Video Marketing with Daniel Latto
Video Marketing: How To Use Video To Grow Your Business
Video marketing is one of the most powerful tools available to business owners today, yet so many businesses are not using it or are using it poorly. I am Daniel Latto, and I have been using video to market my businesses across Leeds, Bradford, Harrogate, Manchester, and the wider Yorkshire region for years. The results speak for themselves. Video builds trust faster than any other content format, and in this guide, I am going to share how you can use video marketing to grow your business.
Why Video Marketing Works So Well
There is a reason why video has become the dominant content format online. People are visual creatures. We process visual information faster than text, we remember it better, and we form emotional connections more easily through video than through any other medium.
For business owners, this means that video is the fastest way to build trust with potential customers. When someone watches a video of you talking about your area of expertise, they get to know you in a way that a blog post or social media graphic simply cannot replicate. They see your face, hear your voice, and get a sense of your personality. That human connection is incredibly powerful in building the trust that leads to sales.
I have experienced this firsthand. Business owners across Leeds, Sheffield, York, and Manchester have told me that they felt like they already knew me before we even met, simply from watching my videos. That level of pre-existing trust makes the sales process so much smoother and more natural.
You Do Not Need Expensive Equipment
One of the biggest barriers to video marketing is the misconception that you need expensive equipment, a professional studio, and editing skills to create effective videos. You do not. The smartphone in your pocket is more than capable of recording quality video that will serve your marketing needs perfectly well.
In fact, overly polished, corporate-style videos often perform worse than simple, authentic videos shot on a phone. People connect with authenticity, not production values. A video of you talking to the camera in your office, in your car, or while walking down the street can be more engaging than a professionally produced corporate video that feels impersonal and scripted.
At K Frequency, we encourage our clients to start creating video content with whatever equipment they have. You can always upgrade later, but the most important thing is to start. Waiting for perfect equipment is just another form of procrastination.
Types of Video Content That Work for Businesses
Educational Content
Share your knowledge and expertise through educational videos. Answer common questions your customers ask, explain concepts related to your industry, and provide tips and advice that people can implement immediately. Educational content positions you as an authority in your field and attracts people who are actively looking for solutions to their problems.
Behind the Scenes
Let people see what happens behind the scenes in your business. Show your workspace, introduce your team, and give people a glimpse of your daily operations. This type of content humanises your business and helps people feel connected to you on a personal level.
Customer Testimonials
Video testimonials from happy customers are incredibly powerful. They provide social proof that your products or services deliver results, and they do so in a format that feels genuine and trustworthy. Ask your best customers if they would be willing to record a short video sharing their experience of working with you.
Live Video
Going live on platforms like Facebook and Instagram creates real-time engagement with your audience. Live video feels immediate, unfiltered, and authentic. You can use live video for Q and A sessions, product demonstrations, event coverage, or simply to have a conversation with your audience.
Story-Based Content
Stories are one of the most effective ways to communicate with people. Share stories about your business journey, your clients’ successes, challenges you have overcome, and lessons you have learned. Story-based content is memorable, shareable, and creates emotional connections that drive loyalty and trust.
Where to Share Your Videos
The platforms you choose for your video content depend on where your target audience spends their time. For most businesses across Leeds, Bradford, and the wider Yorkshire region, the following platforms are the most effective.
YouTube is the world’s second-largest search engine and an excellent platform for longer, educational content. Videos on YouTube can continue generating views and leads for years after they are published. Facebook is ideal for shorter, more casual video content and live streaming. Instagram works well for short-form video content and behind-the-scenes glimpses. LinkedIn is increasingly important for B2B businesses and professional services.
You do not need to be on every platform. Choose one or two that align with your audience and focus your efforts there. Consistency on one platform will always outperform inconsistency across many.
Getting Started With Video Marketing
If you have never created video content before, here is a simple process to get started.
First, make a list of ten questions your customers frequently ask. Each of those questions is a video topic. You already know the answers, so you do not need a script. Just talk to the camera as if you were talking to a customer.
Second, choose a quiet location with decent lighting. Natural light from a window works well. Prop your phone up so it is stable, and make sure it is in landscape orientation for most platforms.
Third, press record and talk. Do not aim for perfection. Aim for authenticity. Your first few videos might feel awkward, and that is completely normal. It gets easier with practice, and your audience cares far more about the value of your content than about how polished it looks.
Fourth, upload your video to your chosen platform with a clear title and description. Add relevant keywords so people can find your content through search.
Fifth, share the video across your other marketing channels. Embed it in blog posts, share it in your email newsletter, and post it on social media. Get maximum value from every video you create.
Overcoming the Fear of Being on Camera
Many business owners tell me they are uncomfortable being on camera. I understand that, and I want to reassure you that almost everyone feels that way at first. The only way to get comfortable is to practice. Your first video will not be your best, and that is fine. Each one gets easier and better.
Remember that your audience is not looking for a TV presenter. They are looking for a real person who can help them with a real problem. Your expertise and authenticity are far more important than your on-camera presence. Be yourself, share your knowledge, and the rest will take care of itself.
Frequently Asked Questions
How long should my marketing videos be?
It depends on the platform and the content. For social media, shorter is generally better. Two to five minutes works well for Facebook and Instagram. For YouTube, longer content between five and fifteen minutes performs well because people come to YouTube specifically to watch and learn. The most important thing is that every second adds value. A two-minute video that is all substance will outperform a ten-minute video with padding.
How often should I create video content?
Consistency matters more than frequency. If you can create one video per week consistently, that is far better than creating five videos in one week and then nothing for a month. Start with a frequency you can maintain and build from there.
Do I need to edit my videos?
Basic editing can improve your videos, but it is not essential, especially when starting out. Simple edits like trimming the beginning and end, adding a title screen, and including subtitles can enhance your content. But do not let the editing process become a barrier to publishing. An unedited video that gets published is infinitely more valuable than a perfectly edited video that never sees the light of day.
What should I talk about in my videos?
Talk about what you know. Answer questions your customers ask. Share tips and advice. Tell stories about your business. Review products or tools in your industry. Address common misconceptions. The possibilities are endless when you focus on providing genuine value to your audience.
Can video marketing work for any type of business?
Yes. I have seen video marketing work for tradespeople, professional services firms, retail businesses, property companies, health practitioners, and many more. Every business has knowledge and stories to share, and video is simply the most engaging way to share them.
Get Help With Your Video Marketing Strategy
If you want to start using video to grow your business but you are not sure where to begin, book a Free 1 Hour Strategy Session with me. These sessions are normally worth £147, but I offer them free to business owners across Leeds, Bradford, Manchester, Harrogate, York, Sheffield, and the wider Yorkshire region. We will look at your business, identify the best video marketing approach for your audience, and create a plan to help you start generating results through video.
