Online video marketing has now become a key business differentiator for companies wanting to communicate with customers or prospects in a compelling manner, and to do it in a short timeframe.
There is really not anything else that rivals the effectiveness and persuasion power of a well crafted video message that is placed on a website’s “landing page” (the page that new visitors to a site see first).
I believe that video should almost always be part of every social marketing mix. I say almost always because I don’t believe in cookie cutter approaches to anything. But I also haven’t seen many types of businesses that can’t benefit from incorporating a video component into their overall online marketing strategy.
Why? Because these days, the average attention span of a web user today is measured in mere seconds.
Today’s web surfer has a notoriously short attention span. When they visit a site, they very quickly determine whether the content and style matches what it is they’re looking for or interested in. If you can grab their interest right there and then, then they might stick around a little longer!
It’s not an understatement to state that you have one shot at arousing the interest and/or curiosity of a first time vistor to your website. They are always just one click away from leaving your web page if you have failed to engage them in some way.
With that one click, you have lost the opportunity to develop a relationship with that person, and the potential conversation about your product or service that can lead to a sale.
That click away factor is why I strongly recommend an easily seen video message on the web page that people will see when they first go top your site. It has the ability to arouse curiosity, entertain, hold the attention of your site vistor.
Most people who click on a short video (2-4 minutes) watch it to completion.
That means you have a captive audience for those 2-4 minutes! You have your shot to intrigue them, interest them, educate them…whatever your objective is.
“But I have no idea how to create a video for my website!”
It’s easier than you might imagine. You can be as basic or as advanced as you prefer, or as the marketing campaign requires.
A really basic method that can be effective is to create a video using screen capture tools. These tools make it possible for you to capture websites, make a video screen capture of you going through a PowerPoint presentation, or any number of other things like that.
And really, it is not all that complicated.
What you will need to get going with this method is a video screen capture program and a simple microphone. And if you want to create videos of PowerPoint / Word / Notepad presentations, you will of course need those programs as well.
Camtasia is without exception, one of the best screen capture utilities available – but it will cost you a little over 300 bucks! If you can swing it, I would highly suggest you get it. The makers of Camtasia offer a 30 day free trial for you to try it out before committing to it.
Here’s a bonus hint for you! Camtasia was inspired by a program called Cam Studio, which is free. It doesn’t have all the bells and whistles that Camtasia has, but it’s a pretty decent program. And the price is certainly right!
With these types of tools, you can produce very slick and professional looking videos. Here are just a few ways you can use them on your webpages:
* Create a set of videos answering your most frequently asked questions
* Create video tutorials or “how to” demos for products or services
* Create video-based information products that you can then sell
Here’s a link to the free version: http://camstudio.org/
Here’s a link to the “all the bells & whistles” version: http://www.techsmith.com/camtasia
The other and probably more common method that people use to produce videos is a simple camcorder.
Frankly, most consumer camcorders shoot very high quality video. With the right sound and light accessories, you can shoot a highly professional looking video to upload to your website.
There are a number of editing programs to polish your video before putting it on your site.
Free options include Windows Movie Maker for XP or Vista users or Apple iMovie for Mac users.
This is something though, that you may want to spend a little money on. For under $100, you can get some fairly powerful video editing software. Google these to find the products: Adobe Premiere Elements, ArcSoft Showbiz DVD, CyberLink PowerDirector, MoviePlus, Nero Ultra Edition, Pinnacle Studio, Roxio VideoWave, Ulead VideoStudio.
Once you have produced and edited your video, you will then be uploading it to share. There are a number of sites that you can upload your video to.
If you wish to embed the video on your site (usually the best option), then sites like You Tube will host your video while providing you with code that you can place on your page.
You can also set things up so that visitors to your site click on the video play button and never leave your site.
All things considered, I believe video to be a “must” for anyone who wished to leverage the social spaces if the internet.
It’s not a magic pill however. It takes work, creativity and a good strategic plan to make it effective.
Do some research, develop a strategy, decide what types of videos to produce, shoot them, edit and enhance them, create your online presence with them!
Filed under: Uncategorized, Brand, camtasia, embedding video, grant criddle, marketing, online video, social media, viddler, video tools, website, youtube
