Videos are meant to be shared. And the easiest way to share them is to post them on YouTube --and allow embedding. (YouTube, which is owned by Google, is also the number one place people go to watch videos, according to comScore, receiving more than twice as many visitors as its closest competitor, Yahoo, and can improve your site's Google ranking.)
Another advantage of having YouTube host your videos? "Unfortunately, not all sites can embed videos into their CMS [content management system]," says Rosenfeld. "That's partly why we switched over to YouTube to host our videos. If a partner cannot include our videos, they can link to our YouTube channel."
Spread the Word --and the Link
Don't just keep your videos to yourself. "Use social media," says Goldstone. "Tweet, use Facebook and liberally post links to the videos everywhere," he advises. "Populate blog posts and other non-product content with videos, add them to marketing emails, and post them to social network sites to increase visibility and viewership," adds King.
So Can Videos Increase Sales?
"Our research has shown that video is ten times more likely to generate a viewer response than traditional marketing collateral and web pages," says Ciampa. In addition, "our successful customers have seen their web traffic and conversions increase by 20% because of effective video marketing."
Similarly, studies conducted by Treepodia have shown that when people watch --and like --a product video, they're more likely to make a purchase. "The percentage increase varies from business to business, but a general ballpark is a 40- to 60-percent increase in the number of conversions," says King.
"Treepodia's own studies have shown that the mere presence of video, whether it's watched or not, can lead to sales increases," adds Kings, possibly due to the fact that Google includes video in its ranking algorithm, so a page with a product video has an increased chance of appearing higher in Google search results.
All that said, keep in mind that a million hits on YouTube will most likely not translate into a million dollars in sales. "Video isn't a magic bullet," says Scott Bell, owner of Seattle-based Media & Design. "It is another way to showcase your product and yourself. The best way for it to lead to sales is to have fun with it --don't have a normal [i.e., boring] business video."