Myth Debunked: As the #1 content marketing tactic for manufacturers, 87% of manufacturing brands create videos and put them on their website and YouTube. (Source: Content Marketing Institute)
A picture is worth a 1,000 words, but imagine if it was a video; how much more you could say? One minute of video equates to 1.8 million words. (Source: Forrester Research). Resonating with a visitor: priceless.
Videos are little nuggets of content marketing gold. Since consumers are already searching for answers, why not let your manufacturing company provide awesome content that solves a challenge/problem and educates? As an extension of your brand, videos can enhance your website and are available any time. Videos have a high conversion rate and often prompts the viewer to visit the company's site (62% of executives) and reach out via phone (39% of executives) after watching a video. (Source: Forbes)
Content videos continue to grow in popularity across all industries. Manufacturing is starting to take advantage of this tactic as well as videos have a 65% effectiveness rating, one of the most effective among marketing tactics. Publishing short, consumable videos for people to digest is a great way to showcase a niche product like yours.
YouTube has quickly become the internet's "other search engine," and manufacturers should take notice. Syndacast predicts 74% of all internet traffic in 2017 will be from video, a mind-blowing statistic. (Source: HubSpot) Your customers are consuming video content faster than written content in some cases. Consumers (myself included!) are looking for alternatives to talking to salespeople; video is often-times the solution.
Millennials are driving this change and shaping the way marketing content is delivered, including video content. According to Animoto, 74% of millennials find video helpful when comparison shopping. Millennials are starting to take over the workforce, as more advance into buying decision and management roles, manufacturing companies will need to adapt their marketing tactics to appeal to this generation. Yes, this means more videos!
Tips for getting your manufacturing videos seen:
Another tip for manufacturers is personalization. Personalization is a top marketing trend this year, (we've even done a webinar on it) so why not add some to your video content? Your manufacturing company might have a list ideal customer profiles or what we call buyer personas; use these to create content that attracts these personas. A how-to guide, product spotlight, and an industry overview are just a few ideas for video content.
There is great research to support adding video content to your manufacturing website, whether you have a complicated product, small market, or want to increase your reach. Companies who use video content see 41% more web traffic than nonusers and grow 49% faster year-over-year than ones who do not use video content. (Source: Aberdeen)
Providing video content that is relevant to your audience, easy for them to find, and at their fingertips can aid your sales process. This versatile media increases your chances of converting a lead into a customer. It's a great way for manufacturing companies add value during the buyer's journey.
The future of content marketing for manufacturers is here, it's video. Are you prepared?
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