subject: Promotional Video - Your Secret Tool to Drive Traffic and Keep Your Viewers on Your Website Longer [print this page] Promotional Video - Your Secret Tool to Drive Traffic and Keep Your Viewers on Your Website Longer
How can you really engage the web site visitors on your site and get them interested in buying your videos, or other products? One powerful way is posting a promotional video specifically geared to market your video or product.
For the busy videographer or content creator whose focus is on the actual production itself, this step is often overlooked. We tell our clients that before they start producing to take a cue from the Hollywood movie studios and make sure they make a plan, write a script and develop a shot list for the video that will promote their final video production. To try to make one after all your shooting is done is much more difficult and ultimately adds unnecessary expense.
For example, last week a client asked us to make a sample clip of his newest video release to post on one of his landing pages. He bought a sizable email list for $1000 and wanted to make sure he gets the most bang for his buck on a huge email mailing he'll be doing next week. What he also wanted, beyond showing just a sample, was an exciting video to not only promote the single title, but the whole series as well.
One problem though...the narration embedded into the video did not really say exactly what we needed it to say as a promotional tool. We couldn't create something that wasn't there since we didn't have any of the original files and nothing of that sort was really scripted. He didn't have the time to hire a narrator and reshoot so we ended up using the introduction of the video for the promotional clip at his site horticulturevideos.com.
Since web video has become a key player in your marketing campaign, to not use it to its full potential would be foolish. While it is natural for you as the video producer and publisher to show a sample of your video you are selling, to make "commercials" promoting the video is very important as well for use on your own website and for posting on video sharing sites.
I recently came across a statistic that said 33% of people will watch a 3 minute video to its end. Now that doesn't sound all that impressive but consider this...even fewer than that will stay on your website longer than 30 seconds, missing all that your website may offer them. So it makes sense to have a powerful promotional video on your site that will capture your viewers interest and make them want to spend more time on your site. The longer they stay on your site, the more they get to know you and the more likely they are to buy from you.
Additionally when you consider that YouTube has become as popular as Google as a search engine, you also want your web video promoting your video on that site as well as the myriad of other video sharing sites out there.
So the next time you are shooting a new video, take a lesson from the movie studios that plan their previews and commercials into the shooting schedule and do the same on your production.
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