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5 Steps to Using Online Video to Attract Customers
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Are you using online video to attract customers to your website and your business? If not, you could be missing out. Online video is one of the fastest-growing types of content around. Some 187 million Americans watched 48 billion online videos in July 2013, according to comScore statistics.

The growth in mobile devices combined with greater availability of broadband and Wi-Fi has made it easier for consumers to view video anytime, anywhere. No wonder more than half (55 percent) of companies in a study from Axonn Research say they are creating video content for marketing purposes. How can your business get in on the video trend? It’s easier than you think.

  1. Have a plan. What do you want your videos to accomplish? Do you want to educate customers about your products or services, promote yourself as an expert in your industry, or highlight your happy customers through case studies or testimonials? Don’t just throw video up on the Web willy-nilly—set goals for what you want to do and how you will measure it (through “likes”? shares? Leads? Sales?) and then figure out what type of video will best accomplish these goals.
  2. Keep it short. Viewers don’t want to sit through long videos—under 3 minutes is best. If you have a topic that needs more time to cover, consider breaking it up into a series of shorter videos. This keeps viewers from losing interest, and also encourages them to come back to your website.
  3. Post and promote. Post your videos on your own website, of course, but it’s also smart to create a YouTube channel for your business and post them there. Post your videos on your Facebook page and promote them through other social media channels and marketing emails. Make sure everything links back to your business website—you want to drive traffic there.
  4. Keep your brand in mind. Don’t get so caught up in attracting viewers that you lose sight of your brand. It’s important that your videos enhance, rather than conflict with, your brand. For instance, if you sell B2B and your brand is very businesslike, a funny video might attract attention in the short run, but will ultimately detract from your brand and cause viewers to think you don’t take them seriously. On the other hand, if your target customer is teenagers, a funny video is probably a great way to reach them.
  5. Get help. For many small business owners, it’s simple to create your own videos with a handheld video camera, the camera built into your desktop or laptop or even your smartphone. But if you and your staff lack the requisite technology skills, it can be worthwhile to hire a video company to create videos for you. Local videographers can make sure you look professional and that the sound and picture are clear. They can also edit videos for maximum impact.

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