Video Marketing Tips For Specialty Manufacturing Companies – Part 2I promised you part 2, and here it is. You can find part 1 right here in case you missed it.
Now that you have the correct equipment you’ll need something to shoot. The ace that you’ve got up your sleeve is that you’re a specialty manufacturing company with no short supply of interesting processes in your facility. You probably even have some employees who are great in front of the camera.
Even if you think your product is “boring,” how you make it will interest your prospects. Check out the show “How It’s Made” and you’ll see boring products that have a complex and interesting manufacturing process.
Today I’m going to list some topic ideas for your videos. To have a successful video marketing effort, you must have a strategy for what you’re going to shoot, how you’re going to shoot, and a platform for promoting it on the internet. No matter what you’re shooting, though, keep videos down to 3 minutes or less if possible. People typically stop watching after a few minutes.
What To Shoot
Time Lapse – No matter how big or small, your assembly line has a bunch of great action going on. Depending on the speed of your production, a time-lapse video can be a great idea. This will show your entire production process in a short span of time. A time lapse takes a while to shoot and may require some coordination between shifts of workers to pull off correctly, so be prepared to commit to the process.
Employee Interviews – Whether you’re a small manufacturing shop or an industrial giant, your prospects are interested in your employees’ insights on why your product is so good. This is a great opportunity for you to showcase some of your brand personality as well. Each member of your team has a unique background and perspective on what happens each day.
Customer Interviews – Sit down with your customer and ask questions (which can easily be edited out of the final video) that will get them talking about what they value about your product and what they like about working with your company. Get your interviewee to talk about what makes you different: the way you think, how you approach challenges, how your product performs, how you compare to competitors, and how you support you product after the sale.
Product Demonstrations – Nothing beats a demonstration to fully and accurately highlight the important features and benefits of your product; they’re even more powerful when you’re doing a side-by-side comparison of your product’s and a competitor’s performance. Tap into your sales team and ask them what features really sell your product and what customers want to know/see, then make those into individual video topics.
Tour – You may not be able to give tours at your facility because of certain risks/regulations or time constraints but with a video tour you can show off your facility to anyone at any time. Unless you’re an organization manufacturing top secret government hardware, show prospects everything you can that’s relevant and helps illustrate your strengths.
How To Shoot It
Time Lapse – When shooting for time lapse, the camera must remain stationary for each shot. You can film in multiple locations, such as different areas on the assembly line, but you must have a sturdy mount for the camera – any movement will detract from the time lapse and look shaky. Also, choose a camera that has a time lapse feature on it. Technically, you could shoot regular video and then speed it up but that’s going to eat up a massive amount of memory.
Be sure to communicate what you’re doing to the employees who will be around the camera. The HR department may also have to be involved (and release forms signed) since you’ll be posting these videos online. This will decrease the chances of your camera being taken down or turned off.
Employee/Customer Interviews – When doing personal interviews, sound quality is paramount. Use a lapel microphone or a boom microphone, and put the camera on a sturdy tripod to avoid any shakiness that distracts the viewer. Your background should be fairly simple, too, so your viewers don’t focus more on that than on your subject. A quick solution is to throw up a white sheet with some quality lighting on your interviewee.
Another approach is to keep your interviewee in focus and the background vastly out of focus. Motion will be detected in the background but won’t be too distracting. In order to give the interview more of a natural feel, have your interviewee converse with an off-camera interviewer. Don’t just have someone stare into the camera…that’s creepy.
To keep structure to your interview, write down the topics and questions you want to cover before you sit down; give these to your interviewee ahead of time so he or she can come up with a well thought-out response.
Product Demonstrations – The way you approach a product demonstration video depends on what type of product you’re filming; a specialty vehicle will require a different approach than a high-volume water pump. No matter what type of product you’re shooting, though, you’ll want to focus on the features and benefits – but don’t feel you need to cover them all in one video. If you have 6 features you want to film, group them into 2 sets of 3. This’ll help stock your library and allow your prospects to choose what they want to see rather than having to wade through a single long video waiting to see one feature they’re interested in.
In order to give your brand a voice, try to use only one or two employees in your product demonstrations. Using those employees in every video will develop consistency for your brand. Sales team employees are usually a great fit since they’re in the field selling your product and know it – and your prospects – inside and out.
Tour – This type of video can be challenging due to the logistics behind it. Don’t just grab a camera and walk around your facility. You need to purchase or build a stand that can move around on wheels so you can keep a steady shot. A company representative should “give” the tour. If there are especially noisy areas, you can just film the station (with no audio, or cut out the audio later) and ad a voiceover by the same representative afterwards.
What good is it to shoot a ton of great footage if nobody sees it? Make sure to promote your videos across all your social media networks. YouTube is where you’ll want your videos to live and where you’ll probably get the most views. Optimizing your video SEO around your existing keywords will help your video get found initially, but social sharing is where your video will go viral.
You’re All Set
After reading these two posts you now know enough to get started with your own videos. You can prepare all you want, but sometimes you’ll learn the best from your mistakes. Getting started is the hardest part, but you’ll find a process that works best for you quickly. Just keep in mind that for your video efforts to be successful, you must have a plan of what to shoot, how to shoot it, and how you’ll promote it.
Video Marketing Tips For Specialty Manufacturing Companies – Part 2
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