The what, why and how of video marketing for manufacturers

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1 min read
How to add video into your marketing strategy


  • Video marketing is any video you make and publish that showcases your products or services.
  • Video marketing is a powerful tool for engaging and converting prospects.
  • Video is the most effective content type for converting prospects. 
  • Create videos that reflect the different stages of your sales process, like demos, explainers and deep dives.



Spend any time in the engineering and manufacturing industry, and you’ll find that it is comprised of experts and highly skilled professionals who appreciate tangible, real-time results above all else. 

But, this doesn’t mean engineers and manufacturers are immune to the digital trends that other B2C industries jump to keep up with in an effort to stay relevant. In fact, the B2B world is catching up fast in terms of video marketing, creating high-quality and effective content that drives engagement and sales. 

At its core, video marketing is the same for any industry.

You’ll still be showcasing your products and services and building a personal rapport with customers and potential clients. For engineering and manufacturing firms, we tend to see a higher quantity of demo and explainer videos (more on these later) and less in the way of personalised, light-hearted content.



The biggest reason for engaging in video marketing is that, if you don’t, your competitors will, meaning you could be left behind in the digital space. That being said, there are two big reasons to create B2B marketing videos.


Video marketing is just one piece of a wider marketing strategy puzzle, and, like any puzzle, you can’t afford to miss even a single piece. 

As part of your content creation, you no doubt already produce written content of some sort, whether that be blogs, guides, whitepapers, press releases or news. While this written content certainly has a place in an inbound marketing strategy, the creation of video content cannot be ignored and should fit around and complement your written marketing.


Put simply, video content is generally considered the most engaging content type out there. 

If you use social media as a part of your wider marketing strategy, which you almost certainly do, then you can probably see with your own eyes that video content is more engaging than long tracts of text. In fact, video posts are 40x more likely to be shared when compared to their image or text counterparts, and they offer a 71% increase in conversion rates compared to other content types.

I’d wager that you probably spend most of your time on social media watching videos. 

Just because we’re working, doesn’t mean our consumption habits will change. Nearly 75% of consumers would prefer to watch a short video when learning about a product or service. This preference for video is especially true if someone is using a phone for learning and research, which is increasingly likely. 

Videos are easy to consume, aid research and provide increased entertainment value. It's no wonder, then, that video sees higher engagement rates. If you aren’t creating video as a part of your wider marketing strategy, then you’re not keeping up with the demands of your audience.


So, we’ve established what video marketing is and why it is important for a successful marketing strategy. 

But what should you actually, well, film? 

Before we dig into the video marketing formats which suit manufacturers and engineers, let’s get one thing clear.  

It doesn’t matter if you’re not a professional filmmaker or actor. 

With the power of modern smartphone cameras, the only things holding you back from successful B2B video marketing are time and confidence, both of which can be remedied with effort and perseverance. 

You can also hire professionals, like us, to create your bigger or more challenging video marketing content.  



Engineers and manufacturers tend to make more videos about products and services and fewer videos which showcase their brand or personality. This is totally understandable; if you sell big-ticket items that constitute a large investment, potential customers are probably more interested in how the investment will benefit them directly. 

Here are some great video types you can use to capture the attention of potential customers.

1. Demo videos

This is where it all began for engineers and manufacturers in terms of video: short clips showcasing a product, service, machine or component, usually featuring simple text and background music. 


A great demo video example from Hermle with high production value.

These videos are still hugely popular for those creating a B2B marketing strategy. If you create or do something impressive, it's probably a good idea to show it off to the world. 


2. Explainer videos

Explainer videos can look exactly like a traditional sales meeting. These videos are incredibly popular on social media because they allow experts to quickly and effectively showcase the  benefits of their products or services.(In this longer video, Kingsbury UK explain their approach to additive manufacturing)

In this longer video, Kingsbury UK explain their approach to additive manufacturing.

For consumers, explainer videos are fantastic because they provide the ability to see processes or products in action. And crucially, for those marketing in the manufacturing and engineering industry, they can be as simple or complex as you like. You could invest in a longer, high production explanation, like the Kingsbury example above, or you could quickly film yourself or a colleague in a one-take, one minute clip for LinkedIn. 


3. Customer testimonials

If you can get them, capturing testimonials from your customers and clients is undoubtedly the most powerful form of social proof you can use to market yourself. These videos help boost marketing campaigns and product launches; they also convince new prospects that you’re reliable.

HubSpot Video


4. Homepage and website videos

Scattering interesting video content around your website is a great way to keep prospects engaged as they travel further down the sales funnel. Homepage videos provide a real wow factor for first-time visitors to your website, immediately providing a sense of professionalism and pride in your company. 


5. Market yourself

Even though the engineering and manufacturing sector is a professional space, that doesn’t mean you won’t benefit from letting your customers and prospects know you a little better. Those who post more light-hearted, personal content on LinkedIn could find benefits when they meet a new prospect.


(Logan Wheeler says the “personable approach” of his LinkedIn profile helps him find and win new business; check out our podcast episode for more details)


Speak to the experts

Our team of engineering and manufacturing marketing specialists produce professional and effective video content; just look at our examples.



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