Research shows that today’s internet users prefer videos over text and pictures. (As a former print journalist, it kills my soul to say this.)
In 2019, OptinMonster reported that companies using video marketing see 66% more qualified leads per year. We know video is a powerful resource for influencing buying decisions
Videos will drive traffic to your site and keep your visitors there longer. A higher retention rate will be good for your SEO and search ranking. Furthermore, videos boost your conversions and reach decision-makers.
If you’re afraid of getting started because you “don’t know how to do video marketing,” stick to the basics that have proven ROI. Kick-start your manufacturing company's website with these three video marketing strategy examples. This blog (which you can see in video form below) explains the different types of video content and what you need to include in them.
Video Marketing Strategy Examples for Manufacturers
The holy trinity of manufacturing marketing videos looks like this:
- The Demo
- The Tour
- The Story
These don’t have to be done in any particular order. It may depend on your strategy and goals, plus which website pages you want to improve first.
1. The Demo
Perhaps the most obvious of the three pillars of video marketing is demoing your product, service, or capabilities.
Your stuff works, so why not prove it on video? Showing is always more powerful than telling.
p80 Video Marketing Tip: Consider putting your product side by side in comparison with a competing product to show how yours performs better. Feel free to get wild with it and take your demonstration to extremes. Don’t just show the product’s everyday use -- smash a coconut with it or light it on fire!
2. The Tour
Once you establish what your product is, you should show where it’s made.
Make sure your visitors know that you're fully operational. Show them you’re not a catfish and that you're actually as legit as you appear online. Even if you have a small video marketing budget, you can make yourself look like a million bucks by showing how much you’ve invested in your technology and capabilities.
p80 Video Marketing Tip: Take clips of a bunch of different departments -- like assembly, shipping/receiving, and painting -- to show the scope and scale of your operation. Record as much of your process, from start to finish, as you can without giving away your trade secrets and methods. Does your new machine give you a competitive advantage? Put it in your video.
3. The Story
Who’s running all these machines?
This video is about your company’s history. You’ll cover things like how it started, what it contributes to your community, and what its philosophy is today. This video is going for a more emotional response than the first two.
If you don’t have a long history, that’s OK. You still have your own unique origin story and something that makes your company different from everyone else’s. Find it and leverage it.
p80 Video Marketing Tip: This is also a good place to include a customer testimonial. If you can’t get a customer on camera, just overlay some text on the video. Of course, some manufacturers’ customers insist on remaining anonymous in their suppliers’ marketing materials, so you might have to think of other ways to tout your brand.
What Else Should Your Manufacturing Company Website Include?
If you don't have these videos on your website, you’re falling behind. The stats at the beginning of this article bear that out.
Video is just one part of a multifaceted online marketing strategy for manufacturers. For more tips designed specifically for B2B companies like yours, head to protocol 80’s YouTube series for manufacturers.