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In the summer of 2017, PMG conducted a study of 100 manufacturing firms’ websites. This post is based on one of the surprising stats gathered from our research.

In the age of digital media, engagement is the highest currency. If you have a website, your first priority needs to be making it as interesting, usable, and engaging as possible. At all stages of website design, you should be asking yourself questions. How are we engaging our customers? What kind of experience are they looking for?Should they leave, how are we encouraging them to come back?

When you only have a handful of seconds to keep your website visitors around, it’s critical to catch their eye.

In 2018, that’s video. This is specifically true for manufacturers – especially when it’s proven that product videos can increase purchase rates by 144%. But while 70% of manufacturers rate video marketing as an effective tactic, only 42% of manufacturers in our study had video on their website.

Does the Manufacturing Website Feature Video Content? 42% Yes

We get it. Video content can be challenging to produce, let alone ideate, write, and pay for. But it doesn’t have to be fancy, top-dollar content. High-quality doesn’t necessarily have to mean high cost!

Videos can be a useful tool for your website for multiple reasons – they could act as buyer’s guides, talking blog posts, even whiteboard videos with voiceovers. The goal is simple: giving your visitors exactly what they're looking for. That could range from getting pressing questions answered (see below), showing off a little of your company’s culture, or even just helping them get to know your team better.

At any rate, video marketing is not a passing trend, and it’s estimated that 80% of all content on the internet will be some form of video by 2020. An intimidating stat? Sure. But if you want to compete with the other guy, then it’s time to get filming.

For those just hopping on the content train, like those manufacturers without blogs, video marketing can seem like an impossible task and the magnitude of it can be a big reason to not try.

Let me convince you otherwise. 

The Importance of Having Video Content on Your Website

1. Better Rankings

According to a study done by MarTech, a well-optimized video can improve the chance of your brand being found on the first page of a Google search by 53x. Whoa! Notice, though – the operative word here is “well-optimized.” Make sure you're following SEO best practices when headlining your video and filling in the description. It’ll help your content get found faster.

Plus, video’s high retention rates are no joke either. Two-thirds of video viewers make it 75% of the way through a video (which is much more than a text-based post). So not only is video an engagement machine, it’s also Google's favorite digital media child (for more reasons than one). Bottom line: more video, more visitors.

2. Better Email Click-Through

Check this out: when emails have a video in them, it boosts their open rate by 20%. When emails have the word “video” in their subject lines (and, of course, also have video in their bodies), it not only boosts open rates by nearly 20%, but it also ramps click-through rates up to 65% and reduces unsubscribe rates by 26%. It’s all in the numbers, people! So for the next email series you write? Include video and watch engagement skyrocket.

3. Increased Conversions

71% of marketers say that video conversion rates outperform any other marketing content. How? By establishing emotional connections. When you engage with your customers on a level that makes them feel less like a customer and more like a partner or a friend, it makes a difference. Like podcasting, video marketing gives you an opportunity to show a friendly, conversational side to your company, which automatically makes visitors feel more at ease.

4. Answering Customers' Most Pressing Questions

Prospects come to your site because they’re doing just that – prospecting. They want to know if your product will be right for them. They want to know if it’s fairly priced. They want to know if it will solve a problem for their company. Answer those questions upfront in video before they’re gone, and you’ll be in better shape than the other guys. Remember, like we said, every second in the first moments of a visitor’s interaction with your site counts!

Video content can be tough to make, but it’s just like any other difficult project – simply prioritize! If you're looking for new and proven ways to engage your prospects, add video to your 2018 to-do's. 

As always, if you have any questions, we’re here to help!

Want to learn more about our manufacturing website study? Download it for free today and access dozens of stats and compare the quality of your own site. Get it now!

Digital Lead Generation for Manufacturers in 2019: An Analysis of Website Effectiveness [Research Study]

About the Author

Madeleine LaPlante-Dube | Content Marketer
Madeleine LaPlante-Dube, Content Marketer

Madeleine LaPlante-Dube joined PMG as a Content Marketer in June 2017 after spending the summer of 2016 as an intern. She loves to write about emerging trends in content – video, podcasting, interactive webpages. When she’s not crafting compelling content and scheduling savvy social, she’s creeping on the outliers in the industry – seeing how leaders are doing things differently and figuring out how she can help readers learn from them.

 Tags: Marketing for Industrial Manufacturing Video Marketing

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