This realisation is only half the battle however, as knowing how to use video content to your advantage is not always straight forward. Video advertising can prove an extremely cost-effective way of promoting a brand, but can also be a powerful platform for direct-response marketing. So, which method will work best for you and your business?

Engage With Customers With Video
So, which method will work best for you and your business? In the second of our two-part guide we look at more ways to make the most of online video content to maximise sales opportunities.

6. Sell, Yes. Oversell, No.
Readers tend to be turned off by the brash, direct hard sell. We’ve all seen the landing pages for ‘miracle’ products that shun effective, intelligent marketing in favour of a more ‘dumbed-down’ approach.

When it comes to video content the user is in control. Give them a little credit – supplying enough information to allow them to make an informed decision. Keep it authentic, relevant and don’t forget the call to action!

7. It’s All in the Strategy
Nowadays many internet marketers test multiple variations on a theme to find the most successful approach – an interchangeable mix of offers, messages, features and so on.

Place your video at different strategic points throughout the copy, testing along the way until you find the best success rate in terms of the desired action. Use a link or coupon code to track which of your initiatives is bringing in the highest conversions.

8. Share and Share Alike
If YouTube has shown us anything, it’s that internet users like to share. The growth of viral marketing has helped to make video content a truly powerful medium with the power to inspire, spark debate and bring people together across the web.

Don’t be afraid to ride the wave – use links and incorporate functionality to ensure users can email, embed and spread your content as they please. There’s nothing better than a little free marketing.

9. Decision Time
Video is often the deciding factor as to whether a customer will make an online purchase – it encourages interaction and has been shown to reduce returns and abandoned shopping carts. A video demonstration for example will often gain a consumer’s confidence and give them a reason to buy.

10. SEO friendly
Google’s Universal Search has lead the way in promoting the use of video content as a marketing tool – now seen in search engine results. Name files using keywords or terms and ensure your page is optimised too. Also try to keep your videos in one area of the site and display an RSS feed to encourage users to connect. Youtube is also an invaluable way to boost the profile of your marketing efforts.

With such relatively low production costs and a potentially limitless audience, online video not only represents an excellent Return On Investment (ROI) but has become a truly powerful medium through which marketers can create a compelling story and drive sales. There really has never been a better time to add a little interactivity to your marketing strategy

This realisation is only half the battle however, as knowing how to use video content to your advantage is not always straight forward. Video advertising can prove an extremely cost-effective way of promoting a brand, but can also be a powerful platform for direct-response marketing. So, which method will work best for you and your business?

Engage With Customers With Video
In this two part article, we shall look at some of the most popular & effective models for video marketing.

1. Everyone likes a good story
Studies have shown that the average video marketer has 5-10 seconds to engage the viewer. One of the most effective tools in this instance is a compelling narrative that keeps the viewer wanting to find out more, allowing you to drive your key messages home.

2. Authenticity
The days of the high pressure, intensive sales pitch are long-gone. Nullified by a daily media barrage, marketers are having to develop far more sophisticated methods to engage their audience. Ironically, in this day and age of subversive marketing and subliminal messaging, viewers seem to respond most to an honest, open approach that supplies them with enough information to make an informed decision.

Of course there are always more covert and complex ways to engage your audience, but leave this to the experts. As with most things in life – simplicity is the key.

3. Ensure your information is relevant
Once you have your audience’s attention, the most important factor to consider is how relevant your information is. Relying on a simple pitch alone will likely cause the viewer to switch off, as well as failing to deliver your key message.

Once engaged, a viewer simply wants to know whether the product or service will meet their needs. No more, no less. Give them just enough relevant content to compel them to find out more by clicking through, completing a form or contacting your company directly.

4. Call to action!
As touched on above, the call to action is that pivotal element of the video that drives the user to perform a specific action. Think about it – simply providing the user with a well-produced segment is all very well, but what are they going to do about it? Without a call to action, you have nothing more than a mild mannered informational piece at best.

Decide what you want the action to be, and then include elements in the interface to make that required action as simple as, well, clicking a button.

5. Avoid over-production
Not everyone has uber-fast fibre optic broadband. Consider your audience’s needs, and attention span by adopting a simple approach. Some of the simple online videos have been proven to be extremely effective in capturing the attention of audiences all over the globe (YouTube is a great example of this).

Fancy effects and polished production will often confuse the overall message and elicit a negative response, with all your efforts lost. Find your comfort zone and maximise any return on investment by treading the middle ground between production values and clear message.

Look out for 10 Ways to Boost Sales Using Video Content – Part Two, next month!

1. Make sure your video is professionally done.

The first step and possibly the most important is to ensure your video looks professional.  If your video looks like a home movie then it will fail to establish credibility and ultimately trust from viewers.  While many video sharing websites such as YouTube are filled with low quality poorly produced videos, this is actually changing rapidly.  As more and more companies begin to realise the full potential of online video as a tool for promoting themselves more are directing marketing spend toward this activity.

2. Submit your video to as many video sharing websites as possible

While YouTube is by far the clear market leader and website of choice for many, there are other video sharing websites you should consider.  These websites include:

• Google Video
• Yahoo! Video
• Daily Motion
• MySpaceTV
• MetaCafe
• Revver
• Veoh
• Blinkx
• Break

3. Feature your video on the home page of your website

You have taken the time to produce your video masterpiece, you should be proud of what you have produced and give it the exposure it deserves.  An excellent way to do this is by placing it on the homepage of your website.  This will display it to almost all visitors to your website and most importantly the search engines will reward you for this key placement.

4. Ensure your video title contains the keywords you would like it to be found on

Identify the keywords which you would like your video to be found on.  Once you have identified these keywords, perform keyword analyse and identify the keywords which could deliver the highest traffic volumes.

5. Ensure Your META tags are SEO-friendly

Most video sharing websites allow you to tag videos with keywords and post a short descriptive piece of text.  Ensure you get the most from these attributes by ensuring they are keyword rich.

6. Upload a thumbnail

A thumbnail is typically a still shot from your video that appears along side your video within search results.  Choose a key moment in the video to present yourself in the best possible light.  Preferably a headshot and a smiling face.

7. Link back to your site

Ensure there is a link back to your website contained within the video’s description.  This will potentially benefit your search engine ranking and allow prospective clients to quickly learn more information.

8. Interact with your viewers

Most video sharing websites now allow viewer comments to be added by users.  Ensure you take this opportunity to answer questions, respond to comments, and further promote your business wherever possible.

Flash technology has been a welcome addition to the internet. When used well, it can be the best way to get your message across. If used unwisely on the other hand, it simply deters your site visitors from sticking around. So how can you get the best out of Flash animation?<!–more–>

Using Flash Animation to the Best Effect
The internet community is split over the effective use of animation on the web. Some feel it has its place and is the direction the web should take. Others feel it is overused and not always effective, citing the following issues:

• Potentially long download times, which slow down the Web
• Usability problems from a majority of hand-held devices
• Lack of programming skills amongst developers
• Search Engine readability issues (although improvements have been made in this area)
• Prohibitive development costs.

All of these are valid concerns. Consideration should be given to your own circumstance: Who is your target audience? How are they going to be accessing your website? Could animation help enhance your message?

A measured approach can help you identify the most effective way to use animation on your website. The following suggestions are offered to help you use Flash to great effect, rather than simply using it with no real purpose other than ‘it looks great’.

1. Subtly Rotating Content
The main reason for using Flash animation is to draw the eye and give attention to your main message. A subtle rotation of well-thought-out slogans, perhaps with accompanying images, will enable you to convey your most important sales messages.

The subtle animation will draw your visitor’s attention without overly distracting attention away from other content on the page. In other words, the rotating slogans enhance your other content, rather than become an unnecessary distraction.

2. Image Galleries
If you need to display a number of images in an orderly, professional manner, you should consider using Flash animation. A well-devised Flash-based image gallery will not only look great, but will also give the user a simple-to-use interface to navigate through your pictures with ease. Some features might include:

• Self-navigation buttons
• Functionality to scroll through the images
• An auto-play slide show function
• The option of including copy with each image
• The option to link to another web page from each image
• Little or no delay in loading images

It’s important to keep in mind that the aim of your image gallery should not only be to look good, but also (and perhaps more importantly) to provide a good user experience.

3. Video Footage
One area in which Flash technology is being well utilised is to enable the playing of video footage over the internet. Websites such as YouTube, Vimeo, and a myriad of other video-sharing sites have made online video almost commonplace with most web users.

The trend now is for businesses to make effective use of video on their company websites. A short 2 to 5 minute video enables the presenter to share a message on a whole new level – without having to cost the earth to produce or broadcast.

Other more complex uses of Flash animation could include product walkthroughs, interactive tutorials, animated calendars, multi-track audio players, and more. When incorporating animated content, the key is to enhance – not distract from – your main message. If you would like help implementing Flash animation effectively on your website, call us on 01484 690430.