Building Your Business and Growing Sales with Videos


We live in a digital world with thousands of websites, social media, and smart phone apps all competing for our attention. It’s enough to send you into sensory overload. In fact, a 2015 study from Microsoft Corporation found the human attention span had decreased from 12 seconds to 8 seconds in a decade. As a business owner, that means you have limited time to capture – and hold – the attention of potential customers.

To combat this attention deficit, businesses are increasingly moving away from bland websites loaded with text which visitors don’t have time to read and moving toward videos to tell their story. According to a 2018 study of businesses conducted by Hubspot:

  • 81 percent of survey respondents use video as a marketing tool.
  • 97 percent state that videos have helped increase user understanding of their product or service.
  • 76 percent say using videos have increased sales.
  • 72 percent of consumers state they would rather use video to learn about a product or service.

Still not convinced videos need to be part of your marketing strategy? We’ve assembled a list of top reasons why your marketing efforts need to incorporate videos.

Modern Customers Spend Most of Their Time on Videos

According to a study by Syndcast, approximately 78 percent of individuals watch online videos once a week and 55 percent watch videos daily. Additionally, a study by Internet Retailer found that 85 percent of customers are likely to purchase a product after watching a product video. You can conclude right away that your target audience is watching videos.

Videos Add Personality to Your Brand

A picture may be worth a thousand words, but even a short video can say millions for your brand. Most people can’t recall the text they’ve read, but can recall a memorable commercial or video they’ve seen online. Videos also live on the Web indefinitely and, if well made, can continue promoting your company for years to come.

Videos Provide Visual Explanations

Why tell someone in 1,000 words what you can show them in a 90-second video? After all, the human brain seems to prefer visuals. Research shows that approximately 90 percent of information transmitted to the brain is visual, and that people retain about 80 percent of what they view in comparison to only about 20 percent of what they read.

“The videos produced were top notch! I could not be happier with the quality, and the price was below what I was expecting. Thank you, TIA!!Russ Leo, President/CEO, RLS Logistics

Increase User Engagement

Compared to text content, video content is liked and shared more by viewers. Video marketing even helps you increase the amount of time visitors will spend on your website, providing more opportunities to showcase your products and services.

Highlight Your Company’s History and Accomplishments

You put a lot of hard work into your business, so your customers should know your achievements and capabilities! Videos are a perfect way to capture that. Videos allow you to increase awareness of your brand, educate potential customers, and in turn drive up sales. Additionally, video is more versatile and can be shared via social media platforms like YouTube and Twitter.

Video Marketing Increases the SEO of Your Company Site

By adding video to the home page, you will enhance the search engine optimization (SEO) of your website and boost its click-through rate. Forrester Research found that content is 50 times more likely to make it to the first page of Google results if it includes video.

Incorporating videos into marketing strategies is becoming more widespread and is often quite affordable. For a minimal investment and with some creativity, you can reach target audiences far beyond what basic text on your company website can do.

Nick Baker is Communications Manager for Transportation Intermed-iaries Association. He can be reached at [email protected]

Because TIA members specifically requested assistance with video production, we partnered with WorkerBee TV to provide this invaluable member benefit.

WorkerBee TV’s services even include a best-practices training session on how to leverage a video series to grow your business. The custom video option allows you to work directly with scriptwriters and a professional videographer that will come to your location to film.

Naylor Marketing