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In order to connect with more customers and create authenticity, more and more manufacturers are investing in video marketing to demonstrate their expertise to prospective customers. There's a huge opportunity to showcase your products using video no matter what you manufacture. The benefit of publishing regular new content to your target audience is not only that you will be able to educate them, but you can also create a more authentic connection with them.

By using video as a technology and marketing tool, you are able to reach far more people with information about your company's process and products than you would otherwise. As your video content reaches more and more people within the appropriate industry through the use of the right digital distribution methods and channels, you are likely to see an increase in your ROI.


How Can Manufacturers Benefit from Displaying Product-Focused Video Content?

In recent years, video content has gained momentum and has become an important point of connection with buyer personas. Mobile devices are used more than ever to access information, so it makes sense that people prefer watching a short, informative type of video instead of reading long, detailed articles. 

Before prospects make a purchase decision, it is important that they are aware that the product that they are about to order will solve their problem. While your content may be the first thing that they see among all your competitors, they may still wonder if your product is right for them when they see your product video. When they land on your website and you do not answer that question even when they are interested, they may not come back.


How Will Your Buyer Personas Benefit from Video Content?

As more and more companies in all industries use this type of content to communicate with their customers, those that do not are signaling to the market that they are potentially behind industry trends and customer expectations. Over 500 hours of videos are uploaded to YouTube every minute, according to HubSpot. And each day, over 1 billion hours of videos are watched on YouTube globally.

LAIRE Manufacturing Blog YouTube Statistic Graphic

It is important for prospects to know that the product they are about to order will actually solve their problem before they make a purchase decision. While your content may be the first thing that they see among all your competitors, they may still wonder if your product is right for them when they see your content. When they land on your website and you do not answer that question even when they are interested, they may not come back.

With the help of videos, you can explain how products differ while also offering a visual demonstration of the differences. Similarly, you can explain how processes are carried out during manufacturing. As humans, we're naturally process-oriented, so displaying processes not only helps illustrate what goes into your products from the start to finish, but it also helps audiences gain a better visual understanding of how your products are made. It is not only extremely helpful to prospects to provide them with educational and informative videos, but it also helps you to demonstrate your commitment to providing consumers with the most up-to-date product specs and processes when they need it.


Video Content Can Increase Product Sales

Video is becoming a common tool used to support the conventional in-person sales discussion in an era when more and more people consult the internet as their first point of reference. The use of video in the sales process allows potential customers to feel as if they are familiar with the company and that they will feel professionally handled. 

Many companies in the manufacturer marketing world are reluctant to use video because they believe that it will interfere with their ability to build personal relationships that influence sales, so they decide not to use video. However, the opposite is the case - video content creation actually increases sales. 

There is no doubt that the process of building a library of videos that are relevant to your manufacturing company’s products and processes will take some time. By creating these video libraries, you will not only be providing prospective customers and current clients with helpful resources, but you will also be saving your sales team time by providing them with resources they can share with prospects.

As a general rule, your prospects are doing online research before deciding whether or not to reach out to your company directly. Introducing a future video library may bridge that gap and help you convert prospects to qualified leads by providing enough information for them to make the decision to move forward with your products or solutions. As you continue to produce videos regularly for your sales and marketing teams to use, in the long run, you will develop a large library of excellent video content that will continue to serve as a valuable resource for your prospects and customers, year after year.


Video Content Can Increase Your Competitive Edge

Nowadays, and particularly in light of COVID-19, staying ahead of the competition means businesses have to establish a strong, recognizable, and trusted online presence within their own industry. Traditionally, sales cultures have adopted a one-way content approach and top-down advertising methods. In the age of the internet, consumers have more access than ever to information regarding solutions to solve their problems. 

In the saying "out of sight, out of mind", this is certainly true. Through video marketing, you will be able to ensure that your products or services are consistently visible to consumers through a variety of channels and platforms available to them online. Videos ultimately allow you to gain greater exposure for your company. By using videos, you will be able to explain how your business works and what you offer, which will enable potential clients to make an informed choice about the products or services you provide.

Additionally, with video, you can tailor your messaging to specific buyer personas, or use it as an engaging way to move potential leads down the sales funnel at the right time. In today's world, it is becoming more and more vital and even expected that visitors have a more personalized experience when they come to your website or encounter your brand in any way. In order to remain competitive, it is important to provide prospects with hyper-targeted content, and with video creation, you can do just that. We are experiencing an increase in the importance of community as our culture is becoming increasingly focused on associating with each other and forming connections with brands. Or in your case, creating brand awareness.


Getting Started with Video Marketing for Your Manufacturing Company

A powerful medium such as video offers manufacturers an excellent opportunity to provide visitors with a customized visual experience. By creating personalized video marketing, manufacturers can stand out from their competitors and engage with their target audiences. 

Take a moment to think about the purpose of your video before you get started. Make sure you are thinking about the audience as well as the message you want to convey. What is your video supposed to showcase? How is it supposed to compliment your products or services? Or is it meant to help your audience in some way? 

You can find a wide range of professional manufacturing video production companies that can assist you in every step of the process - from initial planning to the final cut and everything in between. 

Especially for manufacturers, it can be a challenge when it comes to showing off the functionality of their cutting tools or explaining a complicated process that requires a higher level of understanding. By adding the visual component of the video, this can be solved. By looking at the videos that production companies make, you can determine which companies are good at telling a story through their videos. The ability to utilize motion graphics is also critical - mainly because many manufacturing videos include this as an industry standard. 

The right video content can deliver your brand's personality in a variety of ways that can't be achieved with just blogs or static content alone. If you want to provide your audience with more information around common product-related questions, making video content is an engaging way to do it. Additionally, video content also serves as a great resource for sales teams as a reference point that may help them to learn more about the products available and how they work, as well as the questions or answers they should anticipate hearing. 

In order to attract, convert, close, and delight your customers as your organization grows, implementing a video strategy can be one of the smaller aspects of your overall inbound marketing strategy. You already have great products and solutions, why not showcase them? Think of this as low-hanging fruit that will help you reach your prospects easier and more directly. The LAIRE team is equipped with a team of professionals who can ensure that your video content is of the highest quality to help your business be seen by the right people. Take the next step in developing your manufacturer marketing strategy with our free Manufacturer Marketing Checklist.

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Todd Laire

Todd Laire

B2B Sales and Marketing Leader | CEO at LAIRE, a Digital Growth Agency - Co-Founder, Entrepreneur, Public Speaker, Marketer, Sales Team Builder, and Change Advocate.