10 Ways to Step Up Your Forklift Company's Video Marketing Strategy

In today’s digital landscape, video content is no longer optional—it’s a necessity for any forklift company looking to engage prospects and nurture them through the sales process. Statistics back this up: 77% of material handling sales reps report that video is a highly effective content marketing tool, while 81% of companies have already integrated video into their marketing and sales strategies. But despite its popularity, not all video marketing strategies are created equal. If you find that your video content is falling flat, struggling to generate the desired conversions, it’s time to refine your approach. Here are ten essential strategies to help you step up your forklift company’s video marketing game and achieve better outcomes.

#1) Get Viewers' Attention in 3 Seconds or Less

The initial few seconds of your forklift videos are make-or-break. With the average viewer’s attention span shrinking, particularly in digital spaces, capturing interest in the first three seconds is crucial. If your video doesn’t immediately engage viewers, they’re likely to scroll past or click away. To prevent this, craft an opening that’s designed to hook your audience from the get-go. Whether it’s an intriguing question, eye-catching graphics, or a compelling statement, the first few moments should compel viewers to keep watching. This is your chance to set the tone and draw your audience in, making them eager to see what’s next.

#2) 60 to 90 Seconds for Facebook Videos

When it comes to sharing promotional forklift videos on Facebook, length matters. According to research cited by Animoto, videos that are 60 to 90 seconds long tend to receive the highest engagement rates on the platform. Videos of this length strike the perfect balance—they’re long enough to convey your message but short enough to hold viewers’ attention. Interestingly, videos in this range outperform both shorter (30 to 60 seconds) and longer (90 to 120 seconds) videos. When planning your content, aim for this sweet spot to maximize viewer retention and interaction on Facebook.

#3) Include Brand Imagery

Video marketing isn’t just about generating immediate sales; it’s also a powerful tool for building and reinforcing your brand. Every forklift video you produce should contribute to your brand’s identity. To achieve this, consistently incorporate your company’s name, logo, color scheme, and other distinctive brand elements into your videos. Over time, as viewers see these elements, they’ll begin to associate them with your company, strengthening brand recognition. This not only makes your company more memorable but also differentiates your forklifts in a crowded market. Make sure your brand is unmistakable in every piece of video content you create.

#4) Add a Call to Action

A strong call to action (CTA) is the linchpin of any effective marketing video. Without it, even the most engaging video content may fail to convert viewers into leads or customers. Whether your goal is to drive traffic to a landing page, encourage viewers to contact your sales team, or prompt them to explore more of your forklift offerings, your CTA should be clear, concise, and placed strategically within the video. Consider including it at both the midpoint and end of the video to reinforce the next steps and guide your audience through the conversion funnel. Remember, a well-placed CTA can dramatically increase the effectiveness of your video content.

#5) Create Product Videos

Product demonstration videos are a powerful tool for showcasing your forklifts in action. Statistics indicate that 95% of potential buyers watch forklift training videos during the research phase of their purchasing journey. These videos offer a unique opportunity to highlight the features and benefits of your forklifts in a way that text-based content cannot. By visually demonstrating how your forklifts operate, you not only engage potential customers but also provide them with valuable insights that aid their decision-making process. Product videos serve as both educational resources and persuasive tools, making them an essential component of your video marketing strategy.

#6) Make Sound Optional for Facebook Videos

Did you know that 85% of videos shared on Facebook are watched without sound? In other words, most Facebook users simply watch videos on the social media network with their speakers turned off. As a result, you should make sound optional when creating videos for Facebook. If the message of your video is conveyed with audio, you may struggle to generate clicks, leads and conversions.

Facebook is a unique platform where the majority of videos—approximately 85%—are watched without sound. This behavior underscores the importance of ensuring that your video content is effective even when viewed silently. To accommodate this, consider using on-screen text, captions, and visually driven narratives to convey your message. By doing so, you’ll ensure that your content remains accessible and engaging to all viewers, regardless of whether they have their sound on. This approach not only broadens your reach but also enhances the overall user experience on Facebook.

#7) Stay Active on YouTube

YouTube is a video powerhouse, with around 5 billion videos being watched every day. As the second largest search engine in the world, it’s a critical platform for any forklift company looking to expand its reach. By maintaining an active presence on YouTube, you can tap into a vast audience, including the more than eight in 10 U.S. adults who regularly watch videos on the platform. Regularly upload high-quality, informative videos that showcase your forklifts, share customer testimonials, or provide industry insights. Consistency is key—staying active on YouTube will enhance your visibility, improve search rankings, and ultimately drive more traffic and leads to your business.

#8) SEO Your Videos

Search engine optimization (SEO) is not just for your website—it’s equally important for your video content. Optimizing your forklift videos for search engines can significantly increase their visibility on platforms like YouTube and Google. Start by incorporating relevant keywords into your video titles, descriptions, and tags. Additionally, build backlinks to your videos from reputable sources, and encourage viewers to share your content. These practices will help your videos rank higher in search results, making them more likely to be discovered by potential customers. SEO is a powerful tool for maximizing the impact of your video marketing efforts, so don’t overlook it.

#9) Add Captions to Videos

Given that 85% of Facebook videos are watched without sound, adding captions to your forklift videos is more than just a best practice—it’s essential. Captions ensure that your message is conveyed clearly, even in silent mode, making your content accessible to a wider audience. Moreover, captions provide additional text that search engines can index, which can enhance your video’s SEO performance. By adding captions, you not only improve the user experience but also increase the likelihood that your videos will be found and watched by your target audience.

#10) Measure Performance Metrics

To truly understand the effectiveness of your video marketing efforts, it’s crucial to track and analyze performance metrics. While sales volume and conversion rate are important, they’re just the tip of the iceberg. Other valuable metrics include average watch time, audience retention, traffic sources, and engagement indicators like likes, comments, and shares. By regularly monitoring these metrics, you can gain insights into what’s working and what’s not, allowing you to fine-tune your video content strategy for better results. Remember, data-driven decisions are the key to continuous improvement and success in video marketing.

Now that You’ve Created a Forklift Video, Who’s Going to Watch?

Your forklift company put together a great video that shows the capabilities of your forklift line, and instructions on how to best utilize the forklift. Now you need an audience to watch your brand new video. Creating a compelling video is just the first step; ensuring that it reaches the right audience is the next. Here are two strategies to help your forklift company maximize the impact of your video content:

1. Project Reports – Utilize SalesLeads’ Project Reports to identify key leads within expanding warehouses, manufacturing, or distribution centers. These reports offer valuable insights, including contact names, direct phone numbers, and email addresses. Use this information to create targeted campaigns that invite these prospects to watch your forklift videos, helping them move through the sales cycle more quickly.

2. Custom Lists Reflecting Your Best Customers – SalesLeads can also assist in creating a custom, targeted list based on the characteristics of your best customers. This list will help you focus your video marketing efforts on industries, regions, or specific attributes that align with your ideal customer profile, ensuring your content reaches those most likely to convert.