How Industrial Manufacturers Use Video to Guide Customers and Prospects

Challenges: Growth, Workforce

Posted by Meaghan Ziemba

Estimated Reading Time : 5 min.

Industrial manufacturers can use video storytelling successfully to reel-in and guide customers and potential prospects through the buyer’s journey.

By: Meaghan Ziemba, Marketing Communications, MackingChips

This year’s Industrial Inbound Summit was held at the Harley Davidson Museum in Milwaukee, WI -- the perfect venue for a marketing and sales conference that focused on the importance of brand storytelling and a culture of customer first.

The summit was hosted by Top Line Results and Creative Stream, and featured an impressive lineup of speakers and on-site advisors. Each speaker provided tips and tools on how to position your manufacturing business for success in a hyper-competitive, digital world.

Tony Gnau, Founder and Chief Storytelling Office for T60 Productions provided tips and tools on how to use video storytelling to reel-in and guide customers and prospects.

Facts vs. Emotion in Metal Manufacturing Videos

To start, video is not about statistics and facts. Who watches video and recites back facts and figures?

For video to be effective, it needs to be about emotion. You must leave your audience with a “feeling” for them to remember your brand story. It doesn’t have to be big feelings, but smaller feelings that leaves the viewer feeling good about your business.

Core Marketing Videos

To tap in the emotions of your metalworking customers and potential prospects, there are three types of videos you can consider:

  1. About Us
  2. Testimonials
  3. Products and/or Services

About Us Video

This is the one video that everyone should have. Who is your company? What do you do? Why do you do it? You want to express what makes you passionate and how your providing value to your customers.

The about us videos should ignore the numbers and focus on your audience. Talk to them like you would an actual person.


To make it about your audience, focus on your customer and not you. Ask yourself:

  • Who are they?
  • What do they do?
  • What are their challenges?
  • How can you help them?

Products and/or Service Videos

Product and service videos provide the story behind the product and/or service. It explains why you offer something because you know your clients struggle with x. It can also explain how your company came up with a product.

Where to Find Stories

Topics for storytelling videos can be found in a variety of places, including:

  • Answered FAQs about your metalworking business
  • Your employee’s stories that help your prospects get to know them better as people
  • Stories that surround what makes you truly unique in the metalworking industry
  • Current events that relate to your industrial manufacturing business
  • Google and YouTube channels that focus on the metalworking industry and industrial manufacturing

Promotion for Metalworking Focused Videos

Gnau emphasizes how you can product the best video ever, but it won’t matter if people don’t see it, especially your targeted audiences.

Once you launch a video, don’t forget about it. Keep promoting it over time through your social media channels and email campaigns. Make a schedule and have a plan of what to post and when to post it. You can also link the video in your email signature.

Industrial Manufacturing Video Project Best Practices

As you plan your video strategy for each idea, it’s best to practice asking yourself the following questions:

    • Who is our audience? This guides most of the decision you make. When in doubt, ask yourself, “What would our audience want from us?”
    • How will we distribute the video? Is the video for your website, social media, email campaign, etc.?
    • What is our goal for each video? Drive traffic to the website, brand awareness, move people down the marketing funnel … something else … have a goal.  
    • How will we measure success? Video will provide you with all sorts of data. Figure out what data will help you define success.
    • Who should we feature in our video? It doesn’t always have to be the CEO of the company. Who are the people around the business who make everyone happy? The people who always put a smile on everyone’s face? Those are the people you should put in your videos.  
  • What is our budget and deadline?