Effective Online Video- Five Tips For Businesses
When most people think of online video, they think of viral videos on YouTube and other video sharing sites. While viral video can generate plenty of traffic, it’s not the only way online video can benefit your business. An online video series on your website can build your credibility, attract viewers, deliver a sales message, and keep customers coming back for more. Here are five tips for making effective use of online videos on your business website.
Bring your viewers something useful. Many people go online because they’re looking for information. If you give it to them, you’ll reap the rewards. Customers will see you as an expert in their field, remember your business name, and feel a certain level of trust for your company—you’ll give the impression that you care about your customers.
Put together a how-to video series: if you’re a contractor, do a series on home repair techniques, anything from installing a ceiling fan to redesigning a bathroom. If you’re in retail, do a series on how to design an effective window display or strong floor sales techniques. Every business owner has something to teach.
Be funny and original. Humor is what drives the viral video phenomenon. While the aim for a video series on your website isn’t necessarily to make people laugh, it definitely helps—and it can bring in a lot of traffic. If people think your video is funny, there’s a good chance they’ll tell their friends about it. That can add up to a lot of free publicity.
There are a lot of ways to make a fun, original video that relates to your business—even if you sell something that doesn’t seem very exciting at first glance, like blenders. The key is to have fun with your product. For example, the Blendtec blender company has a video series called “Will it Blend?” in which a man in a lab coat puts things like teddy bears, cubic zirconium, glow sticks, and magnets into one of their blenders—just to see what will happen. The end result? Original, interesting videos that showcase their product’s blending power. And a lot of tiny teddy bear pieces.
Be interactive. People are always more interested when they feel they’re involved. So encourage your customers to be a part of your online video efforts. Give a link for customers to make suggestions for your next video—Willitblend.com has a link where people can suggest things to put in the blender, for instance. Encourage viewers to submit their own videos showcasing your product or their own ads for your company—offer a prize for the best one. It’s highly likely viewers will respond.
Send a message. Got a PR problem? Tell your side through video. A great example of this is Montsano Company, a business that grows genetically engineered crops. Their product was unpopular with environmentalists, and the company wanted to improve its reputation. So it sent cameras to farms where the crops are grown and collected interviews and testimonials from farmers. The videos were an effective way to show their side of the story: that growing engineered crops improved the lives of third-world farmers. Video shows a strong message—it makes you able to show viewers your side of the story in a compelling way.
Nonprofits can also make good use of video. For example, if you’re a nonprofit dedicated to animal welfare, get some footage from inside a slaughterhouse or industrial farm. Add a “donate now” or “sign our petition” link at the end of the video, and you’re likely to get a flood of responses. This can work for just about any nonprofit, no matter the focus—it’s a great way to show people what your foundation is about and generate an emotional response.
Let people know. Once you decide on the type of video to feature on your website, shoot the video and put it up for all to see, you must make sure people will come to see it. The creation of a new video series is a great occasion for a press release—make sure relevant online news sources and industry publications know about it. Promote your video, and viewers will come.
Online video can do a lot for your business. It can get your message across, showcase your product, deliver a funny and effective sales pitch, build credibility, attract traffic and publicity, and get prospects interested in you. With all the benefits, it’s hard to find a reason why your site shouldn’t use online video.
Gareth D is director of GSINC Ltd a website promotion firm based in the UK. For more info on web video and internet marketing services or to check out a range of online video tutorials visit http://www.gsinc.co.uk/
Tags: company, marketing, PR, publicity, traffic, video, viewers, website, youtube