Using Video Marketing to Boost Industrial Marketing Results


Published: July 20, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Using Video Marketing to Boost Industrial Marketing Results

Industrial companies are finding success using content marketing to educate, inform, and even entertain their audiences of current and prospective customers. One key element—video marketing—often gets left on the table in favor of written content like blogs or visual content such as charts, diagrams, and graphics. On the other hand, video marketing has been bringing great results for manufacturing companies so it’s time to give it another look.

The Case for Video Marketing

When it comes to any marketing strategy, the first question most business owners have is whether it works or not. So, let’s cut to the chase: video marketing works. In a 2020 survey, this company discovered that:

  • Nearly 90 percent of video marketing enjoyed a positive return on their investment.
  • More than 80 percent said video marketing helped generate leads.
  • Almost 90 percent said video helped to boost traffic to their website.
  • 80 percent said video directly increased sales.

What makes video so effective, especially for the industrial and manufacturing markets, is the opportunity for people to have a look inside your operations. Prospective customers may spend a great deal of time on your About Us page or looking for other ways to ensure your company is legitimate and that you are capable of the work they need to be completed.

Next to a plant tour, video is the best way to introduce prospects to the people behind the work so they can see the quality of the craftsmanship and the pride your crew has in their work. When viewers can see your team in action, the knowledge, passion, and uniqueness will come through and help build trust as people start to feel like they already know you.

Now that we know how well video marketing is working for others and why, it’s time to take a look at the process so you can make sure it works for you, too.

Dipping Your Toes into Video

When most people think about branded videos, their mind jumps right to professionally produced commercials and high-quality, longer-form videos complete with post-production work on editing, graphics, sound, and more. The budgets required for this level of production can be steep and is the reason why so many business owners have shied away from including video marketing in their strategies.

On the other hand, most of us have the tools necessary to make short videos of reasonable quality right in our pockets: the smartphone. While we don’t recommend using a mobile device for your most important pieces, they can be the perfect starting point for creating informal, relaxed videos about things going on in the plant or office.

Live videos are a great way to generate excitement and capture attention, and platforms like Facebook make it as simple as pressing a few buttons, and you’re broadcasting to your audience. Live videos help people feel more genuinely connected to the people behind your brand, and when someone stops to watch a live video, their friends and followers may get notified, which will help expand your reach.

Professionally Produced Videos

From facility tours to interviews with key personnel to customer testimonials, investing in a professional production crew for a polished result is critical for your essential pieces of video content. The quality of these videos will translate in the minds of your viewers into the quality of your products and services. In other words, if you cannot put in the effort to create a polished video, how much attention are you really focusing on your products? Of course, we know you work hard to deliver for your customers, but we also know it must look like you do, too.

Professional quality is critical for anything other than “in the moment” or casual encounters as these videos are not only a representation of your reputation, but also ready to give you years of steady mileage. For example, product overviews and how-to videos can be used by your sales team and your support team to answer customer questions, and customer testimonials are great on your website and shared to your social media.

Interview-style videos and studio setups are the most approachable as a small crew with the right camera equipment, lighting, and sound equipment will range between $6,000 and $12,000. Major productions, such as a commercial or extended plant tour, can run upwards of $100,000, making them the most expensive, but also the content with the most potential mileage.

The Process Matters

Every video you create needs to tell a story and be centered around one or two main points. Just like you wouldn’t ramble on in a blog post or on your website, your video content must be planned and focused. For that reason, the process starts by determining the goal or the problem you are solving with the content, followed by creating a storyboard or roadmap for the video to ensure your crew gets all the footage needed to tell the story.

The recording process includes shooting all the video and sound according to the plans in the storyboard. Once complete, then the post-production team works on editing the video, finalizing motion graphics and words that are included, and finishing the sound tracks. There is a great deal of time and planning that goes into a high-quality video, so make sure you’ve allocated enough time and budget to the operation so you’re satisfied with the results.

What to Avoid in Video Marketing

One of the most important things to consider when considering video marketing is budget. The price of a professional production may seem high, but there’s a lot of work that goes into planning, filming, and editing a final piece and a great deal of behind-the-scenes action that leads to a polished product. It’s not that hard to find a budget studio that will claim to give quality productions for a few hundred bucks but remember the golden rule: you get what you pay for.

Another common mistake is trying to do too much with a single video, probably in an attempt to get the most from one production and save on cost. The problem with this approach ties back to what makes videos successful, and that relies on delivering a focused story to viewers so they can get what they came for. Videos with content that’s all over the place may have interesting sections for different people, but nobody will take the time to find the bit they want.

Lastly, it’s important to have a plan for promoting your videos. It doesn’t matter how much planning you put into the project or how polished the final video looks if nobody knows it’s there. By sharing the video on your social networks, featuring them on your website, and using them as tools for your sales and service departments, your videos will be working hard to boost your bottom line. If you’re ready to jump into video, but you’re not sure how to get started, we can help! Whether you’re looking for a full-service production or just need help with planning, shooting, or distributing your content, our video marketing services are ready to take you to the next level.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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