Why would such “artsy” content be important
to successful digital marketing for manufacturers? Great question. And the answer is four fold (in case it wasn’t just a rhetorical question!)Not everyone consumes content or digests uk telemarketing database information the same way. Some folks want to sit down with a dense whitepaper and a bud (OK – maybe a cup of coffee) while others want a snapshot from a well-designed infographic and/or a couple quick video clips that simultaneously entertain and inform.
Content performs two key roles for your marketing
It provides the broad base that helps lots of folks find you. And then it educates them and helps build a virtual dialog. So point one above is about the comfortable dialog, but to make it easy to be found, you need to feed the search engine beast with a variety of content distributed across channels. Simply put variety will drive better results.
Video content gives you special
opportunities for optimized indexing. Post a video and the search engines won’t necessarily (at least yet) know quite what to do with it. Include appropriate optimization in the script that you post with it, and voila – awesome optimization.
Visual content, and particularly video, allow you to convey your company’s character that can’t be as richly presented through documents.
But NOT the product
Seriously. Nobody cares about your product per se
They don’t. This is a fundamental tenet of good B2B marketing. Even engineers that clamor for all sorts of stats really want their problems fixed and their business improved. The stats and specs are merely tools to ensure the solution is legitimate.
So it stands to reason that
your videos shouldn’t be about product either then – at least directly. After all, motor oil isn’t about slippery liquid, rather it’s about extending the life of your substantial automobile investment.
And if folks are looking for solutions to vexing
business challenges with which you can help them – then you actually do them a disservice just yammering on about your product and leaving it to them to serendipitously extrapolate how your product might help them. Don’t leave it to chance.
Your videos need to give prospects
insight into you and your company. This doesn’t mean to babble about the company – rather to allow your tone & demeanor to convey the culture. And your videos must speak to their business challenges – the specific circumstances and conditions which will compel them to seek your solution.
Think….but don’t overthink
You need a script (unless you are prepared to waste people’s time….once) to help concisely convey the message of the ‘pain’ you alleviate and the value you provide. But make it conversational. Imagine chatting over a cup of coffee with a prospect visiting your office – and distill that conversation into a series of video vignettes of 2 minutes each.