The Easiest Ways to Use Video Marketing to Attract New Customers

Meet Rachel, the owner of a family-run furniture store, which has been a staple in her community for years. Her business brings in just over ￡800k a year, and she’s proud of the reputation they’ve built. But as more customers turn to the internet for cheap deal shopping, Rachel realised her customer base was slowly shrinking. Despite her store’s loyal regulars, she knew she needed to attract new customers—and fast.

Rachel wasn’t tech-savvy, but she understood the growing importance of digital marketing. One day, after a customer casually mentioned how great it would be to see her handcrafted furniture on video, Rachel had a lightbulb moment: video marketing. But where would she even begin? She didn’t have fancy equipment or a marketing team, but she was determined to give it a try.

Here’s how Rachel used video marketing to turn things around and start attracting new customers, without the need for expert knowledge or expensive tools.

1. Start with What You Have

Rachel’s first thought was, “I don’t have the equipment to create professional-looking videos.” But then she realised—she had a smartphone, and that was all she needed. Instead of overthinking the production quality, she decided to focus on what mattered most: showing her products in action.

She started filming short, simple videos right on the shop floor, capturing her best-selling items. Her first video? A 30-second clip showing how their custom-made dining tables are built from scratch. No editing, no special effects—just the raw, behind-the-scenes process.

The response was immediate. Customers loved seeing the craftsmanship up close. Rachel soon found that people connected more with these authentic, unpolished videos than they ever did with her glossy product photos.

Lesson: You don’t need a professional setup. Your smartphone and natural lighting are enough to get started. What matters is showing the heart of your business.

2. Show Your Personality

One day, while recording, Rachel’s husband popped into the shot with a quick joke. It wasn’t planned, but it felt so natural that Rachel decided to keep it in. When she posted the video, it received more comments and likes than any of her previous posts. People loved the human touch and were commenting on how they felt like they knew her family.

From then on, Rachel started to embrace this personal approach. She filmed herself giving quick tours of the shop, explaining the story behind their pieces, and even chatting with her team about new designs.

These videos weren’t just about selling furniture—they were about letting potential customers see who they were buying from. The connection felt real, and customers began to see Rachel’s business as more than just a shop—it was a family they could trust.

Lesson: Let your personality shine through. People don’t just want to buy products; they want to feel connected to the people behind the business.

3. Use Customer Stories as Social Proof

Rachel noticed that when she shared videos of satisfied customers, engagement skyrocketed. So, she began asking her regulars if they’d be willing to be featured in short videos, talking about their experience with the furniture they’d bought.

One couple, who had recently bought a bespoke living room set, was thrilled to be part of the video. Rachel filmed them showing off their beautifully furnished home and talking about how the furniture had transformed their space.

The impact was huge. New customers saw these real-life testimonials, and it gave them the confidence to trust Rachel’s store with their own furniture needs. The videos were authentic, showcasing both the product and the customer’s experience in a way that no paid advertisement could.

Lesson: Customers trust other customers. Featuring their stories in your videos is a powerful way to build credibility and attract new customers.

4. Keep It Short and Sweet

Rachel soon realised that attention spans were short. Her first few videos were two or three minutes long, but she noticed people were more likely to watch shorter clips all the way through. She experimented with 15- to 30-second videos, giving quick snapshots of what was new in the shop.

One of her most successful videos was a 20-second clip showcasing a new range of reclaimed wood coffee tables. She simply panned the camera over the tables, pointing out key features. People could watch it in seconds, and it piqued their interest without demanding too much time.

Lesson: Keep your videos short, especially when you’re just starting out. Quick, engaging content is more likely to capture people’s attention and encourage them to explore further.

5. Promote the Videos on Social Media

Rachel didn’t just post these videos on her website. She took full advantage of social media, sharing her clips on Facebook, Instagram, and even setup a new YouTube channel for her furniture store. She noticed that Instagram Stories and Facebook’s video feature were particularly effective in grabbing attention.

By regularly posting short videos, Rachel kept her brand at the forefront of her audience’s mind. Her followers would comment, share the videos, and even tag their friends—giving her business free exposure. And because she was consistently putting out content, her shop remained relevant, and people began to associate it with quality, craftsmanship, and authenticity.

Lesson: Don’t just post a video and hope people find it. Actively share it across all your platforms. Each social media channel has its own strengths when it comes to video, so make sure you're where your audience is most active.

6. Create a Call to Action

One thing Rachel noticed early on was that while people were watching and commenting on her videos, not many were taking the next step to visit her store. So, she started adding a simple call to action (CTA) at the end of each video, inviting viewers to visit her shop or take advantage of an exclusive offer.

In one video, she showcased a custom oak dining table and ended with, “If you’re looking for the perfect table for your home, come visit us in-store or send us a message for a free consultation.” That one sentence turned passive viewers into active customers.

Lesson: Always include a call to action. Encourage viewers to visit your shop, book a consultation, or take advantage of an offer. Sometimes, people just need a little nudge to take that next step.

The Results

In just six months, Rachel’s video marketing efforts transformed her business. Her online presence grew significantly, with more followers on social media and more website visits. But the biggest change? New customers were walking into the shop every week, mentioning the videos they’d seen online.

Rachel didn’t have to overhaul her business or hire an expensive marketing agency. By embracing video marketing in a simple, authentic way, she brought new life to her furniture store, proving that any small business can succeed with the right approach.

Why Video Marketing Matters for Your Small Business

Video marketing isn’t just for big brands with massive budgets. It’s a powerful tool for small businesses to showcase their products, connect with their audience, and build trust—all while being authentic and approachable.

If Rachel’s story resonates with you and you’re ready to start using video to attract new customers, it’s time to get started. You don’t need fancy equipment or expert skills—just a smartphone, a passion for your business, and a willingness to show the world what makes you unique.

Let’s connect, and I’ll help you to spark those ideas and turn your video marketing into a powerful tool for growing your business.

– Mark A Preston, Customer Growth Coach & Speaker