1. Engage at the starting line! 20% of online viewers will click away from a video in 10 seconds or fewer, according to research by Visible Measures.  Discouraging as that sounds, the key to overcome that statistic is strong content with engaging delivery. Start strong with your most important and engaging points to increase the number of viewers who keep watching.  Then, keep it succinct.  Your marketing video can’t be a cross-country run: it’s a sprint.

2. Don’t neglect the other modes of marketing and information.  Be sure to continue including text, online brochures, technical/industry articles, and lots of photos/pictures to make your website well-rounded.  Keep the visitor engaged with all of your content to create a holistic, complete experience.  You may even post a text summary or transcript beneath or beside your video to allow visitors to choose their mode of interaction.  Remember: the more you offer, the longer they stay—the longer they stay, the higher your chance for conversion.

3. Leads cannot convert to sales by video alone.  If you following the advice from #2, you’ll have tons of other content on your website—be sure to tie your video in with those other deliverables.  If you have content on your website dedicated to something that you mention in the video, include a link below the video and direct your viewers to it.  If you make your information easy to understand, accessible, and relevant, your visitors have no reason not to keep looking.

4.  Include video in your email marketing.  A 2010 Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.

5.  Access and visibility!  Be sure to work with your marketing advisors and content creators to provide your video in as many formats as possible.  The quickest to cut your video viewers in half is to have a video that cannot be played.  Embed videos wherever possible; embeddable videos are easier to share and distribute, so people are more likely to share them.  Also make sure to choose a platform that works for many different browsers and mobile devices.