5 Questions to Ask for a Successful Manufacturing Video Campaign
One of the greatest marketing struggles faced by industrial manufacturing companies is effectively explaining the features and benefits of their very niche products. The rise of video marketing has provided a highly effective tool for manufacturers to demonstrate their unique products and to reach their specific audience. For your manufacturing video campaign to be successful, it’s critical to ask yourself and your time these five questions before getting started.
The Five Questions That Lead to a Successful Manufacturing Video Marketing Campaign
Who is my audience?
Different audiences will respond to different things. When deciding the style, tone, and contents of your video, think about who you ideally want to watch and respond to your campaign. Ask supporting questions, such as:
Are they the end-users who will purchase the products your manufacture?
Are they companies that might choose to manufacture their products with you?
If they’re a company, who at the company are you trying to appeal to?
What does a person in that role typically prioritize?
For a manufacturing video campaign to be successful, it’s imperative that the audience is clearly defined so that the video can cater to that audience.
2. What are my goals?
Video marketing campaigns can accomplish many different things. They can promote brand awareness, strengthen customer loyalty, increase website traffic, generate new leads, and boost sales, to name a few. Once this goal is established—whether it be a primary or secondary goal—it becomes much easier to attribute success to your video campaign. Not to mention, identifying the reason for the video in the first place establishes its priority in your marketing strategy and budget.
Additionally, your goals will help to determine what type of video best suits your needs. For example, if the goal is to promote brand awareness, you may opt for a corporate video that showcases your company and its offerings. However, if your goal is to generate new leads for a hyper-specific offering, an animated explainer video may be the best way to share information and catch a user’s attention.
Related: 5 Reasons Manufacturers Are Switching to Video to Drive Their Brand
3. How will I measure success?
To determine if your campaign is successful, you need to decide the metrics by which you will judge success before it ever launches. Success can be measured in a multitude of ways: views, ad clicks, website conversions, and so on. Choose your metrics carefully; they should align with your goals. For example, if your manufacturing video campaign was launched with the objective of generating new leads, the number of views your video gets may not be indicative of success. Furthermore, assign concrete numbers to your measurements. Do you want 10 leads? 100? 1,000? Be realistic with these numbers. Consider how many leads you typically get in a month, the projected reach of the campaign, and other relevant factors, then go from there.
4. How do I want my company to be perceived?
If you want people to respond to your video campaign, you need to have clear and consistent messaging—but what will that messaging be? Ask yourself how you want video viewers to think and feel about your brand after they watch. What important information do you want them to retain about your values, services, or performance? Simply saying you want them to have a positive impression isn’t enough. Get specific, and make sure you keep your audience and goals in mind.
Related: How is Video Used in Industrial Marketing?
5. Do I have the expertise to create a successful video campaign?
Do you have video production experience or do you have someone on your team whose role is dedicated to creating video content? For a campaign to have the best chance to be successful, the video should be high-quality both with respect to concept and execution. If you don’t have video production or video marketing experience, that’s okay.
Digital Spark Studios is a full-service video marketing agency and video production company based out of Charlotte, NC. We specialize in industrial and manufacturing video marketing, and have worked with global industrial brands to create exceptional videos that tell the story of their company, brand, and offerings. If you’re interested in working with us, get in touch.