Almost every business in the indoor air quality and environmental industries has some form of internet presence to help promote their business.  Websites are a great tool to make people aware of your company and for some companies to conduct online transactions. 

 

Keeping the content of the website up to date and relevant, as well as keeping up with emerging technologies, can mean the difference between a successful commercial website and a static site that does little to grow a business.
 
One of the fastest growing trends for companies doing business on the internet is the use of online videos.   Demand for online video is on the rise from both consumers and those businesses that want to maximize their selling potential on the internet.
 
As the old saying goes, "A picture is worth a thousand words," and this phrase can be utilized as a powerful marketing and sales tool.  For example, in a several minute online video a product manufacturer could show a customer how to use a complex product that would otherwise take pages of text.  
 
Many companies in the IAQ and environmental industries are small to midsize businesses and online videos are a great way to differentiate your company from the competition without spending large amounts of capital. 

 

Statistics released by comScore (an online media company) showed that 158 million U.S. internet users viewed a video online in August of this year.  Adding videos can also increase your website's search engine optimization (SEO).
 
Technological innovations have made making and utilizing online videos much more affordable for companies of any size.   Professional production companies typically charge several thousand dollars (depending on the video's complexity) for a 3 to 5 minute video, and this can be money well spent.  Savvy marketing professionals can use inexpensive video recording equipment and video editing software to produce online content themselves.
 
When your company is ready to add online video content there are a few simple rules to keep in mind, they include:
 

Keep it short - concise videos that get to the point and build trust are typically more appropriate and successful than long drawn out online videos.

 

Content - bad videos will turn away viewers.  Online videos need to have value for the viewer.  Unique content can leave a lasting impression and animation can often explain a complex process quickly. 

 

Narration - many online videos utilize narration.  Consider using professional voiceovers, but an overly slick voiceover may backfire.  There is nothing wrong with using an actual company employee to deliver the message. 

 

Video Technology - online videos are often viewed in a relatively small frame size. Depending on the video technology used, viewers may not be able to clearly see smaller items (or abundant use of text) so plan accordingly. 

 

Sound - quality microphones should be utilized and can be purchased quite inexpensively.  The use of music in the video can also add a professional touch.

 

Editing - there are a number of excellent user friendly editing software programs that can be utilized to produce an online video.

 

Contact Information - be sure to include all of your company's contact information in the video.

 

 

Cochrane & Associates, LLC, the environmental, mold and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm has a long history of working with clients to develop ways to maximize their returns utilizing internet marketing.