Fact: 67% of millennials agree that they can find a YouTube video on anything they want to learn- Google Consumer Survey, April 2015, U.S. online population aged 18-34.
Not really a shocker, because I’m quite sure anybody reading this has gone to YouTube to find out how to stain your deck, how to install a sprinkler system, how to write a blog, how to preform CPR…and the list goes on.
Although I have no statistics, I would also wager that industrial marketers (especially industrial suppliers) probably have more sales content tucked away on those lateral files than just about any industry in the country.
Are you getting my drift?
Content and inbound marketing for industrial marketers is hot topic. Here is a relatively inexpensive & easy marketing tactic.Take all the relevant product information and set up an inexpensive studio in your business and start producing YouTube videos using the following guidelines:
- What are the most common questions you get about your product? Ask your sales group.
- Typically, your prospects want to know how your product compares to your competitors. Don’ t be shy, let them know both the advantages and disadvantages. You will be amazed at how authentic, honest content helps your prospect funnel.
- Feature any rewards or special recognition your products have received.
- Almost all products have some issues. Don’t be afraid to point out problems your customers have had and highlight how others have dealt with these issues.
- Once your “studio” is set up it is, in my opinion, video is less of a hassle than writing blog posts (although blogging is still, hands down, the most an effective, online, generation tactic.)
- Don’t forget to optimize your YouTube production with proper SEO. For example, let us say that you produced a video on the proper way to build a custom hydraulic manifold. Don’t just optimize the video for “hydraulic manifold”, optimize your video for precisely what the video is about, “how to install a custom hydraulic manifold to improve efficiency on the plant floor”. These long-tail keywords will help the web user who has a SPECIFIC challenge find the information that is the most helpful…and extend your industrial branding.
What has been your experience with creating product information on YouTube for your industrial products? I will be looking for great examples and posting them on this blog when I find good ones.
Interested in learning more about blending traditional industrial marketing with inbound marketing?