How To Effectively Market With Video On The Web

Online video publishing has indeed taken the Internet by storm in recent years, making the use of video for marketing, promotion, news and PR online a true key strategic component and a key business differentiator for internet marketers who want to communicate effectively about their product and benefits in the shortest possible time.

The Internet is full of information and the average attention span of a web user today is measured in seconds. When web users search for their information at a search engine, they will get thousands of search results. So when they visit your website, they may only spend a few seconds and make little effort to scan through what you are selling and decide whether your content, style, look and approach are a good fit for what they are actually looking for. These first few seconds are crucial and if you can deliver clear and targeted messages in a fast, highly visual way.  You get their attention, and possibly even more.

Does this mean that simply by putting up a 10-min video tutorial on your website or just slamming some video contents up on your page you will instantly sell more products or services? No. If this is your way of marketing with video on the web and hoping to get high conversion rate of traffic-to-sales, you will be more disappointed than happy with the results.

In order to make your videos effectively market your products/services and convey your key traits and characteristics in a very short and in a unique way, there are a few rules of thumb to follow:


  1. Get Your Video Seen

If you want your video to be your effective marketing tool, it must be seen by as many web users as possible. Let your video content be free and distributed to major video sharing websites such as YouTube and Google video so that not only others can watch and talk about it, but they can easily download it, redistribute it, maybe even publish it directly on their own sites.


  1. Small File and Load Fast

Statistics show that on average web users are willing to spend 7 seconds waiting for a page to load. For web pages that take longer than 7 seconds to load, their visitors normally are on the verge of clicking away and visiting other websites. You need to make sure your video file is small enough, ideally less than 1 megabyte and load almost in real time to keep the interest your visitors. AVI is the most common video format, the file size can easily be 10 megabytes for a short 2-3 minutes video; hence if you share your video in this format, your visitor will most likely click away because of long loading times of your video file. We suggest getting a video format conversion tool to convert your video to more internet friendly format, such as SWF.


  1. Let Them Know It’s A Video, A Short Video

If web users do not know that it is a video, they won’t click on it and play it.  Your video won’t get watched. So you must let web users know you’ve sent a video.  The best way is to make it look like a video by having a play and stop button where the web users can click to play the video and stop it whenever they want to.

Let the web users know also this is a short video. No one wants to sit through a 30 minute presentation on the history of your company. Be focused on your products/services and deliver your messages within 2 minutes.

In Summary

Effectively marketing with video on the web is not just throwing together some video content up on your website. It is about more effective video communication through video publishing & sharing on the web.