As an SMB CEO, you must take on multiple roles to ensure that your company has the greatest chances of success. One of the most important of these roles for building your business is marketing. As technology evolves and consumers spend more and more time on the Internet, you must utilize online tools in order to keep up with technology and compete with big businesses. Online video is one of the best marketing tools out there to attract consumers to your company.
Web video is not just for playback of traditional broadcast content or million dollar ad campaigns. In fact, it is an important part of any marketing and commerce experience on the web. As Americans now spend as much time on the Internet as they do watching TV, most consumers’ shopping decisions are influenced by information they receive online. No matter the size of your company, the implementation of professional online video can help to engage potential customers, raise awareness, and increase profits. Here’s how:
Videos Increase Findability and Raise Awareness
The addition of video to your company site makes it more likely that potential customers will find your site. Because all major search engines include video as a part of their integrated search results, videos drive traffic that might otherwise be directed elsewhere to your site. Video can also contribute to your site’s SEO in a number of ways.
The inclusion of simple features such as comment sections in your videos will not only engage consumers but will encourage cross-linking between your site and other pages visited by your audience. Also, make sure to include links so that visitors can share the videos on their social networks, such as Facebook and Twitter. These additions will increase the generation of inbound links, which remains of the best methods for improving your ranking in search results.
Videos Appeal to Everyone
According to findings from a survey of business people conducted by Forbes Insights in October 2010, 60% of respondents said they would watch video before reading text on the same web page, and 22% said they generally liked watching video more than reading text for reviewing business information.
Videos Drive Conversion
Not only do videos influence browsers to spend more time on your website which raises awareness of your company, and if used correctly will influence them to become customers. Videos with calls to action, such as “buy now” or “sign up” links included are especially effective in converting viewers.
Videos Establish Trust
Product demonstration videos show viewers how they might use your product or service, bringing it to life in the customer’s mind. Videos presenting customer testimonials show visitors the demonstrated value of your product or service. At the same time, these videos can establish customer loyalty and continue engagement over time.
Professional Videos Keep Visitors on Your Site
While YouTube might be one of the best ways for your video to get found (it’s the second largest search engine, after Google), publishing video on your website using YouTube players can push potential customers away from your site with unrelated video recommendations you have no control over. Invest in a customized OVP (online video player) to not only make your site appear more professional but also encourage potential customers to spend more time on your site and buy your products or services.
About The Guest Author: Jackie Codair works in marketing for Brightcove.