Businesses are constantly striving to find effective ways to grow and thrive. With the rapid expansion of online content consumption, capturing the attention of potential customers has become increasingly challenging. There is one medium, however, that has proven to be incredibly powerful in continually engaging and converting customers: Video Marketing. And, expanding your video marketing for business growth may just be the key to an incredibly fruitful 2025.

In case you missed it in 2024, video marketing has emerged as the must-have strategy for businesses of all sizes and industries. Using video in your marketing efforts unlocks a unique opportunity to convey information, build brand awareness, and drive conversions in a powerful way that just doesn’t exist within traditional marketing channels. Think about the purchase funnel, first described in 1924:

• Awareness – When a prospective customer becomes aware that a seller offers a product or service 
• Interest – When a suspect expresses interest in a service, they go through an evaluation process.
• Desire – When a prospect learns they desire a specific product or service. Successfully completing this stage requires extra information, answered questions, assuaged fears, and an overall convincing that the action they’re about to take will result in satisfaction. 
• Action – This is the point at which the prospective customer completes the process by becoming an active customer. It is possible to convert a one-time customer into a repeat customer as an additional stage to the action component. 

Video works at every stage: bringing awareness to the market potential, supplying information to suspects, assagaing fears & answering questions for prospects, and finally, converting leads to sales.  Read on to explore the power of video marketing for business growth in this new year and gather unique insights on how your business can leverage this powerful tool to its advantage.

Video Marketing for Business: Best Practices for Creating Compelling Video Content

Creating compelling video content requires careful planning and execution. And while many of these tips are universal, there are some nuances to remember when creating business videos in New Jersey. Here is a short list of best practices (updated Jan 2025):

Understand Your Audience

Before creating any video marketing content, it is essential to have a deep understanding of your target audience. This includes audience demographics, interests, and pain points. It’s actually really helpful to write a list of attributes that define your archetypical customer. By understanding your audience, you can create content that profoundly resonates and answers both their needs and desires.

Tell a Compelling Story

Video marketing for business is a powerful medium for storytelling. Sure, any videographer in New Jersey can shoot a bunch of footage. But leveraging a focus on creating a compelling narrative will ultimately captivate your audience and keeps them engaged. You want to craft a story that aligns with your brand’s values and resonates with your target audience on an emotional level (see above). Your audience should able to relate to the commercial’s messaging, not just be entertained.

Keep it Concise

In today’s fast-paced digital world, viewers have short attention spans. Consider the 15-30 second videos on Instagram and YouTube Shorts, or the sub-10 second videos on TikTok. The video marketers who are winning have learned that keeping videos concise and to the point is important to effectively engage your audience. This is especially important at the top of the marketing funnel. Get to the heart of the message quickly and maintain a fast pace to attract & hold your viewers.

Use High-Quality Visuals and Audio

The quality of your video can significantly impact its effectiveness. There is a time and a place for an iPhone selfie type video. But more often than not, the use of high-quality visuals, audio & graphics will enhance your messaging and captivate your audience. If your company is just getting started with video marketing, then you can probably get away with simple in-house produced content. However, as your company and brand grows, your audience will demand higher and higher quality video content. This is particularly true with New Jersey customers who are naturally a little jaded and pressed for time.

Incorporate a Strong Call to Action

Every type of video marketing for business should have a clear call to action (CTA) that encourages viewers to take a specific action. Whether that’s visiting your website, subscribing to a newsletter, or making a purchase, a strong CTA guides your viewers toward the desired outcome. If you are new to the video marketing game, this step can seem trite. But if you take the time to do a bit of market research, you will likely find that almost every video (from TikTok influencer, to Superbowl commercial) utilizes some form of a call to action. Make sure to include a CTA that is relevant to the video’s content and easy for viewers to follow.

Optimize for Sharing

To maximize the reach of your video content, optimize it for sharing. Add social media sharing buttons to your videos, use relevant descriptions & hashtags, and create eye-catching thumbnails. Search Engine Optimization used to be a game of HTML and backlinks. Now more then ever before, video marketing in 2025 has become a huge part of becoming found on the web. Optimization can be as simple as cross-pollinating your videos on various platforms with (LinkedIn, anyone?), increasing your brand’s visibility and reach.

Video Marketing for Businesses: Types of Video Content That Enhance Growth

Businesses can create various types of video content to engage with their audience and drive business growth.