Jeff McRitchie, vice president of marketing for MyBinding,com, says video has been "game-changing" for this online retailer of binding machines. "It's helped set us apart from our competitors and allowed us to establish ourselves as an authority in our space."
Most MyBinding.com videos demonstrate how to use a machine after taking it out of the box. "Our products aren't really exciting, but when you want know how a binding machine works, chances are we're the only company that's made a video on how to use it," McRitchie says.
MyBinding currently creates an average of 10 videos per week and has posted approximately 600 videos at a $30,000 investment. The company has posted its videos on YouTube as well as on its own channel.
Video has become a huge branding tool, he says, with almost 3 million views on MyBinding's YouTube channel. "It's also helped us increase the conversion rate, average visit duration and average order value for our site, resulting in more revenue for the company."
All told, video has been "game changing for us," says McRitchie. "It's helped set us apart from our competitors and allowed us to establish ourselves as an authority in our space."
Linda Melone is a freelance writer based in Orange County, Calif. She specializes in consumer topics ranging from health to technology and business. Contact her at Linda@LindaMelone.com.
Read more about applications in Computerworld's Applications Topic Center.
This story, "Online video a must-have for these four businesses" was originally published by Computerworld.