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On Video and Marketing

The most effective method to sell anything is face to face. That interaction, emotion and the nuance of conversation and adjustment to feedback is hard to replicate online. You have to tell the “story”. The story telling creates authenticity and differentiates from other products. In my mind, the only way to express your passion in the products you sell online is with quality Content.

The best method online to deliver Content is via Video. In this day and age, every item or service in an online store should have a video. Why?

  • Google owns YouTube, it uses YouTube video favorably in search rankings.

  • Marketing Sherpa says video improves online product conversion by 174% - see Marketing Sherpa.

  • Video is more likely to be shared on Social Media.

  • Video provides the best venue to connect with the customer logically and emotionally with the “story” about your product.

  • Cisco says “… consumer internet video traffic will be 80% of all consumer internet traffic by 2019, up from 64% in 2014.” See Cisco Report

  • Today, customers expect video.

If you are not convenience that video is critical and basic in today’s market I really can’t help you. But if you realize that video is very important but don’t know where to start I would like to provide three types of video that Iuse with three different budgets. The quality of video can range from high quality, middle quality, and phone video quality.

The first is high quality and can begin at about $2500 for a 1 to 2 minute clip. Here is an example of a video that had a budget of $3000.

The second example is a little less expensive but the "actor" still has a microphone and there is supplemental lighting. This example video would range from $500 to $1500 to create.

Finally, video taken from a phone with no microphone or lighting is significantly better than no video at all. Video length can range from 7 seconds to approximately 2 minutes depending on the product.

It is important that the product videos on the website are similar in format. This format or template includes staging, finding a repeatable “voice”, and how the product highlights are presented. The format could also be an interview, a "How To", or just a product staged or in use.

Once you have created a format it should be easy to develop videos for each product. These videos that will dramatically impact your sales conversion, greatly improve you Social Media content, and improve your search ranking.

"Great stories happen to those that can tell them." Ira Glass

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