Industries that are hesitant to adopt new marketing techniques, do so because they have yet to see the benefits they will receive. But when it comes to video marketing, no one industry could benefit more from it than manufacturers. When it comes to content marketing, manufacturing companies that include video in their marketing strategies are ahead of the curve. The ones that are currently doing so make up only a small fraction, but are seeing significant results.
Businesses providing a product or service can create video content like any other, but manufacturers, with their complex processes, parts, and logistics can truly utilize this communication tactic to intrigue buyers. The ability to break down large quantities of information into a more digestible form saves time and money and serves as a secret weapon for sales teams.
Not only can you educate your prospective customers, you can create a more meaningful connection with them by publishing new content regularly.
Video finds itself ranked among the top content marketing tactics, savvy manufacturers are finding effective within their overall marketing plans.
VIDEO TYPES (FOR STAGES OF THE SALES FUNNEL):
So we know that video content will help us better connect with our audience, but what types of videos should you be making?
Well that would depend on which part of your sales funnel you are looking to engage them in. A video that is doing its job properly should attract, engage and convert your visitors, carrying them down the sales funnel.
At the top of the funnel, during the awareness stage, manufacturing marketers should be concerned with creating awareness and intrigue. Use fun and informative free content to achieve this goal.
A great type of video within the awareness stage is a Brand Film, where you can acquaint your audience with your core values, using alluring visuals, sound and storytelling.
Animated Video, which is perfect for breaking down complex manufacturing processes and technology. And allows for more creative license than video utilizing live-action only. This can also tie into an Explainer Video which are great not only for establishing expert authority in a vertical, but for capturing the all-important “how to” and “hack” themed searches.
Thought Leadership Videos that display your elite knowledge in manufacturing, are a strong approach to building your business into an industry leader, which in-turn strengthens your brand as a recognizable, authoritative company. Try filming a round table discussion every month or have an expert talk about industry updates on a weekly or monthly basis.
At the middle of the funnel, during the consideration stage, you have your audience’s attention, but now you need to get them to choose your business! The idea is to remind your visitors why you are the best option without being to salesy about it.
Use these videos to showcase your middle-of-funnel content:
New Product Launch Videos are a staple of B to C and B to B marketers for a reason, because they are effective. Nothing helps more than showing off products or services to convince your viewers of their benefits.
One of my personal favorites, is the Company Culture video. Show the human side of your business by connecting on an emotional level with your viewers. Let the personality of your employees’ shine by including day-in-the-life footage, employee interviews, team-building days, retreats, or bloopers to name a few. You can also create a Tour or Walkthrough Video, why not show customers the facility where all the magic happens?
Trade Show Videos area great B to B tool. When among other businesses, who are showing off their latest products and services, it is imporant that you leave a lasting impression and draw visitors to your booth or space. A uniquely crafted video presentation will draw the crowd and get conversations started.
The last one I will mention are Testimonials. In addition to building trust and credibility from satisfied customers, they can be used to showcase the features of your product. Capture them during in-store events, tradeshows or after the release of your latest product.
Finally, at the bottom of the funnel, in the decision stage, where your potential customers are on the verge of converting, you need to give that one last push.
Here are a few types of videos that will help you achieve this:
Now at this point, your leads are generally looking for answers to any remaining questions they may have. FAQ Videos are perfect to allay their fears and tackle any remaining concerns they may have.
Will you be assisting them even after they’ve purchased a product or service? Instructional Videos will allow you to beat them to the punch and tackle topics that you know will be coming up after they purchase.
Lastly, a Personalized Video or Thank You in an email from a staff member goes a long way, providing a personal touch and making a consumer feel special. These types of videos can be beneficial at any stage of the funnel, but they work well at the decision stage to give your potential customers the final push to purchase.
There are so many opportunities for you to offer your audience curated video content throughout their buyer’s journey. Videos that will help educate and inspire them, making it easy to trust your business, and move them to a purchase decision faster.
CAMPAIGN CASE STUDIES:
Here are just a few examples of successful video marketing campaigns that we can draw inspiration from.
Corning’s “A Day Made of Glass 2” is the higher-budget follow up to one of the most visceral videos any manufacturing company has come up with. Corning, a manufacturer of specialty glass, tells the story of what they think the future of specialty glass can look like. This video immediately spread through social media and now has over 21,000,000 views. That’s 21,000,000 times Corning’s brand is in front of someone.
Wonderful Engineering’s “10 Manufacturing Processes That Are Oddly Satisfying to Watch” is a perfect example of video geared towards a specific audience. It plays off the ‘entertainment aspects’ of engineering, an opportunity that is rare in most cases for video displaying only machinery.
While this video doesn’t have an underlying motive in terms of selling a product or service, a simple CTA or logo goes a long way to create brand awareness from a video with this many views.
In Constellation Energy’s “GKV,” the goal was to create a visually stimulating content piece for a very complex subject, the optimization of energy.
Constellation Energy has more than 2.5 million residential, public sector and business customers, including more than two-thirds of the Fortune 100. That’s quite an accomplishment.
While they could have shot live action video, they felt the ‘concept’ needed to be much more freehand in order to depict the sheer scale of their influence.
Since 2016, content marketing continues to skyrocket in popularity among businesses, and many are already setting up their budget for the next year.
Here are some of the biggest trends effecting the content marketing sphere today:
THE RISE OF VISUAL CONTENT
People are well accustomed to the major forms of content, like blogs, eBooks and white papers. Though these types of content will continue to be widely used, more and more brands are getting creative with their content, in order to stand out.
Smarter search engine algorithms can read and analyze images to determine the niche of a website. Brands are now slowly shifting more of their resources into creating higher quality content such as images and video to engage with their audience.
CONTENT WILL GET MORE NICHE-SPECIFIC
Each year, millions of blogs and articles are posted, and the majority of them cover repeat topics. With an overabundance of content, marketers are expected to get shift their efforts to more and more specific areas of their niche in the years to come.
This puts into play long-tail marketing techniques. Writing a post about a specific area of your niche can help you generate more readers and drive traffic to your website.
MORE USER-GENERATED CONTENT
User-generated content, that which comes from posts, comments, tweets and images created by audiences of the brand, have become a solid content marketing tactic. We are likely to see more brands taking advantage of this in the future.
When Coca-Cola introduced their personalized coke bottles, a lot of people took pictures of the bottles with their name on it. Taking advantage of this phenomenon, Coca-Cola asked their customers to share their photos on social media, turning them into an army of small advertiser’s.
MORE VIDEO & PROMOTION
Video has become one of the most successful types of content today, in terms of grabbing people’s attention. From the rise of content marketing, video has experienced explosive growth, with 61% of businesses using video as a critical tool in their marketing campaigns.
More and more companies today are using paid promotion to get their highly-curated content directly in front of their target audience. The best content won’t work without first promoting it to the correct audience.
FACT: 70% of B2B buyers and researchers are watching video throughout their entire path to purchase, a 52% jump in 2 years.
So if you are a Manufacturing Marketer looking to bolster your content marketing efforts, video has proved itself time and time again to be one of the most effective tools to drive sales and create measurable ROI.
For even more information visit our Manufacturing page.
– Brett Mogavero / Owner – Legacy Production Company
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