To Video or not to Video?


It's hard to know what you need on your website these days. The trends are up and down, left and right. Flash today, no Flash tomorrow. Everything must be in HTML5, responsive design is thinking for the future and, of course, everyone has video - should I have video? While a lot of new Internet trends have to do with development standards, video is content, and more content (quality content) is always a good idea.

Here are the top three reasons you should have video on your site and a few topics that make sense for B2B:

Drive Traffic and Increase Stickiness
The more time users spend on your site, the better your rankings will be. Nothing is better than a minute of engaging video to keep someone lingering on your site for a little longer. If your content is concise and interesting, your user might be intrigued enough to keep clicking around and learn about a new product or service.

Videos also show up as individual results in Google, so they're a great way to drive traffic to your site. Stick your video up on YouTube, the second largest search engine after Google, and see what happens.

Tips for success:

  • Provide a transcription of your video. This allows your content to be indexed.
  • Your video title should be short and sweet and keyword heavy. Make sure to add your brand name to the end of the title.
  • Your video description should lead with your website URL. Text results only show 150 characters, so keep it short!

Video topic idea:Consider using your happy customers to help you sell. People love to hear from other people about how great your offerings are. Make sure your video case study includes how they used your products, how your resources helped them along the way and how they interacted with your team. Use this as an opportunity to demonstrate how great it is to work with your company. This will express the versatility of your products and show your clients how it might benefit a company like them.

Explain Complex Offerings
Our B2B clients don't always have the most straightforward solutions, products or industries. Video is a fabulous way to visually explain complex topics. A well-thought-out video could be the difference between someone understanding what you're selling or walking away (to your competitor) confused.

Video topic idea: Think about creating a video or series of videos describing your offerings as "helpful tools." Describe the problem clients may be facing and how your company brings value. Educate your customers on the importance of your offerings - they might not know they need what you've got! As a bonus, use this as an opportunity to upsell your other products as well.

Share your Brand Personality
People love to see who's behind a business. Who doesn't like to feel like they know a little inside information? Allow a professionally produced video to visually reflect your brand personality, and let your prospective customers get to know more about you. No amount of copy can bring your company to lifelike video.
Please note we said professionally produced video on purpose. Even if you don't use Carbon8 for your video work, do us all a favor and don't DIY any video on your website. All content on your site (or YouTube for that matter) is a direct reflection on your brand personality. That poorly produced video on your site is like a typo on your résumé.

Video topic idea: Think about having a short company overview video that provides a summary of your product/service offerings, and feature employees "at work" or answering brief questions about your culture.

Shay Ruggles
written by SHAY RUGGLES

Shay Ruggles is the Director of UX at Carbon8 who ensures we are creating compelling experiences that balance user intent, clients’ business needs and site performance. A former Account Manager, Video Producer and Carbon8’s first employee, Shay leveraged her years of experience, education and research to transition to the creative team of Carbon8 in 2012.

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