The Power of Video Marketing

Video marketing is the new king on the block among popular marketing channels - not without good reason. You may be familiar with commercials from the television era, which have progressed to commercials and ads on the Internet during the current era of web 2.0. By now, people have developed a resistance that blinds them automatically to repeat commercials when they recognize that “hey, this is not information I am searching for but an advertisement trying to sell me something I may not need!” Marketing videos, on the other hand, are power packed with product information, visual description, and sometimes instruction on how to use the product. They come in the form of customer reviews, video landing pages, or streaming videos on websites. Why this can be a powerful medium to draw interested buyers into your market base is the subject of this article.

Power of visual communication

The adage “a picture is worth a thousand words” has been proved in this age of visual displays and merchandizing. Psychologists claim that more than 93% of communication is nonverbal. More than 90% of Internet users prefer watching a video to reading an article. Similarly, statistics show that 6 out of every 10 customers watch streaming videos - that is 60% of your customer base.

On the Internet the average attention span of a user is measured in seconds. What is the best way to get the attention of someone who intends to just pass on from your website? Visual videos with a catchy, attention-grabbing title will do the trick. This is a powerful reason for you to consider introducing a video about your product or business (not necessarily professionally created) onto your website, YouTube, or as a paid for SEO video.

You can make the foray into video marketing by making a video for some of the following purposes.

SEO video landing pages: Landing pages are all about concentrated content for the purpose of converting an interested customer into a buyer. Having a video on your landing page conveys the message with impact and can drive decisions that lead to a sale. 

YouTube, social video sharing sites, Yahoo! video: To make your video all that you need is a video camera or cell phone, video making software, and a free YouTube account. Is that simple or what? Your video can also be made by converting your already written article into slides with relevant pictures or graphics while you talk the content, or if you have a new product to market, such as a custom built chicken coop, you can demonstrate it in your own backyard and talk about its great features, how its handy, and other useful tips for aspiring chicken farmers. Top off your video with the link to your website where the actual product can be bought online.

Viral videos: Videos are great viral marketing tools. People love to forward interesting, helpful, or funny videos. Everyone can enjoy the visual medium hence videos are immediately forwarded when they strike a chord. When it comes to no expense marketing, you cannot beat the viral kind.

The Pomegranate phone video (though an expensive one) is an example of how something that does not even exist can get such wide coverage. In fact, it was so popular that a Wikipedia page was written about it saying, “This was part of a place-branding program of the government of Nova Scotia to attract people to come stay and do business there.” The website is said to have received more than 1,100,000 visits from 201 countries/territories since its launch on September 2008 and the campaign was considered to be very successful. Now that demonstrates the power of a good concept video.

Streaming videos: Having an introductory video or a product demonstration video right on your website alongside your articles or promos is a great way to gain attention of those who would otherwise pass through without bothering to read through your written content. You can let your in-depth article complement your 15-sec say-it-all video. Make sure your web hosting service provider offers streaming video hosting service so most of your prospects can view the video regardless of their internet connection speed. Using streaming video service, your prospects do not have to download the entire video before being able to watch your video content.

File format: I suggest you use flash file format (.swf or .flv) for most of your online videos. Having said that, many PC shops and corporations use windows media format (.avi, or .wmv), mobile phone users view video in mpeg-4 format (.mp4), and Mac systems use QuickTime file format (.mov). There are many other formats as well. For example, if I want to show a video that I have for Trump University’s online marketing on the power of joint ventures, I allow users to choose any format of their choice - http://www.kozwealthsystems.com/jv.html.

You may realize that video marketing is a powerful tool that you should not pass up in your online marketing strategy. This is a great way to say it all in a short span of time. Be imaginative and present the information creatively and you will have the potential to reach a large chunk of your customer base at no cost at all, if you plan it right. If you have a marketing budget then it will not be a loss to have your video professionally edited. Put up your videos consistently and watch your web traffic, make sure you have the right conversion tools handy.

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