Online video is all the rage. Of course, you already knew that. You do a search query and you get a ton of related videos in seconds. Everything from entertainment to helpful tutorials and the latest news are just a few clicks away.
According to comScore, an internet marketing research company, YouTube and Hulu are the two largest online video providers. The former represents a viral approach, while the latter focuses on professional content. These two giants are witnesses that online video continues to grow and it is a strategy that most business owners and entrepreneurs should definitely consider.
Why?
Because it is the wave of the future. And because it is becoming a medium that more and more consumers want, even hope to see. Which seems to suggest that the better you get at producing your online videos, the closer you are to convincing consumers to make a purchase.
Let’s focus on five keys to producing online videos that sell:
1) Information alone does not lead to action.
Never assume that you do. Just because you raise awareness about your business or some problem that you solve doesn’t mean that people will come to your door. You still have to build trust, credibility, and touch them on an emotional level. Then you hit the coup de grace with an absolutely delicious offer.
2) Sell the benefits, not you.
One of the most common marketing mistakes business owners make is talking too much about themselves. That is called ME marketing. If they were just crafting their message or twisting it to show what their target audience is getting, that will lead to higher response rates.
3) Know your niche.
For marketers, this means really getting to know your potential customers. The content, images, music, tagline, graphics, and text should appeal to that particular demographic. Videos are more “in your face” so be brave and don’t hold back on relevant content.
4) Become a professional.
The days of fuzzy and unstable online video experience with the audio track running two seconds behind the video track are numbered. It’s 2010. Smart viewers online will go away and click on a poorly made video. Especially those shot by amateur videographers.
Plus, hiring a professional video editor can mean the difference between seriously developing your online presence or supporting a hobby. A speaker friend recently paid for the video on her website that looked dated. This look worked well for the ’90s, but it seems breathless compared to what’s available today.
5) Critically important: the call to action.
Your online viewers want to know what’s next after they see the end of your video. Don’t make them guess. You only have a brief instance before they click, so take them by the hand and immediately show them what to do.
Ready to take your business into the lights, camera, and action of online video? More and more business owners and entrepreneurs are doing just that. Make it a good production and you will leave viewers with an indelible impression that will increase your credibility, clicks and cash flow.
