Why is it important for businesses to have a promotional video like SunPop's on their website?

Video is sticky. Website visitors are usually in a click-and-skip mentality, bouncing from one site to the next until they find something relevant and / or interesting. Video gives people another reason to stick around and spend more time on the site, increasing time-on-site and (if the video's message is good) increasing the conversion rate.

Quick caveat. A "promotional video" is actually more valuable outside of the website. That's where the exposure gained through promoting a business will be more effective. This happens on TV, blogs, ad-networks, YouTube, etc. 

But once a person is already on a website, it's time to lay down the bullhorn and start connecting with the visitor. Simply by visiting the website, a person has already expressed their interest in the business. A full blown promotional effort at that point is counterproductive and annoying, like a jewelry store playing their radio ads in the showroom. 

When it comes to video on your website, the video should be less about advertising yourself, and more about providing an insightful and relevant experience for the viewer. 

Two of our partners have best selling books about how to do that with web-copy, and the same principles apply to video. The content should address things that people actually care about. Not things a business wishes people cared about.

This is where taking a sober and objective look at your business is particularly important. Because it's hard to read the label when you're inside the bottle, many businesses opt for a consultant to give them a fresh perspective. 

Unfortunately, good consultants are rare.  

Not only should they be intuitive enough to find the core identity of a business, but they have to be ballsy enough to sit the client down and tell it like it is. If a consultant has never firmly challenged the beliefs of a business owner, they should be fired. Harsh, but the client isn't getting much value. 

Once uncovered and acknowledged, that "true core" of a business is extremely effective inspiration for the marketed identity of the business. Why? Because the business will never fall short of who they really are. Customers will always be satisfied because the marketing isn't a costume disguising the actual experience. It's a strategic, compelling, and coordinated effort that not only brings people to the business, but sets the stage for a positive experience that lives up to all of the customer's expectations. 

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Last updated on May 8, 2009 by SunPop Studios