I get a lot of people calling me asking about doing a single video to use on their website. They want a good "About Us" video or bio video to be viewed once people come to their page. Well, having one video purposed on your homepage gets you on the right track, but by using only one video, you're organization is missing out on some tremendous opportunities. Using a multiple video approach within your web presence is a far superior way of engaging your target audiences. There are many reasons why this is so, but I want to give you five big reasons why using multiple videos will pay off far more than just a single video on your website.
1) Gives a more intimate/ in depth look into your organization:
Ask any president, CEO, marketing gal or average Joe what separates their company from the competition. What responses do you typically hear? Our people. Our customer service. Our innovative products and services.
Blah, blah, blah.
Everyone preaches this same message. Even if it's true, how are you proving it?
A video on your homepage? Well that's a great start, but let me ask you this:
Can you adequately share your story with one video?
Of course you can't. It's much like meeting someone for the first time at a networking event and chatting to them for 2 minutes. You certainly get a general impression of that person, but you will never leave that conversation saying, "Wow, I can really identify that guy's distinguishing qualities."
Multiple videos help you have an intimate conversation with your audience, which will inevitably separate your organization from your competition.
RJE Knoll, a business furniture distributer in Indianapolis, greatly benefited from this approach. After doing a video series on their people, their revenue increased 22% and their email open rates increased 50%
2) Makes your website dynamic:
More and more people are coming to your website to learn about you. Your website is the hub of all of your marketing efforts. If you're smart, you would constantly find new ways to keep people coming back to your site over and over again; to see your call to actions and to be perpetually impressed by your company. Companies today pay big bucks to attract new people and existing clientele to their website.
What reason are you giving your audiences to keep coming back to your site?
With multiple video stories, new and old audiences alike will continually peak their head in to see your fresh new content.
3) Ability to touch diverse audiences:
I bet your company has multiple products and/or services, doesn't it? I'd also bet you have different audiences to speak to (clients, vendors, resellers, end users, employees, etc.), don't you? Well, do you honestly think a single video will be applicable to all of your audiences and adequately highlight your products and services? You're crazy if you do!
Multiple videos enable you to have the right conversations with the right people. Why make a single video with a generic message, when you can have multiple videos that touch every possible angle in detail?
4) Helps fill sales cycle gap:
Ever wonder what to do after you make a sales proposal, and you get the "This is exactly what we need, but we need to hold off for a year," response? Do you call them every once in a while? Do you send them emails? Snail mail? What's the best way to stay connected throughout their sales cycle?
Answer: Send them multiple video stories.
It's a great passive way of staying sticky, all while solidifying why your organization is the best.
5) Enhances search engine optimization efforts:
Forrester recently reported that by having video on your website, your chances of showing up on the first page of a Google search increases 50x. The more video content you have circulating on your website, the more it improves your SEO initiatives.
1) Gives a more intimate/ in depth look into your organization:
Ask any president, CEO, marketing gal or average Joe what separates their company from the competition. What responses do you typically hear? Our people. Our customer service. Our innovative products and services.
Blah, blah, blah.
Everyone preaches this same message. Even if it's true, how are you proving it?
A video on your homepage? Well that's a great start, but let me ask you this:
Can you adequately share your story with one video?
Of course you can't. It's much like meeting someone for the first time at a networking event and chatting to them for 2 minutes. You certainly get a general impression of that person, but you will never leave that conversation saying, "Wow, I can really identify that guy's distinguishing qualities."
Multiple videos help you have an intimate conversation with your audience, which will inevitably separate your organization from your competition.
RJE Knoll, a business furniture distributer in Indianapolis, greatly benefited from this approach. After doing a video series on their people, their revenue increased 22% and their email open rates increased 50%
2) Makes your website dynamic:
More and more people are coming to your website to learn about you. Your website is the hub of all of your marketing efforts. If you're smart, you would constantly find new ways to keep people coming back to your site over and over again; to see your call to actions and to be perpetually impressed by your company. Companies today pay big bucks to attract new people and existing clientele to their website.
What reason are you giving your audiences to keep coming back to your site?
With multiple video stories, new and old audiences alike will continually peak their head in to see your fresh new content.
3) Ability to touch diverse audiences:
I bet your company has multiple products and/or services, doesn't it? I'd also bet you have different audiences to speak to (clients, vendors, resellers, end users, employees, etc.), don't you? Well, do you honestly think a single video will be applicable to all of your audiences and adequately highlight your products and services? You're crazy if you do!
Multiple videos enable you to have the right conversations with the right people. Why make a single video with a generic message, when you can have multiple videos that touch every possible angle in detail?
4) Helps fill sales cycle gap:
Ever wonder what to do after you make a sales proposal, and you get the "This is exactly what we need, but we need to hold off for a year," response? Do you call them every once in a while? Do you send them emails? Snail mail? What's the best way to stay connected throughout their sales cycle?
Answer: Send them multiple video stories.
It's a great passive way of staying sticky, all while solidifying why your organization is the best.
5) Enhances search engine optimization efforts:
Forrester recently reported that by having video on your website, your chances of showing up on the first page of a Google search increases 50x. The more video content you have circulating on your website, the more it improves your SEO initiatives.
small not-for-profit can make in Haiti,” says Shields. “Mona will be delivering thousands of much needed shoes to this disaster and will be able to immediately help those who must journey miles by foot to find a safe place or aid.” 
Marketers tend to suffer from what I call, "The Wizard of Oz Complex." They are standing behind the curtain trying to make you believe something that isn't exactly true. Lots of bells, whistles, smoke and spins that try to hide their flaws and insecurities as a company.
You can't skim a web video like you can skim text, so the worst thing you can do is have too long of a web video.
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