A picture is worth a thousand words, so how much are moving pictures worth?
Recent articles like this one from MarketingProfs claim videos will be worth quite a bit as engaging marketing content in the coming year. They argue that the Web video format will trump traditional media like static photos or (*gasp*) written word.
We’ve addressed today’s average online attention span before (and pointed out review content is a very clear exception). I’d argue it continues to dwindle down as online visitors feel increasingly ho-hum about the immense amount of information being pushed their way.
I think the articles have a point: Videos are pearls in a growing sea of content. So, as we move into a new year with new marketing content popping up in front of visitors all the time, videos will likely matter more.
It is important to note that the articles are mostly geared toward B2B marketers, not small local businesses. However, I’m a big fan of gleaning business-boosting lessons from all points on the market spectrum. As a small business owner, you could certainly still learn from what we saw on Black Friday and Cyber Monday. Just the same, you can try adding videos of your own to your business’s website to gauge visitor engagement and conversion value.
As I covered in the “How to Capture Your Online Audience” series (you can read parts 1, 2, and 3 here), small business owners don’t need to move mountains to create moving content. This is true with videos, too. Like having plenty of recommendations from real customers, posting a video starring a friendly professional from your company is great for making your prospects feel more connected to you than your competitor, before they even pick up the phone in their buying process.
If you do want to get a little fancier, without sacrificing ease, you can use apps like Hyperlapse. I’d recommend something like shooting a tour of your latest project and condensing it into a stimulating, short and sweet video to show off your business’s expertise.
All of this being said…
If producing videos to reach prospects still seems like more trouble than it’s worth, you can always rely on customer reviews as extremely valuable content with the power to drive up your customer conversion and retention rates.
You can update your website, your social media listings, and your business directory listings in one swoop with verified reviews to dominate search results and give your prospects a clear choice in the often murky waters of Web content.