Industrial Video Marketing Guide in 2021

2021 is wrapping up and this year you’ve probably realized that industrial video marketing works. You know it’s an effective industrial marketing technique, but the big questions remain, “What should I do?” and “How do I get started?” More importantly, “What kind of videos should I make for my industrial company?” To answer these questions, you can work with a manufacturing marketing agency like MFG Tribe or you can also follow these tried-and-tested industrial marketing techniques.

Let’s talk about why you want to pursue video marketing. Yes, many people still like to read blogs and articles. In the industrial market, the people who prefer video or written content is about 50/50. However, videos get more views because they get more engagement. Videos are also a better way to show potential customers what your company does, instead of producing a 3,000 to 5,000 word article.

These industrial marketing techniques come from MFG Tribe, which makes about 300 to 400 videos a year for their clients. They have seen the positive results of these video marketing techniques, and do micro-adjustments as necessary. Here are the steps you should follow:

Topic selection

Before producing videos, you need to decide what your videos will be about. The first category of topics you can do is all of your products and services. If you’re in manufacturing, look at all the different services you offer. You can make one video per service. If you have thousands of SKUs, you don’t have to produce a video per product. You can make one video per product category.

The length of each video should be from 3 to 6 minutes long. Some people may decide to skip through some parts, while others will watch the whole video. In either case, you should make videos that highlight all the important aspects of your products or services.

Want to get the most out of your industrial marketing strategy? Consult the experts here at MFG Tribe. We are a specialized industrial/manufacturing marketing agency that understands the ins and outs of your product and what you do.

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Recruitment video

There has been a huge labor shortage in the industrial market in the last twelve months. Project managers, machine operators, sales people, among others, have all been in short supply. There has been a shortage for trained people in labor and skills. To help boost recruitment for your industrial company, you can produce a recruitment video.

The first type of recruitment video can be about your company in general, and how awesome the company is. For example, you can feature company benefits, the internal training program, and showcase the kind of work culture your industrial company has.

The second type is a job-specific type of video. Interview someone from your company with a specific job title like programmer, technical sales engineer, or sales lead and ask them questions about the specific role. Include raw two to three minute footage of them doing their job and include it in the video. You can also create a 15 second video ad from this longer video and post it to encourage applicants.

Product Demo

Another type of video you can make is a product demo. Because of the COVID-19 pandemic, most people were not able to travel and do actual demos of their technical products and services. Many technical sales engineers now do demos over Zoom. However, instead of doing this, you can make a demo video about 10-15 minutes long. You can make it similar to a webinar, where you explain your service to a potential customer.

Videos can be extremely powerful and majority of people will watch them. They are also a great way to establish you or your company as a subject matter leader, and the product or service that you are selling, as a solution.

Educational Topics

You can also use videos to educate your potential customers. It can be a variety of topics, from simple topics to industry-specific advanced topics. Whether it’s about operations or engineering, you can teach the viewer how to design parts or how to update their supply chain. The goal is to give value to your viewers as much as possible.

Now that you know what kinds of topics your videos can cover, let’s talk about how to start producing them. Once you’ve decided on the general topics, put everything you have on a spreadsheet and lay out the videos you want to produce per topic in an organized manner. By doing this, you can easily get 12 to 20 topics and work your way through them.

Next, what are the videos going to look like? They are usually 2 to 6 minutes long, but what is the setting? Where will you shoot them? If you get the services of a production company, their rates can go up to as much as $10,000 to $15,000 for a one-day shoot to produce a 4 minute video, shot in one day. It is quite pricey to work with a production company.

A more cost-effective solution is to work with a manufacturing marketing agency that can handle all your needs. For example, MFG Tribe offers a “custom quarterly content shoot” that can work with a company’s budget and can content enough or 8 to 10 videos in one day. A manufacturing marketing agency can do everything from the shoot, to the distribution, the website, basically the overall marketing strategy for your industrial company.

Also, you need to make sure that you get your money’s worth. For example, if you produce 6 videos, you can create 1 to 2 micro videos. The full-length videos can be posted on YouTube or hosted on Vimeo. The shorter micro videos should be in square format and posted on social media. Post them on your company’s LinkedIn and Facebook accounts. Make sure they are about 60 seconds long and have captions. You can create dozens of micro videos from your full-length videos.

Lastly, make sure to post the videos on your website. Your website visitors will be able to view the videos as well and increase exposure and engagement with your videos.

If you are ready to jump into video marketing, make sure to follow this guide and get the most out of this industrial marketing technique. You’ll be able to reach more potential customers and soon enough, close more sales.

Industrial marketing strategies don’t develop overnight. And the best ones require years of experience and tactful planning. If you feel stuck, consider reaching out to an industrial marketing agency with expertise in your industry. If you want the best in the business, contact MFG Tribe Industrial Marketing Agency to learn more!