By Patricia Trenchak | Envision Creative Media

Video is a powerful tool for anyone with an online presence, especially when growing or expanding a business. Think about your own experience browsing online. When you open up a website or scroll through social media, do you feel more compelled to stop a watch a short video? Or do you like to search through pages of information to find out about the business or organization? These days, video is essential for anyone with a business. People want to see and connect when making the decision to purchase a product or service. Video establishes trust and credibility. Video is actually more persuasive than other modes of marketing because the human brain requires emotional input to make decisions. Video works to stimulate the visual and auditory systems of the brain. In today’s world of instant gratification, seeing someone on screen leaves a lasting impression and can make all the difference in the world when looking to expand your business. Here are 10 reasons why integrating video into your business plan can help you grow and ensure lasting success…

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 1 - Enhances Sales   Video tells your story effectively. With a direct explanation and testimonials from happy clients and customers, video is an extremely powerful tool. This means boosted sales and income by leading directly to sales. Adding a video to your landing page can increase sales by close to 90% by allowing people to simply watch a video about your service, product, company, organization, employees, and clients. They can see what you do, which will compel them to read through your website and reach out to you. Social media posts with video draw people in to want to learn more. Researchers have found that 74% of users watching an explainer-video purchased the product.

 2 - Builds Trust  When a person can see you and hear your sincerity, they trust you. It’s not only that they see what you do firsthand. Demonstrating products and hearing testimonials from clients is extremely effective in conveying your message. Video also takes the burden off of the need to sell because it allows you to build a relationship. The more information a person has, the more likely they are for form trust, according to researchers. Using video, the content contains valuable information as well as body language, posture, gaze, facial inflections and voice inflection. Just as with a face-to-face conversation, video leaves a lasting impression. 

3 - Investing in creating a video pays for itself and then some  The return on investment (ROI) for a video is a great gage for how your marketing is going. Having a professional quality video entices viewers and generates interest. You become the trusted authority figure. In a virtual world, when video is shaky or poor-quality people won’t watch it. There are too many viewing options available. Video is your chance to make a lasting impression. If the quality is high and the content is interesting, it speaks volumes about who you are and what you can offer. According to a 2020 study, 88% of marketers say video marketing provides positive ROI. In 2015, only 33% of marketers believed in the importance of video. The number continues to rise due as social media has evolved. 

4 - Long Lasting  Having a professional quality video made to highlight you, your products or services, your organization or company, is not something you may ever have to invest in again. Although you may want to feature shorter versions or have a YouTube Channel with testimonials and other information pertinent to your business, you will always have that first marketing overview to feature and build upon. If something changes and a new product or service is introduced, then you may want to invest in another video or make changes to the existing video, but it’s worth it to create a beautiful, high quality, interesting video for your homepage, YouTube channel, and social media platforms. 

5 - Embedded Videos on Your Website Draw Search Engines to You  This is the goal. When someone searches for your product or service, you want to come up at the top of the list. The way to do this is with video. Recent polls reveal that 65% of business executives say they visit a marketer's website after viewing a branded video. Since video causes people to stay on a website longer, search engines see you as having interesting content, which enables you to show up higher in the list of searches. Therefore, high-quality video content boosts viewer engagement which drives traffic to your website. This traffic and click-through rates play into Google’s ranking factors. So, the more traffic and clicks your site’s videos get, the higher the ranking on search engine results pages (SERPs). Google’s search engine can now recognize thousands of image elements that are within a video, which is a tremendous advantage for those who have mastered search engine optimization (SEO) for written content. These keywords that attract people to your business can now be detected in video.   

6 – Social Media is a Great Tool for Sharing Videos Creating an engaging, well-made video that evokes emotion for viewers encourages them to share that video on social media, which increases your exposure exponentially. Traffic is then drawn to your website and you generate even more interest. With a clever, purposeful message, video can transform your website into a dynamic interactive site. YouTube, Vimeo, social media, are only scratching the surface as places to share. Research from the University of Pennsylvania reveals that people are more likely to share positive content. 

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7- People Prefer Video than Reading  Let’s face it, time is limited these days and watching a video is much more intriguing for viewers. When given the choice, most viewers say they prefer to watch a video than to read through pages of content. It’s a fast-paced world and finding the time to read through pages of content to decipher what you do many not be an option. But in a 1-2-minute video, they could know all there is to know. As the most engaging medium, people want to share video. With a deep connection and strong emotional responses, people want to share, comment, and like. On average, videos get 1,200% more shares than text and images combined. It is also estimated that Americans spend at least 100 minutes a day watching videos. 

8 - Mobile Users Prefer Video  Watching videos on your phones is a common practice. As most people have smartphones these days, mobile videos are very popular. Having the option of watching a video while commuting to work on the train, working out, waiting at the doctor’s office, eating lunch at work, relaxing in bed, even while working, is as natural as breathing these days. A recent Pew Internet survey found that 20 – 25% of all cell phone users watch video on their phones. 

9 – Viewers Can See You Mean Business  A landing page with a video is extremely compelling and attractive for a viewer. Often businesses, doctor offices, dentist offices, mechanics, and more have a waiting room with a captive audience. A flatscreen with a beautiful video about you and your business playing can create trust and assurance while establishing credibility. Websites with video have the same effect. And although attention spans seem to be shortening, research shows that this may not apply to video marketing. In 2019, most ads were 30 seconds, however, in 2021 people are staying on longer. They want to see what you have and how you can help them. 

10 - Referral and Word of Mouth  You want people to talk about you! Going to an amazing restaurant or having a wonderful experience at a salon or a place of entertainment can prompt someone to share their experience with others. What if they had an easy way to show their friends and family exactly who they are talking about and what they experienced? Video marketing encourages your clients and customers to trust you. 

Where Do You Go from Here? When diving into the realm of video, there are several things to consider. You want to pinpoint who your target audience is. 

  • You need to know who you are talking to so that you can connect with them. It’s no different than being in front of a person because you want to come across in a genuine way. All that passion you have for your business and your mission can be conveyed in the video.
  • Next, you want to know your message. What do you want them to know?
  • Then, you want to decide how you will say it. Do you want to be interviewed or say something prepared ahead of time?
  • While filming, do not forget to set the scene. People will not only look at you but will examine what’s in back of you and beside you. Proper lighting is essential as well as sound quality. You don’t want distractions from your message.
  • Content includes testimonials of clients as well as extra footage to demonstrate with images.
  • Post-production is key. All of this has to be assembled. The images can be laid over your interview for a clearer description. Your logo can be added as well as your name as a lower third. It’s a wonderful feeling to complete a project for yourself, especially a video that will be incredibly beneficial.
  • Finally, post away! You can post on social media and unveil your masterpiece!

 If you need any help, there are production companies and advisors who can help. Envision Creative Media is one multimedia resource that has the professional quality you are looking for to make that incredible impression on your audience. Producing marketing videos requires creativity and knowledge of human psychology. Creative video advertising means greater exposure, spreading your message all over the Internet in a matter of days. Video is a powerful mode of advertising that has quickly become an essential part of business. As people grow accustomed to video conferencing, video telehealth, video meet ups and more, it is evident that video marketing is only natural. Don’t miss out on an opportunity to grow your business in new ways and video is an extraordinary way to ensure success.

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