The Video Marketing Blog

Video marketing is a perfect fit for companies that produce a high-tech product – such as the biotechnology, robotics, high-tech manufacturing, and nanotechnology sectors – because “how it works” is generally part of the marketing process, and no medium is better than video at explaining how something works. But sometimes the product is too small, or the product operates in a video-unfriendly environment, and video by itself can't give a good understanding of how it works.  In those cases, adding an animation component to your video can make all the difference.

By now you know that putting your business videos on YouTube is a really smart idea - it's one of the ways you can maximize your video roi. And you also know that to get them to perform, you must correctly optimize your YouTube videos so Google and other search engines can find them. Part of that optimization, of course, is including a link back to your website. What you might not know is that it's very easy to get that link wrong. So here's how to do it correctly.

If you’re trying to sell something technical, like a machine, you need to convey how it works and what’s unique about it. But that’s not all you need to communicate. The quality and reliability of your company, and the level of professionalism with which you produce and deliver your product - these are secondary messages that are just as important as ‘how does it work’. That’s why your media company should use a green screen if at all possible when they shoot your video – because a green screen provides you with the isolation and flexibility that are crucial for communicating those secondary messages.

Making one or more videos to promote your business is, as everyone knows, a very smart thing to do. But making videos is only half the process. The other half is using them correctly so they help you get found, and so they reach as many people as possible. Here are seven things you MUST do with your videos, to get maximum bang for your video production buck.

Company A makes complex robotic systems for large manufacturing plants. They invest in several product videos that show their products and their big, modern factory, and very clearly explain why their products are better than anything currently on the market. Company A has a relationship with a manufacturers association in Shanghai. A meeting is arranged, a trip is booked. The company’s best sales person travels to Shanghai. He connects his laptop to the projector in the conference room. He checks the wifi. Everything works fine.

Forbes and Google recently published a follow-up to their 2009 study on how many executives watch video online, and the key findings are eye-opening.  According to the study, the video tipping point is here. Video is now a critical information source - and cause for action - for business executives, who watch work-related videos weekly, visit vendors’ websites and make purchases after watching video, and share videos with colleagues.

We met with a prospect recently – they already have one video and are interested in making more. We asked if they had their video on YouTube. No, they said, we only use it for sales meetings so there’s no reason for it to be on YouTube. So we explained to them that they were making a big mistake.

Video testimonials are an important way to provide credibility, because they allow prospects to see your company and your products through the eyes of a peer, not a salesperson. But how do you make them? What should you ask?

To help high tech companies use the power of video in their sales processes, we've created a Free Special Report: How High Tech Companies Can Use Video to Increase Sales.

The amount of time the average person is able to pay attention to a particular task has dropped significantly. The causes are many, but the danger this trend represents is simple: your prospects and customers are finding it more and more difficult to absorb important information about your product.