What is online video marketing and how can it help your small business?

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What is online video marketing and how can it help your small business?

YouTube is currently the number-two search engine on the Internet and is owned by Google, the number one search engine on the Internet. YouTube has more than

YouTube is currently the number-two search engine on the Internet and is owned by Google, the number-one search engine on the Internet. YouTube has more than 1 billion unique users visit the website each month. These visitors watch over 6 billion hours of video. 100 hours of video is uploaded to YouTube every minute of every day. (citation)

That’s a LOT of video consumption! But what does that mean for your marketing dollars?

Well consider this. According to comScore, between 85 – 90% of Internet users in the United States view online video. And of all the video they view, over 40% are ads and online video marketing. According to, eMarketer, video inserted in email marketing increased the click-through rate by 55%. There was an increased amount of time email recipients viewed the email and the email that contained a video was shared with others more often.

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Want more? According to DigitalSherpa, people who view video are more likely to visit the website associated with the video (75%), and more likely to remember the content of the video as opposed to static content delivered via text and images. The bottom line is that if you’re not using online video in your marketing, you’re missing out on an amazing opportunity.

What About Traditional Advertising?

Up until a few years ago, local small businesses had to rely on traditional advertising to promote their business. The most typical methods of conventional advertising are newspaper and local magazine ads, radio and local television commercials, billboards, yellow page ads and direct mail marketing. All of these types of advertising have one thing in common: they can be costly and have a limited “shelf life.”

What’s so special about online video marketing as opposed to content and marketing delivered via web pages, blog posts, or print advertisement? Video inherently is a much more personal and intimate form of communication. It can be coupled with music, voice over and sound effects that can instantly engage the viewer. Video can help you tell the story of your brand and business in ways that are typically non-threatening and actually entertaining to the viewer. Online video provides ways for viewers to connect and engage with you in a way that static words and images cannot.

Additionally, there is a perceived “higher value” of video as opposed to static content, which can automatically lend credibility, expertise and trust to your message. The good news is that a professionally produced video doesn’t need all the bells and whistles, or be a high-end studio quality like a nationally televised commercial. In fact, approached in a way that reaches out to the target audience you are trying to connect with, online video that showcases who you are, what your business and brand stands for tends to be received better by viewers as they are much more easily able to connect with your message on a personal level without hard sell tactics.

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