Video marketing continues to rise in popularity, which creates a distinct opportunity for manufacturers. Service and software industries can utilize video to an extent, but manufacturers, with parts, pieces and processes galore, can truly utilize this communication tactic to intrigue and delight buyers.
Fender regularly engages its audience with informative and educational videos showing off its range of products—particularly guitars and amplifiers.
Fender videos also feature known artists like The Edge from U2 to bring a new user dimension to the product videos:
No matter what kind of products you're manufacturing, there is a huge opportunity to showcase them using video. Not only can you educate your prospective customers, you can create a more meaningful connection with them by publishing new content regularly.
But according to Content Marketing Institute, while 86 percent of manufacturing marketers have adopted content marketing (and in particular, video), only 30 percent say their content marketing is effective. And although there are a lot of different factors at play here, video content could provide a worthwhile answer. While not a cure-all, there are several opportunities for manufacturers to take things further with video. Let's take a look at a few.
Businesses tend to view inbound marketing strategies as one-off campaigns rather than as an opportunity for constant connection and engagement: They focus on their product and sales rather than educating their audience and solving their problems.
Businesses tend to see content as an advertisement rather than an opportunity to start a dialogue. Similarly, many businesses simply upload commercials to their YouTube channels instead of looking for ways to engage an audience.
Nike certainly does have commercials on its YouTube channel, but it also shows athletes in motion, honors Black History Month, and even makes its audience laugh with videos featuring comedian Kevin Hart.
Nike's "A revolution in motion" video has nearly 3 million views
When you know your audience and what they're genuinely interested in, it’s easier to know what kind of content to create to appeal to them.
Creating and delivering engaging content creates trust with your target audience, particularly if it's relevant and valuable.
Videos—much like tweets or Facebook posts—can also serve to create a two-way dialogue with your audience. That point of connection is invaluable, as it enables you to stay top of mind and become aware of shifting audience sentiments.
Can your prospective customers trust the quality of your product? Can they watch video demonstrations, or see the product in action? Do they know what they're buying?
Prospects want to know whether the product they're about to order will actually solve their problem. Even if your content is the first they come across among all of your competitors, they might be left wondering whether your product is right for them. And if you don't answer that question when they land on your website, they might be gone for good.
Traditionally, overcoming customers objections has meant answering difficult questions, either through the course of the sales presentation, or a question-and-answer session afterward. Today, you would be lucky to have anyone sit through a lengthy sales presentation—especially online. Inbound marketing puts the user first and focuses on the top and middle of the funnel.
Certainly, you can answer questions in a blog post or podcast episode. But there's a great deal that can't be conveyed without the visual element. Video gives you the opportunity to show how a product works, and the results that can be achieved with it.
Camera consumers can get a better idea of what they're buying by checking out video reviews. This one is via Video Influencers.
Ultimately, video reviews are the most effective in alleviating doubts about a product—even if that intent isn't overt. Video demonstrations can be just as effective.
Video can make your website feel more like an in-store visit as opposed to a static brochure. Video is also humanizing—it allows the prospect to put a face to the brand. This builds trust.
This doesn't necessarily mean you should use video to sell more; video provides an opportunity to be more valuable to your visitors. You can demonstrate your products, give them a tour around your website, or even show a behind-the-scenes look into your production process.
You can also use business data to serve customers and visitors the right videos at the right time. You can tailor your videos to specific buyer personas or use them at the right time in the sales process to move leads down the funnel.
Increasingly, a personalized visitor experience is becoming more important and even expected. With video, you can engage your visitors in a more targeted way.
Manufacturing companies can benefit from video in many ways.
Many manufacturers are already using video to appeal to customers. But as mentioned earlier, many marketers don't feel their content marketing is effective. One important question to ask is, "What are my videos about?" Are they centered on your product, or are they centered on helping your viewers?
What would your website visitors like to learn? What are they searching for? How can you serve them with value-added content? How can you solve their problem?
Video is a powerful medium, and there is a huge opportunity for manufacturers to provide their visitors with a customized visual experience. Video enables you to cut through the clutter and connect with your audience.
Learn more about incorporating video into your inbound marketing strategy.
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