Software firm uses online video to boost visits by 300 percent

Social media marketing is more than simply crafting status updates and generating Twitter followers. If small business owners want to maximize the reach of their social efforts, they need to use a variety of platforms. This, of course, includes online video.

Posting clips to YouTube isn't as expensive as one may expect, and the medium engages prospective users in a way that other communication channels simply don't. Attivio, a business-to-business software company that provides search and unified information access solutions, recently discovered the utility of movie marketing – the tech firm was able to boost traffic by 300 percent through its video efforts.

"Sometimes a picture says a thousand words and video says 50,000 words," Drew Smith, director of online marketing at Attivio, told MarketingSherpa. "Sometimes it's easier for people to digest a complex concept by watching a two-to-three-minute video versus trying to read an eight-page whitepaper."

The results of Attivio's campaign speaks for itself. The firm first began posting videos in early 2009, and has helped Attivio generate between 200 to 300 percent more unique visitors per month. Moreover, the average time spent on-site per visitor has increased by 100 percent – the average user stays on a page without video content for one minute and 30 seconds, compared to three minutes on pages with movies.

Developing a video strategy

Smith was quick to note that creating an effective video marketing strategy isn't as easy as simply setting up a camera and recording. There are a variety of different types of content companies can record. For example, product demos, customer testimonials, staff interviews and} introductory explanations.

"Some entry-level demos and explanations are more likely to appeal to prospects at the top of the conversion funnel. These videos are given a dedicated video page that is search engine optimized and includes a sidebar form to request a free consultation," explains the news source. "Other videos that are more likely to appeal to current customers or very-engaged prospects do not have a dedicated page and instead play in a layover format."

Videos don't even have to be created exclusively for customers and clients. For example, businesses could create training clips for new employees, personal profiles for network purposes and presentations for quarterly reports. Video is a multifaceted communication tool, so entrepreneurs shouldn't pigeonhole themselves into using it for a specific purpose.

Once videos have been created, small businesses need to tie them into specific conversions. Promotional clips are being made to trigger an action, whether that's making a purchase, visiting a small business website or requesting a purpose. Entrepreneurs need to keep these goals in mind and design calls-to-action that reinforce these objectives.

After a solid campaign has been developed, owners should start tweaking elements to get better results. Companies need to experiment with upload frequency, video length and different types of clips to ensure they are getting the most out of their efforts.

The reach of online videos

In November alone, more than 183 million Americans watched online videos, the majority via YouTube or through Facebook. This translates to approximately 85 percent of the U.S. online audience, highlighting the reach of the marketing channel.

Does your company currently leverage clips of products or services to promote them to consumers? How has integrating them changed how you run your marketing efforts?

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