Robert Weiss with MultiVision Digital

Scott MacKenzie hosts the Industrial Talk Podcast, featuring industry professionals like Robert Weiss from Video for Manufacturing. They discuss the importance of strategic video marketing in manufacturing. Robert emphasizes the shift from ad hoc video production to a planned, integrated approach that aligns with business objectives, such as SEO and sales goals. He highlights the effectiveness of FAQ videos over corporate overviews for better ROI. They also stress the importance of showing human elements in videos to build trust and engagement. Robert predicts a rise in sales videos to enhance the sales process, making video a crucial tool for manufacturers.

Action Items

• [ ] @Scott MacKenzie – Connect with Video for Manufacturing to discuss video marketing strategies for the manufacturing industry.
• [ ] Develop a strategic video content plan that aligns with business objectives and sales/marketing initiatives.
• [ ] Incorporate more human elements and authentic voices in manufacturing videos, rather than just showcasing machines.
• [ ] Explore creating a series of targeted video content (e.g. product overviews, FAQs) instead of a single corporate overview video.

Outline

Introduction and Welcome to Industrial Talk Podcast

• Scott MacKenzie as the host of the Industrial Talk Podcast, emphasizing the platform's focus on industry innovations and trends.
• Scott MacKenzie thanks the audience for their support and highlights the importance of problem-solving, innovation, and collaboration in the manufacturing industry.
• Scott mentions the current location of the podcast at Fabtech in Orlando, clarifying a previous mistake about the event being in New Orleans.
• Scott introduces Robert Weiss, a returning guest on the show, and expresses excitement about reconnecting with industry professionals.

Connecting with Industry Professionals at Fabtech

• Robert shares his positive experience of reconnecting with people he hasn't seen in a year and the importance of networking at events like FABTECH.
• Scott and Robert discuss the value of “shooting the shit” (informal conversations) in building relationships and success in the industry.
• Robert emphasizes the importance of connecting with people, whether for business or personal reasons, and the potential for future collaborations.
• Scott asks Robert to provide background on his company, Video for Manufacturing, and its role in storytelling and marketing in the manufacturing industry.

Digital Marketing and Video Production Strategies

• Robert explains that his company, Video for Manufacturing, positions itself as a digital marketing company with a focus on video production to achieve sales and marketing goals.
• Robert shares an example of a conversation he had with a client about the importance of SEO and how investing in multiple FAQ videos can be more effective than a single corporate overview video.
• Scott and Robert discuss the importance of addressing specific problems in videos to attract and engage potential customers.
• Robert highlights the shift in companies' approach to video marketing, moving from ad hoc to more deliberate and strategic planning.

The Evolution of Video Marketing in Manufacturing

• Scott inquires about the factors that led to the more strategic approach to video marketing in the manufacturing industry.
• Robert attributes the change to the natural adoption curve of technology and the increasing understanding of video's importance among companies.
• Scott and Robert discuss the need for companies to be pragmatic and human in their marketing approaches, emphasizing the importance of showing people behind the products.
• Robert shares insights on the challenges companies face in getting their employees to appear in videos and the benefits of having people in videos for better engagement.

The Role of Video in the Sales Process

• Robert explains how video can mimic the sales process by providing detailed information that helps potential customers make informed decisions.
• Scott and Robert discuss the importance of video in the decision-making process, especially for large purchases like manufacturing equipment.
• Robert provides an example of a project where they created an eight-minute product overview video and several FAQ videos, which served as a comprehensive sales brochure for a $2-3 million product.
• Scott and Robert agree that video is becoming increasingly important in the sales process, as it allows potential customers to get detailed information without spending as much time and effort as they would with traditional methods.

Future of Video Marketing in Manufacturing

• Scott asks Robert about the future of video marketing in the manufacturing industry.
• Robert predicts that companies will continue to invest in video but will focus more on sales videos rather than just marketing videos.
• Robert emphasizes the need for a strategic and planned integration of video content into the overall marketing and sales strategy.
• Scott and Robert discuss the importance of aligning video content with the sales process to achieve better results.

Conclusion and Contact Information

• Scott wraps up the conversation by encouraging companies to adopt a more strategic approach to video marketing and to work with professionals like Robert from Video for Manufacturing.
• Robert provides his contact information, including the company's website, phone number, and email, and mentions his presence on LinkedIn.
• Scott thanks the audience for listening and encourages them to stay tuned for more conversations on the Industrial Talk Podcast.
• The podcast ends with a reminder to attend FABTECH in Chicago next year and to amplify their stories and contributions to the industry.