Now more than ever, marketing relies heavily on visual elements. Video content in particular is a must if you want to reach the 45% of users who watch at least an hour of video every week on Facebook or YouTube. Or is it?
That’s the question many manufacturers ask when allocating their marketing budgets. Whether previously invested in more traditional channels like trade journals, conferences, and online directories, or actively testing inbound channels such as email and social media, it’s difficult to know when and how to use video for manufacturing marketing efforts.
Unlike most industries, the target audience for manufacturing marketing campaigns is still making the transition from analog to digital. As a new generation of engineers and procurement professionals enters the industry, however, it’s more important than ever to start shifting resources to the formats they are most likely to engage with. Let’s look at what that entails.
When Video Makes Sense for Manufacturing
In 2017, a survey by PMG uncovered that only 42% of manufacturers use some form of video on their websites. That’s not marketing, that’s all digital activity. The majority have not and are not considering video for their efforts – whether because of cost or because they don’t see the benefit.
But it’s more important than ever to use the media type that is most likely to capture and hold attention as long as possible. Benefits of video for manufacturers include:
Video content does a lot to boost your perceived value, visualize your value proposition, and get more people on your site for longer. It’s not just a tool for B2C companies with huge pools of prospects. It’s a psychological tool that can help engage with and build relationships with your target personas in engineering and procurement.
How to Use Video as a Manufacturer
Many manufacturers know some or all of the above benefits. You’ve read the articles, seen the case studies, and want to give it a shot, but aren’t sure how to best utilize video in a format that will drive results and be worth the investment. Some things to consider include:
The video does something that written content and images alone cannot. It brings a human element to your website and marketing efforts. In an inherently impersonal online environment, your video content can better engage, entice, and build relationships with people who you may never meet face to face during the sales cycle.
By leveraging these tools, using a visual format to display the value proposition of your products and services, and engaging with all types of media on your own site and through social media and other inbound channels, you can attract, retain, and convert more of your target audience.