How Appeal to More of Your Visitors With Audio, Video and Text
Video and Text, Using Audio
It's hard to believe that just a few decades ago, the information presented on the Internet consisted of nothing but plain text. Eventually HTML came about as a way to format text, and then graphics were added. But even those innovations were nothing compared to what you can find on the World Wide Web today.
The Internet as we know it is still evolving, but it is full of pictures, sounds, and motion. Even the most inexperienced novice can design a MySpace page full of animation, funny videos, and his favorite songs. New technology is being developed continuously, and webmasters are often quick to adopt it.
But these fascinating new aspects of the Internet are not only for fun and games. They provide marketers with lots of new ways to inform and engage their visitors. No longer do we have to rely on the written word to get our point across sufficiently. We can also communicate with our site visitors through audio and video.
Why Use Audio?
Did you know that a large portion of the population retains information better when they hear it than when they read it? This is one of the many reasons that it pays to offer audio as an option for your site visitors. Here are some more:
* Audio can inject personality into your website in a way that text and graphics can't. There's just something about hearing someone's voice that makes site visitors feel welcome.
* Audio is convenient. Those who want or need to multitask can listen to audio while doing something else. They do not have to be right in front of the computer screen to use it. You can also make audio available for download to an iPod or MP3 player, so your visitors can take it with them wherever they go.
* Using audio can separate you from the competition. Many sites do not utilize audio, and if yours does, those who enjoy it will be likely to come to you instead of your competition.
Ways to Use Audio
There are lots of different ways that you can incorporate audio into your website. Here are a few to consider:
* Record a podcast. This is similar to blogging, only it is done in audio form. Users can subscribe to your podcast so that it is automatically downloaded to their feed readers or iPods.
* Do a streaming talk radio show. This is a great way to get targeted visitors to your website, and it allows you to interact with your audience by accepting calls or answering emails while you're on the air.
* Offer recordings of online conferences or presentations for download. This gives visitors an incentive to come to your site as well, and it may entice them to participate in future conferences.
* Record a message for site visitors. Tell them a little about yourself, suggest areas of the site to visit first, or just welcome them. This adds a unique personal touch.
Making Your Audio Accessible
There are lots of file formats that you can use when saving audio, but it is important to use popular ones so that your users will be able to listen to them. Some require special players that your users may not have installed, and even if they are free they might not go to the trouble of downloading them.
The most popular format for most types of recorded audio is MP3. It offers great file compression while preserving the quality of the audio. Virtually every computer has an application that can play MP3 files. The Windows operating system comes with Windows Media Player, which will play these and several other types of audio files.
Another benefit of the MP3 is its versatility. It can be easily converted for burning on a CD with most CD burning programs. Users can also put them on their iPods or just about any other type of portable music player.
If you plan to use streaming audio on your site, be sure to put it in a format that is widely used. RealAudio is one of the most popular applications for streaming audio, and most avid Internet users will have it installed on their computers before they ever come to your site. But those who are not as Internet-savvy may not have it, so it's a good idea to offer a downloadable alternative.
Why Use Video?
Online video's popularity has grown exponentially in a short time, thanks to video sharing sites such as YouTube. The increasing availability of high-speed Internet has also had a hand in making video so popular. Adding it to your website can greatly enhance your visitors' experience.
Live streaming video is a great tool for online tutors and others who can benefit from a high level of interaction with their visitors or customers. It makes it possible for you to communicate in real time, do live demonstrations, and answer questions with ease. For your audience, it's the next best thing to being there with you.
Recorded video can also be a tremendous asset to your website. It's much easier than you might think to make professional-looking videos to showcase your products and services. Your site visitors can watch these videos at their convenience, and if they like them they will often recommend them to friends and colleagues. For added exposure, you could make your videos available for embedding with YouTube or another video sharing service.
Ways to Use Video
Video is a very versatile medium, and it can be used in a number of ways. Here are some ideas:
* Make viral videos. These are usually entertaining clips that include a plug for your business and appeal to a broad audience. As a promotional method, viral video is not usually very targeted, but it can result in a huge amount of exposure at a relatively low cost.
* Hold online video conferences. These provide an unparalleled way to reach out to your target audience.
* Make how-to videos on topics relevant to your website's subject matter. Providing informative video content will generate buzz about your website, potentially resulting in an increase in traffic. It will also help you establish yourself as an expert.
The Advantages and Disadvantages of Video Sharing Sites
YouTube has not been around all that long, but it quickly became one of the most popular sites on the Internet. The site makes it easy for anyone to upload videos to share with anyone with a computer who cares to watch them, and it provides viewers with a wealth of entertainment and education opportunities. Sharing your videos on YouTube and other sites definitely has some advantages.
YouTube's immense popularity can potentially result in lots of people viewing your videos. If they find videos they like, they can embed them onto their own sites or blogs. That will result in an even greater audience, and some of them may choose to embed your video on their sites as well. You can see why some marketers love the idea of video sharing!
There are, however, some disadvantages to putting your videos on sites such as YouTube as well. One of the biggest concerns of marketers is that video sharing doesn't require users to come to your site to view the videos. That means that while your videos may be wildly popular, they might result in very little traffic to your site. It's important to give viewers an incentive to visit your site once they are finished watching the video. Alternatively, you can change your videos' settings so that they can't be viewed on the YouTube site or embedded elsewhere, but that will limit your viewership.
Another problem with uploading your video to a video sharing site and then embedding it on your site is that it will bear the logo of the video site. In most cases the logo is very unobtrusive, but it can still seem rather unprofessional, particularly on technology-oriented sites.
Embedding Video from Your Own Server
Those who do not like the idea of uploading their videos to sites such as YouTube can upload them to their servers and embed them from there. This gives you more control over your videos. There are, however, some drawbacks to this approach that you should be aware of.
One problem with embedding video from your own server is that it will usually require visitors to have a browser plugin in order to view it. The type of plugin depends on the movie's file type, but they are usually free to download. The problem with that is that users often simply do not take the time to download plugins. They won't have the incentive to do so unless they are really interested in the content to be viewed or they feel that they may need the plugin again in the future.
It's also important to remember that video files are usually very large. Making them available directly from your server can take up valuable file storage space, and it can also drain your bandwidth. When you upload videos to a video sharing site and embed them from there, you use that site's storage space and bandwidth.
Whether you should upload video to a video sharing site and embed from there or keep it on your own server depends on several factors. If you don't mind having another website's name pasted on your videos and don't want to overtax your server, video sharing could be the best option. But if you want to ensure that users have to come to your site to see your videos and prefer not to provide free advertising for a video sharing site, hosting your own videos might be the best way to go.
Should You Use Flash on Your Site?
Macromedia Flash is a popular format for animated videos online. While it doesn't work well for live action video, it works very nicely for presentations and introductions. It can blend in seamlessly with the rest of your site. Audio can be added with ease, and file sizes are not quite as cumbersome as most video formats.
Flash can do a lot more than just show video. It has lots of interactive potential. Flash is often used in the creation of online video games. It is also possible to create an impressive animated intro with Flash that turns into a site menu. Web designers are often fond of Flash because provides a way for them to showcase their talents.
Flash does, however, have some disadvantages and limitations. These include the following:
* Flash can significantly slow down the loading of your web pages. This is especially true for users who have slower connections. If your users have to sit and wait for the page to load, they might give up and not come back.
* Flash intros may confuse your visitors. If your main page is nothing more than a Flash intro (also known as a splash page), users might not realize that they need to take further action to get to your content. It helps to have your page automatically forward once the animation is finished, but it's possible that it could be too late by then.
* Some people are just plain turned off by Flash. They may find it obtrusive or annoying, or they may have had bad experiences with it on other sites. Whatever their reasoning, they might avoid any site that uses Flash, even if it has exactly what they are looking for.
If you use Flash, it is important to balance it out with plenty of text so that search engines have something to index. It might also be a good idea to offer a non-Flash alternative for those who have trouble with it or don't like it. As long as your site is not completely based on Flash, using it can accomplish some good things.
The Don'ts of Audio and Video
Using audio and video on your site can greatly enhance your visitors' experience. It gives them alternative ways to receive information and makes your site more interesting. But it is important not to push these mediums on your visitors, because it may actually be a turnoff for some. Here are some things to look out for:
* Try to avoid using audio or video that automatically starts when a visitor arrives at your site. Most people want the power to choose when they watch video or listen to audio on the web, and if that is taken away, it could leave a bad taste in their mouths.
* If you're embedding videos, don't put too many on any one page. This can cause slow load times, and possibly even browser crashes, for users who do not have the fastest connections or the newest computers.
* Don't take a "one size fits all" approach. If you're streaming audio or video, offer options for those with slower connections alongside the standard options.
* Don't forget to seek input from your website's visitors. If you're considering audio or video but have not implemented them yet, consider doing a user survey to find out how they would like to see it used. If you are already utilizing audio and video, ask them if they feel you are using it in the best way possible. You're providing these things for the benefit of your users, so it's crucial to make sure that they are in fact benefiting from them.
It's important not to alienate anyone through your use of audio and video. The idea is to give your users more options, not to make things more complex or decrease usability. Keep in mind that there are still a large number of Internet users who are accessing the web through dial-up connections.
Why Bother With Text When You Can Use Audio and Video?
With all of the possibilities that audio and video have to offer, one might think that plain old text would be outdated. But even though these things add a great deal to the Internet, there still is, and probably always will be, a place for the written word.
The World Wide Web was founded on text. And while text is no longer the only thing you can find online, it is still what the Internet is based on. It's what the search engines use to determine whether a page is relevant for a given keyword, and it's what people want when they are seeking information that they can share easily.
Text is currently the only medium that allows for easy searching. This is not only important to the search engines, but also for the average user. This may change in the future, but currently you can't type in a search term and skip to each instance of it on an online video or audio recording. But if you're on a web page and need to find a specific word or words, you can simply use your browser's search function to go directly to it.
It's also important to consider that there are people who use text-only browsers to access the Internet. Those who are blind often use browsers that read the text on a page aloud, and if there is not sufficient text to describe what the page is about, they may seek information elsewhere. In addition to this, there are users who do not have sound cards or speakers, rendering audio useless and video usable but silent.
There are many things online that need to be presented as text. Doing them any other way just doesn't make sense. For example, you probably wouldn't want to access your bank account information as an audio file. And you might not benefit very much from your digital camera user guide being presented in video form, although videos showing specific picture taking and maintenance techniques might be helpful.
Text is still an important part of any web page. Audio and video can great assets to your website, but in most cases they shouldn't completely replace your text. Text is still favored by many Internet users, and it gives the search engines more to go on when they index your site.
Text Can Be Portable, Too
Online audio and video are becoming easier and easier to take wherever you go. They can be downloaded to watch later on your computer, or you can put them on portable audio and video players. But text doesn't have to be bound to the Internet or computer screen either.
When people find information that is valuable to them online, they often want to save a copy of it for later reference. They can bookmark the web page, but subsequent changes may move or eliminate the information they want. They can save the page in question to their hard drives, but few people do. Making it easy for your site visitors to take your words with them is good for business. Here are some ways to accomplish that:
* Offer printer-friendly versions of popular pages. Your site design may cause pages to print out poorly, especially if you use frames. Making it easy for users to print pages that look like they should will allow them to easily archive information for future reference.
* Consider putting certain information in PDF format. This is the file format that is often used for ebooks and brochures, and it provides easy readability. It prints out nicely if your users want a hard copy. And there are now portable ebook readers on the market that allow one to save his ebooks and other PDF files and take them with him wherever he goes.
* Provide options for mobile web users. A growing number of people access the Internet through cell phones or PDAs, and text messaging is very popular as well. While it's not practical for some webmasters to bother with this, it is worthwhile for some to set up mobile web pages or text alert systems. If your website offers up-to-date information such as news, weather, or account information, your users could benefit from mobile options.
The many recent innovations that utilize text indicate that it is still a medium that should not be ignored. While it may not have the potential for personality of audio or be as visually stimulating as video, it is easy to transfer and doesn't require any special software to use.
Audio and Video Should Complement Text, Not Replace It
One of the most important things to realize about audio and video is that at this point, they often don't translate into money as quickly as text can. Utilizing audio and video is more about making a name for yourself and building your brand than immediate monetary gratification. It helps generate traffic to your website and boosts your business's image.
This is another reason why text is so vitally important on any website. Audio and video can enhance a website or sales letter, and they can go a long way toward convincing a visitor to become a customer or client. But ultimately, it is usually text that seals the deal. At the very least, text is the most effective way to instruct visitors on how to order or sign up.
Audio, video and text can work together to make your website nice to look at and listen to, as well as highly functional. Each medium appeals to visitors in its own unique way. Taking advantage of the multimedia opportunities available online can boost your site's popularity while making it more useful.
How Appeal to More of Your Visitors With Audio Using Audio Video and Text
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