Marketing Strategies: Leveraging Video Content
Video is the most powerful tool for small business marketing. Learn from Brand Specialist Teresa Sivak how to use it to tell better stories, build trust, and grow your business.
As a business owner you're always looking for ways to make more money without blowing through your entire budget. Well, I have some good news, you already have access to the most powerful marketing tool out there: video.
Video content isn’t just a nice-to-have anymore. That’s what I tell every business owner I coach: if you want to grow in 2025 and beyond, you need to start showing up on video! Not once. Not when you feel “ready.” Regularly.
Video builds trust faster than any other format. It humanizes your business and gives people a reason to care.
If you’ve ever booked a service just because you liked someone’s vibe on Instagram, you know what I’m talking about.
Real > Polished
A common misconception about video is that it needs to be perfect. Trust me, it doesn’t. I used to think I needed fancy gear, perfect lighting, and flawless editing to make a good video. That perfectionism kept me stuck for months.
Then one day, I decided to grab my phone, hit record, and just talk. No script, no ring light—just me, sharing what I do, who I help, and why it matters to me.
That 60-second video brought in three clients in two days. Not because it was polished, but because it was real.
Some of my best-performing videos were filmed in between meetings or even in my car. The truth is, people don’t care if your video is perfect. What they care about is whether you understand them. Once people feel understood, they’ll trust you. And when they trust you? They’ll buy. So, ask yourself:
- Are you saying something useful? Make sure your message is practical and purposeful—whether you’re solving a particular problem or offering a fresh perspective.
- Are you making your audience feel seen? It’s not just about what you’re saying, but how your message connects emotionally. Speak to people's pain, offer validation, find a way a way to show that you genuinely "get" where they're coming from
- Are you showing them something they can’t get from a graphic or a tweet? Graphics are great for quick, attention-grabbing moments, but video lets you add context, emotion, and nuance. Your tone, body language, and facial expressions communicate authenticity in ways words or images alone can’t.
Show Up Consistently
You don't need to “go viral,” you just need to be consistent. When you show up in videos regularly, you build a relationship with your audience. Over time, they get to know you, understand your message, and connect with you on a deeper level.
Sure, viral moments can create a surge of attention, but that kind of engagement is usually short-lived. Once the hype fades, so does the attention. Consistency is what keeps you top of mind, helping you establish authority.
Use the 4 P’s Framework
I don’t script my videos because I believe it takes away from their authenticity. However, I do follow a simple structure to keep me focused when filming on the go and ensure my message is clear, relatable, and actionable.
- Picture: Start by showing the problem your audience is facing. This immediately grabs their attention because people connect with their struggles more than anything else.
- For example, if you run a productivity coaching business, you might begin with something like:
"I know what it's like to feel overwhelmed by a never-ending to-do list and endless distractions."
- Promise: Your audience wants to know that there’s hope, and that you’ve got the solution they’ve been looking for. This is where you connect your expertise or unique perspective to the pain points you just outlined. The promise doesn’t need to be a big, bold claim. It just needs to be something that reassures your audience that you understand the problem and have a way to solve it.
- If your video is about stress-free time management, you could say:
"I can help you organize your day in a way that frees up time for the things that matter most—without feeling burnt out by the end of it."
- Proof: Now that you’ve made your promise, it’s time to back it up. Proof is critical because it turns your promise into something tangible. This could be a testimonial, a case study, or a personal success story that shows your solution works and reinforces your credibility.
- For example, you might say:
"I’ve helped over 50 entrepreneurs streamline their workday, and within weeks, they reported feeling less stressed and more productive."
- Push: End with a clear next step (your CTA). Make sure it aligns with the rest of your video’s message. It should feel like a natural progression from the Picture, Promise, and Proof. The easier you make it for them to act, the more likely they are to engage.
- For instance:
"Ready to take control of your time? Click the link below to grab my free time management checklist and get started today."
Spoiler alert: I use a similar approach for my email campaigns too. If you're curious, you can learn more about it here.
Video doesn’t have to be complicated. In fact, it works better when it’s not. By following this simple yet powerful structure, you ensure that your video delivers both value and action.
Stay Connected with Teresa
Teresa is a Certified Brand & Marketing Strategist and U.S. Army veteran with over 15 years of experience in online business and social media management. She has empowered over
2,550 brands to streamline processes, scale effectively, and increase revenue.
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