Tuesday, December 6, 2011

Boost Conversions with Stunning Sales Video

By Ivan Andrianko

There can be little doubt that the online marketplace is growing with leaps and bounds. Security concerns have been put to rest by using sophisticated checks and balances and consumers from a very wide variety of target groups have found that the Internet offers a safe and convenient way of shopping. The ability to effortlessly compare technical specifications and prices and to access authoritative reviews ensures that shoppers are able to make informed decisions. With the advent of broadband, more and more marketers are discovering the power of a sales video to inform consumers.

Video is a very powerful medium because it can combine sound, animation, graphics, images and video. The correct use of all these media can result in a very powerful message that can both inform and entertain. In the past, video was seen as a luxury and technology was not advanced enough to guarantee smooth, uninterrupted streaming.

When planning to use a video as part of an integrated it is vitally important to consider the factors that are common to all truly effective videos. Consumers should never be underestimated and long, rambling videos will not work. In fact they may cause damage. It is imperative to make sure that each video has a single, clear objective. It is generally better to produce more than one video rather than to achieve too much with one.

A sales video cannot easily stand by itself. It needs to be part of a strategic approach where the video is backed up by more information. It may be important, for example, to provide consumers the ability to print certain documents, to download images or to submit questions online. It is only when video is supported by other sales tools that it can really be used to the best advantage.

It is vitally important to understand that the production of a sales video consist of two very separate projects. The first is the design of the content or message, including the selection of images and other media. Only then can the technical part be undertaken. Individuals with superb technical skill do not necessarily have marketing expertise and that is why the initial planning should be completed by somebody with marketing experience, not by somebody that understand how to create the product.

No single marketing tool is perfect, and video also has some limitations. Perhaps the most important of these is the fact that it is not easy for the user to manage the way in which he watches and listens to the message. It has to be seen from beginning to end and it is not really practical to review a segment of the video. The cost is also a factor that should receive some consideration.

The future of online business looks rosy and there is no reason to believe that it will slacken. Indeed, studies have shown that an increasing number of consumers prefer this convenient method of making purchases. Online entrepreneurs have to realize, however, that competition will most probably become even fiercer and that they will have to take steps to ensure that their unique product or service grab the attention of consumers. Using a sales video can go a long way towards catching attention.

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