E-newsletters have become more generalized in the scope of their information and often include how-to information. For example consumers can learn how to look for the right lawyer (from a law firm), how to stave off stress (from a productivity consultant), or how to choose a fine wine (from a realtor serving a Baby Boomer clientele with interests in fine wine).
Online video marketing is evolving, too, from efforts to win product placement and mentions in YouTube videos and MySpace fare to consumer-friendly how-to videos on individual business Web sites.
Sites inviting how-to videos include www.LinkedIn.com, www.NetworkingforProfessionals.com, www.ExpertVillage.com, www.VideoJug.com and www.howcast.com. More solo professionals and companies also are posting how-to videos on their own Web sites.
Five Smart Tips to Launch Your How-To Online Video Marketing Reach:
1. Capitalize on your how-to knowledge. If you are a consultant, create a one-minute or five-minute online video featured on your Web site on how to start a business, grow a business, or find a consultant. If you are a maker of home improvement supplies, create an online video on how to fix a problem. The goal is to provide useful information, which creates three advantages: 1.) increasing Web site traffic from consumers who will return for more useful information in the next online videos; 2.) positioning of yourself or your business as an "expert" in the field, and 3.) earning consumer trust.
2. Tap existing sources for how-to ideas.Go to your favorite Internet search engine, and type in "how-to video" plus a word or few words describing your field. Take your cue from what's already been created. Go to www.5min.com for sample how-to videos on how to fix things, build things or solve a problem. This, too, can be a springboard to inspire ideas and formats for your how-to online video.
3. Be direct. Use online video formats to show how to use your product or service, and employ the free and more persuasive use of "real" customers who can say how they benefited and be featured making use of the product or service as you describe the steps.
4. Create new revenue streams. Your how-to online videos can be sponsored, become a selling point to Web site advertisers or become the basis for a co-branding marketing campaign with a product or service complementary to your own.
5. Maximize your online video reach. The number of online social networking sites that allow you to upload video is increasing exponentially. MySpace.com is still the leader, but Facebook.com is growing at a faster rate., and Squidoo.com has evolved into a top expertise-sharing site. LinkedIn.com is the most direct way to reach professionals with services and products. NetworkingforProfessionals.com is another way to share videos with professionals who might become your future clients.
The massive rise in use of broadband in the western world has caused a phenomenal rise in the use of online video. At present (December 2007) the USA, Europe and Japan all had a usage rate ofaround 85% (ie 85% of all internet users were on broadband at home.) In the workplace this is around 94%. The massive rise of YouTube (the popular video sharing site) resulted in Google snapping it up for an amazing $1.65 billion this year, a mere 18 months after it was launched.
So online videos are clearly an important trend but how can retailers profit from this?.
Instead of showing static product images, how about showing a video of the product. You can show it from all angles, you can show it in use, you can walk through the advantages and disadvantages of the product. If a picture is equivalent to a thousand words, then a video means a great deal more.
Show video product comparisons on your website.
How about compiling a video comparing different products that you stock, showing the advantages and disadvantages of each product. Start with the cheaper products showing their features and then move on through the product range to the more expensive products. This will help users to make an informed buying decision.
Have a video introduction to your company.
When your visitor first arrives at your site, why not have a personal welcome video introducing you and your company, thereby giving the personal touch. Do you have premises such as an office, warehouse or a shop? If so, you can do a quick virtual tour to show it to your visitors, thus establishing trust and credibility that you are a real live business. You can show your entire product range as well.
"How to order" video.
For those that are new to online ordering - and you'd be amazed at how difficult some people find it - you can show a walkthrough of the entire order process so that they know exactly what to expect. Software such as Camtasia studio is great for this, or theres the cheaper Camstudio.
"how to" video.
When searching online, more often than not, people are looking for solutions to problems rather than actual products to buy. Think about it - what problems do your products solve? If you cna show your product in use, and show it solving problems then so much the better.
Informercials.
Have you got a new product into stock? Or perhaps you've got a sale on certain products? If so, then do a short video commercial highlighting your new stock or your sale and show it on your homepage. This will get users attention .
So how to you produce video?
Video for the net can be done easily and quickly with decent lighting and a standard video camcorder. Don't worry about getting TV quality video or hiring in a full production team. Most video camcorders can produce good quality video to show online with a steady hand. You can find most of the software you need on your standard PC - windows usually comes with moviemaker built in, and there are many tutorials available on online to show how to produce video.
A massive added benefit is that once you have all these videos you can then upload them to Youtube. This can then be used to attract traffic to your online store. When you upload a video make sure you tag it with the relevant keyword phrases and make sure that during the editing process you display your website address at the end. Also, make sure that you name the video along the lines of " how to" (name it by the problems it solves} or " XXX review" As these are likely to be the most likely searches that people look for.
Online video is a huge rising trend that the majority of online retailers have yet to seize upon.If you learn to use it now you'll be ahead of the rest- and once you get over the initial learning curve, you'll be flying.
Both Ruth Klein & Robin Porter are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Ruth Klein has sinced written about articles on various topics from Stress Management, Family and Divorce and Infidelity. Ruth Klein is an award-winning business owner, best-selling author and marketing and time management consultant whose clients range from solo entrepreneurs to the Fortune 500. Sign up to receive Ruth's 7 Part Mini-Course on Branding and Productivity.. Ruth Klein's top article generates over 14800 views. to your Favourites.
Robin Porter has sinced written about articles on various topics from Computers and The Internet, The Internet and Computers and The Internet. Robin Porter is an an experienced Internet Consultant and and has advise many companies on how to do business online.. Robin Porter's top article generates over 33100 views. to your Favourites.