Learning Hub | Content Marketing

Social Media Video Marketing: Reel in Manufacturing Traffic

July 7, 2015 | Jon Teodoro

For manufacturers, successfully marketing existing videos through social media isn’t exactly as easy as sharing the latest Taylor Swift makeup promo video with a Facebook Group. It’s true: The landing wheel assembly of a Cessna does not have the B2C marketing allure we may see with anything that screams pop culture. But using social media video marketing, you can throw in a cool manufacturing timelapse video that ends in successful test flight (with an awesome camera angle) and your marketing team will be dancing to the tune of more leads and a reinvigorated brand.

So, how can manufacturer videos break into a marketplace that cherishes cat videos and viral pranks? Simple. Shift their focus away from the mainstream to their ideal buyers and clients through social media strategy. It hasn’t been an easy transition to digital for the traditionally face-to-face industry, however.

According to a 2015 Content Marketing Institute poll, 87% of industrial companies use videos in their marketing strategies. Comparatively, 85% use social media. Considering that Youtube is its most prevalent social media outlet however, industrial marketers also stated that as a tool for engaging target audiences, the eminent video hub is only 66% effective (at #2, LinkedIn stands at 54% efficacy). That’s a pretty low ROI for social media marketing. But remember that these numbers can easily represent your competitors – it’s time to get a head start. Here are some ways to make your company’s social media percentages match up.

1. Step Up Your LinkedIn Game

You may have videos, but that doesn’t mean that you have those B2B connections. LinkedIn isn’t just about connecting individual professionals; it also enables colleagues within your organization to establish themselves as thought leaders by participating in LinkedIn Groups through multimedia posts and conversations. These are the mainstream descendants of industry forums that are more easily accessible to more tech-savvy industry figures at large.

2. Connect your Youtube channel

Take advantage of every possible placement opportunity you get for your Youtube channel. It is the main hub of your videos and is essentially useless without any links such as externally connected social sharing buttons. Integrating the URL into inline video content links, directing industry peers to videos that they may find relevant, among other methods to liberally distribute visual demonstrations of your “shop” breaks the barrier of mystery that often accompanies what manufacturers “do.”

3. Don’t be scared of Facebook and Twitter

Yes, Facebook was once a bastion for college kids looking to reminisce over their less than professional days on campus. And yes, the attention of the Twitterverse doesn’t quite favor the latest technical developments. But both can act as extensions of your personality; your company’s brand. In that way, your manufacturing company doesn’t just have to be a highly powered machine run by people – it can be a group of highly powered people running a machine with purpose; with personality and passion. Your videos may be technical, but leverage them next to some lighthearted posts that show off some of the more human aspects of your company and your brand will get an added boost.

4. Your videos need to be embed with your blogs

Great content isn’t necessarily outstanding writing. It also includes whitepapers, infographics, pictures, and…videos! What better way to demonstrate what you are talking about than with a cinematic piece to complement your blog.

5. Produce KICKASS videos!

Yes, B2B audiences are a lot easier to please since people at automotive suppliers and plastic manufacturing companies may be more interested in the technical specs of your products. But that doesn’t mean that you can’t afford some pizzaz. Reading up on some production basics for entry-level video software like FinalCut Pro or even Youtube’s native video editor will allow you to throw in some helpful bullet points and relevant links as well as some snazzy transitions for some cinematic narratives. This will open doors toward easier access for possible B2B buyers to what your company is all about in addition to setting you apart from your competitors.