Customers, even major clients, want the bullet points of any business as quickly as possible. And yet, simply sending out a list of benefits for using a given product isn’t all that convincing.
Customers still want to be entertained (often with as little reading as possible).
This doesn’t mean traditional blog posts and infographics should be abandoned. Each has a place within inbound marketing. However, nothing has the viewership potential as a short video, which is exactly why an industrial manufacturer needs to harness the power of video.
There’s no shortage of video options, but these are five kinds of videos we recommend all industrial manufacturers need to take advantage of.
1. THE DEMO VIDEO
Industrial manufacturing is often a far more in-depth process than people realize. Attempting to explain the process may put some to sleep. While some will enjoy explaining the science and engineering going into production, it may fall on deaf ears.
However, that’s where the beauty of video production comes in.
While hearing about furnace temperatures may not sound exciting to potential clients, seeing metal forged as it emerges out fires burning at several thousand degrees has much more appeal.
Industrial manufacturing presents the possibility for considerable visuals. Plus, a demo video speeds up the production process, allowing potential customers the ability to see what happens, from start to finish, in the matter of a few minutes.
The single video will answer a number of potential questions while enlightening the viewer on what goes on behind the scenes.
There are entire television programs based on how objects are built. A demo video is exactly that. It shows how the product comes about, and also what it is able to do.
2. EVENT VIDEOS
A host of events often take place throughout the year and yet do not receive the deserved marketing attention. Thanks to the power of video, we recommend sharing these events with the outside world.
If the head of an industrial manufacturing company is giving a keynote presentation on the importance of going green, this should be shared. Or if a business just sold its one-millionth unit, a highlight reel should include this. Perhaps the company took part in a major conference in Spain or Tokyo. This should be shared with the public as well.
Event videos fit into the realm of inbound marketing, in that they both educate potential customers and show what’s going on behind the scenes (while illustrating just how important the company is within the industry).
Often, live videos can be shot and shared in real time, so those interested can watch a live stream of the video. Live streams perform well on sites like Instagram, Facebook, and YouTube because the social media platforms highlight these live videos, drawing in more interest.
Once the live video has completed, it can then be shared, edited and uploading on other platforms. This provides additional shelf life while boosting the potential impact.
3. BRANDING VIDEOS
Inbound marketing isn’t just about demonstrating what a product can do. It’s about building a company’s brand.
Brand videos usually are not crafted to stand independently of other inbound marketing though. Instead, this form of video works along with other advertisements. It might show the ins and outs of the company, or provide an overview of everything the company manufacturers.
The main purposes of a brand video is to educate potential customers on the company itself, give some backstory on the founder, and why the business does what it does.
It’s designed to boost awareness of the company, while attracting potential customers.
There’s an assortment of branding video options a company needs to consider. While some may focus on the creation of the manufacturing company and how it came to be, others can focus on the good it does within a community, what charities it works with or how employees work with youth camps during the weekends (as examples).
It’s all about forging a bond with potential customers, and often the best way to do this is to demonstrate the core values of the business. This way, interested customers not only learn about the business, but they see similarities in their own lives with the business, which helps make it a more desirable partner.
4. HOW-TO VIDEOS
Even major industrial manufacturers can share some how-to videos with clients. Whether this shows how to assemble a product is produced or dives into some troubleshooting steps, how-to videos offer a number of benefits.
We recommend how-to videos because the customers of similar manufacturers may find the instructional videos, learn how to troubleshoot previously-purchased goods from the other providers, and potentially shift partnership to the creator of the how-to video. But that’s not the only reason.
In terms of inbound marketing, how-to videos are actually some of the best performing videos out there.
While event videos are great for a website and demo videos should be used in a host of marketing avenues, the average consumer may not watch these videos. However, they are more likely to check how out-to videos.
Many people now turn to sites like specifically to see how to do something. By creating how-to videos, you can instantly expand potential viewership and advertising potential.
5. EXPERT VIDEOS
It’s not always about what an employee or owner says about the company that sells it to potential customers. It’s what an expert says about the business and why its recommended.
A local university engineering professor can come in and provide an interview as to what makes the production process different from others. Or a conservationist can offer their insights as to what makes the particular business so much more environmentally friendly than others.
An expert video provides extra credence to your business.
Consumers know a business will say what is necessary to sell products. However, an expert doesn’t need to share their opinions. Due to this, it makes it that much more desirable in the form of inbound marketing.
If a picture is worth a thousand words, how much is a video, shot at 30 frames per second, worth?
Videos with excellent production value have the power to deliver in ways no other inbound marketing can.
An industrial manufacturer still needs to offer in-depth information should inbound visitors turn into leads. However, expertly crafted videos help boost traffic and increase lead potential. And it all begins with these five key types of videos.
Thanks for reading. If there’s a particular topic that you’d like for us to write about, or if you have a particular a challenge that you’d like us to take a crack at, send us an email. We’d be happy to answer them for you – and if your topic gets picked for a future episode, you’ll win a free IndustrialSage t-shirt!