Inbound Marketing & Sales Development Inspiration

6 Ways Manufacturers Can Use Video in Their Marketing

Posted December 16, 2020
4 minute read

There’s no question that incorporating video throughout your digital marketing is a strategy worth investing in.

In their 2020 State of Video Marketing Report, Wyzowl found that 84% of people say that they've been convinced to buy a product or service by watching a brand's video. Additionally, 87% of video marketers said that video had helped increase traffic to their website, and 80% indicate it directly increased sales.

These numbers aren’t surprising as video continues to grow in popularity among consumers worldwide. In a world filled with constant stimulation, video is an excellent tool to incorporate into your content marketing strategy to drive engagement and differentiate your business from your competitors.

Read on to learn 6 unique ways to utilize video across your manufacturing company’s website and other digital marketing channels.

About Us Video

If you were only ever to create one video for your business, an about video should be the one.

Text can only go so far, and a video allows you to share your company's mission and values with the same level of passion that got you started in the first place.

Featuring an “About Us” video on your website’s homepage, About page, or wherever else potential customers might be researching your company will help you grab the attention of users and instantly establish a more personal connection with them. It makes a great first impression when someone lands on your website.

Product Demonstrations

Short informative product demonstrations are an excellent opportunity for you to highlight your products' value and enhance the experience that users have when navigating your website.

These videos will help cut down the amount of text on your product pages and answer any exploratory questions that prospects may have upfront.

Additionally, the added engagement from these videos can significantly affect the amount of time users spend viewing your product pages and the number of inquiries you receive from them.

Case Studies/Testimonials

Whether you’re in the B2B or B2C space, all businesses rely on trust. What better way to build trust with prospects than through positive stories from past customers?

If you completed a large project or have a particular client you’d like to highlight, consider sitting them down for a video interview to recap their experience.

This video will stand out more than the typical testimonial and provide you an opportunity to explain any challenges you overcame that may resonate well with prospective customers.


Short videos that are easy to understand and follow are an easy way to delight your existing customers and build trust among prospects. If you constantly run into similar technical support issues or field the same questions, then tutorials are the way to go.

These videos should be solely focused on informing your audience and helping them through their questions. If a customer or prospect feels that you're only trying to upsell them, this can negatively impact the trust they have with your business.

Email Campaigns

In today’s age, people’s email inboxes are constantly filled with companies sending out marketing emails and newsletters that are filled with loads of text.

Including short videos in your marketing emails can help you stand out, boost your click-through rates, and improve your brand's authority.

These videos should be straight to the point and can be easily created by repurposing written content that’s already living on your website.

Resource Library

If you already have a few videos on your website, then a solid next plan is to create a resource library where you can display your industry knowledge and create a destination that customers will come to rely on.

This library can include instructional videos, comparison videos, product demonstrations, and more. An excellent example of a B2B company utilizing a resource library to its advantage is HubSpot Academy, which has grown to be one of the world's top resources for those looking to advance their marketing and sales skills.

Video Marketing for Manufacturers

If you’re just getting started with video marketing, we recommend that you start small to get a feel for what works best for you. Once you know which types of videos you wish to create and where you’re going to showcase them, you can begin to scale these efforts.

No matter which way you choose to incorporate video into your content marketing strategy, you’re likely to see positive results. There is a reason that video is the preferred type of media among consumers worldwide, and its power is only going to continue to grow as technology becomes more advanced.

Although the impact of video is widely documented, it’s still only a small piece of an entire content marketing strategy. You can read more about the other components of content marketing in our article 6 Effective Types Of Content For Manufacturers.

Additional Resources:

Manufacturing Marketing Resource Page

Manufacturing Marketing Budget Calculator


Topics Manufacturing Marketing

Alan joined WebStrategies after earning his BA in Communications from Rutgers University. Alan brings value to WebStrategies in several ways, assisting our Client Account Managers in delivering top-tier digital marketing strategy and producing detailed reporting to analyze and interpret results, as well as writing content to educate companies on improving their digital marketing strategy.

Agree, disagree, or just have something to add?

Leave a comment below.