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National Restaurant Association - Video killed the lame website

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Video killed the lame website

1.7 seconds. That’s how long it takes before a new visitor to your website decides to stay or go. 1.7 seconds is how long it takes to potentially win over a new lifelong customer — or lose them forever. And 1.7 seconds is less time than it took you to read this paragraph.

How confident are you that your restaurant’s website has what it takes to make prospective customers decide to actually walk through your doors? Honestly ask yourself, "Can I be doing a better job of marketing online?"

Of course you can be doing better. The best websites are never finished. They’re works in progress, always evolving, always improving — just like your menu and culinary skills. That’s why people keep coming back!

But let’s zero in on the ultimate way to make your website truly shine: video. This is not based on subjective opinion. Research has empirically shown that video is the most powerful tool in any business’s online arsenal.

Consider this remarkable stat: Featuring quality video content on your website makes it 53 times more likely to show up on the first page of a Google search. That essentially means that video is the silver bullet for tackling search engine marketing, a huge part of doing business online today. After all, the whole point of your online presence is to make it easier for customers to find you, and to make sure they like what they see.

And it’s not just search engine marketing and search engine optimization that video drastically benefits. It also helps you to directly increase your sales. Researchers found that people who viewed a product video were 400 percent more likely to convert (i.e., make a purchase) than non-viewers.

But video’s power is bigger than these stats. And we all know the reason why. There’s just something magical about the format itself. It draws you in, it captivates your attention, and it makes your message unforgettable. It’s far and away the best vehicle for telling your restaurant’s story and connecting with your customers on an emotional level.

The best part about video? With today’s technology, producing professional, high-quality, high-definition video and photography is easier and more affordable than ever.

The first step is recognizing that your restaurant deserves the spotlight. Ready for your close-up? Here are some dos and don’ts of video:

  1. Be authentic. The main advantage of video is that it gives people a reliable look at your business without ever having walked through your doors (yet). Prospective customers are checking you out, so show them the real you. People can tell if you’re faking it anyway, and you’ll be happier when you’re being true to your restaurant’s vision.
  2. Keep it short. All at the same time, video can tell your story, build trust and entertain. But not if it drags on and on. Give customers just enough to want more, and be considerate of their time.
  3. Have fun. Remember not to take everything too seriously. A lighter touch will go a long way in making your business likeable, trustworthy and personally appealing. Nobody likes a bore — and everybody loves to smile.
  4. Remember your audience. Sure, your video is for your restaurant. But that means it’s really for your patrons. Ask yourself, "What do they want to know about you most? What are they most interested in? And what would you want to see if you were in their shoes?" Then do that.

This content was provided by Mopro.

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