How to Effectively Use Video in Your Business


If you want to extend your digital reach and increase conversions, marketing videos should become a well-used part of your toolbox. Not convinced? Consider these statistics:

  • 92% of mobile video viewers share video with others
  • 64% of consumers are more likely to buy a product after watching a video about it
  • 70% of marketing professionals report that video converts better than any other medium
  • Using video on landing pages can increase conversion by 80%

Okay, you say, but how do I apply videos to my business? Well, there are literally dozens of ways that almost any business can put video services to work. And unlike the past, when video production was both cost-prohibitive for many and required a special skill set, today almost anyone can produce a decent video with only their smartphone and editing software. The payoff for video content can be huge, too. After all, YouTube is the second largest search engine in the world, well ahead of Bing or Yahoo, and since it’s owned by Google the videos get preference on Google’s search engine as well. YouTube isn’t the only platform for your videos, either. Vimeo, Twitter, Facebook, and a host of other social platforms readily accept as many videos as you can upload.

Video content can be produced in a wide variety of ways. Even simple multimedia marketing tools like slideshows fall under the category. Most people would rather watch information than read it anymore, and the rise of video streaming companies along with the decline of print newspapers and magazines are clear proof of that fact. Beyond slideshows, the next most common uses for video are client testimonials and short how-to videos, both of which have been very successful for the majority of businesses that use them.

Explainer videos have also become a standard for companies doing business online. These short 30 second to 2 or 3 minute videos explain who a company is or what their product or service is and how it works. Dropbox is a household name today, but the way they got there is the perfect example of the power of video. In 2009, with zero customers, their website consisted of a short explainer video and a download button—that’s it—so all attention was on the video. No distractions anywhere, just a simple whiteboard animation. By 2013 the website looked exactly the same, but they had over 100 million users.

When you start thinking creatively, there are tons of other ways to include video in your marketing. One company began replying to tweets with short video messages. Now that’s personalization that gets noticed! Another used short, funny, interactive videos to persuade people not to unsubscribe to their email marketing. Instead of a several minute how-to video, some companies create 6-15 second animated GIFs to show how to do something. You could also create longer videos, like a full product demonstrations or even a video blog post instead of text.

As with any marketing, measuring your ROI is vital. With videos, this is as easy as measuring other kinds of content marketing. Keywords are still used in titles, URLs, and even in the spoken or written content in the video, and links are as simple to add to video today as they are for a blog post. All of this can be tracked with advanced social media management software or with something as simple as Google Analytics. The bottom line is that your business should be using video. If you need help with that effort, BDN Maine is here to help.