Just as video killed the radio star it has claimed another victim in traditional text heavy websites. Informative, personal and above all attention grabbing video on websites is rapidly becoming the favoured way of communicating to potential customers. As the majority of people now research online before making a purchase, standing out from the crowd is essential.
One of the advantages of using video marketing is that it is communicating to your websites visitor both visually and audibly. Because of this double delivery the retention of the information is greatly increased. The University of Western Ontario did a recent study which stated that if information is read after 72 hours the average recall will be just 10% however when the same information is given through video this rises to 68%. A dramatic increase that is going to keep your product at the front of potential customers’ minds.
The rapid rise in the use of web video as a sales tool is certainly the future of selling over the internet, however, it is still in its infancy to an extent with only approximately a quarter of websites using embedded video. As far as bandwagons go, this is one that provides visible results if used properly. Video also increases the SEO rankings of a website, making it more visible. A website can be all singing and dancing but if it doesn’t get the visitors then it cannot serve its function.
Web video has additional benefits for SMEs as it allows them to exploit one of the advantages they have over faceless multinationals, the personal element. If a customer’s first contact with a business is personal, free and informative then there is a relationship built by this ethical bribe which is vital to securing new customers in competitive markets.