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While written content is still a key facet of sales and marketing, it’s becoming less and less important, with video marketing becoming more important, to buyers who have yet to know you. So to drive qualified leads in today’s digital world, it is critical to consider how video for industrial companies appeals to buyers. That’s because buyers are busy and would rather watch a promotional video than to read.
Because of the ongoing COVID-19 pandemic, more and more B2B consumers are consuming more promotional video. They are doing so because video for industrial companies gives them more information, in a shorter amount of time, vs reading. Video marketing is used in industrial businesses for a variety of reasons. It can be used to give your customers a tour inside your factory, demo the uses of your product, explain technical aspects of a product or service, answer common questions, and much more. While it’s important to upload these videos onto social media sites, to connect with your audience, gain a wider reach, and stay ahead of the competition, video for industrial companies can be used everyday in the sales process.
Read on if you’d like to find out how to develop effective and inexpensive video marketing campaigns.
Why video marketing?
First, it may take some convincing to prove to you that video marketing is worth the effort. If you’re not watching videos already, then these stats prove to show just how much people consume promotional videos:
- 500 million hours watched on YouTube every day
- 500 million people watch Facebook videos every day
- 87% of online marketers use video as a facet of their content marketing strategy (CMS)
- 83% of professionals think video marketing has a good return on investment (ROI)
- Video marketers get 66% more qualified annual leads
- A 54% increase in brand awareness thanks to video marketing
- Video content grows revenue 49% faster
Now, as we said, written content still has its place, absolutely — but video for industrial companies can’t be ignored anymore. Within the manufacturing industry, it can be particularly difficult to explain how a machine or piece of technology works in writing. But with video for manufacturing companies, you can show it in action, which helps your audience learn about your manufacturing process or your product (if that’s what you’re showing off).
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Types of Videos for Manufacturing Companies
When you’ve finally decided to adopt video marketing as part of your overall marketing strategy, it’s time to decide which type of video you’re going to make. There are many ways to get started with video for industrial companies, as there are many business objectives that sales and marketing teams aim to achieve. Some of the more common video marketing starting points include:
Video Marketing Overview of Your Company
One of the most basic ways to get your audience’s attention is to explain what makes your company so special. For example, have an employee (preferably one who isn’t camera shy) give viewers a tour of the front office, the manufacturing facility, or both. Have them speak to the other employees about why they love their jobs, why your business is a leader, and anything else you think is worth knowing.
This type of video can also be done using animation, but it’s a lot more expensive and may not carry the same personal touch as one with actual staff. But if your company is more on the fun side, feel free to try it out — or even consider mixing animation with live-action.
The How-to Videos
Just as the name implies, a how-to video shows your prospective customers how your product works and how it can promote value in their lives. These types of videos are especially useful for technically advanced industries, or for audiences who happen to be technically advanced. The goal of this type of video is to explain how your product works, including preventative measures and maintenance, and how customers can diagnose problems.
Promotional Demo Video
A demo video is a great way to explain to your customers how your product works and draw them in. It’s especially useful if your product is on the highly technical side (which makes it harder to explain in writing) or if it’s a game-changer (and if it is, good for you).
Overall, a demo video shouldn’t be too different from a demo you’d show an in-person at a tradeshow, for example. Only this time it reaches a larger audience because it’s on video and can be shared across the World Wide Web.
Video for industrial companies: Testimonial
What other people say about your company matters. In recent studies, some 90% of people trust online reviews just as much as they would a personal recommendation. Translating this to video, client testimonials are a fantastic way to get the world out about your company.
There are some commonalities in these videos that are worth noting. Unlike other video formats, make sure you at least have an outline for this one. Filming can be an expensive process, and you need to ensure it proceeds smoothly. For the video’s finale, make sure you include a call to action (CTA). It’ll be a little different than a normal CTA, as it’ll be more like a button to click on before the video ends, but the end goal should be the same: encourage whoever is watching to take action.
If you need it, here is a useful list of marketing terms to get you started.
Now is the time to start if you’re considering making some video for your manufacturing and industrial company. Making one video is a significant first step and will get your foot in the door on the video production process.
Remember, it will take a few years to build up a library of sales, marketing, and how-to video content for your products and services… but getting started today is the first step. In a couple of years of consistent output, combined with your other marketing strategies, you’ll have a solid library of valuable videos and loyal customers that value that content.
Just remember, most of your prospective customers are doing research online instead of directly calling or coming to a store. You want them to see that you know what you’re doing and are confident in your products in order to turn them into loyal customers.
We promise you’re ready to start building a video library of fantastic content. Contact us now and let us do all the heavy lifting (of the video equipment) and legwork for you while you reap all the rewards!
See you in front of the camera.