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Impact of Online Video

Online video has a terrific impact. 

The internet has created great waves of changes that rippled through every aspect of human life. In the business sector alone, technology played a great role in the shift of marketing strategies used to promote a product or a service. The internet in general and online videos in particular have replaced the traditional advertising uses of TV, radio and print. With millions of people using the internet at any given time, it is definitely the biggest market any business can take advantage of. A lot of promotional strategies are being made online to get exposure for all types of companies.

Online video marketing is becoming one of the best ways to promote a business.

online videoRecent research shows that online videos are getting more and more popular. YouTube, Vimeo, and Dailymotion are but a few of the various video hosting sites available on the web where companies can upload their videos and have potential customers watch them with a single click.

Statistics show that these online videos can be very powerful sales tools.

  1. Video in an email leads to a 200 – 300% increase in click-through rates.
  2. After watching a video, 64% of users are more likely to buy a product online.
  3. 50% of executives look for more information after seeing a product/service in an online video.
  4. 86% of colleges and universities have a presence on You Tube.
  5. 65% of marketers plan to increase their mobile ad budgets to account for video.
  6. 87% of online marketers use video content.
  7. 96% of B2B organizations use video in some capacity in their marketing campaigns of which 75% report positive results to their ROI.
  8. 75% of online video viewers have interacted with an online video ad this month.

Importance of Online Video Marketing

The increasing trend for online video marketing is due to the numerous benefits of using videos for marketing purposes. Here are the top 5 benefits of Online Video Marketing.

1.  People enjoy online videos

A great many people favor watching recordings over reading text. In this fast paced world it is typically much easier to have a video load up rather than having to skim through a written article to gather information. With user controls on the videos enabled, users can even skim through online videos to get the information they need. And with the better interaction of videos, users typically remain on a site two minutes longer than sites without online videos.

2. Accessible On Demand

One motivation behind why there is more online video watchers compared with TV commercials is that the previous online recordings are constantly accessible on request. In the event that a viewer likes the video, he or she can share and download them. TV ads are only accessible during the program on which they air is live (or recorded). It is much simpler to click a link or image to access the online video.

3. Reasonable

Present day innovation has made online marketing videos less expensive and simpler to create. Cheaper cameras and easy to use editing programs make the video production process much less expensive than in pre-HD days.

4. Expanding Traffic and Conversion

Because of its appeal, online videos can go viral and get exposure much more quickly than text based information about your business.

5. High Rankings in Search Engine Results

Since Google and other search engines now incorporate online videos in their search algorithms, ranking in the search engines can be done more easily with video – if done properly. We addressed this topic in our blog years ago. 

To break out of the pack, online videos need to address audience needs.

Creating a fancy, hilarious online video that goes viral is a great goal, but just because videos gets lots of views, it does not mean that the companies that created them are turning those views into profits. The key is to be sure to target the right viewers. If you identify your correct target audience, you can uniquely get your sales message across to those clients who will actually send you money for your product of service.

And isn’t that what all our marketing efforts should be about?

Old Marketing Methods: Don’t Waste Your Time

Old Marketing Methods have given way to new search and buying trends

In the past, businesses used old marketing methods because they were the best way to advertise – in the Yellow Pages, newspapers, or other traditional advertising sources. Nothing could offer the kind of convenience and reach to potential customers compared to a highly visible and well-placed Yellow Pages listing, or newspaper ad. However, everything has changed drastically.

The fact is, the world is rapidly transforming from analog to digital. People now consume more digital contents on a daily basis, on their smartphones, tablets, and desktop PCs at work, just to mention a few. Online marketing/digital marketing is the real deal in this century. Having an online presence is now essential for each and every business or brand.

Are traditional means of advertising dead?

As a matter of fact, the advertising model embracing the media of old marketing methods (newspapers, Yellow Pages, and other traditional forms of advertising) basically doesn’t appeal to today’s consumer.

old marketing methodsNowadays, the first point of call for a customer before doing anything is to search online.

Before making any purchase, buyers try as much as possible to gather more information about the product or service online, from the comfort of their home, or at work. Not only do customers find online search convenient, but they are also able to gather more information compared to the streamlined information provided by newspapers, and the Yellow Pages.

What causes this?

A recent study revealed that commercial purchases now utilize online channels both for making research and purchasing. Online channels have now surpassed more traditional buying channels. Some of the reasons for this include:

  • Easy experience

Buyers want a simple, easy, and convenient shopping experience. The only way this can be achieved is through online channels. With a quick online search, buyers are able to either get or learn what they want as quickly as possible rather than having to spend a lot of time searching through the Yellow Pages or newspapers.

  • Full product descriptions

The search for a full product description has influenced more buyers to use online searches. Online videos are often viewed to get specific features and benefits. Buyers now also seek full product descriptions, specification sheets, and instruction manuals. They also want related questions about the product, reviews, and other helpful information. All these are some of the advantages offered by online searches that remain unmatched through traditional means.

  • Mobile Friendly Websites

What purchasers want is a straightforward and intuitive experience they can easily navigate through while shopping, and not some bulky paper listings. This has brought about the development of mobile-first e-commerce providing shoppers with an easy-to-navigate shopping platform, whereby they can do research and place an order anytime they find convenient be it at nights, during the holidays, on weekends, and so forth.

  • In-stock Inventory

Furthermore, buyers want product listings to be up to date, and also have an idea about when the product is available for pickup. Online listings are usually up to date as compared to newspaper, or Yellow Page listings.

What is the way forward?

As of 2013, about 81% of buyers conducted online research before making purchases. 60% start by making use of a search engine to find the products they will like to purchase, and 61% will read product reviews before making any purchase. Certainly, over three years later, these would have only increased. On average, consumers usually go as far as visiting up to three online stores prior to making their purchase.

Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov.

It is time various business organizations and brands abandon old marketing methods and begin to incorporate digital marketing more. Companies of varying sizes should not waste their money on Yellow Page advertising. Business organizations can meet the information and shopping needs of their various customers, and in the process, benefit from increased deals and sales.

The outline for achieving your business objectives lies in your online marketing strategies. You have to be flexible and versatile enough to make proper adjustments and adequate changes necessitated by the environment to effectively attain your goals. Business owners need to focus more on their online marketing and digital marketing strategies. In other to achieve this, your business or brand will need an online presence, a website friendly to search engines, an active social media campaign, and lots more.

We can help.

Testimonial Videos for Your Business

A testimonial video can help your company’s bottom line. But it can hurt your business if not done properly.

Testimonial videos can help any business out there wishing to make full use of modern tools to market their business. Video has emerged as one of the most powerful tools for communication in the modern world, and is gaining ground on text-based communication as the preferred mode of sharing information.

For a business, a testimonial video is the perfect way to engage with an audience ready to consume information.

testimonial video

To come up with a truly great testimonial video, keep in mind the following:

  • Tell a story. It’s easy to find a loyal customer to endorse the business, saying how great they appreciated the product/service. However, viewers may find it boring. However, storytelling techniques have never failed to capture the interest of the audience. Find a customer that had a unique challenge for which your business provided a solution, and you’ll be able to connect with viewers instantly.
  • Keep it real. Video is the next best thing to a face to face conversation the audience will have with your business. Keep the testimonial real at all times. Modern viewers are quite adept at spotting scripted scenes, so avoid that. Let the characters express themselves in their own words.
  • Cover everything. Sure, the whole point of the testimonial is to convey how great your business is. However, don’t jump straight into the hard sell with the video. Cover the character’s entire journey, from how they discovered the problem at hand, what led them to your business, the problem solving process, and the results.
  • Use a professional video production service. To be able to capture all these aspects in a 2 to 3 minute video, you will require expert video production and editing services. Anyone can hold the camera and record, but it’s a real professional who can identify the touching points of the video that will best convey the message.
  • Keep it short. Concentration spans are slowly reducing. Most viewers will probably have a few minutes to spare to watch the video. Having the testimonial video go on and on for half an hour is bound to go unwatched. Keep the video short and concise; 4 minutes at the most. However, don’t skip over important talking points in an effort to shorten run time.
  • Be sure to promote the video. Share it with your clients and potential clients. The video is worthless if it isn’t seen by your intended audience. This can happen in a variety of ways, and we can help you create the apparatus for these placements if needed. They include:
    1. placing your video on YouTube and maximizing its search engine power
    2. sending links in promotional emails
    3. place the videos in white papers (.pdf’s)
    4. place them on your website
    5. play them at your trade show booth

Using these tips, your next testimonial video should have customers buzzing with excitement regarding your business.

 

 

Business Videos: Quality is Key for Shareability

We recently read a business video article titled “10 Ways Video Can Increase Conversion Rates.”

In this article author Sharon Hurley Hall makes a point that we have been advocating about business videos for over three decades: the smart marketer uses business videos BECAUSE THEY WORK. In her article, she lists 6 ways for business videos to boost conversions with an additional 4 methods to improve conversions.

Boosting conversions has always been a by-product of great business videos, but now it’s easier than ever online.

online video

 

Back in the day before online video (yes,there was such a time, and we were there) the term “increase conversion rates” meant using videos in ways different from how it’s used in the 21st century. In the 1980s and 1990s we urged our clients to make sure their sales and marketing videos were seen by their customers by some or all of these:

  • making mass copies of their program on VHS tape and sending them out, either solicited or unsolicited
  • offering a copy of the video in print ads
  • giving copies of the video away at trade shows and/or playing it on a TV in the trade show booth
  • having their sales reps take the video and show it to the potential client.

So even then, our customers reported great success in raising conversion rates because business videos actually enabled their customers to see the process, service, product, etc. at work.

This was a particularly effective tactic when the process, service, product, etc. shown in the business videos was otherwise difficult to demonstrate or visualize.

Another benefit of the business videos was that they allowed our clients’ customers to see a process, method, assembly, etc. that was performed in foreign countries. This became more of a factor as globalization increased. It was much easier for our clients to send us abroad to capture footage that could be shown in a video than it would be to send or request that their customer travel abroad to see the process in person. Such international business videos gave us the opportunity to travel overseas for such work. Here is an example of one shot in China in the 1990s.

Back to the Hall article, of the 6 ways to increase conversions she lists the following four that have always been true since we began producing business videos:

  1. Build trust
  2. Grabbing attention
  3. Answering questions
  4. Telling your story

In addition,she rounds out the list of six with two ways that have really only blossomed due to being able to place business videos online:

  1. Keeping visitors on your site
  2. Being shareable

These two additional factors create very important opportunities for businesses of all sizes.

In attempting to maximize their search engine credibility with Google and other search engines, companies can increase their search engine power by maximizing the time visitors spend on their web site. Videos can help. YouTube and Google both give search engine power to videos that are not just viewed, but viewed through until the end.

The longer the video is watched, the more credibility it has in the search engines.

As we pointed out before, this argues strongly not just for using videos, but for producing GREAT business videos in order to increase user engagement.

Obviously Google does not arbitrarily assign ranking factors in their search engine algorithm. Their goal is to create the best user experience possible so they give more credit to videos that are watched to the end. Watching to the end indicates that the user was engaged and interested.

But they also favor videos that are shared, hence the shareability factor cited in Ms. Hall’s article. Shareability also indicates that users like and are interested.

Also, the more times a video is shared, the more it is watched, and therefore the more views it receives. So more views means higher rankings for your business videos and web pages in Google, all things equal.

So to the articles list we would emphasize quality for your business video.

After all, this comes complete circle back to the issue of conversions. A well produced business video will generate trust and attention and allow you to tell your story, answering questions as needed.

This will help you get positive responses and conversions from your existing customer base as get you found and generate conversions from new clients looking for your product or service on the web.

We’ve written more on the need to outsource your business videos before.

Obviously we think we’re the solution. Feel free to call us for your no-obligation consultation today.

 

Web Video — Why You Need It

Web Video is Where Your Customers Go to When They Want to Find You These Days.

In the year 2012, more than ever, you need to be where your potential customers are looking for your product or service.  But where to put your limited marketing dollars?  It’s not print, it’s not direct mail, it’s not the Yellow Pages and it’s certainly not telemarketing.  You are savvy enough to know that the web is where your potential customers are searching.

Your company website is the hub of your marketing in this day and age. 

It is the most accessible way for prospects to learn about your company and what you have to offer them.  And when they get to your site, they need to see the benefits of choosing your company – and they need to see them in a way that appeals to them.

After all, we now live in a world where people want what they are looking for right now, and if we do not find it within a few seconds we will simply look elsewhere.

So your message needs to be clear, concise and compelling.  Within a matter of seconds your website visitors will determine if you can help them. And just how do people get the fastest, most complete picture of what you have to meet their needs?  The answer: web video.

So why put web video on your site?

If you don’t know about the revolution in web video, you just have not been paying attention.

Just over 5 years ago, YouTube was launched to host web videos for free, and in that short time, people now watch OVER 2 BILLION VIDEOS PER DAY – on YouTube alone!  That is almost twice the prime time audience of the three major television networks put together.

YouTube videosHundreds of thousands of web videos are uploaded to YouTube daily.  In fact, every minute, an incredible 24 hours of video is uploaded to YouTube. While these statistics are staggering, you might ask “How does that impact my business?”

In these difficult economic times, most companies find that competition for buyers is fiercer than ever. Today staying ahead of the competition is vital in setting your business apart and attracting customers. Today’s internet savvy buyers see one website after another, day after day. The sites that “break through” to the viewers present their message in an engaging way.

Web videos are a powerful internet marketing medium because of the unique way they engage your visitor, transforming your site into an interactive and entertaining alternative to a standard text-based site. 

In fact, one-dimensional, text-based websites are becoming relics.  After all, text requires action and energy on the part of the visitor.

In contrast, web videos allow your viewer to sit back and absorb YOUR message, just as you present it to them.  What could take many paragraphs or even pages of text to communicate can be presented in just a few engaging moments.  Web videos captivate and entertain site visitors, who receive YOUR message.

But don’t take our word for it.

Author Jason Prescott, in a May 2010 report says, “Video marketing has become one of the best promotional tools on the web.  Well-executed videos can grab attention faster than any other advertising medium (emphasis mine) as videos continue to draw internet users in droves.  Research by eMarketer shows 66.7 percent of the 147.5 million U.S. internet users watch video online monthly.  By 2014, eMarketer estimates that number will rise to 77 percent of internet users (193.1 million people).

 web video viewers

“Online video has surged in popularity due to the rapid proliferation of broadband and video technology advances. This has resulted in the production of cost-effective, premium videos, a dramatic increase in traffic to video-sharing sites, and online video’s acceptance into the mainstream.

“Consumers are receptive to video on websites, landing pages, search results pages, emails, and video-sharing sites because it is so engaging and self-explanatory. Video conveys information quickly and accurately, making it an excellent tool for marketers because consumers want to know more about the companies they deal with and the products/services they buy. “Video is a very memorable medium. A study by The Wharton School of Business revealed that video improves comprehension and retention by 50 percent over a live presentation. Other studies have indicated that video speeds up buying decisions by 72 percent when compared to print.” (emphasis mine)

Next time, I’ll explore “Who is putting web video on their site — and why?”

 

8 Ways to Doom Your Corporate Video Production – Mistake 1

Mistake 1. Don‘t Bother to Identify The Audience  For Your Video Production (Or to Constantly Keep it in Mind)

video production audienceVideo productions, like any kind of communications program, has certain principles that must be followed. This is the first and foremost rule: know your audience. It is universally recognized as fundamental to creating an effective program. Yet it is amazing how often it gets violated. This rule is certainly not unique to video or multimedia programming. In all forms of audio and visual communication, it is imperative to develop a precise definition of the target audience – and remember it.

Market research firms and departments spend billions of dollars annually to determine who will receive a message so that proper product placement, advertising and promotions can be done. And it can be money well spent.

Yet we often see companies approaching their video productions with a “Ready, Fire, Aim” approach. They use a shotgun when a rifle is called for. They try to appeal to several audiences with the hope that the program will serve multiple purposes. Remember, when you try to appeal to everybody, you appeal to nobody.

While the same basic video production can sometimes be used for different audiences, it is recommended that different variations or versions be developed for those different groups. It’s a simple matter to re-edit or re-narrate portions of a video production. However, efficiency demands that this is planned from the beginning of the project.

So remember to plan the project with your audience in mind.

Know what their level of expertise or experience is with the topic. This will avoid the problem of shooting too low (e.g. wasting their time showing or telling them something they know) or too high (losing them because you assume a level of expertise they haven’t yet attained).