Don’t believe the hype? Here are some statistics: According to HubSpot, 81 percent of businesses use video as a marketing tool — up from the 63 percent reported in its 2017 survey. Not only that, studies by Syndacast show that using the word “video” in an email subject line boosts open rates by 19 percent, click-through rates by 65 percent, and reduces unsubscribes by 26 percent.

Finally, according to online marketing firm Moz, web content that contains video attracts three times as many visitors.

It’s more important than ever for your business to start engaging with customers through this channel. Here are four ideas to get you started.

Demonstrate a product or service: Use video to convert visitors to customers by showing how your business works instead of telling them. It’s easier for viewers to visualize what you’re offering and how your service can help them. For example, provide a quick overview of the process of duct cleaning or HVAC maintenance.

Use customer testimonials: A survey done by Expo, a video review site, revealed that people trust customer reviews almost 12 times more than statements from businesses themselves. You can generate more interest and authenticity if you have videos of customers talking about your products and services on your website.

Add a personal touch: Your visitors want to do business with someone they know, like and trust. Use video to welcome visitors to your site, introduce your staff or talk about the history of your company. By giving people a snapshot of who you are and what your business is about, you help potential customers feel more at ease about doing business with you.

Share industry expertise: You can use video to provide commentary on industry news and information about products and services. It’s a great way to provide useful information, while also reminding them of your business.

If you’re looking for a surefire way to stand out in today’s digital world, it’s time to delve into video marketing.