Videos for Marketing Without the Drama: A Simple "System" to Get You Started
Good enough beats the hell out of never. Video consumption grows year after year. Turn viewers into buyers by answering their questions.
Got a phone? Congratulations — you own your very own video production studio.
I’m a late convert to video. I’ve dabbled over the years, including using customer video testimonials in campaigns.
Earlier this year, I created a YouTube channel. Over the past few weeks, I’ve actually been posting video to it.
They’re… rough, but I’ll get better.
Before, I’ve been biased against video for marketing.
I like words. I like to read. When I watch a screen, I want to be entertained with a Saints win, a TV show (Tasting History is awesome!), or a movie.
One of the critical rules in writing is to “kill your babies.” That means the witty bit of prose you love that doesn’t advance your point — delete.
Same in marketing — remove yourself from your personal likes and focus on what works for the audience you want to reach.
Video continues to explode on every platform.
Video creates engagement. It’s personal.
Many people are visual learners.
“But video is hard,” you might be thinking. (It is — and it’s also easy to start.)
Before I share how to get rolling, here’s why it’s worth it.
Why You Should Care About Using Videos in Your Marketing
A few years ago, my washing machine leaked. A quick YouTube search, one how-to clip, and an hour later it was fixed (little pink socks were the culprit). We saved time and cash — and got back to laundry.
Your buyers are doing the same thing: searching for fast, visual answers.
If you’re a copier dealer, imagine pointing customers to a 60-second “change the toner” video instead of re-answering the same question.
If you’re a managed IT provider, a human face walking through “what happens in our assessment” builds trust before the first meeting.
Video can:
Increase conversions — which means more leads, especially on landing pages
Increase organic search traffic — more people who can become leads
Give you an extra place for people to find you via YouTube
Increase time on site — stickier visits mean higher likelihood to buy
Improve message recall — people remember more when they both see and hear it
Video isn’t just for cat videos or dance challenges (and never was). Start with the common questions your customers ask. Those are your first videos.
Don’t Overthink — Just Start
You need a little bit of a plan, but overthinking kills momentum.
Over and over, I’ve seen companies agree video would help, have the expertise, and then… do nothing.
Perfection is the enemy of the good.
Your first videos won’t be perfect. Two years from now you might cringe at them.
That beats looking back at zero videos.
Nike has it right: Just Do It.
How to Get Started
Here’s what you need:
Commitment
Your phone (or laptop)
Someone willing to be recorded
A plan for content, placement, and reuse
Simple editing software
A clear call to action
Commitment (not a typo, it’s that important)
I’ll break these down — then we’ll cover shooting, structure, captions, CTAs, analytics, and repurposing.
1) Commitment
Commit to a few videos each month. After month one, do it again. Lather, rinse, repeat.
2) A Phone
Maybe someone on your team becomes a video whiz — great. You aren’t there yet. Modern phones record clean video and decent audio. Good enough to start.
I once gathered 60-second testimonials and seven sit-down interviews at a 3-day conference using an iPhone 6. We used those on landing pages, emails, and the site for years. (Yes, they’re still up — also your reminder to prune old content. Different post.)
3) A Willing Expert
Use subject-matter experts: a trainer for copier how-tos; your network engineer for the assessment walkthrough; your owner for a “what to expect” video. The person on camera should be the person customers actually meet.
4) A Plan
Create a YouTube channel if you don’t have one. Embed videos on a resource or self-help page. Reuse them across product pages, blog posts, onboarding emails, and social posts. Build a simple content map: FAQs → How-tos → Proof (testimonials, case clips) → “What to Expect” → Offers.
5) Editing Software
Pick something simple and fast. You can always upgrade later. The goal is shipping, not an Oscar.
6) A Call to Action
Decide the one next step for each video: book a consult, request service, subscribe to the newsletter, download a guide, etc.
7) Commitment
Yes. Important enough to list twice. Either do it or don’t. Going halfway and then bailing after a month or two is just a waste of your time.
Excellent! I’m Ready. How Do I Shoot a Video?!?!
Essential advice: Batch it.
Trying to record one at a time means they never happen. Put a recurring block on the calendar and knock out 3–6 in a session.
Truth in advertising: the following is based on research and some of my own experience. I am still trying to master some of these steps – especially creating multiple lengths from a single video. I do that well with written content; not remotely close with video.
Anyway, I’m still learning too and welcome your thoughts and experiences on what works and what doesn’t.
Structure That Grabs in 3–5 Seconds (Hook First)
Use this script skeleton:
Cold open (3–5 s): State the payoff. “Stop paper jams in under a minute — here’s how.”
Payoff: Show the answer fast (step 1, the result, the template).
Detail: Fill in context, caveats, options.
CTA (last 5–10 s): One action — “Book a copier health check” / “Grab the checklist”.
Write a few bullets, rehearse twice, then roll. A little polish is fine, but it’s OK to be rough around the edges too.
How Long Should Each Video Be?
Use a length ladder and cut-downs from one recording:
Teaser: 7–10 s (hooks for social)
Mid: 20–30 s (answer one question)
Hero: 60–90 s (the full how-to or explainer)
Record once, export three versions. Let audience retention data tell you which one wins.
How to Shoot
If someone has a high-quality camera with clean audio, use it. Otherwise, your phone is fine.
Wear what you would on a customer visit.
Find a quiet place; do a 10-second test for echo and background noise.
If you can shoot with your logo in the background, great. Otherwise, use natural light; avoid backlight. Alternatively, you can choose to show your real background (I do) to let your personality show.
For YouTube, horizontal will generally be the format to use. If you’re on TikTok or Instagram, your video should be vertical.
Stand or sit up straight; take a breath.
Frame slightly off-center for talking heads; for how-tos, prioritize the action over the person.
Press “record.” Look into the lens. Talk to one customer.
Minimize ums and ahs; if you flub late, pause, restart from the previous clean sentence — easy to edit.
Keep raw takes under two minutes for most topics.
Review. Happy? Edit. Not happy? Take 2.
Caption Everything (Accessibility + Reach)
Most people scroll with sound off. Add captions on every video. Keep them legible and on-brand. Also add a short description and keywords when you upload — it helps discovery. I’ll often include the complete transcript under the video. I’ve also begun experimenting with sharing the scripts themselves as posts on LinkedIn and here.
Put the CTA Inside the Player
“Call us at the number below” is fine; clickable CTAs are better. Use in-player buttons or forms when your platform allows it (e.g., mid-roll at ~70% for short clips; end-roll for longer explainers). Mirror the same CTA in the description, pinned comment, and on the page where the video lives.
Metrics That Matter (So You Improve Fast)
Track a simple KPI stack:
Play rate (did the thumbnail + title earn a click?)
3–5 second hold (did the hook work?)
30-second retention (still delivering value?)
Completion rate (was the whole thing worth it?)
CTA clicks/leads (did it move business outcomes?)
Review after every batch day and adjust hooks, topics, and CTAs accordingly.
Repurpose Smarter (Your Post-Production “Chop Shop”)
From one recording session, create:
1 hero cut (60–90 s)
1 mid cut (20–30 s)
2–3 teasers (7–10 s)
1 text post (key bullets)
1 image with a pull-quote
Auto-captions, light edits, and simple trims with your editor’s built-ins or AI helpers. Consider auto-chapters, silence removal, and basic cleanup to go faster.
Takeaways
Start with the questions your customers actually ask.
Answer them via short, structured videos with a hook in the first 3–5 seconds.
Use your phone to start — get fancy later.
Caption everything.
Put CTAs in the player and in the surrounding copy.
Track play rate → early hold → retention → CTA clicks.
Don’t overthink.
Record once, export multiple lengths.
Just. Go.
Now.
Need help creating content that connects you with your customers? Drop me a line at bryant@simplyusefulmarketing.co or message me here.
My latest video. It’s a work in progress!