Why (and How) to Use Video in Your Marketing

WHY should I use video in my marketing?

Videos are powerful. They can make us laugh. They can make us cry. They can make us buy.

I could give you a hundred statistics that demonstrate why incorporating video into your website and marketing strategy is a good idea. We’ll save time and look at just a few:

  • 65% of executives have visited a vendor’s website after watching a video. (Forbes)
  • Including video in an email increased click-through rates by 200-300%. (Forrester)
  • The average web user spends 88% more time on a website with video. (Mist Media)
  • 64% of consumers are more likely to buy a product after watching a video about it. (comScore)
  • Home page videos are shown to increase conversions by 20% or more. (ReelSEO)

You get the picture. Video has selling power.

HOW should I use video in my marketing?

1. Feature Products

If you sell tangible products, video is the perfect medium to demonstrate how they work or what they look like in more detail.

Take the product videos used by Zappos, for example. There’s just something about being able to see the shoe on an actual pair of feet that makes you more comfortable with the purchase. You can easily picture yourself wearing them.


(Like how I managed to work some online shopping into my blog post writing!?)

If you sell services that result in a final product you can showoff, make a video of it! Do you paint houses? Show a before and after. Focus on how you take extra care to cover all furniture and carpet to prevent damage. Show your attention to detail in tricky spots.

2. Introduce Yourself

If your business involves “selling yourself” or your services — think real estate agents, consultants, personal trainers, etc. — an introduction video is an excellent way for potential customers to get to know you.

I like how Michael Hyatt provides videos for each of the services he offers. Before you hire him as a speaker, you can actually get a sense of how he speaks.

Introduce website visitors to your team. Give them a sense of your personality. It creates a personal connection that’s often missing in the digital world.

3. Answer questions and inform

Answer frequently asked questions in video format rather than simply in text form. Create a behind-the-scenes look at your business. Make how-to videos related to your product.

4. Share testimonials

Social proof is one of the most powerful selling tools you can use. Combine that with video, and you can be unstoppable. Invite some of your best customers to record a testimonial video. Focus on what it was like working with you and the results they achieved or benefits they received.

The possibilities are endless when you start looking for opportunities to add videos to your marketing mix.

WHERE do I get video to use in my marketing?

There are many options when it comes to creating videos for your website, largely depending on the production value and level of professionalism you’re looking for.


You may find that all you need is your phone’s camera. There are numerous resources online (like this one and this one) about how to improve your amateur video technique and even set up a make-shift studio in your home or office.

Keep in mind that the quality of your video can send a message to viewers about the quality of your products and services. That said, know when to call in the pros…

Professional Video Services

If you’re looking for more polish, you should consider a professional videographer. You may be surprised by how affordable a professionally created video can be, especially when you “batch” videos. For example, if you want to create a series of ten featured product videos, shooting them all in one sitting could save you significantly.

Make it happen

Video is a powerful, cost-effective way to engage your audience and let them get to know your business a little better. Start thinking about how you can better leverage your marketing with video.

Ready to up-the-ante on your website with professional video? We can help you get started. Get in touch now!