Technical Sales and Industrial Marketing | Ask Kyle on Q&A Monday
It’s Q&A time with Kyle, covering topics such as video production pricing, demo video framing, LinkedIn live, and tradeshow strategies.

Question 1: What is a realistic per-video price to have a small video production company create content that our internal marketing department writes?

Video production costs have a huge range depending on if you’re working with a company whose sole focus is general video production or a marketing firm with a sole focus on partnering with industrial companies. A four-to-five minute video can typically cost around $10K to $15K. You get what you pay for and typically quality follows in lock step with a price. In the broader aspect, you don’t want to look at it as a singular video, but rather as a pipeline to producing video content on a regular basis. Having a consistent schedule of content production and publishing allows for a marketing strategy so your brand image has a greater reach. $1K per video in a series of small video productions shot on site is a good goal to look at.

Question 2: Do you have any advice on how to frame or shoot something like a CNC mill for self-shooting for a sales demo?

A decent web camera is sufficient for livestream, but greater quality can come out from a DSLR camera with a good lens and lighting setup. At MFG Tribe, our gear setup consists of a Canon SL3, connected by USB to streaming software. The same gear can be adapted to film in facilities for prepared videos as well. For streaming, a boom mic like a Blue Yeti works, and a lavalier microphone is far better for walking around. Multiple sources online exist on how to get everything all set up to shoot!

Question 3: Do you have any predictions for what may be the best sales and marketing tool down the line, after LinkedIn?

LinkedIn will not fall off to the sideline for industrial manufacturing companies. What will and is already happening is new platforms and channels will integrate with LinkedIn in order to expand outreach. LinkedIn Live, for example, is one of those tools modeled after similar live streaming services on YouTube and Facebook that can garner immediate attention and response from your audience on LinkedIn. Webinars are not yet a thing of the past, but LinkedIn live is definitely shifting the paradigm. Balance a mixture of prepared and scripted videos plus live videos with reactions and comments.

Question 4: I agree that trade shows’ real value is in buying the lists of registrants and attendees. Can you walk me through how to best organize and use that information?

Filter a list (if available) based on the company size, title, and job functions of your pertinent target audience. Once you have a clean list of data, input it into a CRM system into a light marketing funnel, and in any case, always send in a valuable video or article to help them out. Never outright propose a service or get them to buy something from you. The third or fourth email is usually when you attempt to set up a call or appointment. Keep it light and simple.

#industrialmarketing #manufacturing #contentmarketing

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