Lights, Camera, Conversion: How Video Marketing Can Help Your Business

Jamie Perez • April 30, 2024

Owner of Beyond Words Productions filming a video for a Dane Co. WI painting company: New View Painting.

In the ever-evolving world of digital marketing, one thing is crystal clear: video content has become the undisputed king of the online realm. Whether you're running a small startup or managing a multinational corporation, incorporating video into your marketing strategy is not just a good idea—it's essential. So what’s the benefit of video marketing? How does it affect business? In this blog post, we'll explore why video is crucial for any business, and how it can help you connect, captivate and convert your audience.

Video marketing is extremely popular these days. According to a study by Wyzowl, their video marketing statistics revealed that people watch an average of 17 hours of online video content every week and almost 90% of people say watching a video has converted them to invest in that company’s product or services.

1. Engagement at Its Finest

Our attention spans are a mere 8 seconds. This is where video swoops in as the ultimate attention-grabber. With dynamic visuals, compelling storytelling, and the power to convey information quickly, video keeps viewers engaged like no other medium. It's the perfect way to communicate your brand's message effectively, leaving a lasting impact on your audience.

2. Boosting Conversion Rates

Studies have consistently shown that adding video to your website or marketing campaigns can significantly boost conversion rates. Whether you're selling a product or a service, video can help potential customers understand the value you offer. It's a powerful tool for showcasing your product in action, addressing common concerns, and ultimately convincing viewers to take that next step—making a purchase.

3. Enhanced SEO Performance

Search engines, especially Google, love video content. By incorporating video into your website, you can increase your chances of ranking higher in search results. This leads to more visibility and, in turn, more potential customers discovering your business. Additionally, embedding videos can increase the time visitors spend on your site, another factor Google considers when ranking pages.

4. Building Trust and Credibility

Video allows you to put a face to your brand and connect with your audience on a personal level. It’s a great way to give people an immersive experience they wouldn’t have otherwise had the opportunity to experience. It builds trust and credibility because people see real people behind the business. Testimonials, behind-the-scenes glimpses, and informative video content can help establish your authority and expertise in your industry. When customers trust your brand through you creating a memorable, emotive experience, they are more likely to become loyal advocates and repeat buyers.

5. Social Media Domination

Social media platforms are ideal places to showcase your video content. Videos on social media receive higher engagement rates than text or image posts. They're shareable, comment-worthy, and can quickly go viral if done right. Platforms like Facebook, Instagram, TikTok, and YouTube provide businesses with the perfect stage to showcase their products, services, and brand personality.

6. Adapting to Changing Preferences

As technology and consumer preferences evolve, staying relevant is key to business success. Video content aligns perfectly with the modern consumer's preference for quick, easily digestible information. By embracing video, you demonstrate your ability to adapt to changing trends, which can make your business more appealing to a wider audience.

Video marketing can be used for your business in a number of ways. From general marketing videos to engaging content on social media. The future of video marketing is an ever-evolving industry that can prove to be extremely beneficial to getting your name out there!

A person is sitting at a table using a laptop computer.
By Jamie Perez April 1, 2025
Storytelling is so important for any organization to engage in, but for nonprofits in particular, sharing stories is what will open up hearts, minds and wallets so they can continue providing their much needed services. Fundraising takes time. So while nonprofits are on that timeline, there's a certain order in which stories can be shared that will help optimize fundraising dollars: WHILE YOU'RE FUNDRAISING : Tell the incomplete story. This is featuring someone who is currently seeking services from your organization and still needs help. When you tell the story of someone who has already completed their journey or isn't in as great or immediate of a need, donors might think, "Well this person's been taken care of so they don't need my help." If you tell the story of someone currently in need and highlight some of the challenges they face, this creates more of a sense of urgency. AFTER YOU'VE REACHED YOUR FUNDRAISING GOAL : Now, you can tell that complete story. Do a follow up with the person whose incomplete story you told and provide an update. Send it out in a newsletter. Keep your donors informed on how their donation dollars helped change this person's life, the problems they helped solve, the impact they made, and how consistent donations will help more people in the future. You can also just tell different stories entirely in this phase and talk about how fundraising efforts like the one you just held, help hundreds of people like the ones you're highlighting in the stories you've shared. BONUS: GETTING MORE DONORS OR GETTING YOUR CURRENT DONORS MORE INVOLVED: Why should people donate to your organization out of the thousands of others who also need financial support? When you can share your DONOR'S stories, other people may hear their stories and be able to relate to their "why". There are three different styles of videos you can refer to to get ideas on how you incorporate donor storytelling: 1) This video was sent out to donors for a nonprofit based in Madison, WI called Little John's Kitchens. This nonprofit works with food insecurity, providing meals at a pay-what-you-can option and utilizes other low cost models for people to have access to chef-quality meals who may not know where their next meal is coming from. The video was created AFTER receiving donations during a campaign to show donors what their donations helped the organization achieve: https://www.youtube.com/watch?v=xV8tQCKTL-E 2) This video featured loyal donors of the same organization about WHY they continue to give to Little John's Kitchens. When you make your donors part of the journey, instead of just asking them for funds when you need help, you build loyalty and they feel like they belong to something bigger than themselves: https://www.youtube.com/watch?v=2DVfbtzBIwM 3) And finally, this video thanks the donors specifically. Don't just converse with your donors when you need money from them. Tell them how much and why you appreciate them: https://www.youtube.com/watch?v=1NPd_MM-MOk
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