How to Make Video Marketing Work for Your Business

Video producers, marketers and users share their tips on how to create a successful business video that generates traffic and sales for your business--not just views on YouTube.

By Jennifer Lonoff Schiff
Thu, April 19, 2012

CIO — You've all seen —and envied—that viral video that gets millions of views seemingly overnight, the one everyone talks about for days. But does getting millions of views on YouTube translate into getting millions of dollars, or even thousands of dollars, in sales? And does adding video to your website or product pages really improve your search engine rankings and make people want to do business with you?

To find the answers to these questions, CIO.com interviewed dozens of video experts—from professional video makers and marketers to companies that have successfully used video to market their products or services—to find out who can benefit from video marketing and what it takes to successfully make and market a video.

Who Needs Video?

If you sell a visual, hard-to-explain, or needs-to-be-seen product or service—"anything you can't test drive or try on," says Roger Vaughn, marketing and technology problem solver at Swift Marketing—having a video can make a huge difference.

Take, for example, BluScenes by Scenic Labs, a provider of ambient Blu-ray products (i.e.,high-resolution videos of aquariums, fine art and fireplace scenes) for doctors' offices, wellness centers, spas and homes. "The first year we added video clips, our sales increased by about 400 percent," says Jason Rosenfeld, founder/producer, Scenic Labs, LLC. "They doubled again (in dollars) when we upgraded our videos to full-length HD versions."

In addition, since adding video to its product pages, Scenic Labs has seen a dramatic reduction in the number of returns—because customers know exactly what they are going to get.

And those BluScenes videos have not only benefited Scenic Labs, they've helped the company's partners. That's because "when partner sites include our videos, their sales typically double," says Rosenfeld.

ScanMyPhotos, a service that scans customers' photos, slides and negatives, is another good example of a service business that can benefit from video. "The best tool for explaining how to place orders and answer questions is video," says ScanMyPhotos CEO and President Mitch Goldstone. That's why the company features a number of how-to videos right on its home page, including this one on how to pack your photos for scanning with the ScanMyPhotos.com prepaid box:

How to Create a Video to Get People Talking and Clicking

A bad video—one that is poorly lit, that you can barely hear or is deafening, that rambles or doesn't make a point—is worse than not having any video on your website (or YouTube). So to help you create a video that will get customers talking and clicking are 12 helpful tips from the experts.

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