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Show Buyers Something Meaningful

by Bill Lake
Published on March 1, 2010

Think about how you browse most websites. Maybe you read some text, maybe you click on a link, if you see a video icon, you watch the video, like 86 percent of the U.S. online population does,then you click on a new link, oops, you accidentally clicked on an ad, you look for the close button, now you navigate to another site, maybe you log into Facebook or Twitter or some other social networking site, much like 4 out of 5 internet users.

As a browser, you are receiving a lot of information, and the more information available, the harder it is to remember anything. As a marketing leader, you're faced with an even more daunting task: creating meaningful content that compels browsers to become buyers.

What is the most meaningful medium?
One of the most powerful mediums available today is the online video. Video is a deeply engaging format that can hold most viewer's attention for at least a minute, is persuasive, and people are more likely to click on a play icon than any other link on a page. See for yourself. Will you keep reading this article, or would you rather see what I'm about to discuss demonstrated in this interactive video?

Start Video

If you resisted the temptation, I'm impressed. If you're returning from viewing the video, welcome back.

Videos are compelling. And smart marketers are well-aware of the benefits of online video, seeing conversion and sales increases between 30% and 300% when adding video to their websites and product pages. These game-changing videos range from product tutorials to interactive video spokespersons.

How do you choose video content?
Most marketers understand that there are myriad benefits to adding video content to a website, but stall when deciding what to put into the video. Mark Robertson helps solve some of these concerns by sharing 42 Ways to Use Online Video for Business Marketing. Popular approaches include: video customer testimonials, product demonstrations, tutorials, content demonstrations, event presentation videos, and recruitment videos. The easiest way to select which approach to take is to set goals around the video. Sample goals include:

  • Increase product sales.
  • Improve company image.
  • Increase newsletter registration.
  • Decrease technical support calls.
  • Increase buyer engagement.

To increase product sales, put product video demonstrations on the page where you typically discuss product features. Make sure these video demonstrations include prominent calls-to-action, such as "Buy" or "Contact" buttons in the videos so users know how to take the next step while or after watching the video.

Video improves company image because it demonstrates your company is willing to invest in improving buyer experience. A professional production company will help further maintain that image through high production quality.

Increasing newsletter registration, or any other measure of conversion, is often made possible by placing the form within the video. Marketing leaders know how challenging it is to get users to fill out forms, but when the forms are conveniently placed in a spot where users are highly engaged with your product -the video- they are more likely to provide their information and ask for more.

Tutorials and training videos are one of the fastest ways to decrease technical support calls. Most users do not enjoy picking up the phone to ask for help, so they appreciate the ability to do their own research. Making tutorials and training videos available decreases support calls and also makes users feel more confident about the product and the brand.

Video is one of the fastest ways to increase buyer engagement. People like to watch video, and if the video is responding to their needs, delivering highly relevant information to the buyer, they are more likely to remain on your site, engaged and willing to buy.

What is the lifespan of a business video?
Some videos are time sensitive, with 75% of views happening in the first six months. However, for the most part, video content is relevant for as long as the product or corporation supports the information in the video. For example, Business Video's study shows that Intel has been creating a library of their video content to market new products. Sales personnel, researchers, and buyers can dip into their video library to view any video. Videos from 2008 are still being leveraged by customers and researchers.

Meaningful video builds buyer intent, improves brand image, and inspires browsers to buy. To learn more about how to effectively implement video, contact me at info@hravatar.com.

Bill Lake is EVP of HR Avatar (www.hravatar.com), a provider of an advanced interactive video platform featuring a unique intelligent-branching technology that marketers use to create videos that interact with viewers to uncover needs and deliver a targeted message in a true one-to-one marketing experience. He can be reached anytime at bill.lake@hravatar.com.

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