Lead and Demand Generation

Why You Should be Incorporating Video in Your Marketing Toolbox

Videos used to be seen only as a form of entertainment, but as the cost of video production has come down and as video editing tools have become simpler, now companies have realized the power that video marketing has. Video has become central for our websites, our content strategy, our campaign efforts and our social strategies.

Video is quickly becoming a critical element of an overall marketing strategy.  

But how does video fare when it comes to something like lead generation? Some are saying that video is one of the most underutilized lead generation channels out there. Let’s look at the stats:

Despite these stats, many still have their doubts as to how video can be linked to leads or dollars in your marketing. To help the unconverted, we put together a quick list of reasons why you should use video marketing right now!

Video builds credibility and trust
Video can do a lot of things. But one of the biggest benefits of video is that it can help to tell your organization’s story. It gives your consumers a peek behind the curtain to see the foundation that your organization was built on. People tend to trust a company more when they see the people behind it. This visual narrative and perspective helps to build trust with your buyers – giving your brand some undeniable credibility. What a great combination. Trust + Credibility = More Sales.

Video boosts conversions and sales
Research shows that 83% of video marketers say video has helped them generate leads while 80% of video marketers say video has directly increased their sales. The effectiveness of video on leads, conversions and sales may be surprising for some. But it shouldn’t be. Most of the information transmitted to or retained in our brain is visual, so it’s a no-brainer that video is so effective when it comes to converting. 

Video is great for ROI
If you’re not creating video or thinking about creating video, you could be falling behind. According to recent research, 88% of video marketers reported that video gives them a positive ROI. But here’s the good news – online video editing tools are plentiful, economical and easy to use. What’s even better is that your videos don’t have to be perfect. According to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial.

Video Appeals to masses
While videos are a great learning tool, they are also really easy to consume. Today’s consumer is far too busy to read long product descriptions or dig deep into what you do. They are looking for visual tools to help get to know your company. In fact, a recent study showed that when asked how they’d most like to learn about a company, product or service, 66% of people said they’d prefer to watch a short video rather than read a text-based article, website post, infographic, or ebook. Video allows you to capitalize on what the wider audience wants. 

Looking to incorporate video into your marketing toolbox? We can help! Learn more about Healthcare Scene’s discounted video packages here.




The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!