Forgive us if you heard this before, but video marketing is kind of a big deal. Just check out these stats:

  • 500 million hours’ worth of videos are watched on YouTube every day (HubSpot)
  • More than 500 million people watch videos on Facebook every day (TubularInsights)
  • 87% of online marketers use video as part of their content marketing strategy (OutBrain)
  • 83% of marketing professionals think video marketing strategies have good ROI (Wyzowl)
  • Video marketers get 66% more qualified annual leads (Aberdeen Group)
  • Video marketing efforts can achieve a 54% increase in brand awareness (Aberdeen Group)
  • Marketers that use video content grow revenue 49% faster than those who don’t (VidYard)

These stats paint a pretty clear picture of the importance of video. However, when it comes to developing video content, many industrial marketers struggle to figure out just what kind of story they want to tell.

The Explainer

This video takes some aspect of your company and explains it to your audience. Many video marketers do this with some form of animation, but a live-action video works equally well. Try asking your most camera-friendly employee to give a tour of your facilities, talking to ten workers about why they love their job or explaining why your business is an industry leader.

The How-To

How-To videos take your company’s services and demonstrate their value for the video audience. These videos can be very engaging to a technical audience since industrial concepts are often difficult to explain or absorb solely through writing or advertisements. Examples of a good How-To video might include walking viewers through complicated preventative maintenance tasks or troubleshooting common issues with your products.

The Demo

Demonstrating your product on video can be an effective way to attract potential buyers. This can be especially useful if your product type is difficult to explain or a new and disruptive addition to the market. Regardless, buyers like to know what they’re buying, and a video demo is a great way to show them. This isn’t much different from a product demo you might host for an in-person customer—it just reaches a much larger audience.

The Testimonial/Case Study

What other companies say about you matters. If you can get them to say it on video, their feedback can be a valuable digital marketing tool. This type of video can work well as a series of testimonials from a range of clients, or as one longer focus on how your product/service provided a solution for one of your customers.

Author: Staff Writer
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