When was the last time you watched an online video? If you’re like the rest of the country, you probably watched a YouTube video recently—even within the last week. Sixty-five percent of people watch a YouTube video every week, and 85 percent of the U.S. population has watched a YouTube video in their lifetime. Because videos have become so popular, your company can benefit from using them as part of your marketing strategy.
More Click-through and Conversions For Companies
When people are visiting eCommerce sites, they sometimes may be leery to purchase a product if they can’t see ample photos or multimedia showing the product. To better show customers their products, many online stores are using videos for their sites—and they’re seeing results. For example, sites featuring video demos, like Zappos and Shoeline.com, had higher sales and conversion rates up to 30 and 44 percent, respectively. If your company sell products online, video content of your products could help your marketing now more than ever. Even if you have a brick-and-mortar store, displaying your products or services in online videos could give you more credibility when it comes time for customers to actually visit your store.
Put a Face To a Name
People may know your company and the products you offer, but when you make a video featuring someone from your company, you are putting a face to a name and creating a deeper connection with your customers. While videos are usually designed to highlight products, a few videos showing your company’s team interacting or the president talking about any upcoming plans could be just as effective in creating brand awareness and, ultimately, business. Even if the video doesn’t directly relate to a particular product or new plan for the company, consumers will appreciate that extra touch of realness—and may grow to like you enough to buy more of your products or services.
How To Create Your Videos
When you’re brainstorming how to create your company’s online marketing videos, think about what you like to see in a video, including the subject matter, tone and video length. These tips may help you while developing your multimedia content:
- Keep it concise—How many times have you been watching a video that starts strong, but then it goes on for just a little bit too long? Realistically, you have to realize most people don’t want to spend three, four or five minutes watching a video. Your video ideally would be anywhere from one minute to two minutes, tops. That length is just enough time to get your point across, all while keeping your audience captivated.
- Make it compelling—Even if your video is short and sweet, what’s the point if you can’t hook your audience’s attention? You should be able to capture your audience within the first 15 to 30 seconds of your video.
- Include a call to action—You won’t want to point-blank tell your customers, “Please (please!) buy this product,” but you will want to leave them with some sort of reason at least to remember your name and your products or services. The whole purpose of the video is to create engagement, though, so invite viewers to check out your social media or visit your website for new updates. That way, you won’t seem too pushy, but you’ll still get the captivation you want.
How do you use videos for your company’s online marketing? What has your success been like? Leave us a comment below, or connect with us on Facebook or Twitter to let us know.
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