This guest blog is by Kelley Lynn Kassa, an award-winning marketing and public relations professional.  Kelley's current role is Director of marketing communications for High Start Group.

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Video should be a vital part of your conversion strategy. Why? Video works. It reveals your passion, helps you create a more engaging customer experience, delivers complicated content more easily, etc. I often hear from our prospects: “I know about the power of video, but how can I make it work for me?”. The following 7 tips should enable you to make online video serve its primary function – help grow your business and make you money.

1.    Set up a realistic objective 

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On Tuesday we launched our live video webinar series Pixability TV. Our first episode was “Social Media Video Secrets” with Peter Shankman, a well-known social media guru.

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A friend of mine told me recently that he watched a video about a cool car tuning gadget that he wanted to buy. The video did not have any clear information on how to buy the product and he ended up never making a purchase. The key element that was missing in this video was a call-to-action. As a result, the company lost a client who was ready to spend $1,000.

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According to a study conducted by GetResponse emails containing video received 5.6% higher open rates than those without one. Click-through rates (CTRs) were, on average, 96.38% higher. Using video in your e-mail marketing will put you ahead of your competitors. Studies state that 80% of e-marketers plan to use video emails in 2010, while only 15.7% did so in 2009. So how can you make this work for your company?

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At Pixability we’re fascinated by all the cool and innovative companies we get to create videos for. And we love telling our customers’ stories.

Our client EasyCare eliminates the need for nailing a metal horseshoe to a horse’s hoof. Instead they have created horse boots! EasyCare produces a full line of hoof boots and natural hoof care products.

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Another rainy day in Boston... Driving to work today, I was reflecting on what the most challenging things were in creating video before I found Pixability. Well, choosing a topic was not always easy. What should I shoot? I suspect that some of you have the same problem. So, here are some initial ideas to get you started

1.Testimonial – Turn skeptics into believers by having your satisfied customers tell your story.

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