A Forrester report written in July 2009 was just released this week entitled, “The Best Practices In Online Video Across Industries.” For businesses that want to add video, this series of video articles includes a checklist of what your video should offer its viewers and the worst and best practices for online video. This article, part one of three, includes best practices collected from recent articles from the largest marketing agencies in the U.S.
The video glosses over the growth online video has had in the recent past and its projected popularity in the future (if you’re not familiar, the report quoted 71% of the U.S. online audience watches video via the Internet and should double by 2013).
The report includes four popular examples of how online video is being used by companies. According to the July 2009 Forrest report, online video is being used for communication, sales, lead generation and customer service. Videos are used to send a message that doesn’t come across well in graphics or articles. An example may be how President Obama uses video to explain new policy changes. Obama includes these videos within e-newsletters and on the White House Web site.
Videos for lead generation
Similar to the communication example, videos are used for lead generation by promoting testimonials from customers or professionals. Consumers may be more apt to subscribe to an e-newsletter after viewing testimonial videos. Lead gen videos are also used for products or services not applicable for an online purchase such as automotives or housing.
But don’t be discouraged about creating a video. Remember, a video can include a photo gallery of products (or rooms in the case of the real estate industry) and can include a voice-over describing each product. This gallery and voice-over tactic is also good for increasing e-commerce sales.
Videos to increase online and in-person sales
Product videos highlighting the features and benefits of a product can persuade a user to purchase. InterContinental Hotels Web site features video tours of its rooms, and each video is featured on a page that includes a form to reserve the featured hotel room and a listing of all commodities.
Videos for customer service needs
The Forrester report gave Dell’s video portal as an example of how videos can help with customer service needs. A robust video library filled with SEO’d videos can help promote a Web site in search engines but may also decrease total call volume to your customer service department.
Forrester Research was ranked as the 80th Best Small company on the 2008 Forbes’ list and and listed on the Nasdaq (FORR). Forrester is an independent research company that provides marketing advice via webinars, consulting, paid articles and whitepapers.
The second part of Video Best Practices will include what not to do with video.
[...] two of the three section series (the first part was “Video Best Practices”) is a list of what to avoid when researching video technology. Part I referenced a July 2009 [...]
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