Web videos could be important for small businesses

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Dear Professor Bruce:Based on the overwhelming popularity web video and its resulting ability to drive site traffic, I am thinking about integrating video into my small business web site. Is this important? Any tips?Answer:The YouTube craze doesn't just apply to consumers anymore. Video is rapidly becoming an essential feature on Web sites. Web video is particularly important for small and mid-sized businesses as they represent the largest percentage of online businesses in the US.Benjamin Wayne, CEO of Fliqz, suggests small businesses consider a few "dos and don'ts" before posting videos.Just creating a video isn't enough. You want people to find your videos, and through your videos, your site. Submitting videos to search engines is one way to help prospective viewers find you. A simple email button on your video player, or better yet, easy functionality that lets your loyal visitors re-post your videos on their blogs, Facebook page, or family Web site could help spread your message and your brand, attracting audiences and buyers to whom you would never otherwise get access.Fuzzy, poor-quality video communicates a negative user experience and reflects poorly on your brand. To avoid this, find a video service provider who can ensure razor-sharp video and a player that uniquely reflects your brand. It's cheaper than you think and the results make all the difference.Almost every digital camera today has an option that allows the user to shoot short videos. Remember to keep the camera steady, shoot in locations with lots of available light, and move slowly when panning from side to side. Avoid zooming, and instead make sure to fill the frame with the image.Visitors to your site are passionate about your subject. Let them help you sell your online experience. A simple uploader can allow any visitor to contribute videos to your site.Make sure your video is clearly labeled and placed on your home page. This will attract attention from your site visitors. A video gallery page gives users the opportunity to browse through multiple videos at a time, and some vendors can help you with sharing functionality that allows buyers to e-mail videos to one another. White-label video solutions have come a long way today in aiding the business owner. Take the time to research video service providers to ensure that they have everything it takes to roll out a robust and easy to use solution; uploading, encoding, storage, and high quality playback in a plug and play manner. For further information, please visit www.fliqz.com.(Bruce Freeman is president of ProLine Communications, a marketing and public relations firm in Livingston, NJ and author of Birthing the Elephant (Ten Speed Press). E-mail questions to Bruce(at)SmallBusinessProf.com.)