1. Boosting traffic

The three primary ways are through site placement, search engine syndication, and viral propagation. When you add video to your site, consider using the home page, your galleries, and calls to action. Video on the home page will attract clicks from more than 50 percent of your users, and can be a great tool to draw visitors deeper into the site. The videos should be instructional in nature, or include a message from your company that provides an immersive introduction for new visitors.

Galleries are another good way to draw users into the site and encourage deeper interaction. Make sure that the videos within your product have a means to drive viewers back to a specific product or to purchase, and keep the videos short to encourage high completion rates. Finally, combine videos with a call to action. Videos are incredibly effective in driving user conversion to sales and should be featured prominently next to products as a means of driving purchase behaviour.

2. Search Engines

Search engines remain one of the great untapped opportunities for traffic generation. Most businesses today understand the importance of SEO [search engine optimization], but few realize that search crawlers are incapable of reading Flash tags. In other words, despite the fact that search engines now feature videos in their results, most videos fail to actually appear there. In order to take advantage of SEO opportunities in video, you need to submit your video via MRSS, a service provided by many video-hosting providers.

Don’t neglect viral propagation. Viral reposting of video puts your brand, your video, and a click to your site into locations, blogs, wikis, and forums that you could never reach on your own. Some Web businesses get over 50 percent of their video viewership through viral propagation, making it one of their most powerful means of brand dissemination.

3. Cost

Implementing a video strategy doesn’t have to be expensive. You can make videos yourself and you only need to professionally produced video content when it’s necessary. Choose what you film professionally and remember that often web visitors are looking for clips that help them understand a product or service, not a lengthy film.