Not a client? You can download our full video marketing guide here (clients receive a version customized for them): https://docs.google.com/document/d/1fl1HVP6mSk2v2cjhY7VA8fRPXB42Ui7SxP8Y4hQCcTE/edit?usp=sharing
I’m going to be going over our video marketing quick start guide. By the time you’re done reading this, you’re going to know how to create two videos per week in just 15 minutes that actually bring clients to your small service business.
The Most Important Rule: Just Start
The first thing to know is: just get started. Don’t wait until it’s perfect. Just start recording videos right after this. The vast majority of your videos should be short-form content when you’re starting out.
Understanding Short-Form Videos
Short-form videos are:
- Typically shot on a phone camera
- Vertical format
- Under three minutes
- Lower production value requirements
- Perfect for beginners
- Quick to create
Why Short-Form Works Best for Small Business
When you’re starting out with short-form, we can experiment really quickly to figure out what works and what doesn’t. The goal is to find one format that works reliably so you can just repeat that over and over again.
Working with the Algorithm
The great thing about today’s algorithms is they’re good at figuring out what videos actually get engagement. They boost the ones that work and let the others fall flat. So if your first video isn’t great, no one’s going to see it anyway. Just start putting videos out there so the platforms can start collecting data.
Developing Your Video Skills
This really is a skill – at first, it’s going to feel a little awkward and stressful, but as you get better at it, it’s actually going to become pretty fun.
Essential Equipment and Setup
The Basic Tools You Need
You don’t need fancy equipment to get started with video marketing. A smartphone with a decent camera is all you really need for most content. While you can add more equipment later, keeping it simple helps you focus on what matters: creating content.
Choosing Your Recording Location
For short-form videos, shoot wherever you’re comfortable. While professional backdrops and studio setups can work well for long-form content, they’re not necessary for the quick, authentic videos we’re aiming to create.
Getting Clear Audio
Good audio is crucial for any video. When recording with a smartphone, keep it within arm’s length to ensure clear sound pickup. If someone else is filming you, consider using an inexpensive lapel microphone for better audio quality.
Simple Lighting Guidelines
Face your primary light source rather than having it behind you. Natural light from windows often works well. While even lighting will make your videos look better, don’t let imperfect lighting stop you from recording. The goal is to start creating content, not achieve perfect production value.
Creating Engaging Video Content
The Critical First Three Seconds
Modern viewers decide almost instantly whether to keep watching or swipe to the next video. Your opening needs to promise value – something worth sticking around for. This “hook” is what keeps viewers engaged long enough to receive your message.
Strong Hook Examples
Here are some proven hooks that work well for small business videos:
- “I’ve been in [industry] for 15 years, and last week I saw something I’ve never encountered before…”
- “Here’s something my clients frequently ask about [topic]…”
- “I thought I knew everything about [topic] until a customer pointed this out…”
- “Something I like to share with new clients that often saves them time and money…”
- “Today we discovered something interesting during a routine inspection…”
Finding Topics That Work
The best video topics come from your daily work experience – those questions you find yourself answering repeatedly or advice you frequently give to clients. As an industry expert, you already have the knowledge your audience wants.
Topic Ideas to Get You Started
Consider creating videos about:
- Common mistakes in your industry
- Money-saving tips for clients
- Behind-the-scenes looks at your work
- Answers to frequently asked questions
- Industry myths and misconceptions
- Recent changes or trends in your field
- Client success stories
- Problem-solving demonstrations
Authenticity Over Perfection
Focus on being genuine rather than polished. Your expertise and authentic personality are more valuable to viewers than perfect delivery. While you should aim for clear communication, don’t let minor mistakes or hesitations stop you. Professional polish matters far less than helpful, honest content.
Your First Month of Video Marketing
Setting Your Initial Goals
Don’t worry too much about view counts in your first month. This period is all about experimentation and finding your groove. Focus on quick iteration and learning what works for your business and audience.
Establishing a Schedule
Block out 15 minutes in your calendar each week to record two videos. Having a set time helps ensure you stay consistent with your content creation. More videos are always better, but start with what’s manageable.
Understanding Your Audience
The algorithms are optimized to keep people on the platform by matching content with viewers most likely to engage with it. Creating content consistently for a specific type of person helps algorithms improve at showing your videos to the right audience.
When Algorithms Work For You
If you post content uninteresting to your core audience, algorithms struggle to find your viewers. That’s why it’s important to:
- Start with a clear idea of your target viewer
- Keep your content focused on their interests
- Let your audience definition develop as viewership grows
Advanced Video Marketing Strategies
Making Reaction Videos
If you see something on social media, watch another video, or find a post related to your industry that your audience would be interested in, consider making a reaction video. This works especially well when you can provide expert insight or a unique perspective on trending content.
Creating Effective Reactions
To create a reaction video:
- View the content you want to react to
- Consider if you have valuable insights to add
- Record your reaction while watching or after
- Share your expert perspective on the topic
Building Long-Term Success
Remember, every successful content creator started somewhere. When you’re first starting out, your videos aren’t all going to be hits – and that’s perfectly fine. Focus on:
- Trying different approaches
- Sticking to short-form vertical videos
- Getting comfortable on camera
- Paying attention to which topics get the best response
- Maintaining consistent posting frequency
The key is to keep creating, learning, and improving. Don’t wait for perfection – authenticity is more valuable than polished production. Just start recording and adjust your approach based on what resonates with your audience.
