Most people shy away from any sort of camera let alone a video camera, so why would you want to be the star of a video about your own company and its products or services?
Well the answer is twofold. In the fast moving online world, video content is recognised as being the future business tool essential and secondly and more importantly, websites with video content attract more customers and get better sales.
The British are the world's worst for joining a queue, but after a few minutes people get bored and in their minds think they will call back later when it is a bit quieter… it never is and you don’t make the sale.
It’s a similar story when people first go on a website. Look at your own statistics and see how many people visit for less than 30 seconds. It’s the same scenario, if they cannot see immediately how to find what they are looking for, they move on - with few ever returning!
Video content offers a human aspect to any website and believe it or not, customers do still like a personal touch and it makes a difference to their purchasing decision.
In a recent survey regarding business websites, 75% of internet users in the US watched an online video during a sample month. We know that when people are on the web, they watch videos it is a natural part of what they do, and its not just pornography!
Youtube is the classic example. Go to Youtube and put in some company names and you will be amazed what video information is available. It has always been acknowledged that people buy more when they are sold to using all the different senses, rather than individual senses alone – visual (press), audio (radio) or a combination (TV & Video). Rich content like video or the alternatively known podcasts can provide this for your website, so don’t miss this major opportunity.
In the same survey, it was found that people were now watching 3.25 hours of online videos a month, that’s a 30% growth year on year, from a product that has only really been easily accessible online in the last 3 years. With these changes happening so quickly and the wider video programming choice online, how soon will your computer screen replace your TV?
However, it is important to remember that the way in which people view video online is very different from TV. People at their computers lean forwards, intensely focused on their screen. They are surfing the web, clicking on bite size chunks of content, if they are interested by what they see and hear they stay with it, if not they click out and move on. Business websites should acknowledge this and break down their content into easily digested chunks.
As for the sales impact of video content on a website, recent case studies showing up to 300% increases in enquiries and sales through using online videos to support the sales process are commonplace.
The reason is for this success is reasonably logical, video is more compelling, immediate, and less demanding than reading traditional web pages. A video presents your product, services and benefits in seconds, saving the viewer precious time. It therefore follows that this sales performance gets better results…. It's quick. It's precise. It's simple. As the Internet Advertising Bureau says, "Web videos are... the catalyst for keeping customers online for longer."
For information on developing video on your website as part of a digital marketing campaign, contact:
www.juicedigital.co.uk
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