When most people think about using video to market their business, they jump straight to the promo video—you know, the one that highlights the product, talks about features, and closes with a call to action. But today, I want to zoom out a bit and talk about the video that comes before the promo. Because in my experience, video marketing works best when it’s a two-step process:
- Build a relationship.
- Then promote.
Let’s break that down.
Stage 1: Build a Relationship First
Video is one of the most powerful tools for creating connection. Right now, I’m looking into the lens of a camera, and you and I are essentially making eye contact. You hear my voice, see my expressions, my pauses—it’s like we’re having a conversation. And that’s the magic of video: it’s personal, relatable, and rich with nonverbal cues that build trust.
Before you ever ask someone to buy from you, you can use video to show up as a helpful expert. No pressure. No sales pitch. Just value.
This is where how-to videos shine.
Answering Real Questions
Let’s say someone goes to Google or YouTube and types in a question—something they’re genuinely curious about. Your video shows up, and it answers that question clearly and generously. You’re not promoting a product. You’re not interrupting their scroll with an ad. You’re just being helpful.
And because you’re the one showing up with the answers, they naturally begin to trust you.
Then Comes the Promo Video
Once someone watches that helpful, relationship-building video, they might check out your website. Now they see your logo, your brand, your offerings. And when they finally click play on your promo video, they’re not a cold lead anymore—they’re someone who already sees you as a guide they can trust.
That’s a totally different experience than trying to win someone over in 30 seconds while they’re trying to watch cat videos.
How to Structure Relationship-Building Videos
Okay, so let’s talk structure. You don’t need a script, a teleprompter, or a full film crew. That would just make it weird—like trying to have a Zoom call with someone reading off a script. Instead, use talking points. Have a clear plan, but let it feel natural and conversational.
Start with a hook.
Create curiosity right away. Let viewers know what they’ll learn without giving everything away. Think of it like a table of contents that teases the journey ahead.
Deliver real value.
You know your stuff—this is where your expertise shines. Be generous. Share something that really helps them.
End with a call to action.
You’ve got two good options here:
- Point them to the next video. “Now that you understand this, go check out this video next.”
- Offer a free gift or low-ticket item. Maybe a downloadable PDF, a free mini-course, or something like a $7 offer. The goal? Get them into your world with something valuable that feels like a no-brainer.
How Much Effort Should You Put Into Each Video?
Your promo video—the one that introduces your product or service—will take more time and polish. Think script revisions, visual planning, full-day shoots, and weeks of editing.
But these educational, relationship-building videos? You can plan them in 10 minutes, film in 15, and be done. All you really need is a strong question your audience is already asking, a few solid talking points, and the confidence to show up and share what you know.
Marketing vs. Nurturing
Here’s a key distinction that trips a lot of people up: marketing is reaching new people. Nurturing is serving the people who already know you.
If you post content to Facebook and only your friends see it? That’s nurturing. Sending regular emails to your list? Nurturing. Even someone like MrBeast—when he posts a new video, he’s nurturing his 400 million subscribers.
If your goal is lead generation, then you need real marketing—something that reaches people who don’t know you yet.
Three Ways to Market With Video
There are three main ways to use video for marketing:
- Virality
Your video gets shared and spreads like wildfire. Cool for views—but usually, it brings in a wide audience, not a targeted one. Great for entertainment, not so great for generating quality leads. - Paid Ads
This can work well for fine-tuning your funnel and scaling your reach. But keep in mind: you’re skipping the relationship-building phase and jumping straight to the promotion. That can feel disruptive, and it’s a more expensive route. - Search (My favorite)
This is where the magic happens. You make videos that answer specific questions your target audience is typing into Google or YouTube. It’s organic, it’s helpful, and it brings you high-quality leads without interruption or pressure.
Next Steps
If you want to dive deeper into this strategy, I recommend watching my video called The YouTube SEO Secret Strategy. I explain the whole “leaf video” concept—how to create content that draws in the right people and sets you up as the go-to expert in your field.
That’s how you use video to market your business the right way—by building trust first, then inviting people to take the next step.
