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3 Ways to Leverage the Power of Online Video

May 12, 2010 By Ethan Boldt
Seventy-one percent of Internet users watch video. If you're a C-level executive, 33 percent of you under the age of 50 check out work-related videos on a daily basis. And, overall, 65 percent of all videos are viewed Monday through Friday between 9 a.m. and 5 p.m.

Those stats came courtesy of Chris Crafton, chief marketing officer for eCorpTV.com, at a recent Philadelphia Direct Marketing Association networking and breakfast meeting. And those stats woke everybody up in a hurry. Online video has to be taken more seriously. After all, it's got low deployment costs, lower production costs than those of a few years ago, message control and the ability to track results.
 
Crafton stated that B-to-B marketers are using online video with many goals in mind, including employee training, customer service, marketing, product launches, trade show promotion, branding and more. "Brands using online video have seen lifts of 20 [percent] to 40 percent in terms of incremental buying, with conversions that are twice the rate of other media," he revealed.

Just as significant, Crafton noted that online videos are 53 times more likely than text pages to pop up on the first page of search engine results.

So, how do you leverage this potential power? The next speaker, Craig Hunter, director of global Web marketing for Vishay Intertechnology—one of the world's largest manufacturers of discrete semiconductors and passive components—showed how his company successfully uses online video to engage with design engineers about its technical products.

1. Shorter succeeds. The optimal video length appears to be only 90 to 100 seconds. Why? Crafton explained, "You want to raise interest and engage with your audience. Any longer than 100 seconds, and you're likely to lose them."
 
2. Improv! According to Hunter, scripts don't work nearly as well as ad-libbing. Then, you cut the video into workable segments through the employment of jpeg images, screenshots and logos.

3. Post those videos. Make sure you put videos in a prominent place on your corporate website, and include a description as well as a link to other related content that can increase engagement. Also, offer accessibility to other related videos.

Of course, Hunter also recommended that marketers go beyond the corporate website with their videos, including channel partner websites, e-newsletters, e-mail footers, social networking fan pages, industry websites and so on. He concluded, "Distribute to as many places as you can and promote the video to get the most for your investment."

 

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