Video: An Underused Media For Manufacturing Companies

If a picture is worth a million words, then what’s a video worth?

B-to-B marketers are finally coming to realize that video is an important marketing tool. What some don’t realize is that putting it on your website may not be the best place to house it. Video should be housed somewhere like YouTube. From a branding perspective, start your own channel on YouTube. I don’t know a manufacturer that couldn’t take advantage of this marketing tool.

Here are some interesting stats:

  • Next to Google, YouTube is the next highest used search engine.
  • YouTube has 30 million daily active users. There are 500 hours worth of video being uploaded every minute.
  • Google says that an indexed video stands a 50-time greater chance of ranking on the first page of search than a textual page.
  • Video rates have 400% higher engagement than a static site.

Anyone can get into the video game today. You can buy a good camera for around $300 and there is editing suite software available that almost anyone can use.

Here are just a few of the ways that video can be effectively used for B2B business challenges:

  • Boost Awareness, Visibility and Reach
  • Customer Education with Product/Service Demos and Training
  • Build Trust with Customer Testimonials/Case Studies
  • Boost Engagement (keep attention on your message)
  • Lead Generation: Drive Interest and Boost Leads
  • Change Management: Leverage Video to Persuade and Motivate
  • Call to Action: Engage Emotion – Demonstrate Value – Create  Interest – Drive Action
  • Branding: Craft a Consistent Message for a 24/7 Global Audience

So if you haven’t taken advantage of video, you should give it a try to see what kind of new activity will come your way.

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B-to-B Marketers: Use Video on Your Web Site to Increase SEO.

Manufacturers are missing the boat if they are not incorporating videos into their Web sites. According to Forrester Research, videos properly submitted are 53 times more likely to generate first page Google rankings. You heard me right, 53 times more likely. Other advantages are that results appear in days because Google is pushing video to the top. This is a great opportunity for B-to-B marketers.

Benjamin Wayne in a recent post, Search Engine Success: Getting Video SEO Right, outlines what needs to be done in order to get that first page placement. The key is submitting videos and pages in parallel and successfully indexing for each individual search engine.

Search engines can’t find video content on their own, so you need to get your submissions right in order to capitalize on this. Because the video search engine is complex, Benjamin offers these questions to your video platform provider:

  • Will you index both the permalink pages as well as the videos?
  • Will the links point back to my site?
  • How often will feeds be updated?
  • In which search engines will the results appear?
  • How do I track click-throughs?

If you do this right, you can get great results in a relatively short period of time. If you’re going to do it, you may as well do it right.

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Why Online Videos Help Attract Professional Tradesman

Manufacturers should not  lose site that videos are a powerful informational tool when it comes to building credibility with contractors. Consider if you will that next to Google Search, the next highest search is YouTube. That alone should tell you something.

From case studies, testimonials and training, to new product info, videos are a unique way of telling your story and add another dimension to the story by engaging the viewer. According to eMarketer.com, rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.

Rich Media Metrics Worldwide: Video vs. No Video, Q4 2008-Q3 2009

This translates into fewer impressions needed for the same results.

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