclusion, leadership philosophies, or sustainability initiatives. Follow team members through their day, show off your remote or hybrid culture, or highlight community outreach projects. 10. Launch a Thought Leadership Video Series Create an ongoing series where your executives or subject matter experts share insights on current industry challenges. Use short episodes (2–3 minutes) with strong branding, intro/outro music, and subtitles. This builds credibility, boosts SEO, and aligns with 2025’s demand for expert-led content over pure advertising. Video is no longer optional—it’s an essential tool in both external marketing and internal corporate communications. From personalized outreach to interactive client education and internal alignment, businesses in 2025 that leverage strategic video content will lead the conversation and capture more attention. Start with one or two of these video strategies and scale from there. With the right message and format, video will not only help you generate leads—it will elevate your professional brand and deepen relationships in every direction. Here are some video samples to give you some ideas of the possibilities - click here If you have any questions, please feel free to get in touch. We are always happy to help :)
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