Marketing Your Business Online With Video

By Dana Sanders



The world of marketing is radically different than it was only a few short years ago. While the fundamentals of advertising and marketing have not changed, the Internet has given businesses the opportunity to connect with consumers using more tools and technology than ever before.

In 2008, we saw the emergence of the phenomenon of social media and Web 2.0, which is really geared toward interaction and engaging customers in a two-way conversation. At the same time, we saw the explosion of online video due to the huge success of YouTube and faster Internet connections. Advertisers have used video on television for decades, and now video format can be easily viewed online.

More people are watching videos online than ever before. A recent study by the market research firm comScore revealed that, in December 2009, nearly 178 million viewers in the U.S. watched 33 billion videos online. Although many are watching news and entertainment videos, the medium is also a powerful sales driver. A survey by the Online Publishers Association found that 80% of those who watch online video have seen a video ad at some point, leading 31% to check out the advertiser's web page and 12% to make a purchase.

While many of the larger companies have already embraced online video, smaller companies are still hesitant about its benefits, especially when considering how costly traditional video production has been in the past. By eliminating the high cost of creating and buying airtime for TV ads, online video represents a powerful new way to reach potential customers in a way previously outside the purview of many smaller businesses.

The old way of thinking considers video strictly an advertising medium, such as what TV commercials have given us for the last 50 years. Nowadays, video is being used in a variety of ways, such as company introductions, customer testimonials and product demonstrations. No matter what your marketing goals may be, the best video producers craft a compelling story that people want to watch.

Consider the advantages of using online videos to market your business.



1. Videos are attention grabbers.

One of the biggest challenges businesses face is how to grab the attention of consumers on the increasingly crowded Internet. The reality is that most viewers decide within seconds of landing on a page whether or not to stay. A short video provides an easy way for your visitors to quickly appreciate what you offer without going through the rigorous effort of reading a lot of text.



2. Video inspires trust and confidence.

It is often quoted that "People do business with those whom they know, like and trust." Video enhances your "know, like and trust" factor. The more effective you are at communicating your message to a nameless, faceless visitor to your web site, the more apt that person is to trust you and buy from you.



3. Video brings your web site to life.

Doing business over impersonal cyberspace already presents an inherent barrier for human connection. Although we've grown accustomed to e-mail, texting and surfing the Web, none of those media can replace the personal interaction that comes from direct communication. Video provides the opportunity to evoke emotion or motivation in a potential customer who is ready to buy, giving the individual a chance to see, hear and experience your business before calling or stepping out to make a purchase.



4. Video increases your site 'stickiness.'

It is important not only to draw people to your web site, but to compel them to stick around long enough for you to communicate your message. The more time your potential customers spend on your site, the better chance you have to make sales. Market studies show that if you have a video on your web site, it increases "stickiness" to your site by more than 40%.



5. Video is an important factor in search engine results.

Thanks to Google's "Universal Search" system that blends listings from its news, video, images, local and book search engines, it is far easier to obtain a first page ranking with video. This means that, by using both video and word-based content, you have another means of improving your online visibility and driving a lot of traffic (and sales) to your existing web site.



6. Video helps turn site visitors into leads.

Increasing visibility and traffic to your web site doesn't mean anything if the visitors don't convert into solid leads or sales. Online video is a proven and effective tool for increasing conversion rates - that is, the number of people who visit your web site and end up buying something or taking a specific call to action.

Although digital media make strong marketing and lead generation tools, not all videos are created equally. Advanced technology has made it easy to produce non-professional video and post it online. However, poorly executed or amateur video may have a detrimental effect on your web site. In order to have a video that presents your business in a professional way, usually you need to hire a professional.

Make it a priority to ensure your company has a clear video strategy in place that works alongside your online, social media, paid search, PR and other marketing endeavors. The increasingly savvy online consumer would rather watch video than read text-based content, so like it or not, you may need to be aware of and adapt your marketing mix to this rapidly growing trend.



Dana Sanders is an online business consultant and owner of eMarketing Video (www.eMarketingVideo.com), an online video marketing services company. She can be reached at 410-753-2630 or at dana@emarketingvideo.com.