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Sounding Board May-June 2009 Vol 49 # 3 |
Top five benefits of video for your website
With so many companies focused on getting the most from every dollar in the budget, advertising has experienced a recent and dramatic shift in spending towards the internet—a format where results are much more measurable and immediate than with traditional media.
With this shift come expanded marketing opportunities. For example, with advancements in technology, video has become a very cost-effective form of communication, allowing you to demonstrate your product and service benefits in ways that photos and text simply cannot. Here’s why:
1. It’s visual
People tend to look for a visual experience when surfing the web and given that most of us would prefer to "experience" something rather than having to simply "read" about it, video offers inherent storytelling appeal. While we tend to skim through any large blocks of written material, we will almost certainly take the time to watch a professionally-produced video presentation.
2. It’s sticky
Video can help make your website "sticky". Similar to when a prospective customer walks into your place of business, your goal should be to keep them on your website for as long as possible, learning about your services in order to increase the chance of making a sale.
3. It’s emotional
A video that demonstrates how a product works along with customer testimonials provides solid evidence that the product can indeed solve a particular problem. It sets off emotional triggers that static text cannot and ultimately influences the buying decision.
4. It’s on-demand
Unlike a traditional sales pitch, a video can be experienced "on-demand", meaning anyone that is interested can view it anytime they want to simply by visiting your website.
5. It’s versatile
A video that has been produced for your website can be repurposed elsewhere. For example, you can leverage the value of your investment by distributing the video offline on DVD as a general sales tool.
Recent studies have shown that 77 per cent of internet users view online video. This growing awareness, acceptance and even expectation of the availability of online video content by viewers makes video an increasingly important component of a company’s marketing program.
Did you know?
Youtube.com is now the second most popular search engine in the world. Does your company have a presence there?
Jeff Pelletier is an executive producer with Basetwo Media, a Vancouver-based video production company specializing in promotional, educational and event video production and electronic press kits. Visit them at www.basetwomedia.com.
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