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8 ways to incorporate video in your marketing plan

By September 1, 2019May 14th, 2022No Comments
woman holding old video camera

These days, it seems everyone is talking about video. It’s catchy, creative and allows you to talk directly to the viewer to share your story. Video is more personal and engaging than a lengthy news articles and more informative than a photo gallery, which can lack context to make the viewer fully understand your message. In fact, four times as many consumers prefer to watch a video than read about a product. But why should you use video to market your business?

Consumers are increasingly distracted and impatient, and smart business owners know that videos can capture attention better than large blocks of text. A video can convey an important message in a couple of minutes, as opposed to forcing your customers to perform a deep dive into your written content. Done well, videos not only garner attention, they can increase traffic to your website and entice people to buy your product or services. Simply put, video will make you money. Also, your competitors are already on board, so you can’t afford not to be. Eighty-seven percent of businesses now use video as a marketing tool, up from 81 percent in 2018 and 63 percent in 2017.

So you know you need to incorporate video into your marketing plan, but how do you go about doing it? Here are eight tips to use video to drive your business:

1. Be a visual storyteller.

If you visit any company website, you’ll find an “About Us” page highlighting the organization’s mission, vision and values. But what if instead of merely listing these integral parts of your business, you showed your visitors what makes you unique? A short video can capture who you are, where you stand and how you intend to move forward in a customer-focused way.

2. Demonstrate a product.

If your business centers on e-commerce, video is the easiest way to introduce customers to products. When customers understand how a product works and what it can do for them, they are more likely to make a purchase. So your video should not just show your product; it should show it being used in a way that makes it look simple and creates need. Research shows 73 percent of consumers are more likely to purchase a product after watching a video. Check out this BigCommerce roundup of the 17 best examples of e-commerce videos, and remember what makes videos shine – they are short and sweet, tell your company’s story and play on emotion. Your goal is for potential customers to feel a connection and want to do business with you.

3. Increase the success of your email marketing campaigns.

While it varies by industry, the average open rate for an email marketing campaign is 17.92 percent, and the average click-through rate drops to 2.69 percent. That’s not so great when you’re trying to reach as many people as possible and maintain a thriving business. The good news is that including a video in your email campaign can increase open rates by 20 percent and triple click-through rates. If you include a thumbnail of the video in your email and link it back to your website, you also have the opportunity to optimize conversions on your site. More people who hang around equates to more customers.

4. Highlight customer reviews.

People want to do business with successful companies. It’s one thing for you and your employees to brag about your accomplishments and how you can help your customers, but it’s far more powerful when others do the talking for you. A video of a customer sharing a positive experience is far more engaging than a written testimonial. It’s one customer talking to another, creating a bond that centers on your company and what it has to offer. Get in the habit of asking happy customers if they are willing to be filmed and featured on your website. Then put these visual testimonials to work to create a personal connection with future customers.

5. Share expertise.

Maybe you want to create a how-to-video so consumers understand how a product works. Or perhaps you want to showcase knowledge of a specific topic to encourage people to sign up for one of your classes. Video gives you the opportunity to instantly connect with viewers, draw them in and explain how your company can help them. It doesn’t matter if you’re selling a tool or a software product, offering coaching or real estate services. Video allows your passion and know-how to shine through to convert visitors into customers.

6. Improve your recruiting efforts.

You love your company, and you want to hire employees who will feel the same way. So instead of traditional Human Resources pamphlets that outline the company history and benefits and scream boring, use video to highlight why your company is great and what sets you apart from the competition. You can still outline the mission, describe the benefits and provide an overview of the company’s goals, but you can also showcase your company culture and personality. Shoot video of current employees talking about why they love their jobs to recruit more like-minded individuals. Need some inspiration? Check out SparkHire’s list of the top 10 company culture videos.

7. Share news or events.

Have you recently launched a new product or service? Did your company host a conference or attend a trade show? Keep your viewers connected to what you’re doing on a regular basis by sharing video of these important events. It not only keeps customers in the loop, it positions you as a company that is always striving to learn and grow and stay relevant. Once again, the videos should not be long. Brief interviews with industry experts, highlights of new products or offerings or even a montage that shows your employees at work can go a long way to making customers feel that they understand your company and want to do business with you.

8. Connect with your customers.

At its heart, video is about forging connection. It puts a face on your business. It makes your customers feel that they know you and your company values. Every time you reach out to your audience online, you are writing a new chapter in your story. No matter what product or service your company offers, video is the most personal way to show potential customers how you can help them.

We know people are watching, relying on video for education and using it as a springboard to making purchases. Video connects customers and businesses by creating a bond of authenticity and trust. And now you know what video can do for your marketing strategy: More engagement, more conversions, more success.

So what are you waiting for? Red Media Solutions can help you turn this knowledge into action with a video marketing plan that will help your business thrive. Get in touch today to discuss their wide offering of digital solutions to showcase your company and increase your customers.

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Bevin Theodore

Bevin Theodore is a writer and editor with a passion for crafting content that helps businesses and individuals connect to the greater community. Her background in journalism and extensive experience in corporate and nonprofit communication makes her adept at writing about a broad range of topics. Follow her at