Friday, April 17, 2009

Tips for using video to gain customers

It's reasonably well accepted that having a video on your site can be good for buyer confidence, good for sales and if hosted correctly, good for SEO too.

But there's some things you must do to ensure that you get maximum benefit.

Let's start with the video its self:

Don't make it too long
Boredom thresholds are low. Our exposure to modern day 'bite sized' TV programming and short, snappy adverts that are mini stories in their own right means we are intolerant of anything that labours a point. A front page video snippet shouldn't be more than a minute or so long. If longer is required, create a short 'taster' for the front page and a link to the full version further into the site.

Make it have a purpose
Just like the headlines and content of your site, your video should be focused on drawing in your visitor by providing useful and interesting content. If it's to gain your visitors confidence then tell them how you've successfully helped others for example.

Make it interesting, amazing or funny
A difficult one this as it won't always come off. But if you can do it you have the chance of it going viral - a link to your video forwarded on to loads of other people with the obvious business benefits that it would bring.

Where you host you video is important too:

Hosting on your servers
Not always the best option. However, if you have long videos or you want better quality it might be the right way to go.

Hosting on Video Sites
External hosting avoids the possibility of racking up bandwidth charges if its popular. The biggest bonus is that your video might be seen by more people and gain you extra business. There's a load to choose from with YouTube the most popular and well known. Google videos no longer accepts new uploads presumably because of their YouTube purchase.

How you setup the video on the hosting is really important as the whole point of the exercise is to attract visitors to your site:

Choosing a user name
Just like themeing for your website, the user name you choose ought to be keyword based to help with SEO

Setting up the description
You always have the option to write a short description which will show up next to your video (or at least the first few lines) Kick this off with your web address. Start it with http:// and it will automatically be a clickable hyperlink, so if they like what they see, you are only a click away.

Also include, in the description, your keywords and phrases that match your target. Include them in the tags too. That will help push your video up the listings when someone does an appropriate search.

Start a Channel
This is a customisable area to showcase your videos with its own description and profile that can include all your SEO friendly keywords. The channel also shows your favorite videos and those people who are following you. So just like any other Social Media exercise you should find ways to increase your following.

If you need help with getting effective video onto your website contact me at Alloy CRM.

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