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As a content creator, you already know that content is king. What you may not know is how much value video marketing can add to your website. We have all heard that a picture is worth a thousand words, and according to Forrester Research an one-minute marketing video is worth 1.8 million words. Videos are versatile, effective, and engaging, and there is no limit to the ways that you can use them to further the growth of your business. Here is a list to help you in your search for the different ways your business can use video.


Who, What, and Why

Who, what, and why, are probably the three most important questions you can answer for your potential customers. Competition is fierce, so it is important to quickly convey who you are, what your business does, and why someone should trust you with their needs over your competitor. Here are a couple types of videos that can help you effectively answer these questions for your potential customers before you lose their attention and their business.


Businesses have started to ditch the boring old-school biography for a much more informative introduction video that can easily be added to a website's ‘Home’ or ‘About Us’ page. By incorporating a short, effective video, you provide potential customers with an introduction to who you are and what benefit your business would bring to them.

From doctors, lawyers, and real estate agents to restaurants, service providers and storefronts: businesses are incorporating videos onto their websites because it allows potential clients to quickly get a feel for their personalities and what sets them apart.


Depending on your product or service, a walkthrough video might be a good way to show potential customers what your business is capable of creating. Walkthrough videos are commonly used in the real-estate, construction, and manufacturing industries; however, those are definitely not the only industries that can effectively use these types of videos.

Walkthrough videos can also take the form of a production process video which can be used to show the unique work that goes into creating a product or providing a service. This is a fun way to personalize your business, build your brand, and give potential customers a sneak peak of what they can expect when working with your company.


If your business has a unique creation story, then a creation story video might be perfect for you. In this type of video, the focus is for you to tell how your business began and to share why you are the best fit for a potential customer. Additionally, a culture content video may be beneficial as it allows you to show the culture of your business which assists potential customers in determining whether or not they believe your business to be a good fit for their needs.



Customer engagement is a key metric and one that yields recurring benefits.  Simply put, the more engaged your customer is with your business and brand, the more likely they are to purchase your good or service. 

And people LOVE video content!  It is convenient, easy to consume and quickly gives the viewer the information they are after.  Here are just a few ways that video can be used to add credibility to your brand and increase customer engagement:


Homepage video

Without question, the ideal place for a video on your website is the top of your homepage! The homepage is usually the most visited page on your site and it is where users first come to try to understand more about your company and what it can do for them. The video you display on your homepage will be one of the first things people see when they come to your site, so it MUST do two things effectively:

1)    Quickly engage the visitor and grab their attention.

2)    Convey the most effective message to first time visitors in about 60 seconds.

If your homepage video is effective, it leads to an increase in site engagement. Plus, if you set it up so that your viewers can easily share your content, you are enabling people who are interested in your business to help with your marketing efforts.


Social Media

In addition to having a website, your business most likely has some social media accounts such as Facebook, Instagram, or Twitter. These are the perfect platforms for short, effective marketing videos as they allow you to send your content out to the viewers instead of waiting for the viewers to come to your content.

There is no lack of statistics to back up the idea that social media can greatly improve your site's traffic.  And quality video maximizes the effectiveness of your social media campaigns.



Customer testimonial videos are usually more believable than their written counterparts as they are considered harder to be faked. When you decide to use a customer testimonial video, you give your audience the opportunity to see, hear, and listen to a previous customer's assessment of your product or services.

To effectively incorporate video testimonials on your site, you should focus on quick, to the point, benefit oriented testimonials.


YouTube Channel

Instead of hosting blog on your website, consider creating a YouTube channel! Most people would rather watch a video than read a blog post. And creating a YouTube channel will give you access to many more viewers. Additionally, a channel will provide essentially the same thing that writing a blog does, but it humanizes you more and gives your audience someone to connect with. YouTube is also a very easy platform for you or your viewers to share your content from.


Improved SEO

Videos improve SEO rankings; it's about as simple as that.  Videos create backlinks to the website, get more views, and thus rank higher in the search engine results page. Studies suggest that pages with video are 50x more likely to rank on the first page of Google than pages without! 

Again, with everything quality is key.  A well-made video is more likely to be shared.  The more it is shared, the more it is viewed and the more it is viewed, the more that tells Google that you are providing content worth seeing.  That in turn moves you right up the search pages.



When it comes to video content, there are no limits to its use.  One thing remains certain though, having and using quality video is the most effective way to increase your reach and engage both new and existing clients.  There is just no better medium for quickly conveying both a message and a feeling that turns viewers into customers.

Chad Brown