Few engineering or scientific companies are using anything like as much video in their marketing as they ought to be. Video is now widely accepted online, and even though there might be instances of “customers not having the sound turned up on their computers”, if you subtitle your presentations that won’t be an issue. Indeed, if it’s a promotional video and you wanted to use it at a trade exhibition, a visual-only production might be essential.
The most basic videos are “slideshow” presentations. We’ve made over 100 of these for clients in the last couple of years, and they’ve proven to be a decent, low-cost investment. Several clients have gone on to start making their own, which we thoroughly approve of. I’ve seen them liven up product pages on websites, act as introductions at seminars and be shown on big screens at exhibitions. It’s so easy to do nowadays – just copy some to a USB stick and play them directly on any TV screen.
Once you get into video, however, you start to realise just how many possibilities there are. The key is to stop thinking of video as a massive corporate exercise costing thousands of pounds. Everyone’s making videos nowadays, and people are quite prepared to exchange artistic quality for usefulness (or entertainment!).
More importantly, every day millions of people type “how do I…” into Google, and it’s quite obvious that “how do I…” videos get a disproportionate share of the clicks. And why not? If you want to know how to do something, a video has got to be a likely candidate to give you the clearest and quickest answer.
So start thinking about what video demonstrations you could create inexpensively, either to demonstrate what your products can do, or what users might need to do with them. People are starting to expect it.