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HOW & WHERE TO USE ONLINE VIDEO Video’s power and range is such that you can find good use for it across the entire B-TO-B
buying cycle. Branding & awareness.
Since this is the purpose of many if not most TV commercials, it’s an “obvious” for online
video as well. Placement options might include... - behind a button on your home or “About Us” page, where it can serve as an enticing
introduction to your company and its product set; - in lieu of static banner ads on sites likely to be visited by your prospects (and whose
regulations allow video ads).
As a quick sampling of videos used this way (with no particular recommendation intended),
you might check out www.storetodoor.com and www.bostonbowl.com. Do your executives seek out speaking engagements at major industry conferences? Such
non-product-focused sessions are great branding/awareness opportunities, with the implied
halo of the conference organization attached to them. Why not extend their life and expand
their viewership by “re-broadcasting” them in video on your website?
Interest & consideration. Online video gives you a way to draw users into your content, bringing your products and
services to life. One of the most popular types of video content is the on-demand product
tour, that gives the visitor control of in-depth information. Beyond communicating the value
proposition in indelible fashion, video product tours can utilize in-depth video analytics that
can give you insight into which parts of your pitch are resonating the best with prospects.
In this stage, you also need to be educating your prospects; and there’s nothing like video to
elucidate deep features of your product, or to position it in the context of critical
customer/industry problems. You’ll also want to keep in frequent touch with your prospects, via an email newsletter (which
can also incorporate video elements as appropriate). Another great tool in this vein is the
video podcast. Not only does this give your website a bit of Web2.0 cachet... it also gives
your prospects a reason to keep coming back to your site. The implied promise of a new
informative/valuable video next month is a great way to get bookmarked or get subscribed to
in your prospect’s RSS reader. All of which means that you’ve got someone who has your
firm’s name popping into their head on a regular basis. << previous | next >>
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