- Is it the search box?
- Is it bookmarks?
- Is it desktop shortcuts?
The answer is none of the above. The most common used item on your prospects desktop is the back or exit button. Most web searchers will go through numerous searches for the same subject matter UNTIL they find the information they are looking for presented to them in a clear, concise and easy to understand way. Anything less than that, and the exit/back button becomes an easy way to continue the search.
Now here’s another question for you, “Considering the fact that people who land on one of your videos (or a web page for that matter) came searching for products or services you provide-why would you waste that Golden opportunity by serving them up poor quality content that they will never watch or read, even if that content may contain the information they seek?” The old adage of “build it and they will come” does not apply to the web-there’s just too much competition. With over 645 million websites worldwide, covering almost any subject you can think of, your prospects can and will find the information they are looking for-and if you don’t give it to them they will go somewhere else. And that’s opportunity lost.
When it comes to video, putting a video online that is poor quality, lacking in direction, having poor editing (like misspelled words), and does not have a clear message can and will hurt you more than it will help you. I cringe when I read things like “video is easy, just take your cell phone, record and upload”. Really? Is that what you want out there representing your business to the world? Do you think that today’s tech savvy consumer will sit still and watch 4 minutes of cell phone footage of you explaining how your widget works, with audio so bad that it would take a UN interpreter to decipher it?
The fact is that good quality web video is among the cheapest form of information distribution available today. Production costs are a fraction of what TV production costs, and best of all distribution costs are free (if you utilize a service like You Tube). The fact that the costs are all up front, add to the savings because over the years each time the video works (i.e. results in a conversion or new client) the cost actually goes down! No other marketing medium can claim that advantage.
Web video when done right can provide your business with an asset it can utilize for years, both on and off line. Why counter the productive nature by trying to save pennies and squander the opportunity it affords all businesses to level the playing field in visual content.