We’re talking about Industrial video production and marketing today! Do you have an idea to make a short video? Do you want to showcase your technical expertise in the industry? Before you look for a freelancer read this!
Your project may seem daunting, and you may be asking yourself questions like this:
Who will speak in the video? What will they say? Do I need a fancy, expensive camera? How the heck do you use editing software?
You have an idea – a really great idea!
You think it will drive more traffic to your website, grow your industrial supply business exponentially, and solve all your target customers’ problems.
You’re sure this project is the ticket to success for your business… but you have one small problem. You’re not sure where to start.
The questions start piling up, and you have many other things on your plate at work. You decide to hold off on your big project until you can find a decent (and cheap) freelancer.
And then it happens… your big, amazing video idea retires to the island of lost projects.
Does any of this sound familiar? You may have never tried to dabble in video production, but chances are you’ve fallen victim to a lost project.
You took your awesome, “this will fix everything” idea and ran with it, but it got put on the back-burner when you didn’t have a focused plan of action to manage the details of the project. And that neat project has stayed on the back-burner. You’ve been too busy using a hot plate to keep warm the traditional, familiar way of doing things – simply because you know how to do them.
You may be feeling overwhelmed right now. You may think that making engaging videos is only possible for industry experts with professional camera crews and equipment.
But have no fear! Take a deep breath. I’m here to tell you that producing a video to interact with and get more potential customers isn’t as difficult as you may think.
This is great news because you can’t afford to not use video to grow your business. Recent analytics has shown that video is drastically out-performing written and graphic content. Not only that, but people – real people who could be your customers – are responding better and interacting more with video content now.
If you want to stay relevant in the marketing world and appeal to your largest customer base (hint – it’s the millennial generation, and they’re not coming… they’re already here), video will do the trick.
So, now the most important question: how do you produce your first B2B video?
It all comes down to project management.
Like implementing a new sales tactic or designing a new banner for a trade show, having a clear management plan for your video project is necessary to ensure you have the direction, resources, and time to complete your project.
By planning for and tracking the state of your video project, you can be sure that the right people are receiving the valuable content they need to have their questions answered and their problems solved.
Speaking of project management, even this blog has been planned to make it as useful for you as possible. We’re about to address three common questions you may have while embarking on your B2B video project journey.
Want to know what kind of video to make, how to make it, and how to get it to the screens of your potential buyers? Here we go!
Question 1: What do we make?
Like any marketing initiative, the first thing you need to consider is your audience. Who are you making this video for? What type of person will recognize the value of the content you’re producing?
This goes back to your buyer personas (you know, those things that should drive basically everything you’ll ever do as a marketer). Your buyer personas will tell you what job title your potential customer may have, what they’re responsible for at work, what they value most, what challenges they face. And that’s only scratching the surface.
That’s what video you’re going to want to make. You should address what it is your persona wants to know, and then offer helpful solutions to solve their problems. Once you know which of your buyers’ questions you want to answer, you’ll have your video topic.
Question 2: How do we make it?
This may seem like a more complex question, but it’s where project management really comes into play. Now that you have a topic for your video project (or at least some topic ideas), it’s time to start constructing a plan of action so you can deliver your message to your audience.
This plan is important; it could easily be the difference between an awesome video and an unsuccessful one (or even a lost project). So please don’t wing it, okay?
When developing this plan, ask yourself these questions:
- What’s the problem?
- What solution are we proposing?
- How does it solve the problem better?
You already know that your potential buyers have a problem and that you – hopefully – have the assets to solve it. But this last question needs some special attention. Is the solution that you’re proposing better (or seemingly better) than that of your competition? If your “cure all” for your buyers’ challenges doesn’t have some kind of competitive advantage, it may be time to go back to the drawing board.
Next up is writing a script (because we can’t all be Jimmy Fallon). This may seem like a tedious, unnecessary task, but a script will keep the message of your video focused… and prevent you from looking like a rambling fool.
Now that you have your plan of action and your script, it’s time for the fun part: visuals. Your video doesn’t have to consist of a speaker delivering lines in front of a backdrop. It could be a slide deck with photos and text; you could even edit together a few clips with some different angles to switch it up. You are only limited by your own creativity here.
Want to know the best part? Most of these clips can be captured with your phone, meaning you don’t (necessarily) have to invest in top-of-the-line camera gear to produce a great video.
It’s easy to get wrapped up in the details of your video production, but the most important thing to think about when making your video is this: why are you doing it? If your video doesn’t have a real purpose – if it’s not going to create value for your customers – it’s probably not worth your time.
Question 3: What do we do with our video?
Good things come in threes, right? The three main channels you need to consider when it comes to getting your content to the eyes of the right buyer are: web, email, and social. You can try other methods too, but these things should be nonnegotiable.
First, make some space on your website to showcase your video. And I really do mean showcase. You spent your time producing this neat video, so you’ll want it to be clearly seen by visitors.
Next, comes email. Here, you’ll want to return to those buyer personas (See, I told you they were important). Your personas will help you segment your customer base so you’re always targeting the right people.
Don’t forget: the appearance of your email should be given the same thought and care as that of your video. Unreadable or messy looking emails won’t convince your contacts to watch your video. For more information on effective email writing, check out our Industrial Marketing 101 video classes. For now, here are some quick, tried and true guidelines:
- Have a clear goal for your email
- Personalize where appropriate
- Focus on engagement
- Test, analyze, and try again
The last channel is social media. This one is important because everyone is on Facebook now, right? Spend a little bit of money creating social ads. You may not have tons of extra cash lying around, but composing a small budget and investing in your ads will give your video the best possible chance for success.
You still may not feel like a video production expert. But now, you know the crucial role that project management plays when it comes to producing valuable videos. These tips should have you on your way to creating a manageable plan for your video project too. Never again should you have to send a great idea to the island of lost projects.
If you feel you’re still lacking a sense of direction, we’ve constructed a checklist that you can easily follow to determine what you want to make, how you will make it, and how you will get your video to the right audience. It really can be that easy!
With all this talk about video, it only makes sense that we would show you examples of more purpose-driven videos with valuable tips to recharge your industrial marketing.
Our comprehensive inbound marketing course for industrial suppliers will transform the way you market. So, what are you waiting for?
Grow with us today!
One more thing: Have you tried your hand at video production yet? We want to hear from you. Leave us a comment with your experience and tips!