Why should I use video content in my marketing plan?

When it comes to marketing, video isn’t just a nice-to-have anymore—it’s essential. The question is no longer if you should use video, but how to do it effectively. At Business Builders, we’ve worked with countless small and medium-sized businesses to harness the power of video. Here's everything you need to know to make it work for your marketing plan.

Why Is Video So Important in Marketing?

Let’s start with the basics. Video content is one of the most effective ways to connect with your audience, build trust, and drive action. Why? Because people are naturally drawn to dynamic, visual content.

Here are some stats that back it up:

• 95% of viewers retain a message when they watch it in a video compared to only 10% when they read it.
• Social media posts with video generate 48% more views than those without.
• Including a video on a landing page can boost conversions by up to 80%.

In short, if you’re not using video, you’re leaving opportunities—and revenue—on the table.

What Types of Videos Should I Be Creating?

If you’re overwhelmed by where to start, you’re not alone. The good news is that video content falls into two broad categories: emotional and informational. Each serves a unique purpose, and together, they create a balanced marketing strategy.

1. Emotional Videos: Building Your Brand

Emotional videos are all about creating a connection between your brand and your audience. These aren’t just ads—they’re stories that resonate on a personal level. Think of them as mini-movies that evoke feelings like joy, trust, or excitement.

Ask yourself:

• How do I want my customers to feel about my product or service?
• What kind of transformation can they experience through my brand?

For example, if you’re a fitness brand, you might create a video showing how your training program helped someone regain their confidence. The goal is to inspire, not just inform.

2. Informational Videos: Driving Sales

Informational videos focus on delivering value quickly and efficiently. These videos solve problems, answer questions, or guide customers through a process. They’re not about tugging at heartstrings—they’re about getting the job done.

Some examples include:

• FAQ Videos: Address common customer questions to save time and build trust.
• Product Demos: Show off features and benefits in action.
• How-To Guides: Teach your audience how to solve a specific problem using your product or service.
• Customer Testimonials: Let satisfied clients tell your story.
• Social Media Ads: Use short, engaging clips to boost visibility and engagement.

What Are the Biggest Mistakes Businesses Make with Video?

One of the most common mistakes we see is trying to combine emotional and informational videos into one piece of content. Here’s the problem: when you try to do too much, you dilute your message.

Instead:

• Keep your emotional videos focused on storytelling and connection.
• Use informational videos to deliver clear, actionable content.

By separating these two types of videos, you’ll see better engagement, higher retention, and stronger results.

How Do I Get Started with Video Marketing?

Getting started with video marketing doesn’t have to be complicated. Here’s a simple roadmap:

Step 1: Start Small

You don’t need a Hollywood production budget to make an impact. Start with what you have—a smartphone, a simple script, and a clear goal. The key is consistency, not perfection.

Step 2: Focus on Your Audience’s Needs

What questions are your customers asking? What problems are they trying to solve? Use those insights to guide your video topics. For example:

• If customers frequently ask how your product works, create a short demo.
• If they’re curious about your company’s values, share a behind-the-scenes video.

Step 3: Measure Your Results

Track key metrics like views, engagement, and conversions to see what’s working. Then, refine your strategy based on the data.

What Results Can I Expect from Video Marketing?

The results speak for themselves. Here are just a few examples of what our clients have achieved with video:

• 50% increase in social media engagement after switching from static images to short video clips.
• 30% boost in conversions with product demo videos on their website.
• 40% reduction in customer service inquiries thanks to FAQ videos.

Video works because it gives your audience what they’re looking for: clarity, connection, and confidence in your brand.

What If I Don’t Have Time to Create Videos?

We get it—running a business is busy work. That’s where we come in. At Business Builders, we specialize in creating video content that aligns with your goals and delivers results. Whether you need help scripting, shooting, or editing, we’ve got you covered.

Ready to Start Seeing Results?

If you’re ready to take your marketing to the next level, video is the way to do it. Don’t wait—your audience is already looking for the kind of content video delivers.

Schedule a 15-minute call with us today to learn how we can help you create videos that drive engagement, increase sales, and build your brand. At Business Builders, we don’t just create content—we create digital marketing that works.

Let’s get started!