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How to use video to market your business

Added: 21/05/13

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Video is playing an increasingly important role in our digital world. Find out how you can use video to promote your business effectively

When it comes to promoting your business online, video is the way to go. Online video has become such a phenomenon that it is estimated that it will account for 55% of consumer Internet traffic by 20151.

Watching videos online is now an everyday activity for most of us. It is reported that 78% of people watch at least once a week and 55% watch a video every day2. YouTube in particular has become an online institution with over a billion unique visitors a month3.

You can find out more about how to use YouTube as a platform for promoting your business on the Better Business Hub. However, online video is much more than just YouTube – there are a variety of ways which video can be used to promote and grow your business. Read on to find out how you can get the most from online video:

1. Deciding what video works for you

Online video offers a more powerful and engaging approach to getting your message across or promoting your products and services. The statistics demonstrate the power of video; it has been found that 65% of senior executives have visited a company’s website after watching a video4. Furthermore, on average a website visitor will stay two minutes longer on a site when they watch a video5.

There are many different types of videos and techniques to exploit, from simple product-focused videos and customer testimonials, to using motion graphics and animations to create something special. The type of video you choose to use should depend on your industry, audience and objectives. If you are looking to drive sales, demonstrate your products or highlight customer testimonials, video is the perfect platform – for example ASOS integrates product videos seamlessly into its website (click ‘view catwalk’).

If you are looking to get noticed and raise awareness of your company, then you might want to adopt a different approach. Animation, user-generated content, interactive and clickable videos, when done correctly, have a sense of virality which can result in high volumes of views. Take a look at video campaigns from Tippex and Skittles to see how interactive videos can go viral.

2. Increasing the reach of your videos

There is no magic formula to making your video be seen by thousands of people. In addition to embedding a video on your website and uploading it to your business’ YouTube channel, you should use the power of social media to spread the word. 500 years of YouTube videos are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute6 – proving that there is an insatiable demand for video on social media.

It is not just consumers that hold the power, as two-thirds of Twitter users have revealed that they feel it is worth watching videos tweeted by brands7 – so regularly post links to your videos to your network and ask your employees to do the same.

3. The do’s and don’ts of online video

Do: Plan. Pre-production is key to a successful video campaign - especially if you are on a tight budget. Write a checklist, and map out all the important information, such as key messages, the length of the video and if you would like to use a presenter.

Don’t: Make videos over-long. Your audience is not going to sit through a 10-minute video, so it is important not to bore the audience by making your videos too long. Place your key messages up front to make sure they are seen.

Do: Choose keywords wisely. Consider search rankings when uploading your video on YouTube or other sites. Video results appear in 70% of the top 100 listings in search engines8, so pick a selection of five relevant keywords to your business and include them in your video title and description.

Don’t: Forget about the viewer. If your file size is too large it will take longer to load, which will cause it to buffer. It has been found that people abandon videos if they don’t load within two seconds9, so you need to make sure your videos load quickly.

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