23 Creative Ways to Use Video in Marketing, Sales and Customer Service

Video is one of the most powerful tools in a businesses' toolkit. It can be used to create engaging and persuasive content, to increase sales, and to improve customer service. In essence, there are hundreds of ways to use video throughout your business. 

In a report released by Vidyard, "State of Video",  the percentage of respondents who report that
their company creates more than 51 videos each year has increased by 261% over the past two
years. 

In this blog post, we will discuss 23 ways that you can use video in your marketing, sales, and customer service efforts. Some of these methods may be familiar to you, while others may be new ideas for you to try out.

1. Create explainer videos to introduce your products or services.

As any online marketer knows, SEO is essential for driving traffic to your website. But what many people don't realize is that video can also be a powerful tool for improving your SEO. In fact, including videos on your website can help you to rank higher in search results, as well as increase the amount of time that visitors spend on your site. And when it comes to engagement, video is hard to beat. After all, nothing grabs attention quite like moving images. So if you're looking for a way to improve your website's SEO and engagement levels, adding video is a great place to start.

2. Create a How-To Video

One of the best ways to use video for marketing is to create how-to videos that show your audience how to use your products or services. Not only do these types of videos help to educate your customers, but they can also be a great source of organic traffic.

In Vidyard's State of Video in 2022, it was reported that 40% of customer experience teams will invest in how-to videos. 

3. Produce customer testimonial videos.

One of the best ways to show off your product or service is to let your customers do the talking. Customer testimonial videos can be a great way to generate leads, as well as increase trust and credibility for your brand. Plus, they're a great way to show potential customers what it's like to work with you.

4. Make video case studies

Video case studies are a great way to show potential customers how you were able to help another business achieve success. They can also be a valuable resource for sales teams, as they can provide detailed information about specific solutions and how they were implemented.

Use this video case study as inspiration for yours:

5. Add video to your landing pages

Adding video to your landing pages is a great way to increase conversion rates. A study by Wistia found that including a video on a landing page can increase conversion rates by up to 80%. That's a huge increase! 

6. Compare your product or service to a competitor

Create an explainer video that showcases the benefits of your product or service relative to competitors. This is a great, simple way to grab attention and thoroughly explain the strengths of your offering.

Six & Flow took this challenge when we compared HubSpot Vs. Intercom in both video, and written format. If you're interested to see how we did it, checkout this video.

7. Share product updates or new feature releases

If you have a product update or new feature release, share it in a video. This is a great way to get your customers excited about what's coming and keep them in the loop.

8. Capture WFH life

As we've all become more comfortable working from home, it can be fun to capture snippets of your WFH life and share them on social media or in a company newsletter. Why not do the same with video?

9. Start a video blog

This one takes a bit more effort, but starting a regular video blog can be a great way to connect with customers and prospects on a deeper level.

10. Add videos to your knowledge base

A knowledge base is a powerful self-service tool. Why not add videos to yours? This can help customers learn how to use your product or service on their own, without having to contact customer support.

11. Include video in your newsletter

Newsletters are a great way to keep customers and prospects up-to-date on what’s going on with your business. Why not add a video or two? Here, you can communicate with your subscribers on a personal note! By including video in your newsletter, you are giving your subscribers access content in the format they prefer!

Video doesn't need to be isolated to your website and social media. Take your marketing to the next level when you include video in your email marketing strategy.

Source: The State of Video 2022 Report

12. Convert your blogs into video content

You've put hours into creating a blog - you've done your keyword research, wrote the content, created the copy, and ensured it was SEO optimised. So, why not repurpose that content in video format?

Did you know only 54% of companies are leveraging YouTube? Follow these tips to become more comfortable on video. Getting started is easier than you think.

13. Go live on LinkedIn

LinkedIn Live is a great way to show off your company culture and give your audience a behind the scenes look at what goes into running your business. It's also a fantastic platform for announcements, product launches, and customer testimonials.

You can then save this content for later and repurpose it!

14. Create a LinkedIn Video series

Another great way to use LinkedIn video is by creating a series. This could be a Q&A series, an educational series, or even just a short weekly update.

This is a great way to keep your audience engaged and build relationships with potential customers.

If you're looking for inspiration, SIx & Flow has started a weekly LinkedIn live session where our MD, Richard Wood speak with growth experts each week.

15. Team introductions

Do you work with clients as part of your job role? If so, why not introduce your team with a quick video? This is a great way to build trust and show that there are real people behind your brand.

It's also a nice touch for new clients who may not have met you or your team before.

16. Add videos to your FAQ

Do you have a lot of questions that come through to your customer service team? If so, why not add videos to your FAQs page? This enables your customer service team to show off your brand personality and deliver value faster. You might find greater CSAT scores when you include screen sharing when walking through questions.

In fact, a study by Vidyard reported 70% of sellers say that video converts better than any other form of content. And, customer experience professionals report even higher success rates, with 75% saying that video performs better.

17. Use video to walk through a proposal

Make sure your prospect understands everything in the document! By including a video to walk through a proposal, you can paint a complete picture of your offering, describe elements in greater detail, and add that extra personal touch.

You can even include a CTA at the end of the video for them to sign electronically.

If you're looking for tips to create your first sales video, here is a good place to start!

18. Announce an event

Are you having a webinar? Or maybe an in-person meetup? You can use video to create interest and give people a taste of what they can expect by attending.

This is also a great way to increase registration rates while giving your attendees more information about the event.

19. Include a video to share an out of office reminder

It's easy to get creative with video. Show off your brand personality and have some fun with it! Show your contacts that there are real people behind a brand. Plus, it's a great way to build trust with your audience.

20. Use video to book a sales call

Include a video in your email nurture sequence to introduce yourself and book that sales call. After all, sales are about building relationships, so why not build rapport and establish trust before meeting with the prospect?

21. Social Media Videos

Video engagement rates on social media are skyrocketing. So take advantage of this new feature on platforms like Instagram and LinkedIn to give your audience a behind-the-scenes look at your business.

You can even explore using animated videos or adding music behind photos to improve engagement.

22. Share a day in the life video

Get creative and show off your culture for both future customers and job applicants! Let these audience groups know what it means to work with/for the company. This type of video is great for social media, but can also be used as part of an email marketing campaign.

The key is to make it interesting and keep it under 60 seconds.

23. Host a webinar

Webinars are a great way to educate your audience on a particular topic while also promoting your product or service. You can use video to host a live Q&A, deliver a keynote presentation, or create an interactive live demo.

The best part? You can easily repurpose the recorded version of your webinar!

It’s easy to get creative with video. The possibilities are endless and it offers the opportunity to repurpose content in written or visual formats. To get started, all you need to do is create a loose script or idea of what you will talk about, your iphone, and a clean background!