Tips, tools, and best practices for B2B marketers.

Did you see that? Video makes a difference.

November 13, 2007 | Posted by: Lee

On top of the fact that the web offers up a multitude of information from a variety of sources, it also allows companies to serve up content in a variety of formats.

Flash animation, video, podcasts, and webcasts offer a more dynamic, richer experience than static text alone.  And when used appropriately, these multi-sensory formats help engage your visitor and impact their buying decision. 

With the increase in high-speed access and the YouTube phenomenon, video on the web is becoming commonplace. It’s a great opportunity to provide content in a more compelling and entertaining way, and studies are finding that it's actually helpful in influencing buyers.  A 2006 Knowledgestorm study found that 78% of regular web users felt online video made content more compelling and valuable. 84% said online video enhances technology related content while 57% said it impacted their purchasing decision.

So what does this mean to you?  Look for ways to use video to provide site content.  Use video and animation to engage visitors and highlight the benefits of your solutions.  Use Flash to help prospects understand complex solutions. Create a short video that provides a product overview.­

If you want prospects to stay around and hear what you have to say, you need to provide relevant content in multiple formats.  Successful companies engage visitors on multiple levels.