Ask the Experts

Ask the experts: Get help from the pros for online videos and photos

vbridges@newsobserver.comSeptember 2, 2013 

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To survive in today’s marketplace, small-business owners have to recognize that the Internet has forever changed the way consumers shop, said Jeremy Sisk, president of Xperience4Higher, a marketing and consulting firm in Durham that focuses on small businesses.

“As folks have moved online, a number of buying activities have followed the same path,” Sisk said. “Research, comparison shopping and even direct communication are just a click away. As the Internet has aged, the best websites have quickly morphed from text-based pages to audible, visual masterpieces.”

Here are Sisk’s edited comments on the importance of website images.

These days, anyone can convey messages through video without having to buy expensive television ads. Small-business owners should be aware of what impression they’re making when people visit their business’s website.

Ask yourself these questions: Does my website show off our company’s best work? Do I get my company’s message across loud and clear?

Many would probably answer no to these questions, and that’s why video and photos are important for a professional website.

High-quality videos allow owners the opportunity to give a personal take on their business. Owners should offer reasons as to why they are in business and how they treat customers. Videos can be used to show customers real-time services, such as using webcams to allow clients to watch their cars as they are being repaired or creating a personal cooking show on YouTube that showcases seasonal recipes.

Business owners should be creative but cautious. Imagery matters.

Videos and photos of poor quality could be a turn-off for customers. It’s important to get the help of professionals, such as photographers and videographers, who can give a business’ website a high-quality first impression and keep an audience engaged.

Bridges: 919-829-8917

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