Your potential client wants to see the machine walk, talk, in action, and everything else about it – ALL before they even dial your number to consider your product. By the time they reach out to you, they have their mind made up.
Video content is an effective way for manufacturers to illustrate complex technological processes, demonstrate equipment reliability, and boost sales in the B2B sector. This solves that problem for you.
Here are the seven core types of marketing videos you need for your manufacturing business.
1. Product-in-Action Video
Simply put, an engineer will never believe your brochure. He will believe his own eyes. Therefore, we have to show him while the machine is running. All the steps that go into it, its demo, and how your product is capable.
However, do not confuse this with an explainer. A demo will show what the product does, while the rest shows how it works behind the scenes. Furthermore, an animation will beat real footage every time.
2. Factory (Facility) Tour Video
Buyers are always nervous putting money into a new product. They are about to put a good chunk of their budget into a new supplier. A facility tour video can help calm their nerves. It helps show scale, quality stations, and credentials. That is the video which will help get your company shortlisted before anybody even schedules a meeting.
Here is what will surprise you: this simple task does not need a huge product crew or budget. A simple walkthrough video can do the job. People will trust what looks real.
3. Process / Technology Explainer (Animated)
When it comes to the technical side of things, there are some videos you just cannot film. What happens inside sealed chambers, how the process moves forward, and much more. This is where animations do the job. It helps you crack open the process and show it up close to all your potential buyers.
Also, do not create a separate Questions or How-To sections for your videos. Make sure you include those details right into the same format. This way:
- “How does this process actually work?” becomes one section
- “How does this method save time?” becomes the next one
- “How are you cutting waste?” becomes another
This way, every technical objection you anticipate can become a short answer for the buyer. One well-built video explainer can quietly do the job of five smaller videos, while saving time.
4. Company Overview
Every manufacturer needs that one film which will answer all the big questions upfront. This includes questions about who you are, why your product stands out, what is your USP, and why anyone should care about your product? This serves as your anchor video. It goes up on your homepage, and several other places where visibility into these answers is required.
As this video gets used everywhere, spend a lot of time and money into making sure this hits the mark. Furthermore, make sure you get a lot of shorter clips and B-rolls in this short to make sure that you have more materials for future edits and other videos as well. Be smart about it.
5. New Product Introduction
This is not your evergreen demo video. Instead, this is a news videos, and like every news, this also comes with a shelf life. A new product video will cover specs, specific headaches, product solves, and more. These videos are perfectly timed to hit when a new product launches.
Treat the launch like an actual event and not a quiet line being added to your product catalogue. Make sure you push this video through sales, PR, and more, while its fresh. Put it in front of the existing customer who might need an upgrade, and the prospects sitting on the fence. Once the moment has passed, and the urgency is over, you cannot have the hype back.
6. Video for Paid Ads
Do not take your three-minute company overview video and run a Facebook campaign with it. It will not perform. Paid advertising videos need to be built for the platform, or they will die in the first few seconds of the scroll. This means:
- Vertical/Square framing specifically built for the feed
- Short cuts in the edit, no more than thirty seconds long
- Resize assets and recrop footage you have
Paid ad videos do not require a whole new shoot on a new budget, which is why re-cropping and using the footage you already have works best. Pull in footage from the other six types of videos you have and A/B test a handful of cuts. Make sure you monitor the numbers daily to see which one works best.
7. Event (Trade Show) Highlight
Every time your company spends money on a trade show or an event, make sure that most of the value is captured for an event highlight video. A short highlight video grabs the booth energy, the crowd around your product, and more details.
It might be one of the best tools for warming up your leads. Send the reels will a follow up emails and suddenly you stand out from the crowd in their inbox with the same strategy. Cut it down further and it feeds your social channels for weeks after the lights go dark on the show floor.
Summing Up
Guess what? These seven videos are not separate projects. In fact, one shoot at your facility will provide all the footage you need for these videos. From product launches to social advertising, everything can be stripped and cut from the same shoot.
Plan your strategy around reusing materials, and you will have several types of content for your product. Make sure you use all your footage wisely.
Zelios can help you develop a customized video strategy to boost your growth. Get in touch and let’s get to work!
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
