Digital Marketing

Why Video Marketing Is Your #1 Sales Tool

Patrick McCarthy

If you aren’t using video marketing as a sales tool, reading this might change your mind.

Maybe you’re a small ecommerce business, or you’re just starting out, or you don’t know how video marketing works. 

Recent surveys report the following reasons why many entrepreneurs aren’t using video marketing (so you can feel less alone):

  • Don’t know where to start (this article will help)
  • Don’t think they need it (check out the stats and feel free to change your mind)
  • Myth that it’s too expensive (it’s not––you can learn most stuff online)

They’re all valid reasons, but they aren’t going to hold up long if you want to be competitive in your market. Ecommerce website specialists will tell you that video is an effective tool for garnering attention, growing brand awareness, and educating your customers.

You’ve probably considered it. More than half of entrepreneurs that don’t currently use video marketing have plans to start during the next year to stay competitive.


As a business owner, you’re always looking for new ways to engage your audience, drive traffic to your site, boost sales, and deliver a great user experience. Video is an indispensable tool to help you achieve that. And you already know this––recall how many times you’ve watched an explainer video or video sales ad in the past week. 

When presented with the choice between text, audio, or video, most people prefer to watch a video. It’s highly accessible, engaging, and more information can be covered in less time. 

Consider everything you can include in a 60-second video about your product or service: visual imagery, sound, including voice and music, text, colour, and special effects. It's far more dynamic and multidimensional than text-based content. 

People are also twice as likely to share video content with their friends than blogs, written ads, audio, or other types of non-video content.

Video is every type of business, whether you’re a small start-up, a freelancer, an ecommerce owner, or a multinational corporation.

Before we get into key strategies for video marketing, we’re going to serve you up some stats from two different perspectives: yours and your customer’s.


From The Business Owner’s Point of View

More competitive - Wyzowl’s 2020 report shows that 85% of marketing professionals use video as a marketing tool, up from 67% in 2016 (source).

Boosts traffic - 87% of video marketers report that video has increased traffic to their website (source).

Longer on-page time - 81% of video marketers report an increase in the average time visitors spend on page because of video (source).

Increases click-through rates - Video embeds in emails generates a 200-300% increase in click-through rates (source).

Higher conversion rates - Landing pages that include a video can increase conversion rates by 80% (source).

Better customer experience - 95% of video marketers say video helps increase the user’s understanding of their product or service (source).

Frees up your time - 43% of video marketers say they receive less support calls because of video (source).

From Your Customer’s Point of View

Educational - 96% of people have watched an explainer video to learn more about a product or service (source).

Persuasive - 84% of people say that a brand’s video has convinced them to buy a product or service, or download a piece of software or app (74%) (source).

Helpful - 90% of users say that product videos are helpful in deciding whether to buy (source).

Preferred - 59% of senior executives they prefer to watch video over text if presented with the choice (source).

More accessible - Facebook video posts have 135% greater organic reach than photo-only posts (source).


Video Types

There are many different ways to use video to engage your audience and increase interest in your brand. 

Explainer videos are the most common type because they provide information about your product and service and act as educational tools. At the same time they give viewers an overall feel for your brand because they can see the person behind it. 

We’re biologically wired to respond to faces, and a friendly one provides the foundation for engagement because it appeals to multiple senses. That doesn’t mean you have to feature in your videos. If you use a brand ambassador, they should be able to represent your brand with effective non-verbal cues.

Other types of video content include: vlogs (video blogs), video testimonials (these are very powerful), product demos and reviews, recorded live streams, tutorials, video interviews, video presentations, and video ads. 

Live video streams are enormously popular. Take advantage of different platforms to deliver updates, useful info, share blog content, or invite viewers to an event. Repurpose your most popular blog posts by developing a video series to extend their reach.

If you’re unsure about what video content you want to focus your efforts on, check out the followiing video content stats for the most commonly created type of video content. Also, see the resources section at the end of this article for further explanation of the difference between video content and sales videos.

The most common types of video content:

  • Explainer videos (72%) 
  • Presentation videos (49%) 
  • Testimonial videos (48%) 
  • Sales videos (42%) 
  • Video ads (42%) 


What Video Marketing Platform Should You Use?

Youtube is the leading video marketing platform choice among video marketers, with Facebook, LinkedIn, and Instagram close behind. But in 2019, LI became the frontrunner as the most successful platform for video marketers (source).


Viewers don’t stay long so you have to give them the meat up front. Deliver your hook within the first 10 seconds. Focus on benefits––that means focus on your customer and what they’re going to get from your product or service. 

Be clear and informative but brief, and tell them what they need to do to learn more, buy your product, or contact you––whatever your call to action is. Make it obvious and easy and supplement it with embedded text or links.

As mentioned earlier, the person featuring in your video doesn’t have to be you, but it should be someone that will represent your brand well and attract your target audience. If you’re doing video ads or product demos, the presenter may be different than the person in an explainer video.  

Don’t Forget About SEO

SEO optimise your video with appropriate keywords. Write an appropriate description and include relevant keywords in both the in-body text and the header. 

Where should you start? Brainstorm all the different types of videos that would support your brand and business model. Research your competition and examine their video content and consider how you could improve it. Then, experiment with creating videos. 

A Shopify marketing agency can help if you’re operating an ecommerce business. To find out if video marketing is right for your business, give us a call for a free consultation.


Check out this helpful blog with video examples: How To Know The Difference Between Video Ads Vs Video Content.

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