Where do your customers find you?
In 2012, more than ever, entrepreneurs need to be where their potential customers are looking for their product or service. But where to put your limited marketing dollars? It’s not print, it’s not direct mail, it’s not the Yellow Pages, and it’s certainly not telemarketing. You’re smart enough to know that the web is where your potential customers are looking.
Your business website is the center of your marketing today. It’s the most accessible way for prospects to learn about your company and what you have to offer them. And when they come to your site, they need to see the benefits of choosing your company, and they need to see it in a way that appeals to them.
After all, we now live in a world where people want what they’re looking for right now, and if we don’t find it in a few seconds, we’ll just look elsewhere.
Therefore, your message must be clear, concise and compelling. Within seconds, your website visitors will determine if you can help them.
And how do people get the quickest and most complete picture of what you have to meet their needs? The answer: online video.
Why put video on your website?
If you don’t know about the web video revolution, you just haven’t been paying attention.
A little over 7 years ago, YouTube was launched to host web videos for free, and in that short time, people are now watching OVER 2 BILLION VIDEOS PER DAY – on YouTube alone! that’s almost double the prime time audience of the three major television networks combined.
Hundreds of thousands of videos are uploaded to YouTube daily. In fact, an incredible 24 hours of video are uploaded to YouTube every minute.
While these statistics are staggering, you may be wondering “How does that affect my business?”
In these tough economic times, most businesses are finding that competition for buyers is fiercer than ever. Today, staying ahead of the competition is vital to differentiating your business and attracting customers. Today’s internet-savvy shoppers see one website after another, day after day. Sites that “break through” to viewers present their message in an engaging way.
Web videos are a powerful internet marketing medium because of the unique way they engage your visitor, transforming your site into an entertaining and interactive alternative to a standard text-based site. In fact, one-dimensional, text-based websites are becoming relics. After all, the text requires action and energy from the visitor.
By contrast, web video allows your viewer to sit back and absorb YOUR message, just as it is presented to them. What could take many paragraphs or even pages of text to communicate can be delivered in just a few engaging moments. Web videos captivate and entertain site visitors, who receive YOUR message.
But don’t take our word for it.
Author Jason Prescott, in a May 2010 report, says, “Video marketing has become one of the best promotional tools on the web. Well-executed videos can grab attention faster than any other advertising medium (emphasis mine) as video continues to attract Internet users Research by eMarketer shows that 66.7% of the 147.5 million US Internet users view video online monthly By 2014 , eMarketer estimates that that number will rise to 77% of Internet users (193.1 million people).
“Online video has grown in popularity due to the rapid proliferation of advances in video technology and broadband. This has resulted in profitable premium video production, a dramatic increase in traffic to video sharing sites, and the acceptance of online video in the mainstream market.
“Consumers are receptive to video on websites, landing pages, search results pages, emails, and video sharing sites because it’s so engaging and self-explanatory. Video conveys information quickly and accurately, which makes it a great tool for marketers because consumers want to know more about the companies they deal with and the products/services they buy.”Video is a very memorable medium. A study from The Wharton School of Business revealed that video improves comprehension and retention by 50 percent compared to a live presentation. Other studies have indicated that video speeds up purchasing decisions by 72 percent compared to print.” (emphasis mine)
Who is putting web video on your site and why?
The short answers: All Marketing Experts With a Web Presence, and Why It Works!.
Author Mark Robertson comments in a Marketing Sherpa report that marketers currently using video on their sites are quite satisfied with the results and look forward to using it in the future. In addition, it reports that a PermissionTV survey states that “more than 2/3 of senior marketing and media executives identified online video as a primary focus of their 2009 digital marketing campaigns and budgets. More than two-thirds stated that they They plan to launch online video projects in the first half of this year.”
In fact, video has now become the fastest growing website feature for small businesses.
Jeffrey Grau, Senior Analyst at eMarketer, recently wrote an in-depth analysis of the use of online video for business. He notes that retailers are “quickly adding video to their sites. They find that video increases sales conversion rates.”
And the future looks even bigger for business videos on the web. MultiChannel Merchant reports that video is a “must have” for business websites, and insists that site owners should “Get your site’s video program up and running. …videos can help make your site sell more. Retailers have learned that… (video ) clips can boost site conversion.”
In fact, a report using that very title by author Mark R. Robertson gets to the heart of the growing demand for web video. “Any form of advertising that captures the imagination of cost-conscious local merchants has to be effective. And by that measure, online video is all the rage.”
He gets to the details. “It would be hard for small businesses to stay in online advertising if they couldn’t see increased conversions as a result. Small businesses rarely have the luxury of spending money on brand awareness campaigns. Hence these increases. in spending are -Shows that exciting online advertising is working for many small businesses.In my experience, these small business owners rarely make marketing decisions based on gut feelings.Even when they do, their focus quickly shifts from novelty from the middle to measured effectiveness.In the end, it’s usually something quantifiable in the bottom line that informs and guides your spending decisions.
“The conversion stats are pretty impressive, with 35.5% of clicks leading to conversion actions.” (emphasis his)
He concludes by saying that “more small businesses are spending their ad dollars online, deploying online video and targeting search…which leads to better click-through rates and higher conversion rates.” (emphasis mine).
In a powerful look at consumer responsiveness to web video, Sally Evans discusses a recent study in the Marketing Sherpa. She says that “it would be crazy not to get more involved with online video as a marketer. Why? Her study showed that showing video in an ad can increase responsiveness by 49.5%.” (emphasis mine)
In a recent white paper, author Justin Foster shares several reports on increased conversions from video usage on websites. Some examples:
“So far, the videos have been a hit. Testing them on laptop product pages increased conversions and increased accessory sales by 12% in some cases,” said Rich Lesperance, director of sales and web operations for Circuit City. .
“We conducted an A/B test on 50,000 product detail page views on eBags and measured conversion rate on Omniture to track the impact of video at the product page level. What we found was that the rate conversion rate increased 50.1% for those users who clicked the “play” button on the video compared to the control group, and 138.9% for those users who viewed the full video compared to the control group control”. David Witzig, Ecommerce and Video Manager at ShopNBC.com.
“Ice.com, a web-only jewelry retailer, saw a 40% increase in conversion rates for featured products in online videos, says co-founder and president Mayer Gniwisch.”
Translation: your customers watch videos on the web before making their marketing decisions. And they’re buying based on those videos.
But this is still a huge untapped area where your competition is likely to No taking advantage. By embedding web videos on your site, you will set yourself apart from your competitors.
But the benefits of web video don’t end there.
First, your web video can be a permanent part of your sales effort. While a direct mail piece or even a TV ad can generate business for a limited time, a web video stays on your site, selling for you for as long as you want.
And web videos not only do a better job of selling to your customers, they also help drive them to your site in the first place. Placing a video on your site can significantly improve your website’s search engine rankings.
Internet marketing guru James Burchill says: “Web video marketing is big business now that Google’s new Universal Search strategy includes video in search results. According to recent research data, there are 53 times more chances that your video to appear on page 1 of Google (for your selected phrase) than simply using a corresponding text-only entry.”
Did you see that? 53 times better!
In another article, Burchill affirms what we have known all along. “Video isn’t going anywhere. It’s online and it’s here to stay. In fact, it’s only going to get better. So every marketing strategy, no matter what its goals, is going to have to incorporate video in some way.”
And now that?
So now that you know you MUST get a video on your business website and other sites too, now what?
One of the keys is that your video is made professionally, as the image of your company deserves. Professional equipment has become cheaper, so your professional video doesn’t have to be too expensive. There are many video production companies available that can do the job for you, but as always, check references and get a company that has experience. This is not a job for the homeless high school kid with a cheap camcorder…