Episode Transcript
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Joey Strawn (00:00):
Welcome back,
everybody to another episode of
the industrial Marketer Podcast,your place for the tips, tech
trends and tactics forindustrials who care about
driving leads and revenue totheir businesses. i As always,
I'm one of your hosts thrilledto be here industrial marketer
in the streets and in thespreadsheets. Joey and as
(00:24):
always, I am joined by NelsonNelser Summer swell, sir. Nels
Jensen, how are you my friends?
Nels Jensen (00:31):
I'm, I'm doing very
well, very well.
Joey Strawn (00:35):
I am happy to be
here on this summer day talking
with with a colleague who, who Irespect when we're talking about
anything, but especially whenwe're talking about content
vehicles. And my and my manNels, we have an excellent
episode topic today. I is oneyou know, you and I talk about
(00:58):
this thing all the time wetalked about at the agency all
the time, our clients aretalking about it all the time.
But we're diving into a contenttactic and content type this
week, and I couldn't be moreexcited now to tell them what
our topic is today.
Nels Jensen (01:13):
Well, we're we are
going to be taking a look at
video in industrial marketing.
Yes, as if we, you know, regularlisteners to the show know that
we're keen on visuals andconsumer behavior that has
become b2b behavior that hasbecome industrial buying
behavior, and video fits in andall of the above, it's no
(01:34):
surprise, we like to look atthings. And it should not be a
surprise to anybody. And we'regoing to dive in and try to
explain a little bit across somebreadth and depth in some
different ways lenses to look atvideo. But yeah, we all need to
be upping our games in a videofor industrial marketing.
Joey Strawn (01:57):
I couldn't agree
more. I mean, and now it's this
kind of fits into that perfectpocket of like the people in the
audience for the show. Becausewhether you're at the top of the
food chain, and you're a CEOthinking of whether or not you
need to invest more budgetoverall in video, or whether you
need to pull back the curtain onthings that you think are
proprietary, or if you're youknow, on the marketing floor,
(02:18):
just desperate for assets anddesperate for things that will
get people's attention among themyriad of noise that is online
marketing, especially when itcomes to the niche of industrial
marketing in the onlinemarketplaces. So we're going to
dive in today we're going totalk about what video is why
it's important how people canuse it. But I mean, now, you
(02:40):
know, I love specifics. So I'mgoing to tell you some stats
that I found about video in ourcurrent market. And I just kind
of want to get your impressionof what you think of when you
hear these stats, like what doesit mean to you. So like when you
hear stats, like 85% ofbusinesses use video as a
marketing tool. And this comesfrom a b2b, you know, businesses
(03:00):
survey, or that 87% of b2bmarketers say that video has
increased their landing pagesite or social traffic like
what, like, what, what do youhear? What do you hear when you
say when you hear that?
Nels Jensen (03:15):
Actually, my first
instinctive thought to that is
that we've got some catching upto do in the manufacturing
industry.
Joey Strawn (03:23):
Because you would
think, okay, if we're in, I
would say that you, your firstthought is, okay, if 85 and 87%
of b2b marketers are sayingthis, what's that sub segment of
industrial right b2benvironment, and I would say the
same thing,
Nels Jensen (03:39):
I should have
looked it up, I shouldn't be
throwing stats off the top of myhead. But I've seen where 60% of
industrial marketers use video.
And again, I apologize for nothaving that at my disposal. But
I'm pretty confident that wehave some catching up to do,
we're behind the curve. But thatjust means the evidence is there
for us to jump in, dive in.
(04:02):
We'll make it work. And it's
Joey Strawn (04:04):
Okay. That is the
thing actually, before before we
move on, I There are two otherstats that I want to throw at
you that's directly related towhat you just said, as if we're
behind the curve. And even asubset of a subset that, well,
what do we like, we've gotstats, like 96% of people have
watched an explainer video abouta product or a company service.
(04:25):
You know, 78% of people watchvideos every week in some
capacity. Like, what does thattell you? Well, we know when you
hear those trends.
Nels Jensen (04:35):
So yeah, and that's
actually we know that engineers,
when they're doing research onprojects will watch product
feature videos, right, exactlythat that mirrors that stat is,
you know, it's in the high 90s.
But if 78% of the population inthe business world is watching
videos every week, then we knowthat it's a lot more It can't
(04:56):
just be engineers that weredirecting. videos to you.
Joey Strawn (05:00):
So you know, what
that says to me is that even in
our subset of a market is thatwe have activities, we have
behavior, we have consumer needsthat match that type of content
output. And even like, if you'relike, Well, we're super niche,
and who really cares, like,we're a software provider that
(05:21):
helps people manage theirinternal, you know, you know,
b2b and industrial inventories,or whatever it may be, it's
like, we're super niche, it'slike, I promise you, before
someone's going to spend 1000sof dollars on it, they're
probably going to want to watchsome sort of explainer video. If
it's an engineer, or acontroller, or someone wanting
to know how it's going tointegrate with their IT systems,
(05:43):
they're gonna hope there's somesort of visual walkthrough that
so like, you know, people arelooking for it. And Nels says,
You said, I would assume, youknow, the deeper you dig into
our segments, the the less andless that usage gets of video.
Nels Jensen (06:00):
Yeah, and, you
know, this is growth that just
aligns with all the otherdigital growth we've seen in
industrial marketing. Right,right. You know, if you want to
go back to the, you know, lotsof trade shows, and personal
sales networks, you know, thiswas, you know, happening before
the pandemic hit, but it'saccelerated, you know, beyond
(06:22):
what anybody expected. So, yes,we're, we have expectations and
behaviors now that translatefrom our personal habits, right,
you guys social media, youexpect to be able to have a
customer service issue dealtwith via social media, you, you
know, expect to be able to see ademonstration of how something
works, you, we just totallychanged our baseline,
(06:45):
foundational expectations andbehaviors. So
Joey Strawn (06:48):
I, I couldn't agree
more. I'm so happy you brought
that up, I had a note in mynotes is to say like COVID, you
know, COVID question mark,essentially, is, you know, we
have become so accustomed tovideo interactions. So you know,
we're on Zoom, and we're onGoogle Hangouts, there are
services like video yard andWistia that have popped up that
(07:11):
are like, we're gonna make videorecording, editing and
professional distribution aseasy as possible. Because we
know it's so important, youknow, we're just, you use the
word that I love wasexpectations. And so that's
where I think the end of thisquestion of why is video
important? Is because the peoplewe're trying to reach expect it?
(07:34):
Yeah, that's, that's really thenuts and bolts of it is, it
works because it's expected. Andit's expected, because that's
what people do now. And that'show they engage,
Nels Jensen (07:46):
Right? And
actually, not to, you know,
Vidyard has actually been aroundfor a long time, a long time. It
was before it's it was it becameavailable before its time the
market wasn't ready for it.
We've reached the point now,where, okay, pretty much
everybody is like, oh, there'sgotta be a way to sort of re
record these sessions,distribute them, cut them up,
(08:06):
whatever. So it's time has come.
And I think that's another thingthat we should just mention,
before we dive in too much iswhen we talk about video, we're
talking in a real general sense,in every video doesn't need to
be super high end produced, youknow, very expensive, right, but
some have no but some, but someof them you should be making
(08:28):
sure you're putting out a veryhigh quality product. But there
are tons of video tools and tonsof video uses where it can
literally be done with yourphone. So you know, not all
video is created the same. Notall videos consume the same, but
we are we are using the termvery loosely to talk about
(08:49):
produced video and yes, youknow, disruptive, inexpensive,
easy to do it yourself video aswell. It's right, we're being
inclusive. When we talk aboutvideo,
Joey Strawn (09:00):
There's a large
swatch, you know, and it can run
the gamut from you know, onlinelive trade shows that are run
exclusively through videoservices all the way down to
exactly what we would expect,which would be pre recorded
videos that go on YouTube, thewebsite, banner ads, or
whatever. Yeah, you know, sothose were everything in between
is kind of what we're talkingabout here. And that's why it's
(09:23):
such an important and valuablecontent aspect, you know, and
let me get the boring stuff outof the way really quick. Hey,
guys, it's Joey in your socialmedia SEO corner, we're talking
about how video can really helpwith the SEO technical side of
things today. So for all younerds out there for all the
people who are like well, whyshould video work on my site?
(09:47):
Well, video thumbnails are shownin research results we see
improving click through ratesfrom Google searches. search
algorithms tend to we can'tprove this but they tend to
favor video, we see that insocial settings as well, with
video do better.
Nels Jensen (10:07):
I think that
explanation is actually pretty
simple because Google can showyou a YouTube pre roll. But
anyway, I'm just saying well,
Joey Strawn (10:14):
And that video,
video search results pop up near
the top of search results, likethey put those algorithms prefer
video within them, whether it'ssocial media or search engines.
Quite frankly, it helps on auser engagement level, if you
have a seven minute video thatengages people and keeps them on
your site for seven minutes.
That increases the average timeon site that increases the
(10:36):
authority that your site gets,it increases how you show up in
search rankings, yada, yada,yada, yada, yada, yada, yada,
it's all good. If you can keeppeople engaged with your stuff,
and in your universe of contentalong time, and video has proven
time and time and time again,since it since the madmen days,
that it keeps people'sattention. And so now is the
(10:58):
time more than any other that wecan and should be taking the
opportunity to use it.
Nels Jensen (11:06):
And we're not going
to dive into the the weeds,
that's mixing my metaphors here.
We're not going to get we're notgoing to get into the weeds
about when to do a 90 secondvideo versus when it's okay to
do a seven minute video, wemight mention it throughout. But
again, we're talking in thegeneral sense, there's a lot of
research out there, there'splenty of expertise you can tap
into for what type of parametersaround what types of videos,
(11:29):
right but let's but let's get inthere, let's talk about the
opportunities. Let's talk about,you know, what, people share
videos, people create backlinks,you know, we've got all sorts
of, you know, opportunities thatthis content is going to get
reused and redistributed andlead to other content. So what
should we be using videos for?
(11:52):
Well,
Joey Strawn (11:52):
let me let me prime
a thought for you now. So I know
that everyone thinks like, oh,videos, so they think like the
Old Spice commercials or theythink you know, really long
informational videos that borepeople to tears, you know,
they're thinking of standardthings. But like, when when you
and I are talking about videos,or when we're diving in with the
(12:12):
client, and you say, Hey, here'ssome ways that we can think
about using videos for youindustrial for you, you know,
b2b Industrial person, what areyou usually thinking of? I mean,
for me, I usually go to likesome sort of product overview or
demonstration, or some versionof showing a service like
(12:32):
showing the value those are kindof where my mind goes first but
like you know Nels, you kind oflive in in this content world
every day. What are you where'syour mind go when you think of,
well, how can b2b industrials beusing video?
Nels Jensen (12:46):
Yeah, well, the
simplest thing actually is, and
it's proven again, and trafficpatterns and consumption
behaviors, showing how thingsare made, is just a very simple
approach that you can't go wrongwith. And they're, you know,
there are unbelievable videothreads that emanate out of
(13:07):
Pinterest and Etsy and you know,creators basically people making
things it's like really cool towatch a part being made with the
grinding then how they removematerial or on the converse, 3d
and additive about how all of asudden there's nothing on the
base, and seven minutes later,there's a cool part, you know, I
(13:29):
mean, this, people really lovewatching things being made. So
that's where the product videos,but really, we also were talking
about solutions as well. Soyeah, how did you relieve the
pain point? How did you solve aproblem for your client? How did
you help them arrive atefficiency, or profit, or
(13:49):
quality, you know, the, thesolutions, ultimately, you know,
that's a, that's a really bigpiece of it.
Joey Strawn (13:56):
And I want to put a
pin in that one for just a
second. And I imagine we'll comeback to this a little bit. But,
you know, one of the things thatpeople will say, especially in
the industrial sectors as well,all of our stuff is proprietary,
or we have you know, we can'ttalk about any of our customers,
you know, non disclosures, wecan't even say who, who we're
working for and so that limitsanything we can do with video
(14:18):
and then and while I will agreewith that, to a degree I would
say a restricts it more than itmore than hinders it. So it kind
of gives us you a focus to saywell, we can't talk about
exactly how this product is madebecause it's under lock and key
it's in da you know, we have aclient who owns those whatever's
but you can talk about how yourprocess helped a company in an
(14:41):
industry like this solve thisproblem with a custom solution
or a custom fabrication or youknow, accustomed weld, you know,
you can talk about those levelsof it and even there's low there
you speak you talk about youspeak of et Cie, my certain
else, you know, there are peoplethat That will make animatics of
those types of things. So it'snot a matter of showing
(15:04):
proprietary information it couldbe illustrating, it could be
animating it in a way of showingthe value. So that's really what
it comes down to is how can youvisually represent the value?
And what you're bringing to thetable? That's unique? That's, I
think, is also key.
Nels Jensen (15:20):
Yeah. There's
another point to just also, you
know, think about yourmethodologies. Think about how
you go to market so to speak.
Because you can align yourvideos with your overall
initiatives, like I, you know, Ilove talking about segmenting
and targeting. Right? So we'lltake a look at your customer
database. So what is the youknow, the video you can cross
(15:42):
align with prospect?
prospecting, right? What aresome of the videos that you can
align with your how to work withyour current customers to either
accelerate deals or to increaseorder sizes? You know, think
about how do you remark it? Howdo you go after past customers?
(16:03):
What is the video that you coulduse to help bring them back to
the table of hey, here's whatyou've missed out on in the
blast, you know? So, you know,
Joey Strawn (16:14):
what, let's take
advantage of some of the things
that you were talking about now,so a little bit ago is we
haven't we have a huge database,and you know what, we're able to
segment it by all the engineersin the database, and up,
wouldn't you know it, we have awebsite, where we can load up
all of our product videos, andwe can have them in a database.
And let's send a welcome emailto all of the engineers in our
(16:37):
database with a quick video cardthat just says, Hey, did you
Hey, engineer Did you know wehave this entire database over
here that can give youeverything you need for this
product, and this product, andthis product, gets them there
gets them saving, and gets themcoming back to you for a
resource? It's quick, it's easy.
And a lot of times those videosalready exist somewhere in your
archives. So you know, there areways to cleverly put together
(17:00):
easy things with things youhave. And now it's like you
said, really segment in on thedatabase, like who do we have in
our mix that needs to be talkedto? And what message can we get
in front of them quickly?
Nels Jensen (17:15):
Right? And what are
the opportunities here to is to
just because I mentioned oh,we're looking what is the video
we can do to help accelerate thedeals with current customers
doesn't mean that that video isonly available to be used for
that case, if you do a good jobwith videos, you'll be able to
this may also apply to theconsideration phase for you
(17:38):
know, other people on the on thejourney as well. And before I
forget, I also just wanted tomention, you know, huge
opportunity that everymanufacturer should be using
video for his workforce andrequests. You know, the first if
you said what's the first videowe should do, we're going to
jump into video it'd be a coolvideo and why somebody wants to
would want to come to work withyou. You know, and those do not
(18:01):
have to be the super highprocessed expensive ones, though
if you're gonna spend money onone that actually might be a
good one to spend money on. Nota bad idea. Yeah, because it's
it's going to be seen by a lotof people you want to put your
best foot forward you want toshow them you know a good
impression of you know, whypeople stay at your company why
(18:22):
people work there. So anywaythat do not underestimate the
power of video in inrecruitment, especially in this
day and age where it is sodifficult to find skilled labor.
Joey Strawn (18:31):
I couldn't agree
more, you know, hands raised on
that now. Thank you for bringingit up. But I want to go back to
that kind of case study or saleshelp emails or has helped sales
help video in the sense thatyeah, like you have case studies
that I'm sure salesmen use alongthe way of saying Oh, how did we
solve vi we can do that customwe did that for company XYZ he
(18:53):
read this little one sheet orabout it if you have that not
only as a one sheeter but alsoas a video testimony or a video
representation you can sharethat on your site so people can
stumble on it but if someoneever asks like oh how did you
guys get around the thefabrication hassle of getting
this metal to do you know itgets this metal it's like you
know what, we actually have aprocess for that and we have a
(19:15):
video about it and you send itin the sales process it can help
close deals and knowing whatquestions you need to answer it
what you know we talk about thejourney a lot on this show, but
you know what questions you needto be answering when people are
just trying to become aware ofwho you are and what you do. You
know now as you mentioned, like,why work for us and why people
(19:36):
stay and what we do like BrandOverview videos, consideration
you know, journey and you know,people looking deeper into your
services into your products. Soa lot of product videos, service
how tos, those can be longer youknow, you can have up to
people's attention for like 910minutes at a time on someone
when they're considering how youdo a solution.
Nels Jensen (19:57):
But but the first
time you know that Again, this
is where really good videoinitiatives are smart about how
do you leverage what you'redoing, you're not just making
one video and you have thevideographer there, I'm assuming
you don't have videographers onstaff, so you're bringing
somebody else. So you'replotting out, okay, two or three
different things that we can dorelated to this piece of
(20:19):
equipment, or this department orthis specific initiative. So
yes, it's a shorter video aboutthe benefits, it's a shorter
video that looks at, you know,just sort of the cool, hey,
here's how we made this tool,you know, here, right made this
part, versus the considerationphase where you want to do a
comparison of, hey, why, whywould you want to buy from
(20:43):
Joey's, you know, company versuscompetitors, because here's what
Joe is offers, and you can getin a little more depth, and
maybe you also, you know, mix inthe, you know, the B roll, or
you show up, you know, come theside by side comparison chart,
that's so awesome in theconsideration phase that, hey,
we do everything they do, and wedo these two or three things,
(21:06):
you know, the, every video,again, is not created equal. And
just keep that in mind whenyou're plotting out your video
Joey Strawn (21:13):
I agree, I mean,
and atomizing things is, we
strategy.
talked about it and other formsof content atomizing video is
extremely applicable in thisscenario, if you're going to be
making a long brand video, chopit up into segments. And that
way, you can use some as youknow, a pre roll YouTube ad, you
can use some as attentiongrabbers on Facebook or on
(21:34):
LinkedIn, as you know, drop inson social, you can have you can
make content out of that andshare it in different segments
or release it in phases on yourwebsite. So there are a lot of
different ways to atomize youknow, throwing you know, gifts,
have them in, in emails toclients. So that is there's a
lot of different ways to usethem.
Nels Jensen (21:53):
And that is such a
strong point, you're making joy
because we see this a lot. A lotof our clients have, oh, yeah,
we've got a video. And it'sseven minutes long. And it's
like, well, what else do yougot? Well, that's it. Well,
they're very few venues arefriendly to seven minute first
encounter videos. So it's like,okay, you know, can we get the
(22:14):
little clip? Can we do this, youknow, by then they're done with
the production, they did it? Andthen that's the end of it. It's,
you know, I wish we could trainpeople on how to build a
package, yes, you're goingthrough the time and expense to
produce a seven minute video,you know, knocking out a couple
other pieces of it parts of itis essential for distribution
(22:35):
alone. Right?
Joey Strawn (22:36):
Well, but and
that's where and that's where
things like now, you know,technologies nowadays, I do
think are popping up, you know,things that we talked about miss
the Wistia YouTube even, youknow, YouTube editor has a lot
of this capability in it intoiMovie has a lot of this, you
know, there are even companiesand things popping up. You know,
we've got industrial studios,you know, popping up and making
various industry, you know,industrial specific videos. And
(23:00):
so, you know, there aresolutions, and there are
avenues. And so that's why Iknow you and I feel it, but you
know, so we can record it andsay it say it publicly as it
gets so frustrating feels likeoh, we just can't make videos,
we just videos are tooexpensive. They're too much of a
hassle. And we just won't wewere not a very visual company
or we don't have anything wherea distributor what are we going
(23:22):
to say? It's like, yeah, thereare ways to do this.
Nels Jensen (23:25):
Right. And my point
is, if you're especially we
assume that people are evenbringing others in for simple
videos, right? Just yeah, do it.
You're somebody else. You know,it's almost should be like never
make one video. Right? It shouldalmost be if you're gonna go to
the expense and time of doing avideo you shouldn't be doing a
package around that whatevercontent is. So anyway and
(23:48):
soapbox, right?
Joey Strawn (23:52):
No, no, I love
that. So bikes, hashtag never
one video, you know, for all Icare. I like that. Because that
should be the mindset of even ifall we have is the budget to
make one, then break it, makeone and break it up into five
other things that you can usealongside that one never make
one video. You know what? Now?
So we've talked a lot aboutthis. And I think we should
(24:14):
actually get into since we saynever make one. We should give
them five that they should make.
What do you think about that?
Yeah. All right, we're gonnahead down to the shop floor. And
we're gonna list the five waysthat industrial marketers should
be using video right now in2022. So let's walk on down
there. One of these days we'regonna have like on the shop
(24:37):
floor music to put up put up towell,
Nels Jensen (24:41):
You know, oh, we
can I think you referenced
industrial studios. I think weneed to subcontract some work to
our new partners and industrialstudios.
Joey Strawn (24:50):
I think that would
be fantastic. Yeah, I want an on
the shop floor theme song. Iwant it to be like 50s jazz
record. Um, shop floor. Butthat's that's it for today. So
here we are now sir, on the shopfloor, I get a vote on that. No
doubt. If you come up with onebetter than you get a vote, I,
(25:16):
we're here to get some workdone. That's what we do on the
shop floor. And so we've talkedabout why videos are important.
We've talked about, you know,how they can benefit a site and
a marketing plan. We've talkedabout different opportunities
and ways to rethink how peoplehave thought of videos in the
past. But let's really narrow itdown and give people five things
(25:38):
that anyone can and should bedoing, especially industrial
marketers when it comes tovideo, creating using and
marketing with it. So these arein no particular order, there's
not a you know, have to do thesein this order. These are just
five that have opportunity. Andthat can be done. And let's just
start with one that we startedwith at the top of the show nows
(26:01):
product and solution demovideos. This is something that I
think is ubiquitous. It's onethat anytime that you and I are
brought into a project andvideos introduced, the question
is asked, Are there productvideos? Do you have
demonstration videos for yourthings? You know, so why is this
one so important?
Nels Jensen (26:19):
Yeah. What do you
do? What what does this product
do? What does the service do?
You know, how do youdifferentiate it from
competitors? You know, productdemonstrations are foundational,
they're important. You can makethem more interesting and
creative than you might think.
But yes, this is, this is theessence of explaining, making it
(26:43):
easy for somebody to understand,you know what you do and why you
do it.
Joey Strawn (26:47):
This is going to be
a crass analogy, but I'm going
to use it anyway. This isessentially the New Age version
of walking into someone's houseas a vacuum cleaner salesman and
dropping dirt on their floor.
It's just like, look at how thisworks. Don't you want this
machine I can prove to you itworks. If I don't have to dump
dirt on your floor nowadays,thank you zoom. It's just like
it is the I'm going to prove toyou that my solution my product,
(27:11):
my service works. And this ishow it does it.
Nels Jensen (27:18):
Right. And here's
the here's one of the tricky
things about just manufacturingcontent in general, right?
product features, product,capabilities, product
demonstrations, don't mean squatto a lot of your audience, but
they mean everything to theengineer, they need everything
to the facility manager,whatever. So, yes, it's
(27:40):
important that yes, this is thenew product feature on this
iteration of this product. Butthe other thing about product
videos is the solution side,what is it that it actually how
did they help, you know, solvethe issue? What's the pain
point? You know, that's wherethis combination of features and
(28:02):
capabilities comes to life. Andwhat the outcome was for
somebody is very important toand again, this nuances and
subtleties always matter. Youknow, the answer? It really is,
it depends. But that's where,you know, doing your homework
and knowing how to approach. Youknow, some videos can be very
(28:23):
technical. And, you know, intothe weeds, right, and some
should be much more about whatyou accomplished, right? What is
this? How does this help yousave time, money, whatever?
Joey Strawn (28:36):
Well, and I, you
know, and I'm going to add, you
know, kind of rate, I'm going toanswer the people who are
raising their hand and be like,Well, what about, you know,
proprietary information that wecan't talk about, you know, the
NDA is that we have, and that'swhere, like service based and
solution overview videos,especially animated or
illustrated ones can come inreally, really handy because
(28:56):
you're able to explain andvisually represent complex and
sometimes sophisticated orbehind the scenes, calm
conversations and processes, inan easier to digest and share
way. And if you're working in anindustry with those types of
restrictions and legalities,then most of the people who are
(29:17):
going to be in your universewill understand that. So showing
them a video that representswhat you do in language they can
understand or an illustrationcan can really go a long way
because most people won'tscratch that itch, or most other
companies would have the samereservations about it as you do.
And so if there's an opportunitythere, there's a gap in the
market.
Nels Jensen (29:38):
Well, that's that's
actually a great transition to
the seconds on our list oftypes, right? How should you be
using video so there's a fineline between a solution video
and a testimonial or case studyvideo. But let me frame it
around a way that you haveproprietary issues to deal with.
Okay, here's a great way toframe a testimonial case study.
(30:02):
If you have some, you know,proprietary issues, it's like,
okay, customer X came to us andasked us to do why. Right, they
came to us and said, We need toreduce our cycle time because
we're spending too long on thefirst part of this assembly. So
okay, you can explain what youdid you can show what you did
(30:25):
without getting into the, oh,well, we were able to use this
fancy technological patentedthing, right, you might be able
to show the machine actuallyworking without describing what
was the differentiation. Buttestimonials, case studies,
we've talked about these before,they can be really tough because
people don't want to share theROI. They don't want to share
(30:46):
the dollar actual dollarsavings. They don't want to
share specifics, they want to begeneral fine. But videos, you
know, the testimonial as well,if you can get the client to say
Oh, well, we loved working withJoey because Joey was able to do
XY and Z great. It's like, thatis awesome. And you can do
testimonial type videos with,hey, customer asks us to do
(31:08):
this, we did this, we saved hima bunch of time and money, hey,
we can help you too. It's it'suh, you know, the case study is,
is can be difficult becauseyou're really looking for, for
numbers that absolutelyillustrate dollars saved and
time saved, or you know,whatever, doesn't always work,
it's not always clean. But videotestimonies can be very
(31:31):
powerful, because you're showingsomething and also because you
can get your client on camera tomake the case for you.
Joey Strawn (31:38):
Well, and this is
one where this is like number
two, and it's broken up intolike, you know, testimonials,
case studies, ROI is basicallyessentially ROI proving ROI on a
customer experience level. Sothis is a one to one story share
video, it could be a shorttestimonial, it could be a
longer visual case study, itfalls into that proving, you
(32:01):
know what you do because of ascenario that you have chosen.
And honestly, these can beproprietary, if you need them to
be to have a couple of videosthat really show a deep in depth
process that you did for anelectromagnetic, you know,
engine, and then and then havethat for only your salespeople
to use, you know, that's notpublicly on your site. That's
(32:22):
not you're literally, you know,out there associated gated for
some qualified lead, right,exactly. So you can use these in
different stages of the funnel,but be thinking of short
testimonials for social mediaand then longer case study deep
dives for your website and foryour, you know, your salesman to
use on the on the sales path aswell. So these can be broken up
(32:42):
and should be thought of in alot of different ways. And these
are also ones where because theb2b is just a litigious
industry. And there's a lot ofnon disclosures floating around
that you may have to get alittle creative and thinking of
an animated or an illustratedsolution to show a concept or a
solution that you did for acustomer that you kind of have
to keep behind a black box.
Nels Jensen (33:04):
And that's a good
point animated animations, you
know, are very much in withinthe umbrella we're talking about
with videos
Joey Strawn (33:11):
right now. So
moving on to the number three
type of video that allindustrials should be using in
2022. Is this is a more generalone. So it's lower on the list,
but brand overviews. You know,there are there's a lot of noise
out in the market nowadays. Andyou're like, well we do this, I
would imagine they're 12 to 13to 15 to 100 other businesses
(33:33):
that do that same thing. So whoare you what makes you
different? It's your elevatorpitch in on in a video. And it
needs to be quick, it needs toget people's attention and it
needs to clearly explain whatyou do. Non jargony that's what
I'll say it needs to you need towalk away and remember the video
now just like we're a top of theline think outside the box
(33:56):
strategic something or othervisionaries. You know, think of
it this way too?
Nels Jensen (34:02):
How often do you
hear oh, yeah, you guys are out
on highway? Why? You know, Iknow you guys have been here for
years, I'm not really sure whatyou do. You know, these are
great. These are greatopportunities for outreach.
It's, it doesn't have to becomplicated. But again, this is
(34:24):
actually one you might want tospend some money on and have it
pretty polished because you cancreate interest in your
community for workforce for lotsof different things. Economic
Development, you never know whensomebody you know, in a elected
position gets attention. Oh,yeah. And all of a sudden, it's,
you know, you're trying toyou're trying to get some grant
(34:47):
or some you know, law change,whatever zoning whatever. It's
the more people who know whatyou do in your community, the
better it is. So that now yes,it's that that's a flat across
it. History thing, it's avertical in terms of local
interest, you know, you reallyshould be good at telling people
what you do. Right?
Joey Strawn (35:08):
Well, and and the
other aspect of this is just
explaining organizationhierarchies or solutions and
opportunities within your ownuniverse. And so, you know, we
deal in the industrial b2bspace, and it's conglomerates on
ownerships, on acquisitions onmergers. And so it's like, Wait,
weren't you guys this company?
It's like, oh, yeah, but we gotbought. And now we're part of
this umbrella. Now, everythingis no longer this name. But now
(35:29):
we're this name. You know,there's a lot of that that goes
on. And so making sure that youhave clearly defined divisions,
value propositions, you know,hey, we're a company XYZ, and
you may have thought that youheard us about this, or this or
this, but we're really, youknow, related to this people.
And this is how this fits, wework on this and turbomachinery.
And we do this and we do that.
(35:53):
And that's those are really,really helpful things to answer
questions quickly. And to getpeople to turn around past that
awareness stage and really thinkof, oh, that's a company that I
can and should be doing businesswith. And now that I know what
they do, I can
Nels Jensen (36:09):
And then under the
never do one video, you can, you
know, hire somebody to do thecome work for usand do the
brand. Video, right?
Joey Strawn (36:19):
Totally agree. i
Yeah, the the recruitment videos
you mentioned earlier that Ipraised would fit perfectly in
this the Brand Overview why workfor us, this is who we are, what
we do, and what you can do whenyou're here. Those Those are
very, those are good to justhave on hand for anytime there's
a hiring surge or a need.
Nels Jensen (36:39):
Yep. And there's,
you know, there's other ways to
that you can talk about yourbrand is who works for you,
right? Yeah, I on this, the nexttopic, we're diving into number
four on our list, ongoingseries, right, these are, you
know, up, you can do this interms of appointment viewing,
(37:01):
you can do topical shows, youcan also do your experts, right,
you can do, you know, you coulddo a series on, you know, the
people who work for you. Solet's just talk when we talk
about a series, you know, thatjust means more than one, it
doesn't have to be every singleweek, whatever. But you could
do, you could do 10 expertinterviews, you know, across
(37:23):
your experts at your company,you could take one expert and do
10 interviews on differentthings, do short little pieces
about, you know, differentproducts or different services
or different technical aspects.
There's, what other kinds ofongoing series should we be
looking at.
Joey Strawn (37:40):
And this one falls
into the category of, you know,
people and algorithms andcomputers, and everyone that
uses the internet prefersongoing content, you know, it's
why people follow users oncreators on YouTube. It's why
people subscribe to newsletters,they like things that are
helpful. And so if there is an,you know, a handful of experts,
(38:00):
or they're experts in yourindustry that your CEO knows,
and can get a hold of doingthose interviews, and having a
series of 10 high profileinterviews that relate to your
company, what you do, or howyou're an expert in your field
can be extremely valuable, notonly just for news
opportunities, but to shareamongst all of your channels.
(38:21):
But you know, outside of that,you know, you know, now see,
we're talking about creating asustained series. So is there a
five part series that you coulddo with a your lead engineer and
your IT director on a processthat they worked out, you make
that five video series, and thenyou have people subscribe to it
(38:42):
on your website, and then youhave some qualified, warm leads
of people who, you know, areinterested in that process. And
so there are ways that you cando that you can even bring it
out and have Day in the Lifevideos, you know, this is for
recruitment to talk aboutrecruitment, like here's a day
in the life of one of our CNCmachinists. And it's a fun
little video of like, well onMondays. You know, Deborah works
(39:05):
on this project, and onWednesdays, you know, it's
always the, it's always the ductwork day. And so everyone gets
in worse on this massive projectthat we're doing, you know,
something like that is an easyway and it could be a DIY video,
that's an easy, cheap way to dosomething quickly and ongoing
and have people constantly inyour universe.
Nels Jensen (39:28):
Yeah, and here's
the benefit of an ongoing series
is also it teaches you helps youlearn how to do video, right? If
you bring more people into thefold, you get more people
interested, and you're going tohear good ideas as well. And you
know, this could be well whatare we going to do it on? Well,
okay, what are your salespeople?
What are they what are theyasked all the time? What are
(39:50):
they trying? What are yourinitiatives? What are you trying
to prioritize in you know, forsales and for marketing, you
know, a live video do with yourcompany goals. And by all means,
you know, if there are certainthings that, oh, we're always
being asked about X or Y,there's your video categories,
right? You know, find, you know,do three, do three videos on,
(40:16):
you know, the product inquestion or do a couple of
videos on the service, right?
Yeah,
Joey Strawn (40:24):
I couldn't agree
more. I think it's just so
important. And those on thatongoing content is so good to
have, you know, especially Ihear, you know, industrial
marketers be like,
Nels Jensen (40:33):
Ooh, yeah, content,
I need it. Please give me some
new stuff to dues.
Joey Strawn (40:38):
So like, that's,
that's great. And that's what we
want. You know, and I know thatongoing series, people hear that
and be like, Oh, that's such acommitment. Like if we start it,
we have to keep it going. Andthat's true. So number five, is
is a lowball is a low hangingfruit when low number five is
one that everyone should bedoing. And it's your customer
service, thank you. admin stuff,why not use videos in that you
(41:02):
get a new, you're still inbusiness. So you're getting
clients. So every time you get anew client, have a your entire
staff make a fun little welcomeaboard video and send them to
it, you have a service where youhave a welcome aboard video that
you've made, and you send toeverybody and you reuse it a
bunch. A Thank you. If you're anE commerce shop, a thank you for
(41:23):
your purchase video with the CEOor you know, the sales manager
wearing a funny hat. You know,everyone in this industry is in
this industry, because they haverelationships and connections
that drive their business. Andthey are generating new sales
and new relationships that theyneed to continue doing business.
Nels Jensen (41:42):
So Joey, are you
talking about pre made one size
fits all? Are you talking aboutactually personalizing some of
these messages,
Joey Strawn (41:50):
either. That's one
of the great things about the
technology nowadays is you canhave there are there are
examples. You can search online,and there are some great, like
welcome aboard videos where it'slike the entire company
celebrating and they just sendit to
Nels Jensen (42:05):
you every day for
everybody. But you probably
could have the talk about acompany's marketing. Yeah. Hey,
thanks, Sue. Thanks, Jerry. Youknow, we're so glad you guys are
board and we're looking forwardto X or Y, whatever. And it's
just you know, what sets youapart a little bit
Joey Strawn (42:21):
and videocard is
built Vinyard is built for stuff
like that, like I said,industrial studios, what you
know, what our partners aredoing, are diving into making
videos work for industrials. Andhonestly answering your
customers questions involvingthem in the relationship of
thank you for being a customerof ours, thank you for doing a
project or, you know, doing aquote with us. And you know, I
(42:45):
put this on our list nails, butthe FAQ section on sites,
there's no reason those can havevideos in them as like, Hey,
what are the metals that youguys fabricate? And it's your
chief engineer going? Well, wefabricate with aluminum we
fabricate with steel wefabricate with now and then and
then you have a text below
Nels Jensen (43:03):
it. Right? And
again, well, what would we do?
Well, talk to your customerservice people? What are the 10?
Most common things they hear?
What are the three most commonthings that they are asked
about? You know, it's that's thedo it yourself that really can
you can get that out the doorpretty quickly. Your your and
your team will tell you whatpeople you know, want the what
(43:25):
people ask about. So whateverthe most common issues are, do
FAQ.
Joey Strawn (43:32):
And I would say
that that that one alone is
number five is kind of a sillyone. Not silly, but it's an
easier one. It's less on thesales and marketing side of
things. But I would garner aguess it would set you apart
immediately from a handful ofyour competitors. It would make
you memorable, every timesomeone you engage with us. Like
(43:52):
I don't usually see this from myother industrial distributors or
what may Yeah, so
Nels Jensen (43:57):
you know, it's
another opportunity to is that
almost every industrial site hasa section where they talk about
their services, and they talkabout the industries they serve.
And yeah, what you can slice anddice videos for each. Hey,
aerospace, here's what we'vedone for aerospace this and you
(44:18):
don't have to be supercomprehensive pick two or three
cool things and then basicallysay, hey, let's talk to you
about what we can do for youraerospace needs. Likewise, hey,
we do finishing of round tubethings. You know, here's one of
those on your industry pages.
Right? You know, it's it's thepeople go to websites, and
they're looking you never knowwhat lens they're looking
(44:41):
through. And there's lots ofthings you can do that can
appear on service pages andindustry pages. It's yeah, it's
just kind of and that's not justtrue for video that's true for
for lots of things but yeah, youyou know you want to you want to
be able to easily you want toprovide answers as I make it
easy, the customer experiencethe prospect experience as good
(45:03):
as possible. And so in manycases, it's just like FAQs from
either lens, it's the samecontent, you just adjust it
slightly right?
Joey Strawn (45:15):
And to put a bow on
this whole thing, let's let's
end where we started is why isthis so important? Why are we
saying oh FAQ videos and Day inthe Life videos and DIY is
because people expect it. That'sjust the world we live in. Now
as we're in front of ourscreens, we engage with our
screens and people whetherthey're in business mode or in
(45:36):
personal motor starting toexpect that level of visual
content. And so whether or notyou're doing all of these or
whether or not you're doing someof these, these are five things
that you should be in somecapacity trying to engage in, in
the in 2022 marketing to in theindustrial sectors, now's where
(45:57):
you want to give them a recap ofthese top five things that we
identified here before we wrapup.
Nels Jensen (46:03):
Sure. Number one,
product solution demo videos,
right? Just think products canterms of features, capabilities,
solutions, so product is numberone. Number two, we're just
going to call testimonials,right? This includes case
studies, this includes makingyour ROI case, basically, who
(46:24):
vouches for you and why soproduct testimonials number
three brand right we've talkedabout this is your history. It's
why people can come to work whythey want to come to work for
you. It's a day in the life it'syour company. It's about things
you do for different industriesbrand videos very big number
four and we're calling thisongoing series right this is
(46:48):
this is appointment viewingright you you know you can have
it every week at four o'clock wereleased this but it shelf life,
longtail expert interviews, youknow, could be a series about
your products even like I said,Never make one video right? So
exactly on your ongoing serieswill also teach you how to do
video and how to repurposevideo. And the final category
(47:12):
we're calling the customerservice. Thank you, this
includes the personalizedincludes, you know, when you can
get the whole team out there todo some celebratory thing, you
know, for everybody includes FAQ's, right? So yeah, products,
testimonials, brand, ongoing,and customer service.
Joey Strawn (47:33):
And I'll tell you
what, that's a lot. Like if
there's not one thing in therethat you can cherry pick and do
for your industrial company, andset some priority aside for then
then reach out to us actually,because I bet we can find one
for you. You know, if we didn'thit one that you're like, that's
gonna fit for us, then talk tous. You know, we're happy to
help. There are other there areother people out there that can
(47:55):
help too. But I'll tell youwhat, we would love to chat with
you. You know, if you're notalready subscribed to the
podcast, or our newsletter, dothat, go to the site, industrial
marketer.com and get subscribed.
Email us at podcast atindustrial marketer.com with
your questions with your topicsthat you want us to talk about
with video stuff that you'recurious about are ways that
you've tried and have failed inthe past or ways that you've
(48:17):
tried and succeeded in the pastthat we should talk about, you
know, let us know follow us onsocial and share those stories
there too. So you can track usdown you can let us know but you
know we love this community welove to learn from each other
and that's what we as industrialmarketers are doing so you know
please join please subscribe andlike we always say subscribing
all your friends phones to soour numbers go up. So you know
(48:39):
now it's been such a pleasure onthis hot steamy summer day to
talk about the joy and theimportance of video and
industrial marketing. I thinkwe've been good good advocates
today. I think we've considered
Nels Jensen (48:54):
work and we are
very excited to have industrial
studios coming on board andbecause you know yes there are
cool do it yourself or videosyou should do and yes there are
lots of reasons that why youwant to have really strong brand
videos. And I absolutely loveyour hashtag he says My new
motto never do one video Rightexactly.
Joey Strawn (49:16):
That's I think
that's where we have to end this
so hashtag everybody never doone video. And until next time.
This has been the industrialMarketer Podcast. Thank you