Online videos can be produced in many different styles and formats. Some of these styles and formats are more effective at lead generation than others.
In our experience, the most effective online videos make use of the following:
It is easier to do business with someone once you’ve met them. If you want to connect with customers, you have got to communicate with them on a personal level. No one can speak more candidly or passionately about your organisation than you can. The real life stories that you tell, the body language that you show, it all helps.
People want real life connections. Paid actors or spokespeople can’t provide that. You have a much better chance of convincing people if you have built up trust and confidence by showing your customers who you really are.
Time is precious these days. Ensure any videos that you use are relevant and add value to the existing site content. Shorter is often better.
Bring context to the videos to make them more compelling. Place the video in surroundings of relevant information and/or product promotion. For example a video demonstrating a new gadget and its scale is best placed on the product page.
To attract and hold attention, your website content must be engaging. On the web, there are millions of distractions accessible at the click of a button.
Video content can give you the edge here. It engages customers in ways plain text and pictures simply can’t. It helps you to stand out head and shoulders above the competition.
4. A Call to Action
If you want to generate results, it pays to provide a call to action within your video content. What do you want viewers to do once they’ve seen your video? The call to action could be a unique URL, discount code, or phone number to call.
5. Search engine results
Search engines now return video content in their results. If you want to increase your presence and positioning in these results, we suggest you upload your video assets to publishing channels such as Youtube. Good meta-data and file naming will help to contextualise your videos on these platforms.
We also recommend that you create an alternative text version of your video so that the content is accessible not only to search engines but also the hearing impaired. This will boost your search engine rankings as well as helping users find what they’re looking for.
6. Social media
Word of mouth marketing is exponentially more powerful online. One video can be watched and shared by literally millions of people.
To encourage your viewers to share your content with friends, family, and colleagues, make sure your videos can be embedded, emailed, and posted to the major social media sites e.g. Digg, Facebook, Twitter. Choose your video player carefully.