Make Video Marketing Work for Your Business

April 24, 2012

To answer questions about how to ensure marketing videos are successful and whether adding such videos to Web sites can improve search engine rankings, interviewed several video experts.'s attempt to find out who can benefit from video marketing and what it takes to successfully market a video found that it’s complicated. Experts say firms that sell a visual or hard-to-explain product or service should employ such videos because customers can see exactly what they are getting.

But getting customers to watch the video can be a challenge in itself. Experts recommend that firms define the target audience, script the video, and have a clear call to action.

When making such videos, it also is important to shoot them in a quiet place, use the correct lighting and choose the right music. Video experts say that companies should remember that less is more — go easy on the flashy effects, in other words. Unless a luxury product is being sold, no one is going to care about slick production.

Humor is an excellent way to hook customers, but only when appropriate, according to the experts. Other tips include keeping the video fairly brief, including testimonials from past clients, and placing a video sitemap on the Web site.

Because videos are meant to be shared, firms should consider hosting them on YouTube, which is the No. 1 destination for people to watch videos, according to comScore. The experts told that video marketing is 10 times more likely to generate a viewer response than traditional marketing options, translating to an increase in Web traffic and higher sales.

Source: "How to Make Video Marketing Work for Your Business," PC Advisor (April 20, 2012)

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