How Robotics Companies Can Use Videos to Enhance Reach and Generate Leads

If you are building robots, you should leverage visual content to promote your products. And videos are the best form of visual content that communicates a message almost as good as delivering it in person. But what are the different ways robot manufacturers can leverage video as a medium to improve their reach? What types of videos can help generate leads? How frequently should you create videos?

I answer these questions in this edition of the Elevate Your Marketing newsletter.

Types of videos robotics companies can create to generate leads

Instead of relying on 1 or 2 types of videos, diversifying your video marketing efforts can add variety to the mix and make your content more interesting. In this section, we look at the different types of videos robotics companies can create to attract their target audience.

1. Product-in-action videos

Nothing beats showing your product in action. What you show and how you show it will depend completely on the use case. For example, look at the below video from Boston Dynamics that shows how its humanoid robot Atlas is pushing the limits of what robots can do.

This is a great example of showcasing the capabilities of a robot.

Think about it. The video doesn't have any voice-over or narration. There is no fancy animation. Just a cool product showing off its capabilities. But the video has crossed 1.7M views on YouTube. This means that if the product is good and you demonstrate it in an easy-to-understand video, you have the possibility of reaching a large audience.

Here is another example of a product in action video . This one covers multiple products rather than focusing on one.

2. Product walkthroughs

Product walkthroughs are similar to product-in-action videos but with a narrator explaining the features, applications, and benefits of the product. Look at the below example, again from Boston Dynamics. to understand what this type of video looks like.

Having a human narrator helps to add a personal and emotional touch to the video. Also, notice how the video is purposely showing various industrial and commercial settings where Spot is used to unknowingly create an impression in our minds that the robot serves a diverse set of use cases.

3. Podcast videos

This doesn't need an explanation. Podcast videos are a great way to showcase your knowledge and establish yourself as a thought leader in your niche. With newer players entering the space every year, robotics companies need to invest in tactics like podcasting to stand out and reach a wide audience.

Check out the below video from Universal Robots to understand how you can create a podcast video:

4. Webinar videos

Webinar videos are no different from podcast videos in terms of sharing knowledge. The key difference is that you can make webinars interactive by asking questions and conducting polls during the session. Here is a good example of a webinar video from KUKA Robotics.

This video is also a good example of collaborating with an industry media company (SME Media in this case) to reach an audience that you otherwise might not be able to.

5. Corporate video

Corporate videos can take primarily be done in two ways:

1. A video that covers all the capabilities of the business
2. Videos focusing on individual solutions, applications, or segments

Below is an example from GreyOrange for the former.

The second video type showcases individual products such as warehouse robots, delivery robots, and teleexistence robots. They have some similarities with product walkthroughs except for the fact that this type of video also covers the vision, applications, long-term impact, etc., rather than merely focusing on the features. Here is an example of this type from DENSO Robotics.

6. Software videos

As the name suggests, these videos showcase how the software offered by the robot manufacturer operates. These can either demonstrate the complete software suite or specific functions of it. Look at the below video from DENSO as an example.

7. Technology and manufacturing videos

Innovation in technology and capabilities in manufacturing are two key traits of a great robotics company. Videos that showcase new technology investments and world-class manufacturing facilities can really speak for the company's focus on quality. Here is a great example from ABB robotics for this kind of video.

This is also a great employer branding tactic since showing high-tech capabilities can attract top-tier talent.

8. Case study videos

When it comes to case study videos for robotics companies, there is nothing better than showing the product in action in the customer environment. Here is a video from ABB Robotics that not only shows the product in action but demonstrates the company's focus on research.

This is a great example of how a case study video can be produced differently from the same format the whole world is following.

9. Employer branding videos

This is not unique to robotics. However, given that robot manufacturers have to attract top tech talent, investing in employer branding is necessary.

10. Event videos

Events allow you to be in front of your target customers in person. Taking videos to show your participation in events and conferences allows you to reach a wider audience that did not attend the event. Here is an example of this type of video from Rapid Robotics.

11. Getting started videos

These videos are common in the hardware space where integrating the product into an ecosystem often requires guidance. Unlike consumer products, industrial and commercial equipment and components need technical know-how, which might not be easily available. Getting started videos are helpful in such scenarios where the buyer's technical/engineering team can start using the product by watching the video guide from the manufacturer.

12. Educational videos

Educational videos in the robotics space talk about industry trends, technological concepts/advancements, new applications, etc. They can also cover interesting topics about the robotics ecosystem including software, AI/ML algorithms, processors, sensors, etc.

Making the most out of video marketing

While video production is the starting point, what is equally important is the distribution. Robot manufacturers, just like any other business, have to ensure their videos get the maximum possible reach, ideally to their target customers. Here are a few tips and tactics to make this happen:

• Distribute videos on LinkedIn. Short-form portrait videos are blowing up on LinkedIn. YouTube shorts are also great for generating views and improving visibility.
• Include relevant videos in outreach campaigns such as emails and LinkedIn InMails.
• Show videos during events (in the background as well as during visitor interactions)
• Add high-priority videos in email footers (ever heard about email signature marketing?)
• Promote videos in third-party media websites (like Robot Report for example)
• Embed related videos in blog posts
• Repurpose long-form videos like webinars into shorter snippets to be published as shorts and regular videos.

How many videos should you create a month?

This is a question that often baffles even the most experienced marketers. The answer to this is that there is no perfect number. In general, the more you do, the better. But you also need to take into consideration your budget, the capabilities of your internal team, and agency/freelancer ecosystem.

However, if you are just getting started with your video marketing efforts, I suggest beginning with 1 long-form video and 2 shorts per month. You can later scale once you get into the routine of consistently doing videos.

To learn the step-by-step process of creating and promoting a video, check out the below article:

The Only Video Marketing Strategy You Need

Final words

Robotics is one of the domains where the utilization of visual content is on the lower side. Except for the big names in the industry, not many robotics companies actively invest their efforts in video marketing. This means that there is a tremendous opportunity for new-age robotics and autonomous vehicle companies to create a space for themselves using videos. So, if you as a robotics business haven't started active video marketing, this is the time. Better late than sorry. Isn't it?

Looking for a marketing agency specializing in robotics? Try Skalegrow

Are you looking for a 'no-nonsense' marketing agency that understands the robotics space deeply? Give Skalegrow a try. No false promises. No 'we will change the world' narratives. We focus on simple marketing tactics that work. Moreover, we spend the time to understand your industry, however niche it is.

To learn how Skalegrow can help elevate your marketing outcomes, please book a call with me using this link . You could also write to us at [email protected] .

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