Monday, March 25, 2013

Increase Sales With Video on Your Business Website

As a business owner, new leads are valuable assets that drive your bottom line in the right direction.  Every lead in your pipeline (or store) arrived as a result of a variety of marketing avenues used to get them to your door.

Using video on your website effectively can  maximize your business marketing and followup process for new leads so you can make more $$$.

According to, there are 8 steps to earning and converting a sale:

  1. Prospecting
  2. Planning
  3. Approach
  4. Need Assessment
  5. Presentation
  6. Meeting Objections
  7. Gaining Commitment
  8. Follow-Up

Using Video is great for Prospecting, Presentation, Meeting Objections, and Gaining Commitment.

Using Video for Efficient Prospecting

Video can not only help bring leads to your website, it can help keep people on your site longer. A recent study conducted by Score.orge shows that 60% of web visitors who found a video on a website WATCHED the video. Imagine if you could guarantee that 60% of people you met on the street listened to your sales presentation. You'd love to have 6 out of 10 people agree to be sold too, right? Exactly.  In a study by Attivio, websites that added video attracted 3 times as many visitors to the video pages, with the website as a whole receiving 157% more organic traffic from search engines.

You can also promote your business by using video on social media sites like Facebook and YouTube. If you've got a killer video, you might even get lucky enough to have a video go “viral” which can draw thousands of visitors to your website.

  • Remember: The most effective prospecting videos are quick, simple, and highly informative.  “How-To” videos are very popular and humor is always a plus. Keep your video to 90 seconds or less.

Making Presentations with Video

Video is a great venue to introduce your business, products or services through a presentation.  Many businesses are modifying their homepage fornatting to include a simple “explainer video”, quickly explaining who they are and what they offer.  When Dropbox switched to a video-based homepage, their conversion rates increased by 10%.

In a study by the Institute of Education and Technology, subjects retained over 50% more information when they watched a video vs. reading text.

  • Remember: Make your video memorable and easy to understand. Use clear graphics and audio so that your video communicates your professionalism. 

Using Video to Meet Customer Objections

Though selling products and services online has becoming increasingly common, people can still be hesitant to buy products and services online.  The more comfortable and well informed your customer feels about your business, the more likely they are to buy.

In a survey by Internet Retailer, 52% of respondents said that watching product videos makes them feel more confident in their online purchase decisions.

Gain Commitment with Video

The most important part of the sales process is completing the sale.  Can video help convince your customers to buy?

Absolutely. reports that statistical data can vary – Comscore claims that customers are 64-85% more likely to make a purchase after watching a product video, while Retail Touchpoints claims that video increases conversion rates by a whopping 174%.  Regardless of the exact percentage, study after study shows that customers who watch video are more likely to buy.  It’s that simple.

Don’t let your valuable leads go to waste.  Use video in your marketing efforts, on your homepage, and on all your product pages.  This will ensure that your web traffic, retention, and conversion rates all reap the benefits of video.

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