Video is showing steady growth as an industrial sector marketing vehicle. A recent GlobalSpec Marketing Trends Survey found that 64% of industrial companies are increasing their spending on video, and 46% now have video content on their websites. In addition, according to GlobalSpec’s recent survey of social media use in the industrial sector, the most popular way your audience of industrial professionals is participating in social media is by watching videos.
The reasons for the growth of video are apparent: near-ubiquitous broadband connections, embedded video players, inexpensive digital cameras, and your audience’s growing preference for watching over reading.
If you haven’t already, it’s time to pick up the camera and make videos part of your marketing mix. To help you get started, here are five suggestions for the types of videos to produce and five ways to integrate video into your marketing mix. If you’re already using video, you might find some fresh ideas in this list.
Types of Videos to Produce
1. Product demos — Seeing is believing. Showing your products being used in a live industrial setting can tell a compelling story. If appropriate, zoom in for close-ups of the product and zoom out to show the larger context of the setting. Add a voice-over narrator telling the story of what’s going on, and capture the sounds of the industrial environment. See a product demo video example from Acromag.
2. Customer testimonials — Instead of (or in addition to) a text-based customer testimonial, record a customer talking about your company, products, or services. You’ll not only capture the words, but also the facial expressions and emotions that are part of the story. Edit several clips together from an interview, keeping only the best parts. If possible, shoot the video at your client’s facility or on the shop floor to give the video more character than a studio or office setting. For another idea to involve your customers, check out Microscan Systems’ Customer Submitted Videos Playlist on YouTube and see how they showcase customers using their products in an industrial setting.
3. How-to’s — Written instructions can be boring and hard to follow. But a visual demonstration of how to use your product, accomplish a task, or solve a problem can be useful and memorable. Film from different angles and zoom levels to keep the video interesting and to focus on what’s relevant at the moment. View Edmund Optics’ Tutorials Playlist on YouTube.
4. Interviews — Create videos of interviews and conversations with product managers, company executives, or industry experts. Stick to topics that are of interest to your audience. You can add some variety by filming the speaker from different angles or including the interviewer as well. You may want to keep these types of videos short, perhaps even to 60 seconds. A series of shorter videos may be more engaging than one longer video. Check out Digi-Key’s ProcureMinute Playlist on its’ YouTube channel.
5. Mini-commercials — This one is for the creative types, and can be a great team project and team builder. Try scripting, or partially scripting, a commercial that portrays the personality of your company and brand. Add humor and lightness, while adhering to your corporate branding and positioning guidelines. The key is to avoid the slick and boring “corporate video” and instead have some fun. A great example of this is Texas Instruments’ Thank an Engineer Playlist on its YouTube channel.
Add Videos to Your Marketing Mix
6. YouTube — Every company that makes videos should have a YouTube account. It is clearly the most dominant video sharing site on the Web. Post all videos that you make to YouTube. You can add search-related keywords and use YouTube’s tools to track statistics on your video, such as number of views and length of time spent viewing. It’s also easy to take a snippet of the code from YouTube and embed the video into a page on your website.
7. Company website — Your website will be more engaging to visitors if you add videos. You can embed the videos from YouTube right onto your site or use another video player of your choice. You’ll probably find that videos are some of the most popular content on your website.
8. Social media — Promote your videos using social media links. Tweet about them. Blog about them. Update your company’s Facebook page with announcements about them. Share them on LinkedIn, Google+, and other social media sites that you use. Don’t forget to invite your fans and followers to share your videos with others.
9. Meetings/conferences — Showing a video is a creative way to kickoff a meeting or conference, whether online or on location. Your audience will find that a 2-3 minute video is a welcome attention-grabber after sitting through a speech or slide presentation.
10. GlobalSpec.com — Suppliers can add video content to their GlobalSpec product announcements and within their company profile. It’s a great way to beef up your presence on the site and engage your audience for longer periods of time. Visit the Videos page from Rotork’s Supplier Profile on GlobalSpec.com.
How have you used video in your marketing mix? Share your tips and thoughts in the comments section.