How video will bring your advanced manufacturing marketing campaign to life
Advanced manufacturing is exciting, vibrant and dynamic.
In the UK, we’ve a wealth of companies that push the boundaries of technology, developing ever-more innovative and creative solutions to the challenges facing industry, from automotive, aerospace and healthcare, to renewable energy, water, waste and additive manufacturing.
Companies such as Diamond Hard Surfaces, with their ground-breaking material technologies, use corporate video to explain their USP and ethos, plus product videos to introduce new types of coatings, and demonstration videos to show their products in action. Or, Claytex and their unique modelling and simulation software, which revolutionises the way we design products and systems; they use demonstration and service videos to highlight their technical skills and solutions for a highly trained niche audience. And Nio 333 Racing, who are exploring new ways to expand the performance envelope of electric race cars, and use social video to engage their fans, provide positive exposure to their sponsors, and attract new commercial partners.
All these companies are at the cutting edge of their industries – and all have one thing in common: their ability to exploit the power of video to inspire, educate and inform their target audiences.
The power of video in marketing
Video has the unique ability to capture our imagination. It combines sound, vision, words and music to set our emotions on fire, drawing us into a world where we discover fresh experiences, share new learnings and marvel at the amazing things that our advanced manufacturers are achieving.
Okay, that statement may be a little OTT for industrial companies, where we’re selling to hard-headed buyers, pragmatic engineers and data-driven scientists. And yet, although we may have a technical or business audience, it is still made up of people who think like we do, who share our aspirations and desires. Like us, they make decisions based on their emotions, which they then post-rationalise with hard data.
That’s why video is such a powerful marketing tool, which advanced manufacturing and engineering companies should exploit to drive sales leads, engage their audiences and differentiate their businesses from the competition.
If you’re developing new marketing campaigns to promote your business, its products and services, then plan-in video from the outset. Most importantly, consider how you can use video to captivate your audience, grab their attention, explain your technology and highlight the key reasons why they should choose to work with you. Think about what will excite your potential customers; and remember that, in the right hands, video can transform even the most modest product into something that is breath-taking.
Finally, make sure that your video content is embedded across all your sales and marketing channels. Use it for lead generation, social media engagement, as well as supporting the work of your direct sales or distribution teams. This will ensure that you extract maximum value from each video you produce.