The power tool and outdoor power equipment industries uniquely differentiate their products to gain consumers’ attention. YouTube and video marketing gives power tool brands the opportunity to increase brand loyalty. 2/3 of shoppers say online video has given them ideas and inspiration for their purchase.
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Every second, 43,000 videos are viewed on this platform... Whether it's tutorials, documentaries, music videos, or web series, there is enough varied content to make you lose your bearings. But in addition to these entertaining contents, the platform is a privileged support for companies in search of digital notoriety! YouTube is a media. When you mention media, you must think content distribution, and therefore content creation strategy. Youtube is a platform made to support and accompany companies that feel the need and interest to create content in order to distribute it to the most relevant audience possible. Youtube gives companies the opportunity to set up a precise targeting. For example, your own customers can become your reference audience. In this way, your customers will feel concerned by your activity beyond their purchase, which will gradually build a community of your own.
After having built a community and/or a clientele, the challenge is to build loyalty. Youtube is a platform for building loyalty. Indeed, a channel for your power tools company can be, for example, an ideal tool to highlight a know-how. You can publish product tests, tutorials, product previews, etc.. The development of your audience, and by extension of your number of subscribers, will inscribe in time a close and privileged relationship with your community. Youtube also gives your power tools company the opportunity to promote videos directly in order to boost their impact and audience. How can you do this? Through advertising and sponsored content, especially through the Youtube Ads offer.
There are plenty of power tools company that are already using YouTube successfully to promote their power tools brand. As an example, Milwaukee Tool has nearly reached 100K subscribers thanks to their strong brand visibility, interesting and entertaining content and useful videos. They offer content for trade workers, show off their latest developments, and collect review videos all over YouTube to tell people what their customers really think of their products. Bosch uses its YouTube channel to promote their product and to show their customers how to use each tool. STIHL USA has a slightly different strategy as the brand is creating mini movies and series, emotional videos that aim to show their values and what the brand stand for. Hilti UK has useful how-to videos in which they explain how to use the different power tools that they sell, and think about their entire audience by using a female presenter in some of their videos, which should appeal to women who are interested in their power tools.
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