.png)
arketing videos are an amazing opportunity, and not just for B2C businesses. Manufacturers can also benefit from this powerful digital marketing tool, which statistics have shown to be more than a passing trend:
· There are more than 240 million in the US who watch digital videos. (Business Insider)
· More than 90% want more video from brands. (Wyzol)
· 64% of consumers say that that watching a marketing video on Facebook has influenced a purchasing decision. (Animoto)
· More than 90% of marketers says they’ve realized a good ROI from video content. (Wyzol)
As the statistics prove, videos are an effective way to reach customers---and even to recruit potential employees. Both audiences are important to manufacturers, who have another reason to dive into video marketing.
Manufacturing is inherently visual, creating a constant stream of opportunities to make solid, quality videos that get results. Consider an average day at a manufacturing facility, and of all the different chances to show potential customers what can be done for them (and the quality of the work). For hiring purposes, there are multiple ways to showcase the company culture and attract potential employees who want to be part of it.
So how can your manufacturing company take advantage of this opportunity? The best way to get results from video marketing is to produce videos as part of a marketing strategy (which may require the help of knowledgeable marketers) with a solid purpose.
Build Awareness
Purpose of video: Introduce company and capabilities to potential customers
Ideas for video: Short videos of products produced, Short videos of machines producing products, Video with team member describing the process or product, Drone video showcasing machines and facility, Longer video with snippets
Attract Potential Employees
Purpose of video: Highlight company culture
Ideas for video: Videos of employee event (or slideshow of photos from event), Video of employee recognition, Slideshow of employee anniversaries or awards
Show Increased Capacity
Purpose of video: Show increased capacities or capabilities
Ideas for video: Video of new machines, Video of machine during installation, Before/After Video to show what machine can do
Build Trust
Purpose of video: Establish company credibility
Ideas for video: Customer testimonials, Product demonstrations, Photo slideshows of finished products
· Produce videos with purpose. Videos are a great way to impress your customers and employees, but they shouldn’t be produced without a clear purpose. When producing videos, ask yourself: who do you want to target with this video? What do they want to see? Will the video be valuable to them? Will it be valuable for you to produce?
· Keep them short. Videos don’t need to be long to be effective. According to Wyzol, a whopping 73% of people said they prefer to watch short videos about products or services. The popularity of TikTok and Instagram Reels also proves this point. In short, while long videos have their place in marketing, manufacturers should make sure to create a large amount of those short videos that people prefer to see. (You can also break up longer videos into short videos, maximizing their ROI and reach.)
· Pay attention to details. Little things matter when producing video, like excessive background noise and a dirty environment. Minimal noise and a clean area can make a big impression on viewers.
· Use captions. A study by Digiday found that 85% of Facebook video is watched with the sound off. The takeaway? When it’s important for viewers to understand the message, you should consider producing two versions of your videos, one with captions and one without.
· Produce quality videos. Not every video needs to be professionally produced, but it shouldn’t be blurry or jerky either. Quality videos generate more views and better results. If there is any doubt about the quality, you should consider contacting professionals to break up a video or create quality videos their audience wants to see.
· Don’t forget your brand. A solid brand (which is more than just a logo) is only effective if used. Simply, every video should be produced with the brand’s tone in mind and the logo (i.e. on transition screens, at the beginning or end, on attire worn by video participants, etc.)
· Have a solid promotion plan. To get maximum ROI from marketing videos, create a solid promotion plan (or employ experts with experience). The plan should include video ideas, deadlines, and the parties responsible for plan execution. Marketing videos can be utilized on social media, websites, during events, by the sales team during communications with potential customers, and in other promotional opportunities.
Videos are a more than a passing trend; they are a powerful opportunity for your company to generate results that benefit your business.
Reach Out Today
