In order to achieve a well-rounded marketing approach, it is essential to include video content in your B2B manufacturing marketing strategy. Traditionally, manufacturing marketers have relied heavily on written content to promote their businesses and products. Video content however has emerged as an equally, if not more powerful tool. Whilst it may not be the most obvious vehicle for manufacturing and engineering firms, a brief look at some of the figures involved will convince you that it is a marketing avenue well worth developing.
More than a billion hours of video content are viewed on YouTube every day. It also boasts an incredible 2 billion active users every month, almost a quarter of the world’s population. YouTube is the second most popular social media platform after Facebook, which also provides masses of video content.
According to invideo, 96% of consumers increased the amount of video content they watched online in 2020. Furthermore, 9 out of 10 viewers said that they wanted to see more videos from brands and businesses. Staggeringly, an average person is currently predicted to spend 100 minutes watching online videos every single day. In addition to this, it is predicted that online videos will make up more than 82% of all consumer internet traffic by 2022. This is a whopping 15 times more than in 2017 (Cisco).
How video content helps manufacturers
The data on video content sounds great, but how can manufacturing and engineering companies more specifically capitalise on it? Well, Optinmonster reported that 72% of customers said they would rather learn about a product or service by way of video. 84% reported that they’ve been convinced to buy a product or service by watching a brand’s video output. In terms of tech, 79% of people report being convinced to download a piece of software by watching a video (Wyzowl). These are not figures that the manufacturing and engineering industries can afford to ignore. The question is, what do potential buyers want to see? And knowing that, how can a manufacturing video marketing strategy help to deliver?
Video marketing in industry
Like everyone else, buyers consume video content for a number of reasons. People tire of processing the same sort of information day after day. They want some variety. Video content provides some well earned respite from reading endless copy. It is also useful for people who process information visually. It may come as a surprise, but 65% of people are considered to be visual learners. This is probably the main reason why video marketing is so popular and successful. In terms of manufacturing or engineering, video footage allows them to fully break down and understand a production process. Another benefit is that a video can often explain more in a few short minutes than reading through reams of time-consuming technical copy. Written content still has an important role obviously, but it really helps when it is supported or alternated with video content.
Making the most of in-house skills
Creating video content is also a good way of discovering and capitalising on existing skills within your staff team. It’s always worth checking your skills audit, or running a new one, to find out which members of the team may already have the technical knowledge required. They may relish the opportunity to branch out from their usual activities within the business.
If you have a very small team and can’t find anyone with knowledge on how to produce video content then all is not lost. YouTube will come to your aid once again. There are no limits to the number of ‘How To’ videos available that will take you through the process step by step, even for absolute beginners. Better still, you don’t need to start purchasing expensive equipment, often a decent Smartphone or tablet has everything you need to get started.
Content to consider in your video marketing strategy
What type of video content might engineering and manufacturing businesses benefit most from? What are buyers looking for? Let’s look at some popular examples.
Factory tours – These give companies a chance to invite prospective buyers or investors into the very heart of their business. They can then place particular focus on areas of strength and at the same time demonstrate their expertise. Video content is a great way to promote a new product or machine. It can create an exciting atmosphere which helps to maintain the viewers attention.
Staff team – Generating video content featuring staff members allows those viewing to make connections and begin to form positive working relationships. It gives the whole operation a human touch. This could be done during plant tours or in a more structured way eg. interviews or product descriptions. Buyers can also be more convinced about the specialised knowledge of staff members via video content in a way that they would struggle to convey in a literal capacity.
Technical details – It has always been a challenge for manufacturing and engineering companies in particular to demonstrate functionality with regard some to machining tools or processes. Videos allow you to present that information in a more more palatable but detailed way. Video content that focusses on very specific aspects of a production process are increasingly popular. Ideas for footage should try to focus on specific areas rather than long-form content which can lose people after a period of time.
Professionalism/leadership – Video content is a great way of illustrating the strength and quality of leadership in a company. It is productive for senior players to make an appearance in video content now and then. This shows that they are involved with the operation on a day to day basis, especially with new developments. Demonstrating a positive relationship with other staff members is also useful as it conveys a sense of open communication.
Health and Safety practices – Video footage is a useful way of reassuring potential buyers that a company is being operated in a safe and organised way. It demonstrates that it is adhering to all regulations. This adds consumer confidence about both the quality of a product and the ability of a company to produce it in the volume and time required by the purchaser. The more organised the working environment is perceived to be, the more likely a buyer is to place an order.
Testimonials and Case Studies – These are excellent for showcasing the positive feedback and success stories you have already achieved. Existing customers are a trusted source when it comes to reviewing companies and their products. It is advisable to try to incorporate as many of these recommendations as possible into your video marketing strategy. You could provide some incentives to encourage them to give up their time to help you. For example, offer to return the favour!
Things to remember
It’s trial and error when you start creating video content. It will take quite a few attempts to get into the swing of things. Don’t let this, or any initial awkwardness dissuade you, the rewards are far too great for that and you will soon get past them. If you need any assistance with ideas for your video marketing strategy, contact us at Bishop Communications. We’ll be more than happy to provide the input you need.