Video Marketing 101 for your Business…Tips and Tricks

Does video marketing seem like it’s too technical? It’s really not. Simply, video marketing uses videos instead of advertising copy to communicate to people about your company’s brand, product, or service.

Studies have shown that video provides higher open and click-through rates. Moreover, a majority of marketers also cite video as providing the best return-on-investment.

And it’s easy to get started with video marketing. This article is for people who are totally new to the idea and it will walk anyone through knowing how to make a practice video.


You don’t need to make a huge investment in any tools to get started in video marketing. You can create your first video with just a smartphone, some daylight, and a relatively quiet spot to record yourself.

We’ve previously prepared an article on video equipment that contains some low-cost suggestions to improve your video.

What Should My Video Be About?

Great question.

Consider that you are starting from scratch and no one knows who you are. Make your first video the equivalent of the “About Us” or mission statement that you have on your website (or have seen on other peoples’ sites). Explain why you started your business, what you do, and how it helps people.

Other topics you could make videos about:

  • Product demos
  • Customer testimonials
  • Answer frequently asked questions
  • Show off examples of your best work
  • Before-and-afters
  • How-to or helpful advice

What do other marketers in your industry make their videos about? Do a little research and see what new ideas you can come up with for yourself.

Also, consider that because this is video marketing, you will be doing some selling, at least some of the time. For now; however, we will concentrate on getting the practice video made.

How Long Should It Be?

There are a lot of opinions on this but the most practical rule is: no longer than necessary. If you are doing a video purely to increase prospects and customer engagement or to pitch a product, two minutes is a good length. If you’re doing an instructional video, it might take longer.

For now, let’s concentrate on a two-minute message.


Get a pen and paper then jot down some short notes on the points you want to cover in your video.

Smartphone cameras work best in bright light. Sunlight is ideal. So, find a quiet, well-lit spot. If you shoot indoors, try to do it while sitting opposite of an unshaded window.

Select the video recorder on your smartphone. When you’re ready to shoot, you can either hold the phone in your hand or set it against something so that it’s pointing at you. (If you’re going to do it this way, try to have it level with your head and shoulders, rather than on a table pointing up at you.)

Look into the camera lens (not at your image on the screen), smile, and speak clearly. At the end of your video, if appropriate, give contact information, such as your business phone number, website URL, or email address. Then remain in position and wait a few seconds before hitting “stop” on the phone.

After you shoot the video, review it. Is your voice loud enough? Are you looking into the camera? Do you seem relaxed or stiff? Reshoot if necessary and until you’re satisfied.

If your video recorder app has editing features, trim off any excess, distracting, or unnecessary parts off the beginning and end of the video.

Posting Your Video

For the purpose of this exercise, I am going to use YouTube. So, if you don’t have an account, go to YouTube and set one up now. It will only take a few minutes. Once your account is set up, make a note of your account name and password.

Go back to the video you just shot. You should be able to share from your phone via email, text message, or directly to various social media platforms, including YouTube.

Choose YouTube. Your video will upload from your phone. It could take several minutes to complete.

You will see a page that shows you the progress of the upload and fields where you can add information:

Give it a descriptive title. If your video was an “About Us,” simply call it “About (Your Business Name)” and include a few words about your industry and, if applicable, your location. For instance, if you’re a plumber, it might be “About Ace Plumbing – Tampa Area Plumbers.” (If your business is internet-based, location is not necessary.)

Add a few tags, which are words or phrases that describe the video content. These words are also what a person might use if they were looking online for a business like yours. Using our plumber example, good tags might be “top rated plumber” or “reasonably priced plumber” or “Tampa Clearwater plumber,” etc.

The “Description” box is an opportunity to make a marketing statement, so include information about your business, such as when your company was founded, what you do, and what makes you unique or more effective among others. Some short reviews or customer testimonials is good to include along with your contact information.

Hit “Publish.”

You have just created your first marketing video.

You can link it or embed it in your emails. If you have a Facebook or Twitter account, you can also post it there as well.

Final Thought

You can get very sophisticated with creating your videos or spend substantial sums to hire professionals to create highly polished finished products, if that’s what you want.

But you can also start today, right where you are, with what you’ve got.

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