How to Make Video Marketing Work for You

"Marketing is no longer about the stuff you make, but the stories you tell."
– Seth Godin

Let me start by saying this: video marketing isn’t magic. You don’t post a video and suddenly get flooded with leads and sales. That’s not how this works. It’s not how any of this works.

But when used the right way, it can be one of the most powerful tools in your business toolkit. And I’ll show you how — using real examples, no fluff.

Video Doesn't Work Alone — It Works With What You're Already Doing

I’ve had clients come to me thinking, “If I just get this one video made, my business will take off.” And sometimes, they’re frustrated when that doesn’t happen. But here’s the thing — video isn’t a replacement for a solid business. It’s a multiplier.

If your offer isn’t clear or your customer service sucks, video isn’t going to fix that. What it can do is help more people understand what you’re about, build trust faster, and convert interest into action.

Think of video marketing like seasoning on a great meal. You still need the meat and potatoes — your product, your offer, your customer experience. But video brings out the flavor.

Use Video to Break the Ice

When someone lands on your website or sees your ad for the first time, they don’t know you. They don’t trust you. That’s just the reality.

A good video can warm up that cold interaction.

Let me give you an example. We worked with a service-based business — they had great reviews and a solid offering, but their website felt faceless. We added a short video to their homepage. Nothing fancy. Just the owner talking about why he started the business, what they care about, and what customers can expect.

Within a few weeks, their lead quality improved. Not because of better targeting. But because people felt like they knew who they were contacting. That’s what a simple, honest video can do.

Don’t Ignore the Traffic You’re Already Getting

This part blows my mind. Some business owners say, “We don’t advertise, so we don’t need video.” But they do get word-of-mouth leads. They do have a website. And people are checking them out.

So here's my take: If someone is already visiting your site — give them something worth watching.

Even a quick 60-second explainer or a meet-the-team video can help convert that warm lead. You don’t need to run a huge YouTube channel. Just meet people where they already are and make your message easier to understand.

See how we did this with a SaaS Product Video

Testimonials Are Gold — Use Them the Right Way

If you sell something high-ticket — a luxury product, professional service, anything over a few hundred bucks — testimonials are a game changer.

But don’t make them stiff or scripted.

When we shoot testimonial videos, we never hand people a script. We ask real questions and let clients use their own words. Why? Because that’s what feels real. That’s what builds trust.

Put that video on your homepage, in your proposals, on your Google listing — wherever people are thinking about taking the next step.

Use Video in Places You Haven’t Thought Of

Video marketing isn’t just about ads or flashy content. Some of the best returns I’ve seen come from places like:

• Internal training videos – Saves hours of staff time. One client cut onboarding time in half with a few simple explainer videos.

• Recruitment videos – Especially for jobs that are hard to fill. We’ve helped fire and police departments show what it’s really like to work there — the people, the gear, the community. It’s way more compelling than a PDF job posting. If you're a first responder, take a look at our recruitment video page!

• Email follow-ups – Add a quick “thanks for reaching out” video to your email sequence. Watch how many more people respond.

Always Ask: "Would I Watch This?" Before You Post on Social Media

Before you hit post, ask yourself: “If I weren’t me, would I actually sit through this?” If the answer is no, go back to the drawing board.

Don’t overthink it. Keep it simple. Provide value. Be clear.

You don’t need to go viral. You just need the right people to watch and say, “Yeah, I trust this person.”

Want to know more about social media for business? Here's some tips that will help businesses that use social media

Final Thought: Video Isn’t About You — It’s About Them

When you make a video, keep your audience in mind. What do they need to know? What problem are they trying to solve?

Talk to the camera like you're talking to a person across the table. Be helpful. Be human.

How to make video marketing work for you? — use it to connect, not just to promote.

So start where you are. Pick one spot in your business — maybe your homepage, maybe a sales email — and add a simple video that helps people understand, trust, or engage with you just a little bit more.

That’s where it starts.

And from there, it just keeps getting better.