The use of video on websites is one of the fastest growing areas of Internet marketing. Used discerningly, an online video can increase the chance of a website conversion. Recent reports have shown that the use of video typically increases conversions rates by 40-50%.

Video on its own won't bring people to your website. For most SME's it is likely that visitors will come because of a well thought through online marketing plan that would include some of: search engine optimisation, Pay-Per-Click, newsletters, blogging, PR and so forth. But once there, video will keep them on the page for longer and paying attention.

The starting point must always be to ensure that the video clearly supports the conversion goal and the purpose of the web page. For many small companies the most valuable conversion goal is harvesting new contact - the first step in what might end up as a new customer.

Generating Contact

This kind of video is all about prompting the viewer to get in touch - by calling you, by sending an email or by sending in a form with their contact details.

The script can make or break the video. It should be welcoming, informative, helpful and finish with a clear call to action at the conclusion. And it must do all this in a maximum of 60 seconds. There is plenty of evidence that attention rates drop significantly after this time.

A friendly face, supporting text, images and graphics, like a news bulletin, all add to the viewer experience. In short, these videos get to the facts of what your business offers and give clear direction to the viewer about what to do next.

The Call To Action

All the evidence shows that straightforward active instructions works best - for example, ‘Call Now', ‘Free of Charge', ‘24 Hours a Day', ‘no risk trial' or ‘Complete this form now and submit for this one-time only price.'

For some this may seem a bit crude, but the evidence is clear - it will prompt more people to get in touch. However, it's not the only way and it makes sense to plan a variety of different approaches if the budget allows.

Interactivity

Where online video scores is in its visual impact combined with the ability to allow the viewer to immediately get in touch - with the click of a button and just a few taps on the keyboard.

This interactivity is added to the video through the use of the ubiquitous adobe flash multi-media software which either your video supplier or your web team need to know about. All those ‘buy now' and ‘click here' and ‘forward to a friend' buttons happen because of flash. Flash allows the video to become an interactive form that will send an email straight to your inbox. The BBC, YouTube, Google, Facebook et al, all use flash in their websites.

Implementation

This can now be as simple as ‘pasting' in some code into your website. The code calls the video from a 3rd party server. Your viewer need never know the difference. Your video supplier or your web-designer should between them have the necessary skills, although it is fair to say that this is becoming a sufficiently specialised area that you may want to search for an online video production company.

Finally

There is more to the potential for online video than lead generation. Examples include increasing the time spent onsite, increasing brand recognition, giving product demonstrations and providing customer service.
Providing you know what you want a video to achieve, you can transact most of your online customer conversations more effectively using video.

For more information visit www.webvideos.co.uk/newbusiness-does-online-video-work-for-smes.html [1]