3 Reasons Small Business Owners Should Use Video Marketing

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Video is a medium that brands have used to create ad materials that engage audiences for over a hundred years. The level of emotional resonance and memorability that can be achieved with video is second to none. Just how effective is video at conveying information? According to Dr. James McQuivey of Forrester Research, one minute of video can convey as much as 1.8 million written words. This means that a single video can potentially create as many conversions on you site as multiple pages of written copy. Still not convinced? Hosting video on your website conveys other benefits at well. In terms of SEO, your web page is more likely to come up high in search engines if it contains video, as indexing robots look for video as a way of identifying material that is potentially engaging for web surfers. In addition, video can greatly increase the time that visitors spend on your site, another important aspect that search engines take into account when ranking your webpage.

With these three powerful benefits available to business owners, it should be clear that developing a short video explaining your product and demonstrating interesting and creative ways to use it is highly beneficial. As a final reason why video marketing is an exceptionally powerful tool for digital marketing is the capacity for a well executed video to go viral. An example of a video marketing series that went viral is the Will It Blend? series from Blendtec. The clever videos feature the blenders produced by the company as they blend unusual items into smoothie consistencies. A simple idea, but one that became massively popular and made the catchphrase “will it blend?” into a major driver of sales for Blendtec. 

The cost of producing a video has dropped exponentially in the past decade. The ability to shoot high quality video is now something that even a phone can accommodate, so there should be no real excuse in terms of production. The real barrier that exists is formulating an idea of what you want your video to feature.  In order to determine what to put into your video, you should first consider what information you would want to know about your product if you were a consumer. From there, you should think of a fun and engaging way of delivering this information. The success of “will it blend?” came not only from the quirky idea behind the series, but also from the fact that at the end of the day it demonstrated the power and ease of use of the product being marketed.

Photo Credit to Wwworks on Flickr

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