How to Do Video Marketing

Introduction

Video isn’t just for big brands—consultants and home-service businesses can use it to win new clients, too.

By answering the exact questions your prospects type into Google, you become their go-to expert.

In this post, you’ll learn a simple, step-by-step strategy to plan, create, optimize, and promote videos that bring in customers.

Why Video Marketing Matters

• Video rules the internet. By 2025, 85% of all consumer internet traffic will be video—if you’re not in that stream, you’re missing most eyeballs.

• Almost nine in ten businesses now use video marketing to grow.

• Over 90% of marketers say video gives them a positive ROI.

In plain terms: your ideal clients are watching video. And video drives real results.

Types of Business-Winning Videos

1. Answer-the-Question Videos

   • Find what your customers ask (“How much does a new HVAC system cost?”) and answer it on camera.

2. How-To Tutorials

   • Show a simple process (e.g., “3 Steps to Prepare Your Home for Winter”).

3. Behind-the-Scenes Stories

   • Let people meet you and see “how the magic happens.”

4. Quick Tips & FAQs

   • Short (30–90 second) clips tackling one question each.

Short, focused videos build trust faster than long sales pitches.

Step-by-Step Video Marketing Strategy

1. Research Your Audience's Questions

Start by uncovering the exact questions your prospects ask online.

Use free tools like Google’s “People also ask,” AnswerThePublic, or Ubersuggest to compile a list of 10–20 genuine queries.

These might range from “How much does a new HVAC system cost?” to “What’s the average ROI for hiring a business coach?”

Once you have your list, prioritize the top five questions that align most closely with your services.

These will form the foundation of your first batch of videos.

2. Plan Your Content Calendar

Consistency is key.

Commit to releasing one video per week or every two weeks, depending on your capacity.

Alternate between longer, deep-dive answers (3–5 minutes) and short, bite-sized clips (under 2 minutes) that tackle a single question or tip.

By mapping out topics and publish dates in advance—whether in a spreadsheet or a simple calendar—you’ll avoid last-minute scrambles and ensure you cover a balanced mix of subjects.

3. Write a Simple Script

• Hook (0–10 seconds): Grab attention with a question or bold statement.

• Answer (10–60 seconds): Deliver a clear, concise solution.

• Call to Action (last 10 seconds): Encourage viewers to subscribe, comment, or visit your website.

4. Shoot with What You Have

You don’t need expensive gear to start.

Position your smartphone on a steady tripod, or improvise with a stack of books.

For audio, lapel mics or even quality earbuds plugged into your phone will work wonders.

When it comes to lighting, natural window light is your best friend—face the window, and let that soft glow illuminate you.

If you’re indoors without strong daylight, place two lamps at 45-degree angles to your face. Clear audio and good lighting always trump fancy camera bodies.

5. Edit for Clarity and Engagement

During editing, focus on pacing and polish.

Cut out long pauses, ums, and stumbles, so your video flows smoothly.

Add simple text overlays to highlight key takeaways—this reinforces your message and helps viewers who watch on mute.

Finally, brand the end of your video with a brief bumper: include your logo, a catchy tagline, and your website or social handle.

These small touches boost professionalism without adding hours to your editing time.

6. Optimize for SEO and Platforms

• Title: Use your exact question (“How Much Does a New HVAC System Cost?”)

• Description: Lead with the question, follow with a concise answer, and include your website link.

• Tags/Keywords: Mirror the language your audience uses.

• Thumbnail: Choose a clear, bright image with bold, legible text.

Tools & Platforms

For editing, free options like iMovie, OpenShot, or DaVinci Resolve give you all the basics—trimming, text overlays, and simple transitions.

Host your videos on YouTube to tap into its massive search audience, but consider Vimeo if you want a more polished embed on your website.

For shorter, attention-grabbing snippets or teasers, post natively to TikTok or Instagram Reels.

To stay on top of which questions your audience asks, the keyword-research tools mentioned earlier will keep you stocked with fresh topic ideas.

Finally, use YouTube Studio or Google Analytics to see how viewers find and engage with your content.

Promoting Your Videos

Once your video is live, embedding it on a relevant blog post or service page not only keeps visitors on your site longer but also boosts your SEO.

Share the video link across your social channels, tailoring the caption and thumbnail to each platform’s best practices—what works on LinkedIn may need tweaking for Facebook or Instagram.

Don’t forget email: send a quick teaser or “video of the week” to your list with a direct link to watch.

If you have a modest budget, experiment with a small paid boost on Facebook or YouTube, targeting local users or decision-makers in your industry.

Measuring Success

• Views & Watch Time: Are viewers staying until the end?

• Engagement (Likes, Comments, Shares): Are people interacting?

• Click-Through Rate (CTR): How often does your thumbnail get clicks?

• Leads & Calls: How many inquiries reference the video?

Common Pitfalls & How to Avoid Them

A big mistake is trying to answer too many questions in one video—pick a single, focused topic so viewers get real value without confusion.

Skimping on audio quality can turn off listeners faster than pixel-perfect video—invest in even a low-cost lapel mic.

And remember, publishing without promotion is like throwing a party and never sending invites.

Finally, never overlook SEO: a great video title and description are what help new customers actually find your content.

Conclusion & Next Steps

Video marketing might seem daunting at first, but by answering real questions your clients are asking, you position yourself as the expert and attract those customers right to your door.

Pick five high-value questions, plan out your shoot dates, and commit to a consistent schedule.

Over time, your growing video library will work around the clock, building trust and generating leads long after you hit “record.”

What's Next:

Ready to get started? Download our free Research Topic Guide - find the topics your customers are searching for, and share your next question in the comments below!