January gets all of the attention when it comes to New Year’s resolutions — mostly because so many of us give up before the month is through, falling back into comfortable old habits and waiting until next year to really change.

But the key to starting s🌄omething new is to focus less on the goals and outcomes, and more on the processes and beliefs that will get you there. As James Clear writes in , “It’s hard to change your habits if you never change the underlying beliefs that led you to your past behavior.”

All too often, businesses hold back from fully committing to video marketing because of underlying bel⛦iefs that are hard to shake:

• Video is too expensive.
• Video production, especially post-production, is slow and labor-intensive.
• Video content is hard to update.
• My team won’t want to be on camera.

Only when we change these beliefs can we truly ch💞ange our habits — and the outcomes will be worth it.

The truth is that in 2025 video production is cheaper and more efficient than ever before. But more important than that is the fact that your customers expect video from your brand. They almost require it.🌳 At the same time, video builds trust with your audience in a way that no blog post 🌟or website copy can.

In 2023, more than half of all businesses used video in their marketing, and the frequency and speed of production continued to climb. In fact, 96% of marketers recognize . 

Aꩵnd video is not just for marketing. Nearly a third of busiཧnesses use video in their sales process, and this results in shorter sales cycles and higher close rates.

Exper♔ts have predicted that v, so if you’re not embracing video now, you’re in danger of falling behind.

But not to worry. In this article, I’m going to break down what should be in your 2025 business video strategy, whether you’re a total no🐲vice or a video veteran.

Remember though, video creation is a commitment. You can’t just make one or two videos and be done. We recommend developing a culture of video within your organization so that video content becomes a part of🏅 everything you do — from your marketing strategy and sales process to communication within your business.

T🍷he points I will lay out below are meant to deliver quick wins and long-term results, provided you commi🍷t to producing video content.

In this article, I’ll cover:

• Business video strategy for newbies (including hiring a video producer, planning a video strategy, and using video in the sales process)
• Business video strategy for veterans (including live video, virtual events, and video podcasting)

In other words, there will be💝 something for everyone. Let’s dive in together.

Part I: Business video strategy for newbies

New to video production? This𝓰 is where you should start.

1. Hire an in-house videographer

Video marketing is not an initiative that can be divided among the re🍸st🐷 of your sales and marketing teams. Video is a process that requires the total attention of at least one person.

Think about it: Video creation is an intricate, multi-step process. To cre꧑ate one marketing, sales, or soci꧙al media video, you first need a strategy that details exactly what the video will be used for, who the intended audience is, and where it will be hosted. Next, you need to have a script — or at least an outline — that’s been written and approved before you’re ready to shoot.

Then, you have to complete the shoot, including set up f🔯or lights, camera, microphones, staging, and backdr𒆙op.

Once the gear is set up and ready to go, you need to shoღot the videos themselves, checking everything and troubleshooting along the way.

Once that’s complete, it’s time for post-production. Editing is more than just putting all your clips together. An experienced editor will mix the audio tracks with music and color correct your clips, all with proficiency and precision using pro-level edit💟ing software.

Clearly this is a big job — and we haven’t even factored in company-wide meetings, travel if you have multiple locations, approval of the content, a🅠nd publishing.

To get all this done with any kind of efficiency, 💧your 2022 business video strategy needs an in-house🎃 videographer.

How to hire a videographer

Your videographer (or video producer) will be your in-house storyteller. Therefore, you should approach hiring this person with the mindset that you’re looking for both hard and soft skills. This person needs to have the hard skills necessary to film, edit, anꦇd publish high-quality videos, as well as the soft skills to make colleagues feel comfortable on camera and plan marketing stra🙈tegy.

This hire is criღtica🉐l to the success of your video marketing initiative.

By hiring a videographer, you’re committing to doing the w𒅌ork properly, and ensuring that you have a resource on your staff for the long-term success of your business video strategy🧔.

2. Plan to add video to your website

Your website is a vital sales tool. As far back as 2019, we recognized that 168极速赛车平台:70% of consumers made up theꦏir mind on what they wanted to purchase before they talked to a salesperson. How do they come to these decisions? By self-educating with the materials they find online — whether it be writte♑n content, videos, or product reviews, which they find through search engines.

This is why the website as we know it has been promoted from a vi▨rtual brochure to your most talented salesperson.

In 2023, the average person . 

By adding videos to your website, you’re giving visitors to your site the opportunity to self-select which media type they would like to consume to learn about your produc🐼t or service.

'The Selling 7'

What type of videos should you be putting on your website? Start with what we call 168极速赛车平台:The Selling 7. These videos speak to your target audiences and help them understand yoꩵur product or service — and what your company stands for.

1. 168极速赛车平台:80% videos are educational videos that answer the top 7-10 sales questions that come up on nearly every sales call. By addressing those basic questions in advance, your sales appointment will be more productive and focused.
2. 168极速赛车平台:Product or service fit videos explain an individual product or service, as well as who is (and who is not) a good fit for it. By eliminating the bad-fit prospects, your sales team will waste less time on prospects who were never going to buy from you anyway.
3. 168极速赛车平台:Cost and pricing videos offer a direct explanation of price — as well as the factors that make that price go up or down. Money is on every buyer’s mind, and addressing cost openly shows them that you’ve got nothing to hide.
4. 168极速赛车平台:Customer journey videos (or customer testimonial videos) tell a story of a past customer. These videos give a customer the opportunity to see someone else facing the same problems as they are, and see how you solved it for them. Customer journey videos provide valuable social proof and relatability.
5. 168极速赛车平台:Claims we make videos allow you to show proof of the promises you make to your customers. Do you use top-grade materials? Show it. Do your people go the extra mile for your customers? Show it. Don’t say that you’re the best. Show what makes you the best.
6. 168极速赛车平台:Employee bio videos introduce your team to your customers. These videos humanize your company and begin to establish trust. Buyers are made to feel more comfortable when they can see a face and hear a voice.
7. 168极速赛车平台:Landing page videos accompany any form or download that appears on a landing page. These videos address questions and alleviate fears. If someone is concerned about giving you their information, for example, this video reassures them.

Once you unde꧟rstand these types of videos, you ൩can start to plan where to use them on your website.

Create a d𝓀iagram of your website, starting with your homepage, and accounting for all the pages in the id🀅eal path you’d like visitors to take once they leave the homepage.

Once you’ve finished that diagram, with your videographer,🅘 place The Selling 7 topics on the diagram where they fit the best. For example, all your landing pages should have a landing page video.

Then, 🦩begin to𒆙 prioritize. What are the high traffic conversion paths that could benefit from a video?

This way, you can produce as many videos as you need — and place them exactly where they’ll do the most good. Then, evaluate video performance andꦿ tweak and update as necessary.

3. Utilize video in your sales process

Sales has changed. Even before the pandemic, we were shifting toward a virtual sales economy. Now, that change has beꦅen ingrained in our culture. Today, you can buy nearly everythꦰing online, and video calls are replacing boardroom meetings in every industry.

Bu�꧂�t no matter the platform, sales success comes down to trust.

Salespeople are often the last people that yo🧸u want to talk to even on a goo🐻d day, so building trust and humanizing them for your buyers is a must.

Video can do that.

As many as 168极速赛车平台:90% of customers say that watching a video on the product helped them make a buying decision, and 168极速赛车平台:75% of prospects in the latter phases of the sales process༺ are more likely to close after receiving a personal video message.

There’s no doubt video can help your saleꦺs process. The 🀅hard part is getting started.

Start with 1-to-1 and 1-to-many videos

I recommend ꧅training൩ your sales team to use 1-to-1 and 1-to-many videos in the sales process.

Thes𓂃e types of video deliver a personalized, custom message to a prospect — and they can be ꦫeasily created using a phone or computer. Your sales team can send a unique message to a single person (or group of people) that conveys information about what they can expect during the sales process. These videos are not highly produced. In fact, the lower production quality is an asset in this case because it makes the video feel authentic and friendly.

This tactic builds trust by introducing your sales team to 𒆙people they’ve never met before, providing a human element to your communication, and adding faces and voices to the text of an ema𒆙il.

Inste꧃ad, there's a GIF like this and a personalized message that offers richer connection.

Beyond 1-to-1 videos, how else can video improve your s𒁃ales process🅰?

Remember the 80% videos I mentioned above? T🎐his is where they are very effective. Bef🐻ore a sales call, a salesperson can send a prospect an 80% video to clear up the most common questions every customer asks. Then, in the meeting, the conversation can be more productive, since the video has gotten many questions out of the way ahead of time.

Your videographer sho🐲uld have f💞requent conversations with your sales team to learn about the fears, concerns, and questions they’re hearing from buyers.

Part II: Business video strategy for veterans

If you glanc🅘ed over the first section and found yourself saying “Check, check, check,” this next section is for you.

If you’re reading th💎is section, that means you feel con𝕴fident in the way you use video on your website. You’ve probably got a bevy of high-quality marketing videos — as well as a fully-realized video production process.

You mꦯight e😼ven have a YouTube channel complete with brand videos, how-to videos, and other high-quality video content.

The following suggestions are the cherry on top of the video🌌 strategy cake.

1. Explore live video to connect with customers

Internet of ❀live-stream video content each year. All the major social media platforms at this point have embraced live video.

This trend is only 💫going to increase in the years ahead, so live video could be a great way for you to reach your target audience.

Live video, whether on Facebook, Instagram, YouTube, LinkedIn, TikTok, or other social media platforms, can be a way of connecting with your audience through an authentic medium. As things are live and can’t be edited, viewers feel like they’re getting a more genuine glimpse at who your brand is and what it will be like to work with you. In the age of AI and deepfakes, 168极速🍷赛车平台:authenticity is more important than ever. 

There are many platfꦕorms to choose from, but I would recommend focusing on the platform your brand gets the most engagement on.

2. Host virtual events

Bigger than launch parties are full-scale virtual events. These can replace in-pers🐎on events with an equally valuable experience. At this point, HubSpot has hosted two virtual INBOUND events, each with thousands of attendees, dozens of speakers, and many different kinds of video footage, from live AMAs to pre-recorded sessions to virtual ꦯnetworking events.

Amid the pandemic, and even before that, virtual events were steadily growing in p𒁏opularity.

Why is a virtual event compelling?

Well, you can invite speakers from all over the world. Inviting speakers from outside your organization who have their own raving fans allows you to organic𒆙ally make a connection with someone who may not have heard of your business otherwise. Think of the opportunities to network with potential prospects or potential partners at another virtual event.

It also opens up your audiencওe to people in diff﷽erent geographic locations who may not have been able to attend in-person events previously. Another consideration, even beyond the pandemic, is the cost savings.

When it comes to virtual events, there are no costs for travel, hotel rooms, renting spaces, food, and more. Though you have to pay for the platform, the cost is significantly less. You can pass this savings on to your attendees, while stil𓃲l turning a profit for your business.

Bonus: A video podcast

If this is so🌳mething you’ve always wanted to do, now is the time to jump in. Podcasting has consistently shown growth over the years, and in 2025 things kept trending upward.

Research shows that tun🅺e in to le💫arn something new.

With that being said, and with the number of podcasts there are to consume in the world, you can no longer get away with having mediocre conten♎t. A video podcast is a great way to stand out.

Generally, podcasts are created live-to-tape, which basically means shows are recorded with the intent that they could go live at the time of recording. Going from “podcast” to “video podcast” should not be too diff💮icult.

IMPACT's video podcast

To get started with your video podcast, you first need to decide what the format of the show is going to be. Is it going to be interview style or talking head? Are you going to have recurring segments? Are you going to hav𓆉e a guest every week?

The frequency of podcasts matters as well. As a video podcaster, you’ll likely be posting your content on a platform like YouTube or Facebook. Both platf﷽orms value frequency of pos෴ting, and on YouTube, if you create new playlists with your podcast content, that counts toward your unique content creation.

A video podcast captures all of the biggest humanizing and engagement benefits of video content in general, but I only recommend starting a video podcast if you have a clear vision of how it fits into the rest of your marketing strategy and of how you can consistently deliver🧸 this content.

The video and audio quality also have to be top-notch. Check out this set of 168极速赛车平台:tips for setting up an office studio.

Building a video marketing strategy that goes beyond 2025

Now that I’ve laid out a roadmap for you in 2025,📖 it’s time to get to work.

One of the things you can decide on is what you are going to focus on first. Whether you’re a vi𝄹deo new🃏comer or a video veteran, there’s always something you can be doing when it comes to video.

Remember one thing: It all comes back to building trust as a brand. For any video metrics you track, try to connect them back to that one central tenet: Is this video building trust with my audience?

By adding everything mentioned above into your 2025 business video strategy, you will be better equipped to accomplish this goal and see the leads and deals that come with it. Your marketing funnel will be full of well-educated prospects who are qualifi🎶ed for your products or services.

When you create videos with t👍his goal in mind, you set yourself up for a great 2💞025 and beyond.