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Steven Strauss Column: Adding Videos to Website

October 6, 2011

We would like to add some videos to our website but the question then is
– videos of what? We really have no idea what people would be
interested in watching.

First let me say, good thinking. Of all the things you can do on a website to engage visitors, it turns out that adding video is just about Number 1.  According to the online video production site

•    You are 50 times more likely to appear on the first page of Google with video on your homepage
•    26 percent of video viewers will visit the physical store
•    21 percent of video viewers will make a purchase
•    YouTube ranks only behind Google as the world’s most popular search engine

So adding video is definitely a good idea, and to answer your question specifically, there are all sorts of different videos you could create to help promote your business and connect with your Web visitors. Here are five options:

1. Introductions: Of all of the pages on your website, it turns out that your “About” page is one of the most important. People want to know who you are and click this page to get the answer. So consider putting video on that page. Because video is statistically clicked more than almost anything else on a webpage, the odds of your About video getting clicked are high.

Do you see what a tremendous opportunity that is?

An introductory video on your About page can give you that all-important friendly connection; it can create rapport. Maybe you could have one of your kids interview you, or you could interview your staff. Whatever the case, a friendly video allows you to make an impression that simply is almost impossible to duplicate with the written word.

2. Demonstrate something: Product demonstrations are almost always inherently interesting – you only need to turn on late night infomercials to see that. If you can offer a snappy demonstration of some product you sell, then you have a video that people will likely stick around to watch.

3. Show off your expertise: When people come to a website they want information, sure, but you double their pleasure if you can also make that information entertaining. What is it that your business does that others who come upon your site might find enlightening and interesting? For instance,

•    An accountant can discuss the Top 3 Mistakes that Trigger an Audit
•    A pool service can offer Tips on Weatherizing Your Pool or Spa for the Winter
•    A gift shop can show How to Gift-Wrap Like a Pro

The point being, showing off what you do is also subliminally showing why you should be hired.

4. Tour your facility: A video tour of your office, business, shop, store or other significant location is an excellent way to engage, interact, and forge a connection with your potential new customer.

5. Testimonials: Testimonials generally from happy customers are always valuable because, rather than it being you saying your business is great (in an advertisement or whatever), a testimonial is independent, 3rd party verification that your business is in fact special. Because it comes from someone else, a testimonial is given greater weight by the reader or viewer.

And in the case of video, that already-significant power of testimonials geometrically increases when the testimonial can be viewed. There is a greater gravitas to video testimonials – people will automatically view both the video and the statement therein as more credible since they can see the person making the statement.
So yes, video is definitely the way to go, amigo.

Today’s Tip: What do you think is the most common reason for a data breach or cyber-crime attack? Every year since 2008, Verizon has issued an annual data breach investigation report which looks at data loss through cyber-attacks.  This year, working with the U.S. Secret Service and the Dutch High Tech Crime Unit, the report found that the most common causes of cyber-crime were hacking (50%) and malware (49%). Most disturbing is that according to the report many of those attacks involved nothing more than weak or stolen credentials and passwords.

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