Internet Marketing Business Strategies

Video content promises more traffic & improved conversions. But does that mean your business would  benefit from adding video to your website promotion strategy?

Most people would automatically say, “Yes,” but that isn’t always the case. There are a number of different factors that you need to consider before making the decision to invest the time and resources necessary to effectively add video to your content strategy.

Will It Serve A Real Purpose?

This may sound like a ridiculous question, but not everyone will gain a net benefit from using video content as part of their website promotion strategy.

• Will your customers respond to your videos?
• Will your videos add a dimension to your message that your other  content does not?

With these questions, the real focus is on helping you determine whether you will get a valuable return on your investment. Posting video content just for the sake of saying that you have video isn’t going to do much.

What Is The Best Approach To Video Content?

Every form of marketing relies on your ability to connect with your target market, particularly in tone and style.

Video is a different animal than text and audio because it is primarily a visual experience. This means that you need to make sure that your target market will respond to your visual message.

Plus, video combines the power of text and audio along with the additional visual cues such as the background, color schemes and so on.

The best approach to video content is to make sure that everything else supports and reinforces the visual message but does not overwhelm it. For example, text should be kept to a minimum, with a single clear message, reinforcing the point that you are SHOWING on your video.

Can You Focus Your Message?

One of the biggest mistakes that many online marketers make is to assume that video is somehow unique in terms of fundamentals. The most important fundamental is to create a single message. Just like text-based content, you need to focus on one thing at a time.

This is a particular problem with video content because it is easy to start rambling or to go off on a tangent that will distract from your overall message. Plan what you want to say, plan how you are going to SHOW it and cut out the waffle. “Showing” your message can be as simple as videoing yourself drawing a diagram on a white board to illustrate the message.

Are You Willing To Test?

It is impossible to know exactly how your market will respond to different videos without doing the proper tests. Just like a sales page, blog content, or opt-in page, you need to test out different styles of video content in order to determine what your market will respond to the best. Just producing and posting a bunch of videos isn’t enough. You need to be willing to apply the additional time and resources necessary to do some testing.

Video content can be a powerful aspect of any website marketing strategy, but only if utilized the correctly. Unfortunately, there isn’t a one-size-fits-all strategy that can be applied. There are a growing number of variables that need to be considered.

• From a business standpoint, you need to determine whether the return on investment is worth it.
• From a marketing standpoint, you need to determine how your niche will respond to your videos and how you will distribute them.
• From a workability standpoint, you need to consider the production process as well as the skills needed to actually create a video.

Only by answering these types of questions will be you be able to determine whether or not adding video content to your website marketing strategy will really be worth it.

David Hurley