Video has become one of the biggest drivers of online traffic – and of sales. It has megawatts of communication power that other delivery formats can’t touch.

Dr. James McQuivey of Forrester Research has estimated that watching a minute of video is the equivalent of reading 1.8 million words. And according to Internet Retailer, consumers who watch product videos are 85 percent more likely to buy products compared to those who do not watch. Moreover, nearly 60 percent of respondents in a Forbes survey said they would watch video before reading text on the same webpage.

And yet many businesses hesitate to use video as part of their online presence. Some think it will be too expensive. Others don’t know how to start.

Here are different types of video a business might consider:

TV Advertising: A television spot requires an upfront investment, but it has a number of advantages over other advertising platforms. A quality television commercial can have a relatively long shelf life, so production costs can be spread over time. It’s possible to buy a week’s worth of television advertising for about the same cost as a full page/full color print ad that runs only once.

Webclips: Shoot for a couple of hours, do an interview or two, add a graphic element, edit a 2-minute piece together and post to YouTube. You now have engaging content to post on Facebook, your website or an eNewsletter. Webclips are a great way to roll out a new product, educate, generate buzz, share testimonials, introduce new staff or send a message.

“How To” videos: You can provide a script outline to a video professional. After a three- to four-hour shoot, you can have a great five-minute video. You can make DVDs, upload to the web or use at a tradeshow.

Promotional videos: Shoot at multiple locations, include interviews, create high- end graphics and custom music, edit to desired length, and prep for DVD and web delivery. A promo video can be used in presentations, at events, on a loop at tradeshows or as a sales or training tool.

An “authored” DVD:  “Authoring” refers to the process of creating a navigable DVD that can be put in a DVD player and played using menu prompts. The final result can be professionally packaged and distributed as a stand-alone product.

Video news release (VNR): This is a prepackaged story that includes generic b-roll (footage), interviews and an attached document. It’s used to distribute newsworthy information to news outlets.

Documentary or educational video: Documentaries are not typically thought of as a marketing tool, but the documentary “style” is becoming increasingly popular. It tells a story that emotionally engages your viewers and leaves a lasting impression. Educational videos deliver instructional content that can be watched at the viewer’s pace and reviewed as needed. Visuals, narration, interviews, testimonials, graphics, animations and graphics are the building blocks.

You may be tempted to use the old camcorder and your computer’s outdated software to try to make one of these videos. But be warned that poor quality sends a message that is difficult to shake. Working with professionals ensures that your message is clear and hits its desired target.