The Role of Video Content in an Industrial Marketing Strategy
Why Video Content Matters in Industrial Marketing
The Shift in Industrial Sales
In the past, industrial sales were primarily driven by face-to-face interactions and trade shows. However, with the rise of digital technologies, the industrial buying process has shifted online.
This means that industrial companies need to have a strong digital marketing strategy in place to reach and engage with their target audience- and video content is a crucial component of that strategy.
The Power of Video in Industrial Marketing
Video content has become increasingly popular in recent years, and for a good reason. It is a highly engaging and effective way to communicate complex information and showcase products and services.
In fact, according to the most recent research by Wyzowl, 82% of people say that they have been convinced to buy a product or service by watching a brand’s video.
For industrial companies, video content can be used to showcase their products in action, provide demonstrations, and explain complex processes. This not only helps to educate potential buyers but also builds trust and credibility for the company.
How Video Content Can Enhance Your Industrial Marketing Strategy
Improved SEO
Search engine optimization (SEO) is crucial for any business, and industrial companies are no exception. With the right SEO strategy, industrial companies can improve their online visibility and attract more potential buyers.
Video content can play a significant role in improving SEO for industrial companies. According to a study by Forrester, videos are 53 times more likely to rank on the first page of Google search results compared to text-based content.
By incorporating video content into your website and other online platforms, you can improve your chances of ranking higher in search engine results pages (SERPs) and attract more organic traffic to your website.
Increased Engagement and Conversions
Video content is highly engaging and can capture the attention of potential buyers more effectively than text-based content. This is especially important for industrial companies, where complex products and processes can be difficult to explain through text alone.
By using video content, industrial companies can showcase their products and services in a more engaging and visually appealing way, which can lead to increased conversions.
In fact, according to a study by Vidyard, video content can increase customer engagement overall, especially when used in sales outreach emails.
Better Communication with Potential Buyers
Video content allows industrial companies to communicate with potential buyers in a more personal and interactive way. This can be especially beneficial for companies that have a global customer base, as it allows them to connect with potential buyers who may not be able to attend trade shows or in-person meetings.
By using video content, industrial companies can provide virtual product demonstrations, give virtual tours of their facilities, and even conduct virtual meetings with potential buyers. This not only saves time and resources but also allows for more personalized and effective communication with potential buyers.
How to Incorporate Video Content into Your Industrial Marketing Strategy
Strengthen Brand Identity
Video content can be a powerful tool for industrial companies and manufacturers to strengthen their brand identity as part of their industrial marketing strategy.
To start, video content provides an opportunity for industrial companies to tell their brand story in a compelling and engaging way. They can create videos that showcase their history, values, mission, and unique selling propositions. This helps to create an emotional connection with their target audience and build a strong brand identity.
Video content also provides an opportunity for industrial companies to engage with their audience in a more interactive and personal way. They can create videos that encourage viewers to leave comments, ask questions, and share their thoughts. By actively engaging with their audience, industrial companies can build a community around their brand and strengthen their brand identity as a customer-centric organization.
Want to see this in action? Check out the MFG Tribe YouTube channel!
Product Demonstrations and Tutorials
One of the most effective ways to use video content in an industrial marketing strategy is to showcase products and provide demonstrations and tutorials. Video content allows industrial companies to visually showcase the quality and innovation of their products. They can create videos that highlight the features, benefits, and unique selling points of their products, demonstrating why they are the best choice in the market. This helps to strengthen their brand identity as a provider of high-quality and innovative solutions. This also allows potential buyers to see the product in action and understand its features and benefits.
For example, a company that manufactures industrial machinery can create a video showcasing the machine’s capabilities and how it can improve efficiency and productivity for its customers.
Industrial companies can create videos that highlight their expertise, showcase their capabilities, and demonstrate their industry knowledge. This can help establish them as a trusted authority in their field and strengthen their brand identity as a reliable and knowledgeable provider.
Virtual Tours and Facility Showcases
Industrial companies can also use video content to provide virtual tours of their facilities and showcase their capabilities. This is especially useful for companies that have large or complex facilities that may be difficult for potential buyers to visit in person. It can even be a great way to showcase a new facility or new equipment and demonstrate the company’s expanding capabilities.
By using video content, industrial companies can give potential buyers a behind-the-scenes look at their operations, which can help to build trust and credibility for the company.
Customer Testimonials and Case Studies
Video testimonials and case studies featuring satisfied customers can be a powerful way to strengthen brand identity. By showcasing how their products or services have helped other companies achieve success, industrial companies can build trust and credibility for their brand to potential buyers.
For example, a company that provides industrial automation solutions can create a video featuring a satisfied customer who has seen significant improvements in their operations after implementing the company’s solutions.
Best Practices for Creating Video Content for Industrial Marketing
Keep it Short and Concise
When creating video content for industrial marketing, it’s important to keep it short and concise. Potential buyers are more likely to watch a short video than a long one, so aim for a length of 2-3 minutes.
Use High-Quality Visuals and Audio
High-quality visuals and audio are crucial for creating effective video content. This is especially important for industrial companies, where the products and processes may be complex and difficult to understand.
Investing in professional video production can help to ensure that your video content is visually appealing and easy to follow for potential buyers.
Include a Call to Action
Every video should have a clear call to action (CTA) at the end. This could be a link to your website, a request to contact your sales team, or a call to subscribe to your YouTube channel.
Including a CTA can help to drive potential buyers to take the next step in the buying process and can lead to increased conversions.
Make the Most of Your Video Content
If you think a full length video is just one piece of content for your industrial business, think again. Today’s video streaming services are full of short-form videos of just thirty seconds or less, and your company needs to be tapping into that audience. A long-form industrial video can easily be cut up into 3-5 short form videos, sometimes more.
If a video topic is robust enough, you can also turn your video content into a piece of written content.
That piece of written content becomes 4 or more social media posts. The core video gets its own social media post too. So do the short form videos. See what you can get from just “one” piece of content?
Video content has become an essential tool for industrial companies to reach and engage with their target audience. By incorporating video content into your industrial marketing strategy, you can improve your SEO, increase engagement and conversions, and communicate more effectively with potential buyers.
If you follow our best practices and create high-quality video content, your industrial company can stay ahead of the competition and achieve your sales and marketing goals.
