The Emerging Importance of Online Video
Pippa Nutt, director of online at Northern Lights Direct Response, a direct response agency with offices in Toronto and Chicago, finds video content that walks viewers through a process, such as how to fill out a tax form, ideal for marketing applications. DeLoca and Pournelle agree, saying the more complex the process, the better-suited it is for video. Anything that is difficult to explain or demonstrate in text or images alone should be considered for video.
DeLoca also adds that the use of live video on a Web site offers tremendous opportunity for marketers to reach consumers, putting a spin on the traditional webcast. Instead of simply having webcast registrants viewing PowerPoint slides and listening to audio, adding live streaming video of the presenters enhances the user experience.
Note that video content can be obtained from the growing sector of custom publishing services, which includes companies like Pluck and MindBlazer.
How to Implement It
With sites like YouTube and many Web video companies out there, creating an online video strategy is a very doable proposition. The FeedRoom encourages its clients to use their Web sites as the central distribution hub, placing videos directly on the homepage and throughout the site that then can be disseminated around the Web from there. Nutt and Pournelle agree, and also suggest posting videos you own directly on YouTube or other social media sites can be effective as well. The key is to integrate video across all online communications.
When posting on a third-party site or blog, it’s crucial to have backlinks to your site and to make sure your video is keyword-targeted for the terms consumers search for. This ensures better rankings with search engines and drives browsers back to your site. And that’s increasingly important with unviersal seach, where videos seem to be getting better rankings and video thumbnails are showing up on the first page of search engine results. On your site itself, it’s important to not simply have a video section, but to embed single video clips throughout the site. For instance, on product pages, have video that shows the product in use with more information so consumers get a better understanding before making purchasing decisions.