Video Marketing for Manufacturers: Humanize Your Brand and Skyrocket Sales

How Video Marketing Can Engage and Convert Customers

Video marketing for manufacturing has emerged as a powerful tool in the manufacturing industry, allowing companies to showcase their products, share their story, and engage with customers in a more interactive way.

According to Wistia State of Video Report 2023, 86% of businesses use video as a marketing tool, and 93% of marketers who use video say it’s an important part of their marketing strategy.

In this article, we’ll explore the benefits of video marketing for manufacturers and discuss how to effectively incorporate it into your website and overall marketing strategy.

In this article, we will cover the following:

• Where to use video in your manufacturing marketing strategy
• The Different Types of Videos to use to maximize results
• Maximizing ROI with Video Marketing
• Cost of Procrastination
• Taking the First Step

The Importance of Video in Your Manufacturing Marketing Strategy

Video marketing has demonstrated its effectiveness as a potent tool for businesses in diverse industries, with compelling statistics to back it up. Manufacturing companies specifically stand to gain significant advantages by integrating video into their marketing strategies.

Key Statistics Highlighting the Impact of Video

• Including videos on a landing page can boost conversions by 80%, helping manufacturing companies generate more leads and sales.
• With 85% of businesses now utilizing video marketing, manufacturing companies can stay competitive in their industry by adopting this effective tool.
• As mobile video consumption grows by 100% annually, manufacturing companies can reach a wider audience by optimizing their video content for mobile devices.
• Engaging video content can result in users spending 88% more time on a manufacturing company’s website, increasing the chances of converting visitors into customers.

Embracing video marketing can provide manufacturing companies with increased engagement, conversion rates, and a competitive edge. By leveraging the power of video, they can effectively reach and resonate with their target audience.

Where to Use Video in Your Manufacturing Marketing Strategy

According to Wistia, a video analytics company highlights the power of video content in driving conversions, user engagement, and brand recall. With 80% of internet traffic expected to be video by the end of 2023, it is becoming increasingly important for businesses to utilize video marketing.

• Homepage Videos: Your homepage is the perfect place to tell your brand’s story through video. Using a process like Storyguide, based on the book Building a StoryBrand, can help you craft a compelling narrative. Users spend 88% more time on websites with video content, making homepage videos a valuable tool for engaging visitors.
• About Us Page: Humanize your team and share your company’s story through videos that showcase timelines, milestones, and achievements. An engaging About Us Page video can capture your audience’s attention and build a connection. From our own experience, another added benefit is that our “About Us” page videos actually helped us attract ideal talent to our company.
• Product & Service Page Videos: Data-driven arguments are essential for driving impulse to buy on these pages. Engaging videos can help explain the unique features and benefits of your products and services. In fact, 90% of customers say that product videos help them make purchasing decisions (Source: HubSpot).
• Landing Page / Thank You Page Videos: Landing page videos can highlight the importance of downloading an e-book, white paper, or watching a video, while thank you page videos can express gratitude, upsell, or explain the next steps. Videos on a landing page can increase conversions by as high as 83%, demonstrating their effectiveness in driving user action.
• Training Videos / Client Education Videos: Build trust in your company and products by providing valuable educational content through videos on your website and social media. With 95% of users being more likely to remember a call to action after watching a video, compared to 10% when reading it in text form, educational videos can significantly improve message recall and engagement.
• SME Blogs: Interview subject matter experts in your company to create engaging content for your blog and website. This approach humanizes your experts and ensures your content is aligned with your industry and brand.

Learn how to integrate video into your marketing strategy. Please consider reading our guide: The 5 reasons you need a video marketing strategy

How to utilize Usability Conversion Analysis to identify optimal video page placement

Our usability conversion analysis strategy allows us to analyze users’ mouse movements and scroll behavior on web pages.

In a specific case, our client invested significantly in creating videos accessible through a call to action on their homepage. However, the lack of engagement with this call to action resulted in limited video views.

Similarly, in another example, we observed that placing a video further down the page yielded low scrolling activity, significantly impacting engagement levels.

Collaborating with a video marketing agency that delves into engagement at a granular level is strongly recommended. Even small enhancements in engagement have the potential to accumulate over time, leading to transformative outcomes for your sales and marketing efforts.

Quality Content Trumps High Production (Most times… )

Many manufacturers are hesitant to invest in video due to the perceived high costs. However, not all videos require high production quality. Bite-sized videos with valuable content can be just as effective as high-quality productions.

One of the only benefits of the COVID-19 pandemic has that it shifted the focus from production quality to content quality, making it more accessible for businesses to experiment with video marketing. For more information on innovative content strategies, be sure to read our article: Crafting a Successful Content Marketing Strategy for Manufacturing Companies.

Maximizing ROI with Video Marketing for Manufacturers

To measure and improve ROI with video marketing, follow these steps:

1. Set clear goals and KPIs for your video marketing campaigns.
2. Track video performance using analytics tools like Google Analytics or Wistia.
3. Optimize video content based on data-driven insights.
4. Promote videos across multiple channels, including social media and email marketing.
5. Test different video formats, lengths, and styles to determine what resonates best with your audience.

Don’t Wait

In marketing, opportunity cost exists, and we’ve already demonstrated that video is likely the top strategy for your marketing efforts. However, if you delay while your competitors forge ahead, it could significantly impact your sales and marketing success. So, don’t wait.

We highly recommend starting with in-house video creation and later, if needed, seeking an agency’s support for higher-quality production. Keep in mind that the secret to successful video marketing lies in delivering quality content rather than merely focusing on production value.

In conclusion, video marketing presents a wealth of advantages for manufacturers by enabling customer engagement and conversion through captivating visual narratives. By strategically integrating videos throughout your website and adhering to best practices for optimal ROI, your manufacturing enterprise can leverage video marketing to fuel growth and achievement.

We’d love to help you work through this and learn how to craft great video content. Here’s a link to the calendar that you can use to speak to one of our partner growth specialists.