Why Every Business Owner Should Be Making Videos
At this week’s NRG meeting, Tom shared some practical wisdom on using video to market your business even if you don’t think you have “camera-worthy” content to share.
Tom’s approach starts with a longer-form video that gets broken down into several shorter clips. Interestingly, he noted that while he doesn’t spend much time watching short-form video content himself, plenty of people do, and those quick, swipeable clips often serve as the gateway that leads viewers to the longer video. It’s a funnel: short clips capture attention, and the best ones drive traffic to more in-depth content.
To illustrate what makes a short video effective, Tom pointed to a recent post from fellow NRG member, Dale, about dirty bathroom filters and HVAC maintenance. The video worked because it followed a simple, relatable structure: it showed an unknown problem (a homeowner not realizing their AC wasn’t producing cold air), then revealed the solution. Tom noted the video’s high view count was well-earned, though he suggested one addition that could have made it even stronger: ending with a clear call to action, like a logo and phone number on screen. He also pointed out that the “homemade” quality of the video works in its favor rather than against it. A little grit and an authentic, self-made feel builds trust and positions the business owner as the expert.
Tom’s takeaway for the group: everyone should be thinking about video at some level. That might mean filming it yourself, gritty edges and all, or working with someone like fellow member Paul, who can produce a more polished, professional result. Either way works, the point is to get started.
Today’s Marketing Minute is brought to you by Tom Breslawski of Vesta Home Inspections.
Image by Vanessa Garcia.