Video Marketing High-Tech Products

Marketing High-Tech Products

In an industry as complex as optics, finding and sorting through all of the highly technical products can be challenging. Even once you’ve identified these products, comparing and analyzing each of them can be incredibly difficult. The laser technology market has steadily increased over the past 50 years and is projected to reach over USD 25 billion by 2027, Laser Technology Market. New products are being developed and pushed out frequently to help better the industry. For this reason, properly marketing high-tech products you are selling to your customers is important.

Marketing for high-tech products is almost just as important as designing and creating the products. These products may not make it off the shelf without proper marketing. It is essential to spread the word about your products so your investment in R&D pays off. For products as intricate as those sold for engineering purposes, normal marketing may not be enough. Customers need to see the products so that they can understand how to operate them. Being transparent with your customer while instilling their confidence is by showing them how to handle the product via video. Here is where video marketing comes in.

The Rise of Video Marketing 

Video marketing, marketing through the use of video clips, may seem like an obvious concept to some but only became widely popular in the past decade. With the rise of social media and its various platforms, the concept of using videos to interact with others (and potential customers) became more common. This was because the use of video and digital marketing increased engagement and sales. Why? Videos are easily digestible to the general public, they keep people engaged and entertained. When someone enjoys a certain type of content, it is likely on the tv while they are eating their dinner or in the background while they are folding the laundry. The demand for video has increased dramatically over the past ten years because there is something for everyone. 

There are millions of people who watch videos online every day. In fact, the current average viewer spends at least 100 minutes a day watching digital videos,  Online Video Consumption Statistics. Almost 93% of internet users worldwide watch digital videos each week. Of this 93%, about 28% watch tutorials or how-to videos. This is the target audience that you want to reach when marketing for high-tech products. Since so many people all around the globe are watching these educational videos, creating videos for your innovative products will likely pay off, especially since it is difficult to explain such intricate products otherwise. Customers want to know they are valued. Video marketing allows you to have a conversation with your customers and be transparent about your products with them. Doing so will build trust with your customers and create brand loyalty. So how do you go about video marketing for high-tech products? Let’s talk about it. 

Video Marketing High-Tech Products builds Brand Loyalty. Image courtesy of Public Domain Vectors

Strategy for Video Marketing High-Tech Products

High-tech products are expensive, therefore customers want to know exactly what they are buying before spending their hard-earned money on it. Video marketing can accomplish this goal, but how? Anyone can pick up a camera, but creating influential and educational content takes skills and strategy. When creating videos for your products, you must start strong. With the increase in social media use over the past decade, videos have taken over the internet. With so much content out there, the ability to catch and keep a viewer’s interest has become more challenging. 

Hook Your Audience

Research now shows that in this “hyper-competitive, attention-deficit world”, the average consumer attention span is only eight seconds, Experiential Ooh: Effective Disruption in the Age of Distraction. During these eight seconds, the goal is to capture your audience’s attention by clearly stating what the video is about and why it will add value to your life. This is done in many different ways, like sharing a story with the audience. Better yet, make it personal. Share how this product improved your own life and this will make your customers relate and feel connected to you. There is no stronger bond than an emotional one. If you do not have a story to share, try creating a captivating introduction by displaying your product in a visually and aesthetically pleasing way. There is nothing that folks love more than a good aesthetic these days. There are plenty of ways to hook your audience, find one that works for you and perfect it. 

Hook Your Audience. Image courtesy of FreeSVG

Provide Value and Fulfill Customer Needs

Now that you have captured your audience’s attention, it is time to keep it. The best way to do this is by showing off the product while explaining how it will satisfy a want or need for the customer. Since high-tech products often require high R&D, they do not sell for cheap and are complicated to use. A great high-tech product benefits the customer and truly answers the most important question, “What’s in it for me?” According to the Harvard Business Review, there are 30 elements of value that fall under four separate categories on the Elements of Value Pyramid, The Elements of Value. These categories are Social Impact, Life Changing, Emotional, and Functional. Any product should fulfill at least one, if not multiple, of these needs. While high-tech products typically fulfill the Functional category, it is the other categories that will serve as the final push into commitment. So when you’re describing your product and persuading your customer to purchase it, focus on hitting one or more of these categories of elements. 

Reach Your Target Audience when Marketing High-Tech Products

After creating your content, you have to not only upload them to the proper social media platforms but reach your target audience. Each social media platform has a different audience of viewers that may or may not be right for your business. This is because every platform holds a different purpose and should be used for specific goals. Facebook has 2.7 billion users and it’s main demographic is those ages 25 to 36. Its purpose is to build and keep relationships and is best used to create brand loyalty. YouTube, on the other hand, has 2.3 billion users and reaches all ages. The main purpose of YouTube is to upload lifestyle and educational videos and is best used to teach people and promote businesses. Each platform comes with a variety of unique features and accomplishes different goals for your business, Choosing the Right Social Media Platform for Your Business. Once you know your target audience, you can choose the right social media platform to share your content.

Marketing High-Tech Products means Choosing the Right Social Media. Image courtesy of Seobility

Summary

Video marketing is a fantastic tool for any business, but especially for the Optics Industry. These high-tech products take endless time and money to be designed and produced. Taking the time to properly market for them is what they deserve. More so, your customers deserve to feel like you genuinely understand them and created your product with their problems in mind. So for the benefit of your customers, make it easy for them to understand the ins and outs of your high-tech product by using video marketing.

Video Marketing High-Tech Products Benefits your Customers. Image courtesy of PxHere

If you liked this article, you might be interested to read our blog post on Content Marketing for High-Tech Companies to Boost B2B Sales.