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Video: Is it right for our industry?

28 February 2017

If a picture speaks a thousand words, imagine what a video can do! Garry Lewis, Marketing & Communications Manager, Mitsubishi Electric discusses.

Garry Lewis, Marketing & Communications Manager, Mitsubishi Electric

In today’s highly visual, fast paced culture, marketing in 2017 is all about video, which already represents 74 percent of all Internet traffic, and before you say it, we are not talking about dancing cats and singing babies!

The facts

Online video is a huge phenomenon in the business-to-business world as much as it is consumer, with proven results in brand awareness, lead generation and online engagement.  

Latest statistics* suggest 75 percent of business executives watch work related videos at least once a week, whilst 54 percent of senior executives share work related videos with colleagues at least weekly.

That’s not even taking into account the 360° video options or live functionality of Facebook, Periscope, Instagram and Twitter, where videos can be taken, published and shared with targeted audiences, attracting instant responses.

Even the number of traditional pre-recorded videos shared on YouTube keeps it as the second largest search engine in the world. 

Watched on mobiles or tablets (or even multiple devices at the same time), with free Wi-Fi increasingly available, you can now utilise online channels and track who is watching which video, for how long, where they may have switched off and approve any comments made, providing you with instant data about your audience to help measure your ROI.

Whilst this is all exciting technology, how does this all fit in our industry?  There are countless opportunities. However, before you go delving for your mobile phone and capturing the first action occurring, consider the options.

The style

The best way to plan a video series as part of any marketing strategy is to take a step back and assess our industry and your business proposition from the perspective of a new business opportunity and your existing customer base.  

What would they want to see or find interesting? This is where telling stories through video will be key.

What is your story? You know our industry and you understand your company, so what are your key differentiators? Remember this is likely to be portrayed differently in a video when considering existing customers to attracting new ones.

Then move a step closer to consider what your company is capable of producing – are there product applications that demonstrate a distinctive process? Is your business positioned to produce ‘how to’ guides or opinion pieces; is there a staff member with influence on the industry that could do a piece to camera? 

Would you benefit from customer testimonials that potential new customers could view? Thinking about the world we live in today, it’s worth noting 78 percent of us trust peer recommendation when it comes to any purchase decisions and the business to business world is no different.

If you are an OEM, Panel Builder, System Integrator or End User, you know engineers are interested in applications that have been driven by an engineering solution. In automation environments where most applications involve movement, a video is the ideal solution to demonstrate this in its true form.  

Once you have chosen your topic and your style, there is one more element to consider when producing a video that will attract attention – and that is the role of emotion and logic.  

The emotion and logic

Shutterstock image

By creating a video, you can trigger different emotions in your audience and generate a strong connection and empathy. This is achieved by utilising an environment that your target audience can associate with, where they are likely to identify with the problem presented (which they may also have) and the technical solution you offer (what they are actually looking for).

Effective videos tap into both emotion and logic in this way, without even making the individual watching the video realise it is happening.  

Really clever brands ensure videos are part of a marketing strategy that present such solutions without the target audience realising the problem. As Steve Jobs said: “You can’t ask customers what they want and then give them that. By the time you get it built, they want something new.”

In this way, videos people remember are the ones that have surprised, given something to think about, made us laugh or even shocked us by challenging our beliefs. Often our favourite videos also resonate with our everyday life, whether that is at work, or in our personal lives.

For business to business and especially automation, the role of video is to show how products and services can best be used to deliver a technical solution that provides the end user the opportunity to operate as efficiently as possible, whether that be financial savings in production, reduction of downtime or better utilisation of employees. 

Bringing this together in video marketing is where the role of logic and emotion (the use of the left hand side and the right hand side of the brain) are applied.  

Understanding the relationship between these two drivers and their implications is the final step to creating a successful video marketing strategy. For example, text (or subtitles) stimulates left-brain memory response, so it’s no surprise that videos with text are 11 percent more likely to be viewed and have a 28 percent higher completion rate.

Getting the message out there

We have produced the video, edited, amended and reached a final version with all approvals necessary – what do we do with it now? Is it a matter of placing it everywhere and anywhere that hosts video?

To reach the target audience and achieve the desired results, getting the distribution of the video correct and preparing supporting content is as important as producing the video itself.

The natural place for your new video is your website and sites which include video, enjoy on average, an extra two minute dwell time compared to sites without interactive content.

Leading visitors to your website to watch your new exciting content can be achieved through your company’s email newsletters.

If your company is not producing email newsletters, social media is another great opportunity where you may even like to use ‘teasers’ from the video to stretch out the content. In Twitter for example, there is a higher chance of your video being viewed ‘in feed’ than full screen, where your tweet copy, brand handle and brand logo/icon are often still visible and add to the experience.

Finally choose your distribution media channels carefully. The ones known to have good online representation and social media followings, who will support the video with hyperlinks, good quality coverage and even refer in written content in published material to ensure your success.

In summary, there is no denying that video is now a critical part of any marketing strategy. For the automation industry, it’s a way to really demonstrate the true advances in the industry, bring them to life and making them applicable to the target audience. 

The true key to success, to create long-term association, brand awareness and really connect through video with your target audience, is to understand the solution they are looking for and have the videos ready online and available to view. You’ll note ‘videos’ in the plural as opposed to the creation of a ‘one-hit-wonder’, to really capture the essence of ‘show me, don’t tell me.”

* Statistics taken from the infographic created by HighQ: https://highq.com/2017-the-year-of-video-marketing/ 


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