Wednesday, 29 February 2012 12:09

Why video builds better business

Written by Andy Green
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Once upon a time, online videos were all about pretty pictures that told a story. And sometimes those pictures weren't so pretty: fuzzy images, poor camera work, ill-considered scripts and poor download speeds meant that online video often presented more barriers than benefits. Now, digital video is a powerful and affordable marketing tool – and the prospects are promising. Here are a couple of good reasons why, with tips for getting the best possible returns.

1. Technology makes quality video viable.

Broadband changed the world of online video. It allowed the sharing of quality video that better reflected business identities and, along with mobile technology, triggered the vast proliferation of video-sharing sites like YouTube and Vimeo. YouTube was once the domain of teens and techies at lunch and leisure. Now, particularly with the superfast growth in mobile technology, 1.5 million business searches on YouTube every day make it the world's second biggest search engine – and it's growing month by month. As well as broadband, search engine optimisation (SEO) technology has turned online video into a highly efficient traffic generator. A professional online video producer can optimise video with key words and other devices that catapult the site up the search engine ratings, raising visibility and, crucially, generating greater revenue for the site owner.

2. Business decision makers prefer video.

97% of people visit a website before even speaking to a potential supplier so whatever the products or service you offer, your website really is your global shop window. But today's businesspeople are time-poor and want the right information as quickly and easily as possible. Video demands minimal effort from the viewer yet communicates a huge amount of information very quickly. It's perhaps no big surprise, then, that 83% of B2B decision makers are watching more online videos than 12 months ago, 63% head for a business's website after watching its video and are then more likely to make that all-important order or call. And although time is precious, your video is far more likely to hold decision makers' attention than the average 60 second visit for non-video sites. Video makes your website 'stickier' - and a sticky site is a successful site!

So the last decade has seen a complete transformation in online video. From a fun website add-on, it's grown into a communication resource that people want, expect and trust – and a marketing powerhouse that fuels your SEO and feeds your sales pipeline. Using video well may mean rethinking and re-integrating your entire marketing strategy, from web and social media to print and presentations, but you can be sure of one thing... In an ever-wakeful world, where mobile communications mean that business and potential customers are switched on 24/7, online video creates a powerful connection, placing your sales messages directly in the palms of millions.

Written by Andy Green, Managing Director, Leagus Video

Last modified on Wednesday, 29 February 2012 12:23
Andy Green

Andy Green

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