Small Business Video Marketing: Beginner’s Guide

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Monday, August 21, 2023

Imagine taking a two-person business to $215,000 in under a week with just one video?

That’s what Chris Funnell did.

Chris won 3 contracts each worth $75,000 after spending just $380 to promote his small business video on Facebook.


Chris might be a marketing expert who teaches other small businesses inside the ClickFunnels Facebook group.

But he also said this:

“If you’re struggling to get started or make sales – you’re probably over-complicating it. I showed my strategy to a few people and one of them implemented it immediately and got a retainer client after a day and about $30 in ad spend.”

This ‘simple strategy’ has small business video marketing at its core.

In this blogpost, we’ll cover how small businesses in any industry can leverage video marketing to achieve similar results or better!

What is Video Marketing?

The history of video marketing began on July 1, 1941.

That was the day the world’s first TV commercial ran for 10 seconds in New York and cost the wristwatch advertiser Bulova just $9.

It’s about $150 at modern prices.

Fast forward to 2023 and a 30-second video can cost $100,000+ in production and up to $6.5 million for a spot at the Super Bowl.

The costs involved with TV commercials make video marketing too expensive for the average small business.

But online video marketing allows millions of people across the world to advertise products and services at prices not too different than Bulova paid back in 1941.

What are the benefits of video marketing for small businesses?

Video marketing lets small businesses reach their customers at exactly the moment they’re looking for your products and services.

But it’s not just showing up that’s important.

Consumers love video. At least one-third of all online activity is spent watching visual content.
And get this.

Studies show that consumers can recall 65% of video ads they’ve seen in the past three days.

In comparison, consumers can recall just 10% of written ads.

Why is that useful to small businesses?

Because if you can demonstrate the value of your products or services in video form you should get better results.

For example, this report found that video marketers generate up to 66% more qualified leads compared to non-video marketers.

Why is Video Marketing so Profitable for Small Businesses?

UpCity found a number of small businesses were consistently generating over $1 million each year from video marketing.

But not everyone in the survey of 600 SMBs got the same results.

At least 45% of them earned less than $5,000 annually from video marketing.
What can we learn from this?

There are two main reasons to explain the difference:

  • 52% of SMBs spend under $5,000 each year on video marketing and their revenue generated is often in line with investment
  • With the right video format and marketing messages, SMBs can generate a return that is multiple times their investment into video marketing

Read on to see the 9 most popular video formats used by small businesses like yours!

9 Video Ideas to Drive Revenue for Small Businesses

You might remember the first advert from razor blade brand Dollar Shave Club back in 2012.
It was a masterpiece in product explainer videos.

The video combined humor with a great offer that targeted a major pain point for consumers: the high price of razors and the hassle of buying them.

The product explainer video ad generated millions of views and thousands of new customers and within 10 years Dubin had sold the brand to Unilever for $1 billion.
A webinar video is a live or pre-recorded online presentation.

It typically involves a speaker or panel discussing a specific topic with the ability for participants to interact through Q&A sessions or chat features.

Webinar videos are great for businesses in industries like education, technology, professional services and B2B where expertise and thought leadership are valued.

Case study: Russell Brunson’s Perfect Webinar

You might remember the first advert from razor blade brand Dollar Shave Club back in 2012.
It was a masterpiece in product explainer videos.

The video combined humor with a great offer that targeted a major pain point for consumers: the high price of razors and the hassle of buying them.

The product explainer video ad generated millions of views and thousands of new customers and within 10 years Dubin had sold the brand to Unilever for $1 billion.
A webinar video is a live or pre-recorded online presentation.

It typically involves a speaker or panel discussing a specific topic with the ability for participants to interact through Q&A sessions or chat features.

Webinar videos are great for businesses in industries like education, technology, professional services and B2B where expertise and thought leadership are valued.

Case study: Russell Brunson’s Perfect Webinar

Russell Brunson’s Perfect Webinar (you can watch the video at that link!) is a great example of using a webinar to sell another webinar!

The ClickFunnels co-founder uses a short webinar video to sell 3 video trainings plus done-for-you scripts to help you create your own webinar funnel for just $7.

Some of the people who used the ideas from the offer include John Fu.

John went on to build his own webinar funnel that generated $1 million revenue in two months. John then became the fastest ClickFunnels user to generate $10 million inside 6 months from a webinar funnel.

Less than a year later John’s webinar funnel had sold over $100 million based almost entirely on Russell Brunson’s principles.
FAQ Video
An FAQ video helps businesses address common questions in a video format.

It can help provide clarity, address customer concerns and streamline information for viewers.

Businesses that can benefit most from FAQ videos are those in customer-oriented industries such as e-commerce, software, professional services and healthcare, where there’s a need to provide detailed explanations or instructions to customers before they buy.

Case study: Blendtec’s Will It Blend?

The "Will It Blend?" video series by Blendtec was an unconventional and hugely successful take on the FAQ video.

With these videos founder Tom Dickson created a viral YouTube channel. The format involved him blending unusual objects like smartphones, golf balls, Justin Bieber videos, iPads and much more.

The iPad video was the most successful and gathered 19M views at the time of publication.
This take on the FAQ video helped Blendtec reach a wider audience while also demonstrating the durability of its product.

Brand Story Videos

A brand story video communicates the origin and mission of a business.

The key is creating an emotional connection with the audience as well as developing a relationship built upon trust and shared values.

Businesses that benefit most from brand story videos are those seeking to differentiate themselves in competitive markets, such as lifestyle brands, artisanal products, or companies with a unique culture or social impact.

Case study: Always #LikeAGirl

The #LikeAGirl ad was released in 2014 and went viral after featuring in the 2015 Super Bowl.

The video challenged negative gender stereotypes.

For example, a young boy performs a mock impression when asked to ‘run like a girl’.
The ad sparked a nationwide conversation.

#LikeAGirl not only brought attention to Always’ line of menstrual hygiene products but created a lasting social impact.

Educational Videos / How-To Videos

A how-to video provides step-by-step tutorials on a specific topic.

It aims to educate viewers by teaching them how to accomplish a task or acquire new knowledge.

Small businesses that benefit most from this type of video marketing include those in industries like DIY/home improvement, cooking/food, fitness, beauty, technology, and any field where there is a demand for learning and practical guidance.

Case study: Woodworking for Mere Mortals

Is a one-man woodworking business lucrative?

With an estimated net worth of $2 million Steve Ramsey’s answer is a ‘yes’!

Steve created his YouTube channel Woodworking for Mere Mortals back in 2009 and began posting how-to videos about building wooden chess boards, picture frames, jewelry boxes and clocks.

Fast forward over a decade and Steve has 1.9 million subscribers with videos like this one on wood finishing earning over 6 million views.

Steve has monetized his channel and offers premium woodworking courses on his website.

Case Study Videos

A case study video showcases real-life examples of a business's success stories or client testimonials.

This format involves presenting the challenges, strategies and outcomes of a specific product or service.

Businesses in industries such as technology, consulting, healthcare, B2B services, and any sector with complex or specialized solutions can benefit most from case study videos.

Case study: Two Comma Club

The Two Comma Club documentary is a masterclass in monetizing the case study format.
If you’re not aware, the Two Comma Award is given out to anyone who generates $1M+ using ClickFunnels.

Via the dedicated website you can opt-in to watch a 53-minute documentary that follows a handful of the 737 people who’ve won the award (at time of publication).

The case study video is monetized in two ways:

  • Directly – after entering your email address to watch the video you are offered the chance to join a Two Comma Club coaching programme in follow-up emails.
  • Indirectly – the videos encourage users to try the ClickFunnels platform by making the journey from 0 to $1M+ relatable, believable and aspirational.


Testimonial videos feature satisfied customers sharing their positive experiences and endorsements of a product, service or brand.

They’re a powerful form of social proof that influences purchase decisions.

Testimonial videos can benefit a wide range of businesses, particularly those in industries such as e-commerce, hospitality, healthcare, professional services and any sector where building trust and establishing credibility are essential for customer acquisition.

Case Study: Squatty Potty

The Squatty Potty commercial featuring a unicorn on a toilet went viral in 2015 and drove huge awareness and sales for a toilet stool.

The video was produced by the Harmon Brothers and is a masterclass in leveraging testimonials.

For example, in the commercial the unicorn reads out 5-star Amazon reviews including a haiku.

Video testimonials most commonly feature a happy customer talking to camera.

But Squatty Potty’s success is a great example of creatively deploying testimonials.

UGC Video Content

UGC (user-generated content) refers to images or videos created by users of a product or service.

This kind of content is often offered by influencers and brands can pay for UGC at scale.

UGC video content is best suited for businesses that have a strong and engaged customer base and particularly in industries such as travel, fashion, beauty, food and technology.

Case study: Glossier

Glossier is a beauty and skincare brand valued at around $390 million.

Its marketing strategy is almost entirely founded on the concept of ‘every customer is an influencer’ and this is expressed through UGC featured on its Instagram channel.

Glossier regularly reposts skincare tutorials sourced from customers.

It’s a win-win as Glossier gets believable reviews while the UGC creator gets a potential boost in engagement from Glossier’s 2.8 million followers.

It’s important to note that Glossier does not pay for its UGC and this only creates more trust and credibility.

Live Q&A Videos

Live Q&A videos involve hosting sessions where businesses interact with their audience in real-time.

Common platforms for this kind of video marketing include Instagram Live, Facebook Live and YouTube Live.

This video content is beneficial for businesses in industries such as consulting, coaching, education and customer support, or any industry where direct engagement and personalized interaction with the audience are key for building trust.

Case study: Peloton

Peloton Interactive is an exercise equipment and media company founded in 2012.

The company’s main business model is live-streamed and on-demand fitness classes accessed through a subscription.

To inspire new users, Peloton often hosts live Q&A sessions.

For example, in this Q&A users talked to a Peloton Instructor who had regained body movement after a serious car accident.

The live Q&A format allows Peloton to build strong connections with customers.

How to Shoot a Video for My Small Business?

There are two main barriers to small businesses leveraging video marketing…

  • The costs involved
  • The complexity involved

It can be daunting for a small business to record their own videos and many times a successful shoot leads to dollars wasted in promoting content that generates no meaningful leads or sales.

This is why statistics suggest 16% of marketers don’t use video because they don’t have the time.

A further 17% don’t use it because they think it’s too expensive.

But profitable video marketing doesn’t have to be either costly or time-consuming!

Read on to find out more about producing simple and low-cost videos for your small business.

How to Make a Low-cost Video for My Small Business?

After spending over $600 million dollars on social media advertising… expert video marketer Barry Hott discovered something fascinating.

He found that ‘ugly ads’ often out-performed video ads that looked professionally made.
Here’s what Barry says:

“Our brains have unconscious ad blockers. We don’t wanna see ads. We wanna see content that we’re on social media for: fun things, friends, viral content. Authentic content that doesn’t look like ads can get around those blockers.”

In one example Barry is simply talking to camera while walking down the street.

It’s as if he were Face-timing with a prospect.

And here’s the thing.

Making a so-called ugly ad does not mean you will see less ROI than if you invested a minimum $500,000 in the Harmon Brothers who produced the Squatty Potty ad you saw earlier.

So long as your messaging is right for your audience you could shoot a video on your smartphone and start using it to drive sales almost right away.

What if I’m Scared of Appearing on Camera?

Many small business owners are hesitant to appear on camera.

And it’s not just because you might be camera-shy. There are many reasons why you could hesitate to hit ‘publish’ on your video sales letter or webinar:

  • You might worry about your speaking voice
  • You might be concerned about the quality of your recording equipment
  • ​You might think your nervousness could reduce the impact of your sales pitch

So here’s the question…

What if appearing on camera had nothing to do with the effectiveness of your video marketing?

This question appeared recently in the ClickFunnels Facebook group.

A number of people were quick to point to a video sales letter (VSL) that’s generated over $1M with its front-end offer – plus much more in upsells.

Here are two fascinating takeaways from the VSL:

  • The VSL promotes a $29 eBook on parenting – but the eBook’s author does not appear once in the animated video and there’s no cartoon figure to represent him
  • The author does not even speak in the video advert, instead there’s an AI-generated voiceover speaking in an American accent (the author is from Slovenia in Central Europe)

Did you know you can create this kind of video for just $49 with a pro subscription to Voomly Cloud?

Creating a professional video for your small business is inexpensive with Voomly.

You also don’t even need a videographer, cameraman or video editor.

Here are four of the tools you get free with a Voomly Cloud subscription that can help you create and edit an animated video just like you saw above:

  • Voomly – the reliable video hosting platform where you can build and stream high-definition videos without the problems of slow loading times and buffering.
  • Toonly – easy drag-and-drop platform to create highly engaging cartoon videos.
  • Talkia – realistic sounding text-to-speech software that lets you create professional voiceovers that sound like real, human voices.
  • Doodly – world’s no. #1 doodle animation software allowing you to create engaging videos that look like they are drawn by hand.

Find out more about subscribing to Voomly Cloud here.

Small Business Video Marketing Checklist

Are you feeling confident to get started with a video for your small business?

Find our Small Business Video Marketing Checklist below.

NOTE – you might want to bookmark this page so you can revisit this checklist during the video creation process and before going live!

#1 Define The Purpose

Get clear on what you want to get out of your video marketing.

Your purpose might be one of the following:

  • Increase brand awareness
  • Get followers or subscribers
  • ​Demonstrate new products or services
  • ​Get leads via an opt-in page or lead magnet
  • ​Get leads via a platform for booking discovery calls
  • ​Drive direct sales and revenue

By defining the purpose of your video, you can align the content and format to achieve your desired outcome.

#2 Decide on Your CTA

Call-to-actions (CTAs) tell your viewers what to do next.

Depending on the purpose of your video marketing consider CTAs such as:

  • Subscribe to our channel to stay updated with our latest content
  • Visit our website to learn more
  • ​Follow us on social media for behind-the-scenes access
  • ​Subscribe to our newsletter for exclusive discounts
  • ​Contact us today to schedule a discovery call
  • ​Get a free consultation
  • ​Request a quote
  • ​Buy now

These CTAs prompt viewers to take specific actions that align with your business goals.

When deciding on your CTA make sure to consider the WIIFM (what’s in it for me?) and describe the benefit the prospect will get by taking the desired action.

#3 Choose Your Format

Here’s a quick recap of 9 video ideas you saw above:

  • Product explainer
  • Webinar
  • ​FAQ video
  • ​Brand story videos
  • ​Educational videos/ how-to
  • ​Case study videos
  • ​Testimonials
  • ​UGC content
  • ​Live Q&A videos

The above video ideas typically have their own structure and so you can watch one of the examples above to get inspiration.

#4 Choose Your Video Style

Depending what you’ve decided so far, you should now consider the style of your video.

Ask yourself questions like:

  • Will we talk straight to camera?
  • Will we need to source video content from our customers?
  • ​Will we need to hire professional videographers or hire actors?
  • ​Will we do an ‘ugly ad’ that looks as real-life as possible?
  • ​Will we need specific props or products for filming?
  • ​Will we do an animated video or whiteboard style video?
  • ​Will we need video editing support or software?

#5 Choose Your Length

The length of your video will depend almost entirely on this question: how long do you need to convince your prospect to take the desired action?

Next consider the platform you’ll be advertising on.

For example, an educational or how-to video published to YouTube could easily require up to 20-30 minutes to cover the topic in depth and demonstrate your expertise.

Some webinars hosted on a personal website can be up to 2 hours long!

A UGC video destined for social media, on the other hand, might need to be 15-60 seconds long to stand a chance of going viral.

Get guidance from top-performing videos that drive a similar intended CTA to yours.

#6 Select Your Location

You will need to figure out where you’re going to shoot your video before committing.

Depending on the task at hand, you may need to book a studio or off-site location.

This step is important for planning purposes where you will need to coordinate with multiple parties.

#7 Prepare Your Script

To optimize your time spent recording a video, use a script.

But you should only tackle the script once you’ve got clear on the CTA, your video format, your video style and the content.

Even if you’re using UGC you may still need a script if you’re going to include extra text or subtitles that help you stitch together a story arc in the right order.

#8 Gather The Equipment

You should have all you need to get ready to film now.

Gather any equipment that will go into the video such as cameras, lighting and props for the big day.

#9 Check The Lighting

Lighting significantly impacts the quality of your video.

Bad lighting might mean the difference between publishing your video right away and needing to reschedule a second shoot.

Here are some important considerations:

  • Natural lighting – Whenever possible, utilize natural lighting as it provides a soft and flattering look. Position yourself facing a window or set up your shoot in a well-lit area to take advantage of this free and readily available light source.
  • Control indoor lighting – If you're shooting indoors ensure that the lighting is consistent and evenly distributed. Avoid mixing different types of light bulbs with varying color temperatures, as it can result in an unbalanced and unnatural look. Consider using softbox lights or ring lights to provide additional controlled lighting if needed.
  • Highlight your subject – Ensure that the lighting focuses on the speaker or the key elements you want to highlight. Use techniques like three-point lighting, which involves a key light, fill light and backlight, to add depth and dimension to your videos. Experiment with positioning the lights to create the desired effect and minimize unwanted shadows.
  • Consider the tone and mood – Lighting plays a crucial role in setting the tone and mood of your video. Bright and well-lit environments convey a positive and energetic vibe, while softer and dimmer lighting can create a more intimate or dramatic atmosphere. Align the lighting with the message you want to convey and the emotions you want to evoke.
  • Test and adjust – Before recording your final video take the time to test your lighting setup and make any necessary adjustments. Monitor the video quality, exposure and shadows to ensure that the lighting enhances the visual appeal and clarity of your content.

#10 Hit Record!

You should be ready to hit record by now.

Don’t worry about getting it perfect the first time – keep on making takes until you feel you’ve captured the message as well as possible.

If you’re producing an animated video you should consider creating the slides first, rather than recording the voiceover first and trying to fit any slides or animations around it.

#11 Check Background Noise

Background noise can ruin a video.

Make sure to listen back to your recording before calling it a wrap!

#12 Edit Your Video

Editing your video doesn’t have to be too time-consuming.

With the right lighting and a good take your video should be ready to publish with minimal editing.

If you’re publishing for social media you can increase engagement by adding emojis, captions and text at the editing stage.

If you’re talking to camera, consider adding stock footage or B roll (secondary footage used to enhance the main content).

#13 Prepare For Publication

Depending on the platform you still have a number of items to consider before publishing:

  • You may need a specific video ratio, for example 9:16 for a full vertical story video on Instagram or 16:9 for YouTube
  • You may need a thumbnail for your video which can be designed separately
  • You may need a title of a specific length and consider adding keywords for organic ranking
  • You may need to write descriptions and text to accompany the video
  • If you’re advertising on a platform like Meta or YouTube then you will need to set up the campaign in preparation for publishing your video

#14 Publish!

You’re now ready to publish!

#15 Keep an eye on analytics

You will want to watch the analytics and success of any paid video marketing campaigns you run.

Sometimes a minor tweak in the title, description or campaign set-up can make a huge difference in your viewers taking the desired action.

For example, with even just the free subscription to Voomly you can access advanced analytics which show you where viewers are exiting your video.

Sometimes just adding extra text or cutting out a section can lead to a dramatic improvement in audience retention.

How to Promote a Video for My Small Business?

YouTube is the largest video hosting platform on the Internet.

So it makes sense that a majority 26% of small businesses use YouTube for their video marketing.

According to UpCity, at least 42% of SMBs find they make the most profit from YouTube.

But that doesn’t mean you should focus on YouTube alone.

Depending on your market you may find a greater return on investment on other platforms like Facebook, Instagram, TikTok, Twitter or video hosting platforms like Vimeo and Voomly.

Below we’ve found two small business video marketing case studies.

For one of the small businesses below, they found a larger ROI with the video marketing content on paid platforms like Facebook compared to YouTube.

How Can I Use a Video to Get Leads & Sales for My Small Business?

Case study #1 Elev8 demolition contractor in Jacksonville, Florida

This demolition contractor based in Florida generated 15,191 clicks and 306 leads in a six-month period thanks to video marketing.

Paid advertising on Facebook won them most of the leads during the campaign.

For example, the business started promoting case study video content that showed them successfully carrying out a demolition project.

They used a CTA that read “Contact us today to get started!”

The company also embedded YouTube videos directly onto their website and this helped to convince website visitors of their expertise, and prospects subsequently fill out a contact form.

You can see the videos promoted on ELEV8’s homepage here.

You can see an example of an advertised video on Facebook here.

Case study #1 Law firm in Boston, Massachusetts

The Jacobs Law LLC invested in a professional video company to produce a brand story video about their small business using powerful, emotional messaging.

Within 2-3 months of promoting the video with paid traffic they began to see ‘two-to-three times’ the phone calls they got prior to releasing the video.

Four months into the campaign and the business had to hire an answering service to deal with the calls.

According to founder Travis Jacobs:

“It was a risk to invest the funds, but it definitely paid off and continues to pay dividends. I’m planning to do another round of videos later this year.”

The business is not currently promoting the video with paid advertising however the video is strategically placed in a link on the homepage.

After watching the video viewers are encouraged to directly fill out a contact form.
You can see the page here.

5 Low-cost Ways to Promote a Small Business Video

One of the main benefits of video marketing is that small businesses can repurpose a single video in a number of ways.

This means you can use different CTAs for the same video on a different platform.

Find 5 low-cost ways to promote your small business promotional video below.

Use Paid Social Advertising

Leveraging paid advertising platforms online offers unique benefits to promote your marketing videos.

With paid ads, you can target your desired audience based on demographics, location and interests and ensure your video reaches the right people.

Paid ads provide quick visibility and measurable results which allow you to optimize campaigns for maximum ROI.

Create a YouTube Channel

A YouTube channel is free and opens your business up to 2.6 billion active monthly users.

YouTube allows you to reach specific people actively searching for your content by leveraging video SEO, engagement analytics and the ability to build a subscriber base.

For long-term visibility and the potential to convert viewers into leads and sales, a YouTube channel can be an effective weapon in your video marketing arsenal.

Embed Videos On Your Homepage / Landing Page

By hosting videos on your website you have full control over the user experience, branding and content distribution.

You can optimize your website with strategic calls-to-action, lead capture forms and tailored landing pages that provide a seamless and targeted journey for viewers.

Hosting videos on your own website or sales funnels helps to drive higher conversion rates and maximizes lead generation and sales potential.

Share Your Videos On Social Media

Organic social media videos allow you to reach your target audience, build brand awareness and create engagement without the need for a significant advertising budget.

By creating compelling and shareable video content you can leverage the viral nature of social media platforms to bring in new followers.

You can also optimize your page and include calls-to-action to drive conversions.

Send a Video To Your List / Customers

If you already have an email list you can leverage the power of video marketing by sending relevant content directly to your subscribers and customers.

This lets you answer any questions and guide prospects along the sales funnel.

Your own list is a captive audience and providing value with video can help to drive sales and convert leads quicker.

The Easiest Way To Publish & Marketing AMAZING Small Business Videos

Are you interested in getting started with video marketing for your small business?

Hundreds of thousands of people just like you are using Voomly to provide high-value content to their audiences and generate leads and sales.

Voomly by itself is particularly popular among digital marketers, content creators, video marketing agencies and ecommerce stores.

But the tools included in a $49 Voomly Cloud subscription are used by a wide range of small businesses like:

  • Educators
  • Religious leaders
  • Real estate agents
  • Non-profits
  • Schoolkids and college students
  • ​Coaches
  • ​Music teachers
  • ​And many more!

Here’s an overview of the tools you get with a $49 Voomly Cloud subscription.

Video hosting at a fraction of the cost!

Voomly uses the same content delivery network as Amazon Prime and Hulu which lets you stream videos without annoying stops or buffering.

You can also use Voomly’s advanced features to capture emails right inside the video and even create an entire video funnel using interactive on-screen buttons.

The simplest whiteboard animation software.

Doodly lets anyone create professional, realistic whiteboard animation in minutes – regardless of your experience!

Toonly creates professional cartoon explainer videos in minutes to increase your engagement and conversions.

You get a massive library of characters, props and backgrounds.

There’s also the capability to record and sync your own custom voiceover audio.

Pyks lets you create professional eCovers to visually represent your products and services.

The software is great for small business owners, internet marketers, course creators, authors, publishers, software sellers, supplement sellers and more!

People Builder
You can create custom characters in this app and add them straight to your Doodly videos.

With over 52 million combinations you can create a relatable character and avoid the need for advanced or expensive recording equipment – just create your own animated video!

Talkia allows you to create amazing professional voiceovers using AI.

It’s the most advanced text-to-speech software in the world and transforms your written script to real, human voices!

Want to give Voomly Cloud a try?
You can trial out a subscription completely free for the first 14 days.

Just click the link to check out Voomly Cloud for your small business video marketing today!

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