The Practical Guide to Using Video in Your Marketing
The Practical Guide to Using Video in Your Marketing
For Small Businesses: Stop avoiding video! This practical guide shows you how to use video for marketing, from grabbing attention and choosing the right formats (demos, FAQs) to low-budget production and embedding videos across your sales funnel. No massive budget or Spielberg skills needed—just clarity and intentionality.
Chelsea Lamb | NOVEMBER 10, 2025 | 5 min. read
5 minute read
By Chelsea Lamb, for Cullen Fischel, website designer
Video has stopped being optional. If you're running a small business in 2025 and still avoiding it, you’re leaving attention, trust, and conversion on the table. But this isn’t about becoming a YouTuber or dancing on Instagram Reels. It’s about using video with just enough intention to move people toward your offer — to earn a look, a click, a call. No fluff, no massive budget, just the kind of content that helps someone understand why you matter.
Video Grabs More Than Anything Else
In a world filled with noise, people still slow down for moving pictures. When someone scrolls past a wall of text, it’s the blinking, shifting, human face that makes them pause. That pause is what you’re after. Well-placed video helps capture audience attention by doing what text and photos can’t — showing, not telling. A quick clip of your product being used, a 30-second walkthrough of your shop, even a rough-cut customer testimonial can instantly lower the friction that keeps buyers hesitating. You’re not trying to be Spielberg. You’re trying to make people feel like they know you before they spend with you.
Choosing the Right Kind of Video
Not all videos work the same. If you try to use one explainer for everything, it’ll land flat. You need to select video formats with clear intent — the short-form product demo hits differently than a two-minute founder story. That might mean an FAQ-style video for your services page, a behind-the-scenes for your Instagram, or a “how we pack your order” reel on TikTok. Think about where someone is in their decision process and give them something that fits that moment — not something that overwhelms. If you're answering a real question or showing real proof, the format should follow naturally. Simpler is often better.
Making Video Without Breaking the Bank
Don’t fall for the myth that good video requires thousands in gear or editing. Most of what works today is fast, raw, and honest. That said, a little polish can go a long way — and you can produce polished videos on any budget. Start with your phone. Use natural light. Get a mic if your space echoes. Most importantly, script just enough to stay clear without sounding robotic. Your energy matters more than your resolution. Aim for clarity over cinematic. Consistency beats perfection.
One Editing Upgrade That Changes Everything
There’s a line between amateur and intentional. You can cross it with how your video feels, not just what it says. That’s where editing comes in — not heavy special effects, but a few clean transitions, maybe a text overlay, maybe a color treatment that makes your brand pop. If you’ve ever watched a small business video and thought, “Whoa, this looks legit,” that’s probably why. For business owners wanting that extra punch, you may like this.
Embedding Video Into Your Funnel
Random posts won’t carry your business. A single video rarely changes a pipeline. But when you embed video across your entire sales journey, something clicks. Maybe it starts with a short promo on Instagram, followed by a product walkthrough on your site, then a post-purchase thank-you video emailed after checkout. Each one builds momentum. It’s not about views — it’s about timing and trust. The right video at the right moment makes your customer feel seen and supported. That’s what moves them forward.
Getting Found — and Shared — Without Paying for Ads
You don’t need a massive audience if you know how to get picked up. Think titles that match how your customers search, descriptions that spell out the pain point, captions that make the first three seconds count. Good video content can boost discoverability and engagement by simply being helpful. This is where SEO and story meet — where naming a file well or embedding the video in the right blog post becomes a traffic driver, not an afterthought. The goal isn’t virality. The goal is visibility.
What’s Working? Don’t Just Guess — Track It.
You posted. People watched. Now what? The magic isn’t just in the making — it’s in the measuring. You need to track meaningful video metrics that match your business stage. Are people watching to the end? Are they clicking after the video? Are certain types of videos converting better than others? Tools like YouTube Studio or platform-native analytics will tell you more than you think — if you know what to look for. And when you find the ones that work? Do more of that. Don't reinvent, just refine.
If video has been sitting on your “someday” list, push it up. Start messy. Start quiet. Start with what you have — but start. Think like your customer. Where do they hesitate? Where are they confused? What might help them feel more confident? That’s your first video. Don’t over-plan it. Just make it clear, kind, and watchable. And then — do it again.
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