Video Marketing: Effective Use of a Video

Online video marketing is the key business differentiator for web companies wanting to communicate effectively their product profile and benefits within the shortest possible time. There is nothing else that comes close to the effectiveness and persuasion power of a well designed video message.

This doesn't mean that putting up a 10-min video tutorial on your site will automatically get you to double-up your conversion rate of new registrants or that you will instantly sell more of your products. There is more to effective video communication than just slamming some video content up on your web pages
Video is a complex, highly multidisciplinary art, and extracting the best out of it is not as simple and clear-cut as writing a news story or a blog post.

But why is video the best way to go? Because, today, the average attention span of a web user today is measured in seconds. Once delivered to you on a red carpet by a major search engine search query, or by a recommendation link on a review blog, the new web visitor applies only a very limited effort and time to see whether she can make sense of what you are communicating/selling/proposing and to decide whether your content, style, look and approach are a good fit for what she was actually looking for. If you can engage her interest right there and then, and offer a fast, highly visual way to let her discover what your "message" is, you have done bingo.
See, at any given point within those first few vital seconds on your site, the new web visitor is on the verge of clicking away and abandoning that flimsy but unique opportunity to open up a relationship, possibly a conversation with you and your products.

But be careful, you can't play many tricks to fool your reader about what you really have to offer... your reader is going to find out in a matter of seconds. In fact you shouldn't even think in terms of making it worthwhile for them to stay, since today's web users know already what they are looking for... nobody goes around "surfing" in a serendipitous style anymore ... what you instead you really need to address is the desire from the user to get at what she is looking for in the least time possible and in the most effective way (from a communication viewpoint).

In these articles I will showcase examples of a well crafted video marketing approach, while dissecting the unique characteristics and traits that make this video marketing approach so effective., and what you need to be doing to replicate it.