How To Use Online Video to Make Your Website Come Alive and Grow Your Business: Part I By Daron Powers Websites are an important tool for establishing credibility, informing, educating and driving more traffic into your business pipeline. However, websites with only plain text, pictures or graphics miss opportunities to grab and keep the attention of viewers. Today Online Video Marketing helps to fill that attention and informational gap and has been proven by experts to be a new trend in successful marketing strategies. • Cisco reports that Internet video will account for 90% of global consumer Internet traffic and 64% of mobile traffic. • Today 33% of phones are smart which means they can visit your website with a click of a button and your online video. Consumers Who View Video are 85% More Likely to Buy Than Visitors Who Do Not That statistic is a compelling reason to turn your website from static text into dynamic moving images and sound. Let’s review… Five Common Mistakes to Avoid in Producing Your Online Video 1. Video is Too long: Exactly what is the correct length of an online video? Business people ask the same question of promotional copy. The answer is simple. Your online video should be only as long as you can maintain the interest and attention of your viewer.
Transcript
How To Use Online Video to Make Your Website Come Alive and Grow Your Business: Part I
By Daron Powers
Websites are an important tool for establishing credibility, informing, educating and driving more traffic into your business pipeline. However, websites with only plain text, pictures or graphics miss opportunities to grab and keep the attention of viewers.
Today Online Video Marketing helps to fill that attention and informational gap and has been proven by experts to be a new trend in successful marketing strategies.
• Cisco reports that Internet video will account for 90% of global consumer Internet traffic and 64% of mobile traffic.
• Today 33% of phones are smart which means they can visit your website with a click of a button and your online video.
Consumers Who View Video are 85% More Likely to Buy Than Visitors Who Do Not
That statistic is a compelling reason to turn your website from static text into dynamic moving images and sound. Let’s review…
Five Common Mistakes to Avoid in Producing Your Online Video 1. Video is Too long: Exactly what is the correct length of an online video?
Business people ask the same question of promotional copy. The answer is simple. Your online video should be only as long as you can maintain the interest and attention of your viewer.
How To Use Online Video to Make Your Website Come Alive and Grow Your Business Copyright 2013 Daron Powers
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2. Weak Message: There are many causes of this problem but among the biggest offenders is the common use of “platitudes.”
This is the custom of using boring language that describes your product or service. Words are intended to be meaningful or significant, but in the end means nothing to your viewer.
For example, “Buy from us because we are the most professional, biggest inventory, highest quality, best service, honest, licensed, bonded, most trusted, etc.”
Avoid blending in with the herd. Stop copying the competitor.
The point is that if your competitors can say the same thing, then there’s no compelling difference or reason to buy from you. Make sense?
3. Flash Over Substance: Have you ever watched a movie filled with explosive graphics, animation and special effects but a poor story line? It’s like filling up on junk food but absent of essential nutrition.
Admittedly, I love both, but when it comes to effective online video, the quality of your content is essential for connecting with your target audience. Always remember that…
Content is king. Get competent marketing advice before you begin your script. Not all video producers are knowledgeable marketers.
4. Amateur Video: While some say, “Any video is better than no video,” I say it depends on what your target audience values.
How about using the video camera on your smart phone? In some situations it may make sense however, the movie is often unstable, the sound comes across hollow, and lighting can be poor.
Ask yourself, “How do I want the business to be perceived?” Make sure the quality of your online video is consistent with your image.
How To Use Online Video to Make Your Website Come Alive and Grow Your Business Copyright 2013 Daron Powers
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5. Wooden or Pretentious Presentation: People are the best subjects for making an emotional connection to viewers. However, if the presenter is stiff, arrogant or uncomfortable, it usually leaves a negative effect on viewers.
An authentic presentation is the result of planning, message preparation, practice, staging, and all much easier when you can enlist the experience of a competent professional to pull it all together.
While it’s rare, look for more than just a camera technician to create an authentic and effective online video. Skills in marketing, communications and presentation coaching make your video stand out. Don’t assume a camera operator is an expert in marketing.
In Part 2 of this article we explore identifying the purpose and clarity of your content, what to feature and whom to feature, maintaining viewer attention, and how to use your online video to drive more traffic.
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Daron Powers consults and speaks to professionals, small, midsized and fortune 500 companies and collaborates with businesses to develop and refine marketing strategy/plans, content for websites, article writing, online videos, web marketing, sales presentations, selling tools, etc. Visit: DaronPowers.com and OnlineVideoPower.com. Email: [email protected]. Phone: 248-‐470-‐8379
