video smes — Videos can be effective marketing tools for SMEs. Photograph: Guardian / Linda Nylind

Content marketing: turn website visits into sales through the medium of video

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Videos can boost sales, but SMEs need to think through their strategy. Jon Card speaks to experts and entrepreneurs
Why online video is the future of content marketing

As the trend for online shopping continues to skyrocket, website owners are ever more interested in what helps to convert a visit into a sale. In recent times, video appears to be one of the methods that is most effective. Research shows that consumers consider online videos to be extremely useful and trust companies more that have them. Films and videos appear to help create a connection between the customer and seller that words alone struggle to do. Indeed while it has often been said that a picture is worth a thousand words, researchers claim that a one-minute video can be worth nearly two million words. However, a product video or promotional film is no guarantee of sales. Furthermore, businesses must decide whether they can do it themselves or bring in the professionals. We speak to experts and entrepreneurs on how video can boost trade for businesses of all sizes.

Create a spectacle

Videos need to be entertaining, or else viewers will click off and watch something else. Businesses need to get creative to find ways to interest people. "The biggest mistake is to sit in a boardroom being interviewed, it's dull and boring and says very little," says Reece Deville, founder of Deville Film. "The managers need to get out of the office and start talking to customers."

For online flower retailer Bunches, getting out of the office and meeting customers was precisely what it did. Its Random acts of kindness video filmed them handing out free bunches of flowers to people on the streets of Nottingham. "We originally created the video because we wanted to spread a little happiness by getting people to make pledges about how they would performs acts of kindness to others, either loved ones or strangers," says eCommerce manager Chris Barker. However, there's been a significant financial upside to the film. Barker explains: "The video cost virtually nothing to make, and to date it's been directly responsible for at least 333 sales, worth £6,866 in revenue."

Be yourself

Videos are a great way to build trust with a customer. They can answer questions, allay fears and create the basis for a relationship, which can help to encourage people to buy. Ross Phillipson is sales director at The Hot Tub Superstore, a Blackpool-based family business. The company sells across the UK, primarily through its website, where video plays a major role. Its simple films typically involve "one-take wonder" Phillipson with a product explaining its benefits to camera. "It has a real world feel to it," he says. "People don't feel like they are buying off a website, they feel like they know me. People say when they come in the shop, 'You're the guy on the website, can I have your autograph?' They are only joking, but it helps give weight to the connection."

All the films are shot on an SLR camera with a clip-on microphone, then edited and published online the same day. This speed of completion means that when new products arrive at the shop they can quickly be filmed and then sold to the public via video. "In all the years we've done them, we've never done a script. We can film them in five minutes, depending on how hot I am feeling. I just talk about the product and the knowledge comes out," he says.

Short and sweet

Most people who watch videos online will not want to sit for long, so cutting it down to the core essentials is key. Andy Atalla, founder of online marketing agency atom42, says all the evidence suggests that online videos can improve conversions, but that they are no magic bullet. He recommends that videos be powerful and provide a clear call to action at the end. "Video can increase conversions, but only if they have the right kinds of attributes," he says. "Effective videos often tell a powerful, emotive story. They usually need to include a clear call to action at the end, as well, so users know what to do straight away after viewing."

Don't forget sound

As videos become more important, it's likely that, while dedicated filmmakers become ever busier, many more businesses will seek to do it for themselves. Ravinol Chambers is the founder of Be Inspired Films, which produces videos for businesses and charities, as well we running training courses for those wanting to shoot their own. For Chambers, one of the big mistakes people make when creating videos in-house is failing to pay attention to sound quality. "If you're making your own video, one of the key things is sound. It's one of the things people don't consider properly when doing it themselves, but people will turn off really quickly if the audio isn't good," he warns. "If at all possible, use a microphone to get good, clear sound. If you can't do that then get close to your subject and make the film somewhere quiet."

Call in the professionals?

Whether to make a video in-house or to bring in outside help really depends on the skill-sets within the company. It's certainly true that cameras and software have become both cheaper and easier to use in recent times. Software programmes such as Adobe Premier Elements or even apps such as iMovie can produces good quality results if combined with a decent camera. However, while they are fairly user-friendly, practice is still required. Deville says there are many tutorials on sites such as YouTube for wannabe filmmakers, but learning is something that needs to take place before a project – not during. "You need to practice and get used to using the camera and the editing software," he says. "If you leave it to the last minute then you will find that you never finish the film."

Bringing in a team of professionals may be advisable for some businesses and there are lots of good people out there who can provide affordable services to small businesses. But Chambers warns that the relationship between the film company and those standing in front of the camera is key. "If you are going to bring in a company, try to meet them first or at least have a conversation on Skype with them as you need to be comfortable working with them. Also, don't think you are 'getting a video', think about what you are trying to achieve together."