Professional Block: How Online Video Can Boost Your Business's Bottom Line

With the online video movement in full swing and YouTube attracting 98.9 million viewers to 5.9 billion videos in December 2008, according to digital media tracker comScore, businesses of all sizes are looking to cash in on the trend. In total, U.S. Internet users viewed a record 14.3 billion online videos during December, comScore reports, representing an increase of 13% compared with the previous month. YouTube led the growth charge, accounting for 49% of the incremental gain in videos viewed over the previous month.

The question is, how can small to midsized firms get a piece of the online video pie? Here are eight great ways to start:

Demo a new product. The online video movement has created a venue for businesses that – without being too “sales-like” – want to demonstrate new product offerings. Use video to share a new product, tell how it works, and show how it can help improve the viewer’s life. “Tell them where they can buy it and what your customers are saying about it,” advises Donna Johnson, CEO at North Carolina-based media consultancy firm Indie Business Media. The key, adds Johnson, is to develop a video that invites interactivity (via a comment section, for example) and discussion because “that’s what differentiates online video from traditional advertising.”

Promote an event.
Add online video to your marketing list. Johnson recently helped a client create a 3-minute video promoting an upcoming conference. In it, the firm not only provided information about the event, but also highlighted the previous year’s event and included live testimonials from attendees. Remember to tape such footage in advance so that you have it when you need to begin marketing the following year’s event, Johnson says.

Finsih reading these tips at

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