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How to Make a Marketing Video for Your Business (Step by Step)

By Paul · · 4 min read

Making a marketing video can feel daunting, but you do not need a studio or a big budget to get started. Many useful business videos are filmed on an ordinary phone. This guide walks through the process in plain steps so you can make something clear and genuine.

1. Decide what the video is for

Start with one purpose. For example:

  • Introduce your business to new customers.
  • Show a product or service in action.
  • Answer a common question.
  • Share a customer's positive experience (with their permission).
  • Announce an offer or a new service.

A video that tries to do everything usually ends up doing nothing well. One video, one message.

2. Know who you are talking to

Picture a typical customer. What do they want to know? What might make them hesitate? Speak to that person. Using their language rather than industry jargon will keep them watching.

3. Keep the idea simple

Good starting ideas for small businesses include:

  • A short tour of your workplace or van.
  • A before-and-after of a job.
  • Three quick tips related to your trade.
  • "Meet the team" or "meet the owner".
  • How your product is made, or how a typical job goes.

Short is fine. Many effective business videos run well under a minute, though the right length depends on your message and where you post it.

4. Plan with a basic outline

You do not need a full script, but a few notes help you avoid rambling:

  1. Hook: a first line that says what the video is about, so viewers know why to keep watching.
  2. Main point: show or explain the key thing.
  3. Next step: tell people what to do, such as call, message or visit your website.

Write these as bullet points, then say them in your own words.

5. Film with what you have

A modern phone is plenty. A few small things make a big difference:

  • Light: film in daylight where you can, facing a window rather than with your back to it.
  • Sound: it matters as much as the picture. Choose a quiet spot, and get close to the microphone. A cheap clip-on microphone can help if you can stretch to one.
  • Steadiness: rest the phone on something or use a small tripod.
  • Orientation: many social platforms favour upright (portrait) video. Check where you plan to post.
  • Clean lens: wipe it. It is surprisingly often the problem.

Take a few attempts. It is normal to feel awkward at first, and it gets easier.

6. Edit simply

Editing is mostly trimming. Cut out the pauses and mistakes, keep the best take, and make sure the video starts quickly. Adding captions is a good idea, since many people watch without sound. There are free and low-cost editing apps, and some services can do the editing for you if it takes too much of your time.

7. Add a clear ending

Finish with one thing you want viewers to do. Say it and, if possible, show it on screen: your website, phone number or how to book. Keep it to a single instruction.

8. Share it and reuse it

Post it where your customers spend time: your social media profiles, your website and perhaps in emails or messages to existing customers. You can also cut a longer video into shorter clips and use them over several weeks. Reply to any comments, since this helps you build relationships.

9. Check what happened

After a few weeks, see how it went. Did it generate messages or enquiries? Did people comment? Treat the first few videos as practice and learn from them. There is no way to guarantee a particular result from any one video, but regular, honest content tends to help people get to know you.

Common mistakes to avoid

  • Starting with a long introduction before the point.
  • Poor sound, which puts people off faster than imperfect pictures.
  • Trying to be someone you are not. Authenticity matters.

FAQ

Do I need expensive equipment? No. A phone, good light and a quiet space are enough to begin.

How long should a marketing video be? It depends on the message and the platform. Aim to get to the point quickly and stop when you have said what you need to.

Should I appear on camera myself? It often helps, as people like to see who they are dealing with. But you can also show your work, products or hands at work without showing your face.

Can someone make the video for me? Yes. That might be a freelancer, an agency or a service, and it can save time if you are short of it.

A gentle next step

If you would rather not do it all yourself, Reelfox can help. Register at reelfox.co.uk for 1 free video and a free marketing report, no strings attached. Plans after that are Starter £49, Growth £99 and Pro £149 a month, with no VAT, and you can cancel online.

Paul