In the first episode of the Content Call Podcast, Chris Brogan talked about how people read an average of 19 minutes of text per day (blogs, text messages, news, etc), but hours and hours of videos are viewed/downloaded each day. This was a key reason he decided to start vlogging and including video in his content marketing efforts.
Another important point was to not limit your content to "talking head" video. It was good to hear him say this because I too have suggested this to businesses. I think you need to do some of it in order to humanize your brand, let people get to know you and offer the audience good value (by answering customer questions, etc). However, I also think you need to mix it up a little bit and maybe add some creativity into your video content. I understand that can sometimes be easier said than done depending on the business. So, here are some examples to help get you inspired.
Michael Dubin, the guy you see on camera, knew that people remember things presented in the form of music. In his view, COMEDY is a form of music. Granted, they had a budget ($4,500 to be exact), but that isn't the point here. The point is the creative approach used to do one thing - sell a razor subscription. Even if some people didn't sign up for the product, odds are they still shared the video with others.
If you don't always have the time to shoot these types of videos, services like Animoto, Moovly and GoAnimate can help you focus on music, text and animation.
So, you have plenty of options to make some engaging videos that can drive traffic to your business. You can really optimize your potential by finding a variety of ways to be creative and effectively engage your target audience.