短視頻是近幾年發(fā)展迅猛的一種內(nèi)容傳播方式，相較于圖文來(lái)說(shuō)，工業(yè)品企業(yè)短視頻的創(chuàng)作門(mén)檻低、傳播速度快，能夠更好地吸引用戶(hù)注意力。工業(yè)品企業(yè)在選擇短視頻營(yíng)銷(xiāo)方式時(shí)，要根據(jù)根據(jù)自身業(yè)務(wù)的特點(diǎn)、產(chǎn)品類(lèi)型、目標(biāo)用戶(hù)群體等因素，選擇適合自己的短視頻營(yíng)銷(xiāo)方式。通過(guò)短視頻能夠更好地傳遞工業(yè)企業(yè)的信息，可以更生動(dòng)、更直觀地展示工業(yè)產(chǎn)品特點(diǎn)和賣(mài)點(diǎn)。

Short videos are a rapidly developing form of content dissemination in recent years. Compared to graphics and text, industrial product companies have lower creative barriers and faster dissemination speeds for short videos, which can better attract users' attention. When industrial product enterprises choose short video marketing methods, they should select suitable short video marketing methods based on their own business characteristics, product types, target user groups, and other factors. Short videos can better convey information about industrial enterprises, showcasing the characteristics and selling points of industrial products more vividly and intuitively.

那么，對(duì)于工業(yè)品企業(yè)來(lái)說(shuō)，應(yīng)該如何利用短視頻進(jìn)行營(yíng)銷(xiāo)呢？下面將分享一些工業(yè)品企業(yè)在短視頻營(yíng)銷(xiāo)中常見(jiàn)的技巧。工業(yè)品企業(yè)需要注意哪些問(wèn)題？我們將結(jié)合自己的實(shí)踐經(jīng)驗(yàn)分享一些觀點(diǎn)。

So, how should industrial product companies use short videos for marketing? Below, we will share some common techniques used by industrial product companies in short video marketing. What issues should industrial product enterprises pay attention to? We will share some viewpoints based on our practical experience.

一、注重短視頻營(yíng)銷(xiāo)內(nèi)容的性短視頻營(yíng)銷(xiāo)的內(nèi)容輸出需要符合產(chǎn)品特點(diǎn)和目標(biāo)用戶(hù)群體的需求，所以在短視頻內(nèi)容創(chuàng)作時(shí)，工業(yè)品企業(yè)需要注意的是內(nèi)容要。比如我們?cè)谶M(jìn)行某工業(yè)企業(yè)短視頻營(yíng)銷(xiāo)時(shí)，就是以“”為核心，發(fā)布了很多產(chǎn)品講解的短視頻，在滿(mǎn)足用戶(hù)需求的同時(shí)也吸引了很多有相關(guān)需求的客戶(hù)。另外，工業(yè)品企業(yè)還要注意內(nèi)容要與目標(biāo)用戶(hù)群體形成情感共鳴，這是因?yàn)椴煌脩?hù)群體有不同的關(guān)注點(diǎn)、興趣點(diǎn)和痛點(diǎn)。若想要讓短視頻的效果更加有效，那么就要考慮到短視頻的seo排名。在短視頻中， seo的排名主要由標(biāo)題，關(guān)鍵詞，說(shuō)明三個(gè)方面來(lái)決定。只有將以上三個(gè)要素進(jìn)行優(yōu)化，才能更好地讓用戶(hù)發(fā)現(xiàn)你的短視頻。通常情況下，用戶(hù)通過(guò)搜索引擎查找網(wǎng)頁(yè)或視頻，都是通過(guò)關(guān)鍵字進(jìn)行檢索的。短視頻題目包含關(guān)鍵詞，這樣做可以幫助你的短視頻在搜索引擎中得到更好的排名。只有這樣人們才能通過(guò)搜索引擎找到你的視頻。

1、 Pay attention to the professionalism of short video marketing content. The content output of short video marketing needs to meet the characteristics of the product and the needs of the target user group. Therefore, when creating short video content, industrial product enterprises need to pay attention to the professionalism of the content. For example, when we were conducting short video marketing for an industrial enterprise, we focused on "professionalism" and released many short videos explaining products, which not only met user needs but also attracted many customers with related needs. In addition, industrial product enterprises should also pay attention to the emotional resonance between the content and the target user group, because different user groups have different concerns, interests, and pain points. If you want to make the effect of short videos more effective, then you need to consider the SEO ranking of short videos. In short videos, SEO ranking is mainly determined by three aspects: title, keywords, and description. Only by optimizing the above three elements can users better discover your short videos. Usually, users search for web pages or videos through search engines using keywords. The short video title contains keywords, which can help your short video get better rankings in search engines. Only in this way can people find your videos through search engines.

二、持續(xù)更新，保持新鮮感短視頻營(yíng)銷(xiāo)與圖文營(yíng)銷(xiāo)相比，在內(nèi)容創(chuàng)作方面更具有不確定性，也因此更容易受到用戶(hù)的青睞。短視頻營(yíng)銷(xiāo)能夠在較短的時(shí)間內(nèi)吸引用戶(hù)關(guān)注，但是用戶(hù)一旦養(yǎng)成了觀看習(xí)慣，就會(huì)對(duì)短視頻的內(nèi)容產(chǎn)生審美疲勞。因此，在工業(yè)企業(yè)短視頻營(yíng)銷(xiāo)過(guò)程中，需要持續(xù)更新、保持新鮮感。比如通過(guò)策劃不同主題的短視頻營(yíng)銷(xiāo)活動(dòng)，可以吸引不同年齡階段、不同喜好的用戶(hù)關(guān)注；或者通過(guò)分享有價(jià)值的內(nèi)容吸引更多用戶(hù)關(guān)注等等。

2、 Continuously updating and maintaining freshness, short video marketing is more uncertain in content creation compared to graphic marketing, and therefore more likely to be favored by users. Short video marketing can attract user attention in a relatively short period of time, but once users develop a viewing habit, they will experience aesthetic fatigue towards the content of short videos. Therefore, in the process of short video marketing in industrial enterprises, it is necessary to continuously update and maintain freshness. For example, by planning short video marketing activities with different themes, users of different age groups and preferences can be attracted to pay attention; Or attract more users' attention by sharing valuable content, etc.

三、使用不同的短視頻載體工業(yè)品企業(yè)在進(jìn)行短視頻營(yíng)銷(xiāo)時(shí)，需要根據(jù)自身業(yè)務(wù)特點(diǎn)選擇合適的載體。比如對(duì)于產(chǎn)品介紹類(lèi)的短視頻，可以采用 APP、微信公眾號(hào)等載體進(jìn)行傳播；而對(duì)于銷(xiāo)售服務(wù)類(lèi)的短視頻，則可以采用微博、抖音等載體進(jìn)行傳播。通過(guò)短視頻矩陣營(yíng)銷(xiāo)在各大平臺(tái)上分享有趣而吸引人的視頻，工業(yè)企業(yè)能夠吸引潛在客戶(hù)的注意力，從而促使他們對(duì)所推廣的產(chǎn)品或服務(wù)感興趣。此外，工業(yè)企業(yè)還可以在這些平臺(tái)上與用戶(hù)互動(dòng)，回應(yīng)他們對(duì)所推廣內(nèi)容的問(wèn)題和評(píng)論。四、合理設(shè)置短視頻的發(fā)布頻率和時(shí)間短視頻的發(fā)布頻率和時(shí)間，不僅影響著短視頻的瀏覽量，還影響著短視頻的完播率、評(píng)論量和點(diǎn)贊量。所以，工業(yè)品企業(yè)需要根據(jù)自身業(yè)務(wù)特點(diǎn)，合理設(shè)置短視頻的發(fā)布頻率和時(shí)間。

3、 When using different short video carriers for short video marketing, industrial product companies need to choose the appropriate carrier based on their own business characteristics. For example, short videos of product introductions can be spread through APP, WeChat official account and other carriers; For short videos of sales services, microblog, Tiktok and other carriers can be used for dissemination. By using short video matrix marketing to share interesting and engaging videos on various platforms, industrial enterprises can attract the attention of potential customers, thereby promoting their interest in the products or services they are promoting. In addition, industrial enterprises can interact with users on these platforms, respond to their questions and comments about the promoted content. 4、 Reasonably setting the publishing frequency and time of short videos not only affects the browsing volume of short videos, but also affects the completion rate, comment volume, and like volume of short videos. Therefore, industrial product enterprises need to set a reasonable frequency and time for publishing short videos based on their own business characteristics.

對(duì)于工業(yè)品企業(yè)來(lái)說(shuō)，可以根據(jù)行業(yè)特點(diǎn)、目標(biāo)用戶(hù)群體以及自身產(chǎn)品的特點(diǎn)等因素，將短視頻的發(fā)布頻率設(shè)置為每日或每周一次，如果公司內(nèi)部有特定活動(dòng)或大型會(huì)議，也可以將短視頻發(fā)布周期設(shè)置為半個(gè)月或一個(gè)月一次。另外，工業(yè)品企業(yè)還可以在抖音、快手等平臺(tái)上根據(jù)自身業(yè)務(wù)特點(diǎn)和目標(biāo)用戶(hù)群體的喜好，選擇合適的時(shí)間段進(jìn)行視頻發(fā)布。比如可以選擇晚上9點(diǎn)-10點(diǎn)這段時(shí)間進(jìn)行發(fā)布。利用各大主流社交媒體平臺(tái)的流量?jī)?yōu)勢(shì)，將短視頻嵌入到用戶(hù)的日常信息流中，從而實(shí)現(xiàn)對(duì)目標(biāo)人群的有效觸達(dá)實(shí)現(xiàn)流量變現(xiàn)。

For industrial product enterprises, the frequency of short video release can be set to once a day or once a week based on industry characteristics, target user groups, and the characteristics of their own products. If there are specific events or large conferences within the company, the short video release cycle can also be set to once every two weeks or once a month. In addition, industrial products enterprises can also choose an appropriate time period for video publishing on platforms such as Tiktok and Kwai according to their own business characteristics and the preferences of target user groups. For example, you can choose to publish between 9pm and 10pm in the evening. By leveraging the traffic advantages of major mainstream social media platforms, short videos can be embedded into users' daily information streams, thereby effectively reaching the target audience and realizing traffic monetization.

五、注意短視頻內(nèi)容的原創(chuàng)性和互動(dòng)性短視頻作為一種新的內(nèi)容傳播形式，其內(nèi)容是否有原創(chuàng)性、是否與用戶(hù)有互動(dòng)、是否能解決用戶(hù)需求等都是需要注意的問(wèn)題。如果工業(yè)品企業(yè)的短視頻內(nèi)容僅僅是復(fù)制粘貼，那么這種內(nèi)容不僅不會(huì)對(duì)企業(yè)形象產(chǎn)生正面影響，甚會(huì)給用戶(hù)留下抄襲、山寨的印象。除此之外，如果工業(yè)企業(yè)的短視頻內(nèi)容與用戶(hù)缺乏互動(dòng)，那么在短視頻平臺(tái)上發(fā)布的短視頻也很難得到用戶(hù)的關(guān)注，這將會(huì)嚴(yán)重影響工業(yè)品企業(yè)在短視頻平臺(tái)上的曝光和傳播，影響流量變現(xiàn)。

5、 Pay attention to the originality and interactivity of short video content. As a new form of content dissemination, it is important to consider whether the content is original, interactive with users, and able to meet user needs. If the short video content of industrial product enterprises is only copied and pasted, then this kind of content will not have a positive impact on the corporate image, and may even leave users with the impression of plagiarism and imitation. In addition, if the short video content of industrial enterprises lacks interaction with users, the short videos published on short video platforms will also be difficult to attract users' attention, which will seriously affect the exposure and dissemination of industrial product enterprises on short video platforms, and affect traffic monetization.