4 ways anyone can use video to engage visitors and increase sales
Video use online is growing in leaps and bounds. These statistics show a clear
trend towards online video as more users get broadband and video production
costs drop. According to a study by comScore, nearly 80 percent of U.S. Internet
users spent roughly 5 hours watching videos in December 2008, with an average
view time of 3.2 minutes per video. This says people are indeed watching more
videos but they like them short and sweet.
Who says the economy is in a slump? Not the folks into online video!
The newest report from eMarketer for 2009, predicts that online video advertising
will grow 45 percent to $850 million. Vovici Corp.'s September 2008 research for
Internet Retailer shows that only one-third of online retailers offer video on their
sites. A 45% growth rate means that ore of your competitors will be using rich
media to engage and educate buyers.
One out of three consumers want to see video product opinions
According to a new study by expo TV one out of three people revealed that their
product research (thus buying influence) would be even more impactful if
accompanied by video product reviews or opinions. This information has the
capacity to significantly impact the $130 billion e-commerce marketplace but only
for those who read the writing on the wall. The real million dollar question is how
can businesses with a limited budget capitalize on this growing trend?
Here are four ways your business can use video to engage your visitors and
increase sales, no matter what business you are in or what type of prospects visit
your website.
Solve a problem
Create a video that addresses or solves your prospects problem. That is after all
the point of your business, helping people solve problems. It doesn’t have to be
an Oscar winner - just clear and concise. Use pictures, charts and examples to
tell a story. A webcam and screen capture products like Camtasia make it easy
to create a movie without a Hollywood budget.
Start with a simple voiceover and add a power point type of slideshow. Resist the
urge to make a commercial stay focused on helping them without selling and
encourage them to request a free report or call you with more questions.
Become human
Use video to put a human face to your company, let buyers “meet” the people
they will be working with, this technique is extremely effective for service
providers and high ticket salespeople. Let your visitors experience “you” so they

can get a first hand feel for your unique brand of customer service. There is a
reason why dating services use video, people want to get to know you BEFORE
they start to work with you.
One fitness company created a “Meet your trainer” page with great results.
Clients could click on each trainer and see credentials, read their blog and watch
an informal video where each PT talked about their unique style of training.
Clients ate it up and personal training appointments skyrocketed. How can you
showcase your employees?
Live action videos get viewer attention
Create videos that demonstrate your product in action. Nothing beats a live view
to engage a prospective buyer. Since you cannot physically place the item in
their hands the next best thing is to let them see it in action. Better yet, get
customers to send in their demonstrations. If you owned a clothing store you
wouldn’t nail down the clothes, by the same token use technology to expand your
customers view and experience.
Don’t wait to make this a huge production before you add this to your site. Simple
can be effective too. If your product doesn’t lend itself to filming (like a service or
system) try videoing customer testimonials describing before and after. Make
short 30 second 360 degree films of products or 2-3 minute “how to use” videos
and add these to your product descriptions. You will see the return in more sales
and fewer page bounces.
Community counts - especially online
Make a video about a community project that matters to you. Create a short film
or slideshow showing your businesses involvement with charities or sponsored
events. If your business sponsors a soccer team, or volunteers at Habitat for
Humanity, create a short about why it is important for your business to become
involved with people in your town. Remember people buy from people not
computers, plus helping people is fun.
Use video to be more personal, relevant or helpful
Note that the real key to using video successfully online for business is not doing
wacky stunts or whiz bang effects – it is your ability to become more personable,
helpful or relevant to your visitor. The idea is really quite simple, use video in the
same way you interact with live customers. The advantage is that this “customer
service helper” works 24 hours a day. Don’t try to replace human contact ( think
about customer assistance telephone systems) but rather use video as an
intermediary that encourages visitors to engage with your website and therefore
your business.

Let your videos show that you understand your visitors issues, help them solve a
problem, let them get to know and trust you and demonstrate how your solution
is the best in town! (or on the web)
Bio; LeadMasterUSA
Jan Riley
Jan Riley is the CEO and founder of LeadMastersUSA, a website marketing
company founded in 2004 and based in Atlanta, Ga. Her entrepreneurial spirit
and internet experience along with a talented staff has made LeadMastersUSA
synonymous with innovative marketing tactics, increased ecommerce profits and
business websites that build relationships. We believe that the true power of the
internet is NOT technology – it is communication. People buy from people.
Discover how your website can connect, capture and convert visitors into
customers with our 3 minute weekly video series at www.LeadMastersUSA.com
You can contact Jan at 678 318 7515.
www.LeadMastersUSA.com
jan@LeadMastersUSA.com
http://leadmastersusa.com/blog/
891
Comscore this is a paid membership site so I cannot link to the full version of the
stats however these two press releases introduce the information too
http://www.comscore.com/press/release.asp?press=2714
http://www.comscore.com/press/release.asp?press=2616
The fitness site I worked with got bought out by a large company and no longer
has it’s website featuring the trainers ( has to have a corporate website now-
crazy people)- but I did find another example very similar
http://www.vipfitnesscamp.com/
http://www.bodybuilding.com/fun/videoseries.htm
3 examples of using video :
video product “how to” from REI
http://www.rei.com/expertadvice/articles/gps+receiver+howto.html

shoeline product videos – their own channel too
http://www.shoeline.com/youtube/youtubeshowall.asp
Video introduction to services and company:
http://www.leadmastersusa.com/Video_SEO_serivces_atlanta_intro.html
customer testimonials:
http://www.worlddairyexpo.com/gen.video.cfm
an example of customer reviews:
http://www.expotv.com/videos/reviews/12/134/Leatherman-830039-New-Wave-
Multitool-wi/512
audio testimonials
http://ladytrainerstogo.com/personal-trainer-testimonials.htm
here is an entire site of consumer generated video reviews
http://www.expotv.com
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