Simply put, the role of online video marketing on the web is huge.

77% of total U.S. Internet Audience Watches Online Video 

-Comscore; Nov. 2008

Online video marketing presents an opportunity to personalize promotion in a way that no other medium can. Video conveys motion, sound and emotion; all engaging elements that serve to differentiate you from the competition. When executed effectively, online video marketing is more memorable than other forms of marketing. The popularity of online video sharing is a testament to that. So the question is:  How can you capitalize on this technology and its powerful role on the web?

Creating a personalized online video representation of what your company is all about that appeals to your target audience is a step in the right direction. Online video marketing offers up several ways to accomplish that.

Tell your story

Rather than simply speaking to your audience as a “business owner,” provide some insight into the story behind why you do what you do, and how what you are promoting has affected your own quality of life. Taking this approach humanizes you and your business which presents an opportunity for your audience to relate to you on a more personal level. It will further engage your audience because they will feel as though you have allowed them to go behind the scenes…and who doesn’t want to do that?

For example, while working as a media relations consultant for an online company that created family websites, I played up the fact that the business owner decided to create his cutting edge technology after becoming a father and deciding that current online platforms were sub par. This is what  inspired his vision for the quality, media rich websites he ultimately created and built a company around. Online video marketing presents an ideal promotional tool to convey the emotion behind his motivation to start the company, as well as, his enthusiasm for the platform he created.

Incorporate glowing client testimonials 

Generally speaking, potential clients are more likely to relate to one of your current or previous clients than you, as someone who has a financial stake in the company.  When people visit a website, they expect to hear those who are directly involved with the company communicating why their company is so great. Instead of being predictable and doing all of the bragging yourself, capitalize on the quality relationships you have created while working with happy clients. Let them do the bragging for you. Incorporating powerful and effective client testimonials will enhance credibility and trust.

Highlight Memorable Elements

The epitome of powerful online video marketing is when an advertisement created by a big time company ends up receiving millions of hits on YouTube. These types of ads are catchy, usually humorous or unusually compelling in some way and are simply fun to watch. They’re water cooler ads…so memorable that you can’t resist sharing them with others. Taking the time to identify and showcase elements within your own company that have the potential to evoke some type of emotion will increase the odds that they will generate interest, and ultimately, more exposure. A truly innovative online video marketing campaign can be a very powerful thing.

When it comes to the role of online video marketing on the web, I think we’re only seeing the beginning of things to come. Currently, not as many companies as you would expect feature videos on their websites. However, I think in the very near future, seeing a video on a company website will be as prevalent as seeing photos on a website is today.