Engineering Copywriter Blog

Content marketing tips and insights to help grow your engineering audience

February 27, 2019

8 Video Marketing Tips to Engage Your Engineering Audience

As a marketing manager at a top engineering company, you should already know how important video marketing is as part of a successful promotion strategy. While you should still be using a number of different content ideas (like promoting with top-quality articles), videos should be a cornerstone of your strategy – especially in 2020.

A number of video marketing experts say that video is crucial to their success, and for good reason. Up to 45% of internet users watch up to an hour of video a day, so it’s simply not a marketing avenue you can afford to ignore. If you’re looking for a compelling way to reach more customers than with traditional marketing techniques, video is for you.

At this point, you’re probably wondering how to create videos that engage your audience and help grow your business. If so, you’re in the right place. Let’s have a look:

1. Know your audience


One mistake a number of video marketers make is by creating content that simply doesn’t fit their audience. You’re trying to market an engineering business, right? So try and come up with content ideas that make sense for your industry. While there’ll obviously be some crossover in what works, you can’t generally use the same content ideas someone might when they’re coming up with content for a kids toy business or an internet marketing product.

You know your industry, so create videos that sell what you do in the best way possible – and work for your audience.

One key way to get a handle on exactly what your audience wants is with buyer personas. These are profiles of a few different types of customers you do business with, and they’ll help you get the right perspective to start coming up with video content ideas that should work. Here’s a great resource if you need to come up with buyer personas.

Try showing people around your engineering floor, introducing them to specific machinery, or interview your senior engineers. People love the personal touch, especially in video. Find out the “pain point” or main concerns of your customers (with research), and deliver videos that speak directly to them.

2. Don’t over-script

When you start planning your video marketing strategy, it is a good idea to come up with a script. But one big mistake many video creators make is sticking too rigidly to the script. You’re an engineering business, not a theatre company – and people like to see personality and authenticity in your videos. It helps build trust. So use your script as a guideline and make sure whoever is presenting or narrating your video keeps things natural.

You want people to forget they’re watching a video if possible.

3. Use testimonials


You’re probably already aware how important testimonials are for your business. They’re a great way to show authenticity and help build trust in your brand.

One excellent video marketing idea is to actually head out and film your happy customers giving their own recommendations and testimonials to your business. This should be a lot more effective than simply publishing text testimonials on your website (which you should still do).

Personally filmed testimonials from real people build trust and could take your business to the next level.

4. Be authentic

When creating videos for your engineering business, authenticity is more important than things like production values or a perfect script. The odd mistake is fine if you’re able to let people in and show them the real, personal side of your business. Just as long as any minor mistakes you make aren’t unprofessional.

Authenticity builds trust in your business, and it’s one of the most effective foundations of creating compelling video marketing content.

5. Explainer videos

You should consider creating “explainer” videos, which are very popular. Instead of filming real people face-to-face, create some entertaining and informative animations that drill down on an important engineering topic. A nice animation short can be a good alternative to live video and they can also be a great way to explain a new product or process to your audience. These are the sort of videos that get people clicking and sharing.

6. Test alternatives

Once you’ve come up with a few quality video ideas , you might be having a hard time knowing which is best. While it’s natural to already have a favorite, try and let the market decide which is more effective rather than simply picking one and hoping for the best.

Run simple A/B tests and integrate the videos with your analytics software. Find out for sure which ideas are working and which aren’t, then you’ll have a better idea where to go when you come up with more content ideas. If you can, ask people their opinion so you can really know which videos are contributing to the success of your business.

7. Create a video marketing series

7. Create a video marketing series
The more videos someone clicks on, the more time they’re spending interacting with your brand and learning about your business. That’s a good thing. So when your first video finishes, make sure there’s somewhere else for your viewers to go – or another video to click on.

One video might not have been enough to convert someone straight into a paying customer, so make sure you don’t lose them when that video is finished. Create a compelling video series that gets people coming back for more. By the end of the series, they should know enough about you and your business to feel happy spending money with you.

8. Create impact


The first three seconds of your video are the most important. If you can’t grab people quickly, they’ll probably click away. With so much online content these days, people’s attention spans are short. Make sure your video is interesting and relevant enough to the concerns of your customers so that they keep watching.

Hopefully, these tips have been enough to get you started towards making great video marketing content for your engineering business. You can find a few more relevant ideas and tips here. Video should be an important part of any marketing strategy, but it’s not the only part. Make sure you have strong video content sites alongside great articles and other top-quality content if you want to market your engineering company successfully.

Related Posts

January 28, 2020

6 Secrets for Discovering the Right Tone of Voice for Your Copy

Did someone ever tell you to be careful about your tone of voice? These are indeed wise words of warning and advice, whether...

January 28, 2020

5 Tips to Make Sure Your Customers Take Your Call to Action

Does your copy include a strong call to action? Or do you leave them thinking ‘That was nice…’ or ‘I wonder what that...

Leave a comment

Your email address will not be published. Required fields are marked *