Online Video Marketing: THE Tool For Successful Businesses and Websites

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Online Video Marketing: THE Tool For Successful Businesses and Websites

Why are more and more companies turning to online video marketing? Well, because it works! In today’s world of short attention spans combined with our innate hunger for instant gratification, we want to get to the point and get there fast. We demand reliable information, but we also want it delivered in the quickest and most entertaining way possible. Yes, that may make us sound a little lazy and a tad bit needy, but really, we have just become accustomed to high speed. The Internet has put every book, every magazine and every catalogue at our fingertips. And its business hours can’t be beat. No “Be back in 10 minutes” sign on that front door. As our lightning fast generation zips in and out of the fast lane on the information superhighway, books and print media are left in the dust. Why stare at something flat and static when you can feed your brain’s desire for visual and audio stimulation through movement and sound? Books are great, but seriously, if you want to get a message across fast, while having it readily available to anyone at anytime, online video trumps written text. Face it, if your website isn’t keeping us stimulated, it only takes a couple clicks of a mouse to find a competitor’s site that might actually do the job. Videos keep viewers on sites longer, which is proven to increase conversion rates. They are also positively recognized by search engines, which reward sites containing videos with a higher rank in the search results. It is a current “must have” if you want your website to look like it came from this decade.

How does video make that much of a difference? When someone becomes engaged in a video on a site, he or she has already invested a chunk of precious time and is unlikely to start the search process over again. So essentially, if you keep one watching for a few seconds longer, they are much more likely to just go ahead and buy what you are selling or simply follow up with your company.

In addition to driving traffic to a site and keeping viewers engaged in that site, videos also have a highly influential role in consumer’s decision making. In a recent study by Eccolo Media, data shows that viewers of video white papers are more attentive to the information they are consuming, which makes the message much more influential and that viewer much more valuable than one that is passively skimming written content. This study also revealed that 93% of viewers clicked on video files. 80% of these viewers indicated that the influence of the collateral was increased positively or very positively by watching the video opposed to simply reading the white papers. Who wouldn’t appreciate a little break in the monotony of one’s day while getting valuable information in an entertaining and easy to follow manner?

So, if you really want to keep up with the Joneses, a pretty website just doesn’t cut it anymore. Don’t worry, there is no need for a professionally produced feature film, so don’t start with the excuses as to why you can’t afford it and that you don’t have the equipment. You probably already have a webcam built into your computer, and if you don’t know how to use it, ask your 12-year-old! Unless you are actually selling videos, no one cares about the production value as much as they care about the message. Get your product out there with a simple demonstration, tell potential clients why you are different from your competitors, or simply introduce yourself to the millions of online video watchers. The rest will fall into place.

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