Statistics show that video improves visibility and drives more customer action online than plain web sites. For example, according to TurnHere and industry research, viewers engage more after watching a video, with clicks for more information increasing by 30% to 40% and phone inquiries by 16% to 20%. You don’t need the budget of Scorsese to make video work either. And for the aspiring filmmaker in each of us new classes of video cameras (such as the popular Flip or Kodak Z-series) make it easy to shoot and share.

And whether you choose to do-it-yourself or hire a pro, marketing your business with online video doesn’t end with the production. Remember, videos need to be seen. Here are a few tips to help you make the most out of your video marketing:

1. Aim for authentic, actionable content: Be authentic. Be personal. After all, this is your chance to tell your business’s story and show what really makes you different. Keep the video short and informational in nature — since customers are jaded by typical sales pitches. Creating authentic video that captures the human element behind any business allows customers to connect on a personal level. And don’t forget to incorporate a call to action. Build trust and then give viewers a reason and a way to call you, visit your website, or stop by your store. Be sure to include some measurable action path — for example, a unique URL, discount code, or phone number to call. You’ll encourage viewers to engage with you, and be able to measure the results of your video.

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