Videos have become the rising star in marketing. According to a HubSpot study, companies using videos as part of their marketing strategy achieve 49% faster revenue growth than those not using them. It's an undeniable fact: videos are an essential asset for industrial manufacturers seeking tangible results in their digital strategy. In this article, we'll look at the different types of formats, how to integrate videos into your marketing mix, adapt them to different audiences, and choose the right distribution channels to maximize the effects of your marketing actions.
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Table of Contents
- The benefits of video creation
- Different types of video formats
- How can you integrate videos into your marketing mix?
- Adapt video formats to your audience
- Choose the right distribution channels
The benefits of video creation
Video creation is a powerful resource for industrial manufacturers committed to content marketing.
We've put together a short list of the main benefits that product/brand videos can offer you:
- Strengthen your brand image
Videos allow you to tell your story visually and emotionally, reinforcing your brand image. Well-crafted videos can evoke emotions and help you connect with your target audience more deeply.
- Increase engagement and interactions
Videos capture attention more effectively than text. Users are more likely to watch a video to the end than to read a long article. This translates into better engagement from your audience, especially on social networks (likes, comments, shares, etc.).
- Present complex concepts
In industry, it's common to deal with technical or complex subjects. Explanatory videos can make these subjects more accessible through visuals, animations, and clear explanations.
- Demonstrate your expertise
Videos allow you to demonstrate your expertise in your field. You can share relevant information, solve problems, and educate your audience, building trust in your company.
Different types of video formats
To take full advantage of the benefits of including videos in your content marketing strategy, you need to know about the different types of video formats available to you:
1. Product video
This type of video highlights the features and benefits of your industrial products in detail. Product videos help your audience understand how your products can meet their needs.
2. Tutorials
Video tutorials are beneficial for educating your customers on the correct use of your products. They boost customer satisfaction and reduce the problems associated with misuse.
3. Case studies
Case studies are an excellent way of showing how your products or services have solved specific problems for your customers. They reinforce your company's credibility by illustrating your successes.
4. Brand videos
Brand videos tell your company’s story, values, and what sets you apart from the competition. They help create an emotional connection with your audience.
5. Webinars
Webinars, whether live or recorded, enable you to discuss relevant industry topics and interact with your audience in real time. They reinforce your status as an expert.
How can you integrate videos into your marketing mix?
Integrating videos into your marketing mix is essential to maximize their impact. Every marketing action should include a video component to leverage the benefits of this visual medium.
Let's take a concrete example to illustrate this concept:
Suppose you're an industrial manufacturer specializing in safety equipment for the oil industry, and you're launching a revolutionary new product range:
- Product presentation video: Create a detailed video showing how your products are innovative and how they improve safety on oil field sites.
- Customer testimonials video: Record video testimonials from satisfied customers to reinforce the credibility of your products.
- Technical webinars: Organize live webinars to discuss safety challenges specific to oil field sites, using video to present solutions.
- Brand video: Create a brand video reflecting your commitment to safety in the oil industry.
- Website integration: Integrate these videos into your website, especially on product and home pages, to better inform your visitors and reinforce your credibility.
Strategically integrating video into your marketing mix helps you achieve your marketing objectives, whether by raising awareness, educating, or engaging your audience.
Adapt video formats to your audience
Each audience has its own specific needs.
To maximize the effectiveness of your video strategy, adapt your formats to suit your target audience. Here are a few examples:
1. Engineers and technical professionals
Provide instructional videos and case studies to satisfy their thirst for technical knowledge.
2. Purchasing managers
Focus on product videos highlighting cost-effectiveness, durability, and reliability.
3. General managers and company directors
Branded videos and webinars may be of interest, showing your company's global vision.
Choose the right distribution channels
Choosing the right distribution channel is essential to reach your target audience. Here are some effective channels to consider:
- YouTube
Host your videos on YouTube, the most popular video platform, to reach a global audience.
Use LinkedIn, a professional network, to target industry decision-makers.
- Your website
Integrate your videos on your website to reinforce your credibility and inform visitors.
- Emails
Share links to your videos via email campaigns to build loyalty among your existing customers.
By strategically integrating video creation into your content marketing, you can strengthen your online presence, educate your audience, and generate concrete results for your company. Video is a powerful tool for manufacturers committed to a B2B marketing strategy. So dive into the captivating world of videos and let your industrial brand shine with an intelligent video marketing strategy.
