I\u2019m guessing you\u2019ve heard about the power of video to your marketing efforts, right? For example, did you know that including video on website landing pages makes them 53 percent more likely to show up on the first page of Google? Or that a customer who watches videos of products/services is 85 percent more likely to make a purchase? Yeah. Those are all true. As marketers, we hear these stats and they make an impact. Well, video makes the same impact to your customers. If you\u2019ve heard about the power of video but weren\u2019t sure how to incorporate it into your small business, below are some ideas of where video can fit into your marketing mix. 1. To Simplify Concepts/Messaging Whether you\u2019re a technical company trying to simplify a product so normal users grasp it, or you want to break down a complicated concept to make a larger point, video can be your greatest ally. Video allows you to talk directly to your customers, while also visuals. As a result, it\u2019s better suited for educating users and helping to spread your message. For example, Stay Smart, Stay Healthy is a new-media venture that aims to help people understand something that is far too complicated - the healthcare industry. How do they do it? Through whiteboard videos that make difficult concepts personable and show how they apply to our lives. Here\u2019s a video they did about how to get the most out of your health insurance. It currently has more than 145k views. 2. Your Brand Story Social media has shown that users really do care about the story behind your company. We want to know more about the brands that we\u2019re loyal to and we want to know more about the brands we\u2019re considering being loyal to. Video helps to capture this. For example, below is a video that my employer Overit created to show people who we are as a company and the types of project Overit has worked on. It\u2019s given us an asset we can use to let people in and see what we\u2019re all about and what we do. https://vimeo.com/51691114 3. Product Videos Product videos show people what it is they\u2019re about to buy. It breaks that third wall and shows them a living, breathing representation of what could be theirs if they\u2019d just hit the purchase button. This is incredibly powerful \u2013 regardless whether you\u2019re selling a $500 technological gadget or just a pair of shoes. For example, Zappos revealed a few years ago it was able to increase sales 6 to 30 percent simply by adding videos to product pages. They didn\u2019t change anything else. All they did was add videos. That\u2019s powerful. Zappos is so crazy about reviews they even encourage users to submit their own videos to share their Zappos experience. https://www.youtube.com/watch?v=U322YA89iyE 4. Customer Testimonials One area that\u2019s seeing a lot of growth right now are customer videos. Many of the larger brands are now creating campaigns solely around building video testimonials. They understand that there\u2019s nothing quite as powerful as hearing from a customer, in their own voice and environment, how a company has helped them to achieve a goal or even improved their quality of life. These videos often run between :15 (perfect for Web) and :60, and are a great asset on their own, or paired with other marketing material. https://www.youtube.com/watch?v=3ldD6TQShcQ 5. Screencasts Screencasts give small business owners another powerful way to add video content to their websites in a way that is helpful and beneficial to their user. Screencast videos allow SMBs to walk customers through a specific process and show them what is happening (or what should be happening) on their computer during different stages of a task. Screencast videos are great for directing customers through sometimes-confusing tasks like setting up a new account, engaging with the community for the first time, or how to install a piece of software. https://www.youtube.com/watch?v=roOYZKsN3Yg Above are just a few ways that marketers can take advantage of video on their website. The possibilities for using video to market your brand, stand out, and to show off what you have to offer are virtually endless. How have you been using video to market your company? Or, if you\u2019ve been shy to, what\u2019s been holding you back?