Video is making a real difference to our online viewing experience, and many companies are now exploring the best way to incorporate video into their online presence. Online viewing is growing dramatically, providing significant and unique opportunities to grow brand awareness, convey company missions, values and ethos, promote both products and services, drive web traffic and uplift sales in B2B and B2C marketing – an opportunity that Virtual Viewing, working in partnership with A2S Works, can help you to realise.

They say a picture paints a thousand words: moving pictures say even more. The following video illustrates just some of the points we make in this article (as well as introducing us):

So where do you start? – read on to find out more.

Video works
Early adopters of video on their websites have experienced significant results, as the following comments show:

  • 42% of US multichannel retailers plan to add video to their site in the next 12 months
    (Source: Multichannel Merchant)
  • In studies, video has increased conversion for those that view them by up to 290%. Videos even increase conversion amongst those that don’t view them – by up to 46% (Source: Treepodia).
  • Videos improve search traffic: 38% of users who searched Google were served video in universal search engine results pages (Source: ComScore)
  • Using video in your online advertising increase dwell rate by 29%. And each 10% increase in dwell rate increases conversions by 65% (Source: Eyeblaster)

Start with the shop window
For all websites, the best place to start is usually with an overview video of your business – a video “welcome” that sets a first impression of your company and values.  If you don’t have photogenic premises, focus on key staff, products or services and messages. And remember video can incorporate graphics, CGI and animation: it doesn’t have to be just ‘talking heads’.

Essentially you want a short video on your home page that catches a surfer’s eye, keeps them on the page a little longer, and entices them to look further.  After all, your home page is your shop window. In terms of budget, the sky is the limit, but you could have an initial, professionally produced video ready to add to your website, YouTube and your blog (and to send links to them via endless other channels) for as little as £750.

Promoting products and services
If you have an e-commerce site, focus on your best selling and evergreen products – don’t ‘waste’ video production on a short shelf-life products unless they have high ticket prices and great margins!  To maximise the potential for search engine optimisation, product videos need to sit within the product pages among the text, not in a text-less pop-up window.

The same logic applies to videos that support or explain services, but remember video can quickly and easily demonstrate what can be complex and time-consuming to say in words. A picture paints a thousand words: moving images are even more powerful. So why describe it when you can show it.

3d – adding the extra dimension
3d modelling can also be output as video – whether as flythroughs of cityscapes or architectural developments, interiors of new homes or public buildings, models to support planning applications, or demonstrations of single products or entire ranges. 3d technology can show the public how a proposed new development would look, how it might improve life for them, or that its impact would not have the undesirable effects they suspect.

3d web-based video presentations can be applied in training or to educate customers – or the wider public – about complex product or service offerings. Imagine trying to explain it all as quickly and easily with notes or PowerPoint.

Track and measure to keep stock (and keep stock moving)
Through the right technology, it is possible to measure engagement, which is critical in fine tuning your online video strategy. This isn’t just a case of ‘knowledge is power’: knowledge also enables you – and your web partners – identify and strengthen what works well, and to take action where better results are needed.

To effectively measure use, make sure you have Google Analytics installed on your website (a solution that Virtual Viewing always recommends).  You can then track uplift in your e-commerce conversion rates in detail and compare page views with video views.  If you run a company blog, most blogging platforms let you embed video clips: make sure their statistic monitoring also lets you track viewing patterns for each video.

There are so many answers to the question, ‘Why video?’ It can:

  • Be Completely Informative –explain by demonstration what words can’t convey
  • Create A Brand or Product Showcase – show your product or service in use
  • Tell Your Story Your Way –Video makes the leap from ‘describe’ to ‘demonstrate’
  • Engage More Interactively – add movement and sound to text and static images
  • Be Targeted and Measurable –use video in specific areas or create a specific product video, and then track metrics to hone future marketing in response to customers’ reactions
  • Be Flexible and Affordable –even when employing a company that can provide storytelling expertise and technical skills to showcase your company to broadcast quality
  • Be Shareable and Accessible –post video or links to Twitter, Facebook and YouTube and send video emails to your clients. Just send a link, and let video do the talking.

But we’re using words to describe video! Why not take a look at our video above and see for yourself. (And if you’d like to know more about Virtual Viewing, our Meet the Team pages now include a number of video interviews with different members of the team that explain more about our wide range of services.)

And then get in touch so we can discuss how we can help you add a powerful new string to your marketing bow.