Making Money or Making Videos?
Web video is all the rage.
The reasons for this are obvious; sixty seconds of video can cover as much information as up to thirty pages of text, people are coming to expect video on the web and will stay engaged on a website that is video based up to six times longer than text based websites.
As a corporate video producer for over a decade, I couldn't be more excited about the marriage of these two technologies.
It has been shown to me many times that although the marriage is easy enough and cheap enough to do, the execution of a campaign featuring these two technologies has come into question.
Putting video on your website and hoping the world will find you are akin to building a website and then not promoting the web address with traditional marketing.
An astounding number of my clients need to be directed to the obvious.
Regardless of subject matter, just having video on your website will drive traffic in the application of "watch our video at [http://www.
mybusiness.
com]".
This gives the audience a reason to visit your website beyond product specifications or pricing, and the old snoozers i.
e.
"about us", "our philosophy", and "our gallery".
The marriage of a website and video assets requires a fresh new approach to websites in general.
A properly executed video campaign on a website will reduce the number of pages by up to 80%.
This is great news for any client that has a limited budget to establish a video based web presence.
Why have multiple page websites, if the true features and benefits of doing business with your company or obtaining its products are clearly established within the video? Let's take a moment to identify the "big sins" currently being committed with web video.
1.
Poor production.
Nothing will take away credibility faster than a video that looks and sounds like it was done by your kid to save a few bucks.
2.
Inappropriate placement on catch all hosters like YouTube.
Not having control of video placement, the ever present drawing away of your videos viewers by "you might like these" suggestions, mean that these are never a serious small business solution.
3.
Doing video once by producing an all encompassing video that bores viewers by its length and lack of specificity.
Versatility is achieved by making three small videos instead of one big one.
Video can become dated quickly if it is not updatable.
Your shot lists should be generous enough to allow re-editing, a new voice track, or a donut section that states current offers or information.
4.
Using downloadable video files versus streaming.
Files can be corrupted and people have an inherent fear of downloading yet unknown videos to their computer.
Worse, many of these operations require some knowledge of Windows or your computers video playback system.
This will only confuse and aggravate older, or less experience would be viewers.
Video is the preferred method to gather information about a product or service, but it is a passive medium.
Without a pay-per-click campaign, driving traffic through your traditional media outlets, or utilizing "opt-in" techniques to capture email addresses for future marketing, or not utilizing a video emailer (like the one that we use) your video campaign is hanging in cyberspace waiting to be tripped over.
Viral marketing is one of the best features of web video.
Get your movies in front of some people and they will send it on to others.
That is something that print, radio, or television marketing can't give you at any price.
I'm aware of no other medium that captures the attention and sinks the message as well as a well produced video.
Keep to the old model of AIDA; Attention, Interest, Desire, and of course, a call to Action.
Don't get caught up in why you stay in business or what excites you about your product.
As Harley Davidson illustrates, it is the benefits of your product, the lifestyle changes, which prompt people to take action in a world where they are bombarded with "commercials".
For examples of the superior features of ClickStream TV please visit rjohnsonmedia.
com and get educated on how to use video on the internet.
If you are not currently using video on your website, or are using matchbook size video screens without video email, we wish you the best...
but obviously you don't have it.
The reasons for this are obvious; sixty seconds of video can cover as much information as up to thirty pages of text, people are coming to expect video on the web and will stay engaged on a website that is video based up to six times longer than text based websites.
As a corporate video producer for over a decade, I couldn't be more excited about the marriage of these two technologies.
It has been shown to me many times that although the marriage is easy enough and cheap enough to do, the execution of a campaign featuring these two technologies has come into question.
Putting video on your website and hoping the world will find you are akin to building a website and then not promoting the web address with traditional marketing.
An astounding number of my clients need to be directed to the obvious.
Regardless of subject matter, just having video on your website will drive traffic in the application of "watch our video at [http://www.
mybusiness.
com]".
This gives the audience a reason to visit your website beyond product specifications or pricing, and the old snoozers i.
e.
"about us", "our philosophy", and "our gallery".
The marriage of a website and video assets requires a fresh new approach to websites in general.
A properly executed video campaign on a website will reduce the number of pages by up to 80%.
This is great news for any client that has a limited budget to establish a video based web presence.
Why have multiple page websites, if the true features and benefits of doing business with your company or obtaining its products are clearly established within the video? Let's take a moment to identify the "big sins" currently being committed with web video.
1.
Poor production.
Nothing will take away credibility faster than a video that looks and sounds like it was done by your kid to save a few bucks.
2.
Inappropriate placement on catch all hosters like YouTube.
Not having control of video placement, the ever present drawing away of your videos viewers by "you might like these" suggestions, mean that these are never a serious small business solution.
3.
Doing video once by producing an all encompassing video that bores viewers by its length and lack of specificity.
Versatility is achieved by making three small videos instead of one big one.
Video can become dated quickly if it is not updatable.
Your shot lists should be generous enough to allow re-editing, a new voice track, or a donut section that states current offers or information.
4.
Using downloadable video files versus streaming.
Files can be corrupted and people have an inherent fear of downloading yet unknown videos to their computer.
Worse, many of these operations require some knowledge of Windows or your computers video playback system.
This will only confuse and aggravate older, or less experience would be viewers.
Video is the preferred method to gather information about a product or service, but it is a passive medium.
Without a pay-per-click campaign, driving traffic through your traditional media outlets, or utilizing "opt-in" techniques to capture email addresses for future marketing, or not utilizing a video emailer (like the one that we use) your video campaign is hanging in cyberspace waiting to be tripped over.
Viral marketing is one of the best features of web video.
Get your movies in front of some people and they will send it on to others.
That is something that print, radio, or television marketing can't give you at any price.
I'm aware of no other medium that captures the attention and sinks the message as well as a well produced video.
Keep to the old model of AIDA; Attention, Interest, Desire, and of course, a call to Action.
Don't get caught up in why you stay in business or what excites you about your product.
As Harley Davidson illustrates, it is the benefits of your product, the lifestyle changes, which prompt people to take action in a world where they are bombarded with "commercials".
For examples of the superior features of ClickStream TV please visit rjohnsonmedia.
com and get educated on how to use video on the internet.
If you are not currently using video on your website, or are using matchbook size video screens without video email, we wish you the best...
but obviously you don't have it.
Source...