There's no doubt that today’s business landscape has drastically changed, from the sales cycle to the way we attract new and potential customers. Video used to be a nice add-on for an e-commerce site, a frill that companies could feature or not without obvious repercussions. That is no longer the case. Today, online video is a must-have for any businesses when it is considering SEO, Conversion rates, and Brand identification.
According to Forrester Research: “You are 53x more likely to appear on page 1 of Google’s search results if you have video on your website.”
Placing video on your website is a smart business practice. Here’s why:
1. Video makes your Web site sticky. Web Videos provide a dynamic, interactive experience for site visitors. By using web videos, e-businesses can highlight promotions, provide tutorials, and show customers how products operate. The engaging nature of video encourages users to spend more time on a page, thereby increasing stickiness and ad revenues.
2. Interactive videos help you "upsell." Videos can convey more essential data in a shorter time. The viewer does not have to read long texts or jump between pages. Instead, he or she gets "fed" exactly the data you want to deliver. That’s not to say that video makes the user passive, however. Videos with clickable links direct users to appropriate pages in the website or to other video selections, providing additional opportunities for you to cross-sell and upsell.
3. Videos drive traffic. Search engines now offer video as part of integrated search results. With proper SEO, custom produced videos can drive traffic that might otherwise be directed elsewhere to your website instead.
In addition to the reasons noted above, there’s still another important aspect to think about – branding! Your “brand” is your key to success. Your video absolutely must fit with your company’s website brand, and overall theme if it is to maximize its effectiveness.
• They are built chiefly around solutions for newer media audiences – including social networks and search – vs. traditional print and broadcast media.
• They are more active in their own social media platforms – YouTube, Facebook, LinkedIn, Twitter, other video distribution sites, etc.
• They are more likely to feature video on their websites, and some get that they need video content which is more engaging and less of a traditional promotional video advertisement.
• Presentations – When you give a presentations in-house, at a conference, or for business development, consider a video presentation to better showcase information in an informative and enthusiastic way.
You spend a lot of money on trying to gain attention to your website as a source of lead generation. You should take equal care, and have your custom web video professionally produced, so it represents your brand in the best way. When it comes to investing in custom produced video, don’t slack or you may be disappointed on the finished product. It can make all the difference between a successful online video marketing campaign, and one that goes bust.