The industrial sector often takes its time to jump on new marketing strategies like video. There are a few reasons for this: an older workforce, a preference for sticking with what’s familiar, and the fact that making good videos is difficult.
Many manufacturing teams are small, often with just 1-3 people handling marketing. This means if you want to keep video in-house, you’re left using online templates or cobbling together something that hopefully passes as a “marketing video.” Sure, you could send it to your consulting agency, but be prepared for a hefty quote for a video they’ll likely outsource anyway.
Flexaust, an industrial hose and ducting manufacturer, faced a similar challenge when they reached out to Capture. They had tried making videos before but struggled with how to use them effectively and weren’t happy with the results. After seeing the outcomes we achieved for other manufacturers and hearing our approach to their video needs, Flexaust decided to go all-in on video.
Capture makes sure everything from concept, location and props to messaging are carefully and creatively crafted. They have a way of making those who are on video, maybe for the first time, feel relaxed and confident.We have seen a huge increase in website traffic, followers and leads from adding these videos to our library.”
Effective video marketing needs a clear-cut strategy, so that's where we started first. We learned about their business, mapped out customer acquisition efforts, looked at their competitors, and designed a strategy that complemented their current marketing efforts.
A good share of their current leads came from search, so we doubled down on that, focusing many of the video ideas on popular search traffic terms and blog articles. In addition, additional video ideas were also focused on common questions their sales and customer service team receive.
One popular topic in their industry is UL 94v-0 requirements and how to meet them. If there is any risk of flame or fire, you have to be using a UL 94v-0 rated hose. So, having the top spot on YouTube and Google is extremely important.
In addition, Flexaust has hundreds of different products for all kinds of industries, which meant there were endless opportunities to create product videos, behind-the-scenes style content, and other brand videos to round out their video strategy.
Flexaust is headquartered in Warsaw, Indiana, with locations all across the United States. We filmed at various spots within their manufacturing headquarters as well as off-site application locations, such as a landscaping company, grain elevators, and woodworking shops.
For each filming session, we fully planned out the day prior to arriving. Our team came fully prepared with content outlines, scripted introductions, and a detailed list of b-roll required for each video. This rigorous preparation ensures a smooth shoot and maximizes the number of videos produced.
Flexaust used key members of their team to star in the videos. If you want to create a personable and relatable feel for your videos, using your team works great. Everyone started with zero experience on camera, but through our coaching, tips, and editing, we were able to make anyone look like an expert on camera.
After each filming session, we immediately got to work editing the videos. In total, we edited 29 long-form videos and an additional 35 short-form videos. Additionally, the videos were further repurposed for other uses, such as co-branded distributor videos, tradeshow events, and other internal training purposes.
Videos were strategically released throughout the year, being uploaded to YouTube and LinkedIn, embedded on their website, and sent out in marketing campaigns. In just the first year working with Flexaust, we were able to measure considerable results, such as:
In addition, the response on LinkedIn and YouTube was extremely positive, with many voicing their appreciation and praise for Flexaust.
Video has proved to be a powerful tool for Flexaust. We are ecstatic with the results so far and look forward to what year two and beyond will bring.
Back to our work.
If you are a manufacturer, chances are video has been on your to-do list for a long time. If you are ready to take the next step in your marketing, reach out to us to see if our subscription-based video production and editing plans are right for your business.
