5 Video Marketing Strategy Examples for Manufacturing Company Websites

Research shows that today’s internet users prefer videos over text and pictures. (

OptinMonster reports that 83% of video marketers in 2022 said video helped them with lead generation. This comes as no surprise – we know video is a powerful resource for influencing buying decisions.

Videos drive traffic to your site and keep your visitors there longer. A higher retention rate is good for your SEO and search ranking. Furthermore, videos boost your conversions and reach decision-makers.

If you’re afraid of getting started because you “don’t know how to do video marketing,” or have no idea what successful video marketing campaigns are, stick to the basics that have proven ROI.

Kick-start your manufacturing company's website with these three video marketing strategy examples. This blog (which you can see in the video below) explains the different types of video content and what you need to include in them.

Video Marketing Strategy Examples for Manufacturers

Creating videos of any sort doesn’t require as much as it used to. Heck, if you have a smartphone, you’re halfway there – most even come with basic video editing software preloaded to help you make professional videos.  

The holy trinity of manufacturing marketing videos looks like this:

1. The demo
2. The tour
3. The story

These don’t have to be done in any particular order. It may depend on your strategy and goals, plus which website pages you want to improve first.

1. The Demo

Perhaps the most obvious of the three pillars of video marketing is demoing your product, service, or capabilities.

Your stuff works, so why not prove it on video? Showing is always more powerful than telling.

p80 Video Marketing Tip: Consider putting your product side by side in comparison with a competing product to show how yours performs better. Feel free to get wild with it and take your demonstration to extremes. Don’t just show the product’s everyday use -- smash a coconut with it or light it on fire!

2. The Tour

Once you establish what your product is, you should show where it’s made.

Make sure your visitors know that you're fully operational. Show them you’re not a catfish and that you're actually as legit as you appear online. Even if you have a small video marketing budget, you can make yourself look like a million bucks by showing how much you’ve invested in your technology and capabilities.

p80 Video Marketing Tip: Take clips of a bunch of different departments -- like assembly, shipping/receiving, and painting -- to show the scope and scale of your operation. Record as much of your process, from start to finish, as you can without giving away your trade secrets and methods. Does your new machine give you a competitive advantage? Put it in your video.

3. The Story

Who’s running all these machines?

This video is about your company’s history. You’ll cover things like how it started, what it contributes to your community, and what its philosophy is today. This video is going for a more emotional response than the first two.

If you don’t have a long history, that’s OK. You still have your own unique origin story and something that makes your company different from everyone else’s. Find it and leverage it.

p80 Video Marketing Tip: This is also a good place to include a customer testimonial. If you can’t get a customer on camera, just overlay some text on the video. Of course, some manufacturers’ customers insist on remaining anonymous in their suppliers’ marketing materials, so you might have to think of other ways to tout your brand.

Bonus: 2 Other Videos for B2B Digital Marketing Strategies

Not all of your videos need to live on your manufacturing website. A good video marketing strategy that pays dividends also has an element of diversity – one that centers around meeting prospects on their terms. 

Two other videos marketing examples for prospect engagement include: 

1. The 1:1 (One on one)
2. The live video
   
   

1. The 1:1

A more overt approach to reaching prospects who become leads, the 1:1 video straddles the line between sales and marketing. 

Part of an individualized marketing strategy meant to usher recipients down the sales funnel, the 1:1 video directly addresses a prospect. The most successful 1:1 videos even use first names (typically collected in a completed form) and speak directly to the prospect. Ultimately, 1:1 videos foster a connection between your potential lead and your company. 

p80 Video Marketing Tip: It’s easy for 1:1 videos to blend in with the others that inundate a prospect’s inbox. Stand out by directly addressing a pain point identified by a prospect – but don’t offer an immediate solution – entice them to take the next step and connect with you to learn more. 

2. The Live Video

A newer type of video, the live video lives on social media – primarily Facebook and Twitter. 

As the name indicates, the live video is shot and broadcast in real time – there’s no dress rehearsal. Live videos are a great way to connect with your existing audience and make them feel they have a front-row seat to the action. You’ll often see them used when an organization wants to make an important announcement or show something at the moment, say the very of a new piece of equipment. 

p80 Video Marketing Tip: Shaky video makes for a terrible, nauseating viewing experience. Invest in a tripod or other steadying device for the camera you’ll take live video on. 

Video Marketing Best Practices

This one can easily get complicated. We could talk about having the latest equipment or what lighting techniques are best. We could even dig into animation a bit. However, these are high-level elements of video production and not strategy. 

For any manufacturer, the #1 way to find success with a video content marketing strategy is to have one to begin with and implement it. As mentioned, video is one of the most powerful mediums on the Internet. The average user spends 2.5 hours each day watching online videos. 

Without a video marketing strategy – and one that’s actually implemented – it’s nearly impossible to keep up with your competitors who are even passively releasing video content. 

What Else Should Your Manufacturing Company Website Include?

Though an increasingly important part of an overall digital marketing strategy, video is just one part of a multifaceted online marketing strategy for manufacturers. 

For more tips designed specifically for B2B companies like yours, head to protocol 80’s YouTube series for manufacturers to learn what best content marketing examples can do for your business.

And while you’re at it, check out our on-demand webinar:

This article was originally published in 2019 and was recently updated to reflect industry trends.