One of the biggest problems that manufacturing marketers face is staying ahead of digital marketing trends and best practices. Unfortunately, the manufacturing industry as a whole has been reluctant to adapting new technologies when it comes to marketing strategies. We hear all too often from our manufacturing clients that their marketing initiatives basically start and end with trade shows. This is all fine and good, but frankly, if you’re depending solely on a handful of trade shows to get your message to consumers, you’re missing out on a major share of your potential audience.
If this is a trap into which you find yourself stuck, it’s time to branch out. In order to effectively market your manufacturing business, you’re going to want to start by putting together a diverse manufacturing marketing strategy that covers all of your bases. Utilize every channel you can in order to convey your message and your products. (We won’t get too far into that here, but you can learn more about putting together a manufacturing marketing strategy HERE).
One major marketing component that is most commonly ignored by manufacturers is the use of custom video.
No longer is video just a fancy accompaniment to your website or social media messaging. It’s becoming the default medium across the board. According to a recent study, video will account for 82% of Internet traffic by 2022.
When you think about it, video is actually a perfect marketing medium for manufacturers. Blogging and other forms of written content marketing are great, but sometimes it can be difficult to effectively communicate the scope of your products in a way that’s easy for your customers to understand. In contrast, a thoughtful and professional-grade video can illustrate your products’ capabilities in a way that is visually engaging and easy to follow. Giving your customers (and the Internet masses at large) a close-up look at your products and the complex behind the scenes systems that go into making them can turn into viral and highly sharable content in a hurry.
The utilization of custom video is an excellent way to give your audience a unique and/or educational view of your business and how it is run. For starters, consider doing product demonstrations, how-to videos, factory tours, or even just a Q&A session with the president or leading engineers. The possibilities are limitless.
If you haven’t already, consider investing your marketing time and resources toward building an online video presence for your manufacturing company. As far as how much of each to invest? Well, that depends. While you probably don’t need to shell out thousands of dollars on a film crew every time you want to record a 60-second vlog, you also will want something a step or two above a shoddy cell phone shoot. Technologies are advancing in terms of what you can and can’t do in-house, but you’ll still want to develop a coherent video production strategy that works for you.
If you could use a hand in getting your manufacturing marketing plan or video strategy off the ground, give us a call. We’d love to lend a hand.