Use video to add impact to your online presence
hat videos drive more action than plain images and text. As per Internet Retailer, viewers are 85% more likely to purchase a product after watching a product video. According to the BIA Kelsey Group, viewers engage more after watching a video, with clicks for more information increasing by 30-40% and phone inquiries by 16-20%.
Category Trends in YouTube videos (source: Sysomos, data researched in 2009)
For SMBs, this is both an opportunity and a challenge. You know you can improve the effectiveness of your marketing but may not know the best way to leverage video. Here are some tips to help you decide on a compelling story and develop a script.
- Serve your audience (not the other way around)
Most online visitors have short attention spans. That's why a good rule of thumb is to limit videos to less than 3 minutes. Less is definitely more when trying to connect with your audience like the video shown above in which the lady shares how to develop a mobile app without any script. Let them request more information instead of cramming every fact and figure into your video.
Simplicity is the key to attract more traffic and generate interest. Rather than use typical sales jargon or industry terms, which can alienate people, use common language to share your views and educate potential buyers about your company and products.
- Offer a view behind the scenes
Consumers like knowing who makes the products/provides the services and the pride people take in their work. A video that shows your team brainstorming, building and achieving together is a powerful way to show your company's dedication to quality and customer satisfaction. The video above tells the story of a small company called Fifty Flowers.