Fallston Group

Building Strengthening & Defending reputations

Capturing Clients through Video

In the fast-paced business world we all live and work in, information needs to be quick and convenient. Videos are a great way to catch attention, whether through online search results or on a company’s landing page.

According to Dr. James McQuivey of Forrester Research, one minute of video is the equivalent of 1.8 million words or 3,600 average web pages. Not only does this impact the amount of information you can provide, but it attracts attention. In a survey distributed to business executives by Forbes, 75% reported watching work-related videos on business websites at least once a week. This supports the point that people are not exclusively watching cute videos of puppies online, but actually looking for meaningful content.

For most, the ultimate goal of incorporating video into your online strategy is to increase website conversion rates. According to a report by ReelSEO, visitors who simply have the option to watch a video convert at a higher rate than those who do not have the option, regardless if they actually watch the video. Including videos on the landing page of your website increases the length of time people stay on your site, giving your brand message a longer time to sink in. It has been reported that one in six people who load a webpage with video will watch it.

Video content can be used in a variety of ways. It can be used to help clients understand your value proposition and how you work with clients. This gives you an opportunity to illustrate your personality and brand image, which results in a more inviting and intriguing presence online.

Videos can also be used to explain complex topics that would otherwise require a substantial amount of time in person. By creating informational content, clients develop a high degree of trust in your brand and are therefore more likely to refer to you for additional information.

Testimonial videos can also increase your credibility, by appearing more authentic. These videos can be professionally produced or can be done very cost-effectively through a simple webcam interview. A testimonial video allows potential customers to see results, something that they may not visualize when reading a written testimonial. A great example of a testimonial video is on Rainbow International’s website. The company, which offers professional cleaning & restoration services, recruited SLM Multimedia to produce a video encompassing the nature of their business and capturing their proven results. The video is effective in displaying the quality of their work and communicating their value proposition– http://www.youtube.com/watch?v=Diywe6Kyukc&feature=c4-overview&list=UUxawSUbexsSekafjAu1T8vw

Video content also helps search engine optimization, with videos accounting for 70% of the top 100 search results. YouTube is the now the world’s second largest search engine, with 1 billion unique visitors each month. Through YouTube, a business can open the door to new customers anywhere in the world.


 Tips for Incorporating Videos into your Website:


Keep the content short: Most users watching a video do not have time to watch a video 4-5 minutes in length. A video between 30 seconds and 1 minute and 30 seconds is ideal to grab attention. Therefore, put the most important information early in your video.

Place your video in a high visibility location: Placing a video above the fold attracts attention instantly. Make the video fairly large (a 480x720px will get more views than a 250x140px sized player). Also, include a call to action (ex. “click to play”) and embed the video directly onto your website.

Include yourself or company employees in your video: This will result in a significant rise in trust. It has been stated many times that human interaction is the most effective way to convert information into meaningful content. In general, people are more likely to trust an individual speaking who conveys emotion, in comparison to written content. When making a video, monitor your voice fluctuations and body language to ensure you’re conveying your message properly. 

Make the content interesting: The script is the most important factor in creating a successful video. Make the video informative and if the situation permits, relatively entertaining. Clients will only continue watching and browsing your website if they find value in your content.


You can also read our previous blog here: “7 Quick Tips While On-Camera“.


For more information regarding strategic communications and media, do not hesitate to contact the Fallston Group at 410.420.2001 or by email at info@fallstongroup.com.

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