Why you need video on your website
Before I begin, I'll admit to having self-interest in this topic. Making high quality corporate videos is our business, so of course I'd be championing the need for your company to have one! But if I can be a voice of independence for just a while, let me present you with 7 statistical reasons for considering an online video:
1) By 2017, video will be responsible for 69% of all consumer online traffic (Cisco).
2) 64% of marketers expect video to dominate their upcoming campaigns (Nielsen).
3) One in three Britons view at least one online video a week - that's a weekly audience of 20 million people.
4) If a picture paints a thousand words then one minute of video is worth 1.8 million (Forrester).
5) The average user spends 16 minutes and 49 seconds watching online video ads every month (comScore).
6) 80% of Internet users recall watching an online video in the previous 30 days. 46% took action (Online Publishers Association).
7) 50% of senior executives who viewed an online marketing video went on to make a purchase (Forbes Insight).
So if you're running a business, an online video is a no-brainer. But just beware, as powerful as video can be, you've got to know how best to create one.
Here are my 7 tips to consider before taking the plunge:
1) Be certain you have a strong message, and target it at the right audience (internal or external). Make sure the message is simple and clear.
2) Getting the experts in will be money well spent. Don't assume you can write, produce, film, and edit your own video. Everyone can watch TV, films, adverts and videos - but not everyone can make them. It does require certain skills you know!
3) Listen to the production company and their experience. They should know what works and what doesn't. But, never forget it's your industry - and you probably know the audience best. A good production company will understand this.
4) Don't make it a one off. An interesting video will not only entertain and inform the target audience, it will keep them on your website for longer, and leave them wanting more - paving the way for a return visit. So you better have something new and interesting for them to come back to.
5) Integrate video into an overarching marketing strategy. Remember a video can be promoted and scattered across the social media landscape. Don't just leave it on your website - use it to drive people there. Tweet it, get it on Facebook, LinkedIn etc. Enable your consumers to share it, and therefore promote you.
6) Don't be afraid to keep it brief. The more digestible the message, the longer it remains in the consciousness your audience.
7) Be brave. Don't be afraid to breakout of the corporate straightjacket, and be entertaining and engaging. No matter how well produced your video - if it's boring, and lacking in creativity - you've wasted an opportunity.
Good luck if you're about to embark on making your next video. And don't forget to contact us if you'd like some advice.
**Glenn Barton is co-director of Sparkly Light Productions Ltd. www.sparklylight.com