7 Ways You Can Increase Sales with Video

Adding video to your marketing mix is one of the best strategies your company can make. That’s because your message is more effective in video, and demand for this type of media is increasing.

Video can tell your story in a more emotional and dramatic way than just plain text and photo. This can translate to a higher audience engagement, memory of message and response rate than with other forms of media.

Video is growing is a massive way. People are watching more of it on computers and smart phones each day. Consider some of trends in online video according to a May 29, 2013 report by Cisco, “The Cisco Visual Networking Index: Forecast and Methodology, 2012-2017.” Some of the highlights of the report are:

  • 69% of Internet traffic worldwide in 2017 will be from video, up from 57% in 2012
  • Video-on-demand traffic will nearly triple by 2017
  • Each second, almost a million minutes of video content will cross the network in 2017

Video also increases purchase repose rates. An Invodo report in 2013 says:

  • 52% of consumers say watching videos on products makes them more confident to buy
  • 60% of the time it is available to view, consumers will watch it
  • 174% higher likelihood of product purchase among shoppers who view this media
  • 76% of marketers plan to add video to their sites, making it a higher priority than social media, including Facebook, Twitter and blogs
  • 70% of B2B marketers use this type of content, up from 52% in 2011
  • Using the word “video” in an email subject line increases open rates from 7% to 13%
  • Video on your website may also increase your search engine rankings

Here are seven ways you can use video to increase your sales:


3-dimensional icon man holding computer screen

Video Sales Letter

Incorporating a video sales letter (VSL) is among the best ways to persuade your audience to buy a product or service from you. A VSL is similar to static landing pages or direct mail letters in verbiage, but much more powerful in presentation. This type of media presents the story in both visual and audio, so it engages the viewer on the screen while he or she listens to the voice-over. This multimedia communication not only sustains the viewer’s attention, but it can also be stronger in persuasion than a conventional sales letter.

The video can contain a PowerPoint presentation showing paragraphs of the audio copy as the speaker narrates the words. In some cases, it shows the narrator speaking on screen and sometimes drawing notes, illustrations or cartoons on a white board as you watch. Although videos can be short, the most effective ones for direct response sales can range from 15 to 30 minutes. The script can range from 3,000 to 4,000 words.

The big thing with VSLs is that they can be more dramatic than conventional sales letters. The storytelling can be more interesting to the viewer, and that makes for a more compelling way to induce your prospects to buy from you.


Testimonials are a keystone for selling. Video is the best media for presenting testimonials because video shows both verbal and nonverbal communication.

Body language can enhance the power of the message that the speaker conveys. Video testimonials are also more believable than written quotes. You get to see the person who is giving their testimonial. You see the excitement of their face. Plus, you get to hear the inflection of the words they pronounce–some with more emotion than others. And emotion is what sells.

It’s best to split your testimonials between actual customers and experts. Prospects empathize with customers, especially when they have similar problems. They also like to learn about customer experiences with your products and services. Experts give credibility to your products and services. If you can afford it, celebrities in testimonials can enhance your brand image.

Product Demonstration

Video is the ideal media for presenting product demonstrations to sell your product. Here you can show your prospects and customers all the features and benefits of your product. You can show them how to set it up, use it and maintain or repair it. Again, the visual and audio impact from this type of media makes it far superior to other forms of media.

Product demonstrations can help you sell products that your prospects may think are too difficult to use. Your demonstration can show how fast and easy they are to use. Plus, it can overcome objections they may have that otherwise would be more difficult for you to communicate. In addition, they can help eliminate the need for troubleshooting questions and needless customer phone calls from customers.

The best product demonstrations are short. You do not need to show your viewers everything, just enough to get them excited to buy it.

Educational “How to”

Video is the perfect media to show your audience “how to” do something. These “how-tos” are more educational than they are promotional. However, they help to support sales by building customer loyalty after the sale so your customers buy more products and services from you and refer others to you.

There are so many types of “how-tos”. For example, if you sell gardening tools, then you can produce a series of “how to” videos on gardening. This value added service may increase the sales of your gardening tools.

If you are a cookware manufacturer, then you could produce a series of “how-tos” on preparing meals. They may focus on the food, but your products are in the video, and this can help you to increase sales and customer loyalty.


Television commercials are no longer just for large companies. Small companies can now afford to produce commercials on video. You can play these commercials on your website, YouTube, DVD or Blu-ray and cable television.

Video commercials are a great way for your company to advertise your product. A thirty- or sixty-second commercial introduces your audience to your product or service. It can build awareness among your prospective customers. Plus, it gives you the opportunity to quickly communicate a key benefit that turn can lead to a sale.

Introduction Video

Your website is the perfect place for an introduction video about your company and its products and services. A video can introduce your prospective customers to your management team. It can also show your manufacturing or service operations. These introductions can go a long way to help you develop and build relationships with your audience, especially with customers in faraway places that may never get to meet you.

The ideal place for an introduction video is your home page, but you can have others on your product or service pages, management page, contact us page, and more. The key is to tailor the messages to your needs.


Events are where people come together to share their common interests. This could be a trade show, convention, company meeting or announcement. No matter what type of event it is, there is at least one story to tell, and video is the media to tell your story best.

Record one at your next event. Interview the various people at the event. Create a story that will not only capture the essence of the event, but also get your audience excited about how your company, products and services will make their lives better.

What are You Waiting for?

These are just a few examples of the ways you can use video to increase your sales. Each company may be different, but one thing is certain. This media can help every company grow, including yours. Your customers will watch it.

So what are you waiting for? Make video a big part of your marketing.

Eric Wagner

While Eric now focuses on internet marketing, he also has a background in web development. He loves being among the first to find out about new tech—and better yet, being a part of making that tech succeed. Eric is known to be a good listener, seeking to understand how each individual sees the world. He is a harmonizer in group settings, cultivating unity while constructing the overall goal and strategy. When he’s not busy helping i7 clients dominate the online marketplace, Eric enjoys drone videography (he’s got a UAV pilot’s license), woodworking, community service, and all things outdoors.

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