Online video is growing in popularity every day, with mobile devices adding to the multitude of opportunities consumers and business buyers have to view video at home, at work and on the go. But plunking a video on your website’s home page isn’t enough. You need to make an effort to ensure that video attracts and engages your target customers. How?
- Set a goal. Don’t do online video just for the sake of being trendy. Your video should have a goal, whether that’s getting X more Facebook fans, driving X more customers to your website to find out more about the product in the video, or actually getting X number of people to click through and order the product. Your goals will help shape the video—one that’s focused on getting fans can be more “fun” and have more of a branding-oriented message, while one focused on driving Web traffic should have a specific call-to-action.
- Give it heart. Customers enjoy videos that are interesting, inspiring, funny and, above all, authentic. Don’t try to be “corporate” in your video—even if your business is a serious one, like accounting or legal services, be sure to convey something personal about what makes you and your business different than the competition. Emotion is more important than technical perfection when it comes to online video, so put your heart into it.
- Get social. A website that sits on your home page won’t go far. Put your video on YouTube (it’s easy to create your own business channel), then share it on all of your social media outlets. Don’t be shy about including a call to action for viewers to like, share and comment on it—they’re more likely to do so if you ask directly. Be sure to make sharing as easy as possible with social media icons and sharing tools.
- Focus on people. Whether it’s your customers or your employees, real people in videos get attention and attract viewers. You could even have customers or employees create their own short videos, then edit them together—for instance, a montage of customers working on their cars using your auto aftermarket product, or your employees going through the stages involved in processing and packing orders for customers.
- Measure results. Use online analytics tools to measure which videos get the best response, how users interact with them and what they do after viewing them. Regularly review these results to adjust your online video efforts accordingly.
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Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at firstname.lastname@example.org, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.