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October 27, 2011
Five Videos That Every Business Can Use
Done right, video converts!

Just like ten years ago when you needed a website to be competitive, website video marketing is very quickly becoming THE must have. There are many reasons why website video marketing is being line-item budgeted by marketers. One of these is that online video production content is the only marketing tool that has a long tail…meaning that a video today can be used for many years to showcase your company and establish longevity and credibility. This long tail means amortizing the marketing investment over a longer period of time. 

Additionally, a consistent video production strategy will improve your Google and YouTube algorithm rankings (they both give higher credit to more established content) and will make it easy for viewers to get more relevant content.

Business video marketing is also great for your daily sales and marketing tactics. Research from Forrester, ComScore, eMarketer, and other top organizations all support how marketing with online video production creates some form of action to move prospects into or deeper through the sales cycle.
  • Video boosts conversion rates by an average of 9%. (Internet Retailer, October 2010)
  • Videos are 53 times more likely than text pages to appear on the first page of search results. (Forrester, January 2009)
  • Products that have videos are 95% more likely to be bought. (Internet Retailer, April 2010)
  • Video adds two minutes to visitors' stays on websites. (Comscore, August 2010)
  • Video increases the likelihood of a front-page Google search result by 96% with proper page optimization. (Forrester, January 2010)

Online video marketing drives action! Immediately after viewing a company’s video, buyers are far more likely to visit the company’s website or contact the company via phone. In fact, they can be up to 40% more likely to make some sort of contact. This is a pretty dramatic compared to other marketing tactics. 

Video is one of the best ways to engage and convert casual browsers into leads and paying customers because, simply put, video reaches out, informs, and builds trust with your customers more quickly, more easily, and more effectively than any other marketing tactic.

Given this, many businesses understand the power of video but are unsure where to begin. Here are five types of easy-to-create videos to help you get started.
  1. Product education/demonstration. You have product/service information on your website…you talk about your products and services every day! Now do it in front of the camera. You are the expert; show your stuff.
  2. Post-presentation objection handling. Record answers to the top three objections your customers have after you give your presentation and use them as follow-up material. Present them with confidence and conviction that will build trust in your team to drive more sales.
  3. Customer testimonials. Your customers love you and most likely have relevant stories about your team, product, implementation, and service. Find a customer for each product/service you have and start filming!
  4. Key people behind your sales team. Don’t your customers love your back office staff? These are the people that support your sales team and deliver the benefits to your customers. Give your sales team videos that educate your prospects on your talented team of professionals, which will be servicing them post-sale.
  5. Thank-you videos. Differentiate your company with a video after that important sales meeting. Remind the prospect of your firm’s key value propositions and experience in a personal and information-rich video.

After your videos are produced, distribute them every day in your sales and marketing efforts, on your websites, and at other places on the Internet (such as social networking websites, i.e. Twitter, Facebook, LinkedIn, and YouTube).

Don’t wait until you have to catch up to your competition…gain a competitive advantage today and produce your first series of web marketing videos.

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Robert Weiss, President of MultiVision Digital Productions, has over 13 years in internet marketing and sales processes. Because of online video’s ability to captivate potential clients, Robert's vision is to help clients use online video to gain more qualified leads and paying customers. Marketing with online video has quickly become the "must-have" advertising, marketing, and communications tool for small businesses and corporate giants.
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