Look, I’ve been in this game long enough to know that most video marketing advice is garbage. You know what I mean? Those generic “10 tips for video success” articles that tell you nothing.
So let me tell you what actually works. Because if you’re running a business in Melbourne or Ballarat (or honestly anywhere), you need video that sells. Not video that looks pretty.
## **Here’s the Thing Nobody Tells You**
Video marketing isn’t about having the fanciest camera or the smoothest transitions. Its about one thing:
**Getting your customer to take action.**
I learned this the hard way. Spent $15,000 on a “brand video” once. Beautiful shots, professional actors, the works. Know how many sales it generated?
Zero. Zilch. Nada.
## **The Formula That Actually Works**
Here’s what I do now (and what smart local businesses are doing):
### **1. Start With the End**
What do you want people to DO after watching? Call you? Visit your store? Book a consultation?
Decide that first. Everything else follows.
### **2. Hook ‘Em in 3 Seconds**
You got 3 seconds. Maybe 5 if you’re lucky. That’s it.
Don’t start with “Hi, welcome to Bob’s Plumbing where we’ve been serving Melbourne for 25 years…”
Boring.
Start with their problem. “Your toilet flooding at 2am?” Now you got their attention.
### **3. Show, Don’t Tell**
People believe what they see, not what you say. So instead of saying “we provide excellent service”… show a real customer getting helped. Show the problem being solved.
This is where having a good video production team matters. They know how to capture those moments.
## **The Secret Weapon: Social Proof**
You know what converts better than anything? Other people saying you’re good.
Testimonial videos. Case studies. Real customers with real results.
But here’s the trick – they gotta feel real. Not scripted. Let people talk naturally, even if they stumble a bit. That’s what makes it believable.
## **Platform Matters (But Not How You Think)**
Everyone’s obsessed with going viral on TikTok. But if you’re a local business? Your customers are probably on Facebook. Or searching YouTube for solutions.
Make videos for where your customers actually are. Not where the gurus tell you to be.
### **Quick Platform Breakdown:**
– **Facebook**: Great for local reach, especially 35+ crowd
– **Instagram**: Visual businesses (restaurants, gyms, beauty)
– **YouTube**: How-to content, longer explanations
– **LinkedIn**: B2B stuff, professional services
## **The Money Part**
Let’s talk ROI. Because that’s what matters, right?
A good video should pay for itself within 60-90 days. If it doesn’t, something’s wrong.
Track everything:
– Views (who cares)
– Clicks (getting warmer)
– Calls/Leads (now we’re talking)
– Sales (jackpot)
## **My “Crash Test” Method**
Before you spend big money on production, do this:
1. **Film a rough version on your phone**
2. **Run it as an ad for $50**
3. **See if people respond**
If it works rough, it’ll work even better polished. If it doesn’t work rough, fancy production won’t save it.
## **The Biggest Mistake I See**
Trying to be everything to everyone.
“We serve all of Melbourne!” “We do everything!”
No. Pick a specific person. Talk to them. Solve their specific problem.
A plumber who specializes in emergency calls will beat a “we do all plumbing” guy every time.
## **Getting Started (Like, Today)**
Here’s your homework:
1. **Pick ONE service or product**
2. **Find 3 happy customers**
3. **Film them talking about their experience**
4. **Edit it down to 60-90 seconds**
5. **Put it on your website and social media**
6. **Run some ads to it**
That’s it. Don’t overcomplicate it.
## **Working With a Video Team**
If you’re gonna hire professionals (and eventually you should), here’s what to look for:
– They ask about your business goals, not just video ideas
– They understand marketing, not just pretty pictures
– They can show you results from other clients
– They don’t try to sell you the most expensive package right away
Good video production companies think like partners, not vendors.
## **Final Thought**
Video marketing isn’t magic. It’s just another tool to connect with your customers.
The businesses that win aren’t the ones with the biggest budgets. They’re the ones who understand their customers and speak directly to them.
So stop waiting for the “perfect” video idea. Start with something simple. Test it. Improve it. Scale what works.
Because while you’re waiting for perfect, your competitor is already getting customers with “good enough.”
Now go make something.
