by: Lorena Romo

Marketing your business is an evolving process; these days, it’s all about video content. Well-crafted videos are attention-grabbing, whether you use them on social media, your website, YouTube, or another platform. With video content, you can introduce potential clients to your brand, educate them on your products or services, and engage them with your company website. Using our tips below, you’ll be able to implement an engaging and dynamic way to promote your business and increase inbound leads.

1. Create a company introduction video

A short introduction video is a perfect place to begin your foray into a new type of content. It sets the stage for future videos, allows potential clients to learn more about your business in a low-commitment way, and encourages them to consider you when purchasing.

2. Customer testimonial videos

Digital interview via ZOOM

Having a video interview via ZOOM

Few things are more powerful for promoting your company than authentic, direct, and informative customer testimonial videos. There are a few best practices when creating this type of content to ensure it’s as effective as possible:

  • Never fake testimonials. Today’s consumers are increasingly savvy, meaning they can spot a phony company review a mile away. Not only will doing this be less effective than a genuine testimonial, but it’s also very likely to damage your company’s reputation.


  • Include customer information. One of the easiest ways to reassure your viewers that your video testimonials are legitimate is to include your client’s name (and company, if applicable). Potential customers will be understandably skeptical about a testimonial they can’t verify, so providing some basic info goes a long way.


  • Keep it short. Your video testimonials should be long enough to provide important information but not so long that your audience loses interest. The optimal length will depend on the product or service being reviewed. For example, if you run a clothing company and your testimonial videos are for specific items, they can likely be a minute or less. However, you may need three minutes or more if your offering is more complex, like a software solution or professional service.


  • Ask for specific feedback. Nothing is worse than committing to watching a testimonial video only to hear a generic “This was a good experience” message. Ask your customers for specifics – what was good about their experience? Was it your customer service, speediness, quality, etc.? That’s the gold!

3. Create explainer videos

Explainer videos are a great way to build on your introduction and testimonial videos. Ideally, your video content will intuitively lead your audience through a story, beginning with framing what you do and your strengths, and then getting into more detail as they become more interested.

An explainer video goes into more detail about your company’s services than an intro video. The idea is to provide potential customers with an opportunity to learn without having to commit to reaching out personally.

Video creation is best done with a plan in mind ahead of time, allowing you to think through what that journey looks like from your customer’s point of view. Explainer videos are ideal as a second or third step in the process or for a warmer audience familiar with your company.

4. Share educational videos

Creating educational videos is a more subtle, less sales-oriented way to promote your business. 

The key difference between an explainer video and an educational video is that the purpose of an explainer video is to give your potential audience information about your product or services. In contrast, an educational video provides information that has value for the customer outside of your specific offering.

It might sound counterintuitive to “give away” information, but when done purposefully, it leads your audience back to your company. For example, a local construction company could create DIY videos for easy, small projects that are too small for them to take on. By doing that, they’re providing valuable content related to their area without taking away from potential business. Homeowners learn from their videos and then reach out to them for more extensive projects because the company has created brand awareness through education.

You can do educational content with quick videos on social media, but if you want to go into greater depth, you can create an online course too.

5. Upload content regularly

If there’s one thing that marketing pros would recommend to business owners thinking about hitting the ‘Play’ button on creating video content, it would be to be consistent with how frequently you post new content. 

One of the best ways to help yourself with consistency is to use a scheduling tool like Hootsuite, HubSpot, or Later. These programs allow you to upload content, write captions, and schedule posts ahead of time. That way, you can dedicate a block of time to schedule a month’s worth of content instead of worrying about fitting video posting into your already busy schedule.

6. Make sure your videos are good quality

Person video editing

Person video editing

While you don’t need to drop a ton of money into having a professional videographer or editor create your videos, it’s still essential to provide high-quality videos.

The great news is that it’s easier than ever to create professional-looking videos without shelling out the big bucks for fancy gear. Modern smartphones have astonishingly good cameras, and with inexpensive tools like a tripod, simple lighting, and light editing, you’ll feel like Spielberg in no time.

Now there is a time and place to have a highly professional video and when you need assistance with that, Financial Potion offers budget friendly services to produce for you exactly what you need.

7. Enable comments so you can interact with your customers

Enabling comments on your video posts allows you valuable insights into what your audience is responding to and what’s missing the mark.

Remember that online trolls abound, so try to integrate constructive comments and let the nasty ones roll right past you. When you get the inevitable naysayer, don’t delete the comments (unless they’re against community guidelines or otherwise unacceptable, i.e., derogatory language). It might be tempting to hit the ‘Trash’ button on unflattering or negative comments, but it’s far more effective to reply politely and kindly. In doing that, you show potential clients that you’re capable of dealing with issues and taking the high road.

8. Make sure your videos are easy to find 

A common mistake when business owners create content is posting it but not promoting it. Without sharing it on other social media platforms or in email newsletters, your carefully crafted videos will exist in a digital vacuum.

Regarding digital content, it’s not a case of “build it, and they will come.” Not telling your audience where to find your content is like opening a store with no sign or advertising and then wondering why no one is coming in. The bottom line is that when you create great video content, shout about it from the rooftops!

Just Start Marketing

Computer with “just start” on screen

If it seems daunting to dive into video creation, have no fear! Start small, give yourself time to experiment and test the video content, and build from there. Before you can say, “Action!” you’ll be reaping the rewards of increased brand awareness and education.  For more video marketing tips subscribe to the Financial Potion YouTube channel.