How Manufacturers Can Use Video, Part 2: Driving Sales: Attracting, Engaging, and Converting Leads

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In part one of our series, we discussed how video can help manufacturers enhance their company’s image. We discussed high-level ideas for what customers want to know about you, including your company culture, processes, and technology.

Now, it’s on to driving sales.

Driving sales can be particularly hard for manufacturers, because you may not have the luxury of showing your operation in full. With video, you can help your audience visualize a difficult process, experience a demonstration of how your machinery works, and discover the end benefits for their consumers. And, your clients WANT video. It’s easy to consume and easier to understand than pages and pages of explanations on how things work.

Approach to Video Making

Let’s start with your approach to making videos for the purposes of attracting, engaging, and converting leads. These videos should focus on educating your viewers and solving their problems.

At a high level, consider breaking video segments into where your audience is in the sales cycle.

  • For leads: The key for this segment is selling yourself over the competition. Why should they work with you?

    Types of video to use: overall company or company culture profiles; highlights of your processes, technology, and how you differ from the competition

  • For prospects: The key for this segment is to put viewers’ minds at ease about the decision-buying process. Use video to overcome objections on price, quality, or specific limitations that may arise.

    Types of video to use: product demonstrations, educational and informative videos

  • For retaining clients: The key for this segment is staying in front of your clients so that they know you are working hard to serve them and teaching them how to optimize the use of your product.

    Types of video to use: case studies, news, enhancements to products/services, training

Video Distribution

1. Create a YouTube channel

This is the easiest way to host videos, embed them in your website, and make them searchable for SEO purposes. Creating playlists for specific topics (about us, verticals, products, services, markets, training, etc.) helps viewers find what they are looking for faster.


2. Add more videos to your website

Including a video on a landing page can increase conversion rates by 80% (HubSpot). Video provides a passive engagement medium where viewers consume your message with very little effort. When embedding videos on your website, remember to check the embed options to your preferences. For example, uncheck “show suggested videos when video finishes” if you don’t want to run the risk of your competitors’ videos showing up.


3. Make sure all your videos are mobile friendly

“Media snacking” has become a favorite pastime. Whether we’re waiting in a doctor’s office, trying to fall asleep, or sitting on a train, we turn to our mobile phones for entertainment to pass the time. Don’t miss this opportunity to get in front of your clients.

4. Send videos to your email list

According to Hubspot, reps that use video in prospecting, relationship-building, and sales emails see 5x higher open rates and 8x higher open-to-reply rates. Think about where your customers are in the sales cycle and send them videos that relate. Are they a prospect who wants to know the reputation of your company? Or, are they a long-time customer who needs to know about the cutting-edge technology you are developing?


A Final Note: Video Quality

Remember that any video you release might serve as your first point of contact with a customer. Quality video that showcases your business in a professional manner and communicates your key messaging will help mold positive beliefs and opinions from viewers. Give your audience peace of mind by showing them exactly what they are getting for their investment by using professionally produced videos.

Contact us to learn more.


Looking for ways to enhance your company image using video? Check out part one of our How Manufacturers Can Use Video series on Enhancing Your Brand or part three on Using Video to Improve Internal Communications.