The Santa Barbara Web Design and Marketing Blog

Incorporating Instructional Videos Into Your Sales Process: A Powerful Tool for Building Trust, Authority, and Growing Your Business

As a marketing and web design consultant with decades of experience, I've seen countless trends come and go. However, one strategy that has proven to be a game-changer for client acquisition and retention is the creation and strategic use of short, targeted instructional videos during the sales process. Whether you're a service provider, a coach, or a consultant, instructional videos are an untapped goldmine for boosting sales—if you know how to use them. In this comprehensive post, I’ll walk you through why instructional videos work, practical ways to implement them both online and offline, and how to effectively use them to build relationships and close more sales.

Why Instructional Videos Are Essential in Today’s Sales Process

The Value of Being Helpful First

In today’s information-rich world, potential clients are bombarded with ads, offers, and spam messages. They’re naturally wary of being sold to. Instead of shouting about your services, the most effective approach is often to help first, sell later. Instructional videos let you do just that—they allow you to provide genuine value, tackle specific struggles your target audience is facing, and earn trust before pitching a paid solution.

Videos Foster Know, Like, and Trust

People buy from those they know, like, and trust. Video is powerful because it’s personal and humanizing. When someone sees your face, hears your voice, and watches you solve a real problem, you instantly become more approachable and authoritative than a faceless brand. Your expertise shines through in a way that static posts or even blog articles often can’t match.

They’re Shareable and Evergreen

A well-crafted instructional video can be used many times across many platforms. Once you have a small library of problem-solving clips, you can share them on social media, send privately to prospects, post on your website, and reference during in-person networking—expanding your influence without repeating yourself endlessly.

Identifying the Right Problems to Solve

Before grabbing your camera, it’s important to identify which problems your potential clients are seeking solutions for right now. This requires a bit of market research and empathy. You want to create videos that:

- Address specific, actionable problems (not broad, generic topics)

- Are directly related to frustrations or obstacles your ideal customers face frequently

- Showcase your knowledge but leave the full solution (the highly valuable, complex part) for your paid services

For example, if you’re a web consultant, recording a quick walkthrough on “How to Set Up a Custom Email Signature in Gmail” provides instant value and illustrates your competence, but is small enough not to cannibalize the more advanced paid work you do.

Where to Find People Who Need Your Help

One of the best things about instructional videos is that they’re flexible in how you can share them. Here’s how to get your content in front of people when they’re open and receptive to your help:

1. Social Media Groups (Facebook Groups, LinkedIn Communities, Subreddits)

Online communities are full of people asking questions and voicing frustrations. When someone posts about a problem and you have a relevant video, you can respond tactfully:

- Engage in the conversation first: Ask follow-up questions, show empathy, and only then offer your video as a potential solution.

- Adhere to group rules: Some groups don’t allow self-promotion or links, so always check before posting or message privately if needed.

2. Online Q&A Sites (Quora, Reddit, Industry Forums)

These platforms are goldmines for finding real-time questions and pain points. Tailor your instructional videos to popularly asked questions, then provide links or snippets in your responses.

3. In-Person Networking Events or Meetups

Whether you’re at a Chamber of Commerce event, a business meetup, or a casual gathering, problems come up organically. When a topic arises that aligns with your expertise, simply say:

> “I actually have a quick video that explains how to tackle that issue. I’d be glad to send you a link if you’d like to check it out!”

This lets you offer real help, stand out, and opens the door for continued interaction.

4. Your Own Website and Email List

Host your best videos on a dedicated resources or FAQ page, and link to them in email communications. This not only helps existing clients but also demonstrates to prospects that you’re proactive about solving problems.

A Step-by-Step Strategy for Using Instructional Videos in the Sales Pipeline

Let’s break down how to use your instructional videos to attract leads and nurture them through your sales funnel, both online and offline.

Step 1: Start With Empathy and Genuine Interest

Before reaching for your video link, become part of the community. Listen and respond authentically to what people are sharing. Ask about their struggles and frustrations. This not only helps you choose the right video to share but also humanizes you in the eyes of potential clients.

Step 2: Offer the Video as Added Value—Not a Sales Pitch

When you spot a question that matches one of your instructional videos, gracefully offer it as a helpful resource. Example responses:

- “I ran into a similar issue last month and made a quick video walkthrough—let me know if you'd like to see it.”

- “I recorded a short tutorial that addresses this exact frustration. Would it be helpful if I sent it your way?”

If group rules permit, you can post the link directly. Otherwise, offer to send it via private message.

Step 3: Take the Extra Step—Connect Directly

For those who interact with your post or thank you for your advice, take the opportunity to connect on a more personal level:

- Send a friend request or connect on LinkedIn

- Once they've accepted, follow up with a message like:

> “Hi [Name], just wanted to check in and see if the video helped solve your issue. If you have any other questions or would like more in-depth guidance, I’m happy to chat!”

Remember: The goal is to be helpful, not pushy.

Step 4: Use Your CRM or Calendar to Schedule Thoughtful Follow-Ups

Rather than hounding people, set a non-intrusive reminder to check back in after a week or two. You might say:

> “Hey [Name], just checking in. Did my video help with your [specific issue]? If you've hit any other roadblocks, let me know—always happy to help!”

This shows you care about their outcome and keeps you top-of-mind without being spammy.

Step 5: Transition to Discovery and Paid Engagement Naturally

If someone responds positively and shares further struggles, invite them to a short call or discovery session to discuss how you might help more deeply. Emphasize that you offer step-by-step guidance and support for more advanced needs.

Tips for Creating Impactful Instructional Videos

You don’t need Hollywood-level gear or production values, but you do need to focus on clarity, conciseness, and real-world utility. Here’s how:

1. Keep It Short and Focused

Aim for videos between 2–5 minutes, centered on a single actionable solution. Break complex topics into bite-sized lessons. Small, digestible videos are more likely to be watched, acted on, and shared.

2. Speak Directly to the Viewer

Use conversational language and address your viewer directly. Imagine you’re helping a friend face-to-face.

3. Show, Don’t Just Tell

If possible, demonstrate solutions on-screen. For web or tech topics, record your screen using tools like Loom or Zoom. For service-based industries, use whiteboards, props, or well-organized slides.

4. Include a Call to Action

End each video with a gentle nudge:

- Encourage viewers to reach out with questions

- Invite them to your free resources or to book a consultation

- Remind them how to connect with you for further help

5. Host Videos Where They’re Easy to Access

Use YouTube, Vimeo, or your own website—ideally with no signup required and minimal ads. If privacy is necessary, unlisted YouTube links let you share only with intended viewers.

Avoiding the Pitfalls: What Not to Do

As effective as instructional videos are, there are important boundaries to respect:

- Don’t solve your entire paid solution for free: Cover only the small, surface-level issues. Save advanced tips, detailed strategies, and custom solutions for your clients.

- Don’t overwhelm or bombard: One helpful follow-up is appreciated; repeated unsolicited messages are spammy.

- Don’t ignore group rules: On Facebook, LinkedIn, and forums, always check the group’s posting policy to avoid self-promotion violations.

- Don’t use videos as a “bait and switch”: Offer genuine help without hidden strings. Your video should stand alone as valuable, not just be a sales teaser.

The Ripple Effect: How Instructional Videos Grow Your Brand Authority

When you consistently show up in online communities or at in-person events as someone who offers clear, effective help, your reputation grows far beyond the reach of a single conversation. People remember those who solve their problems. Your videos are likely to be shared, referenced, or recommended to others—expanding your influence organically.

Plus, building up a library of short, solution-oriented videos positions you as a problem solver and educator, not just a service provider. This authority speeds up the sales cycle and can even attract inbound leads seeking exactly what you offer.

Conclusion: Become the “Go-To” Expert With Instructional Videos

Instructional videos are more than just marketing content—they’re the bridge between you and your future clients. By freely sharing small, targeted solutions where people are already asking for help, you demonstrate your expertise and generosity while organically attracting new business.

The process is simple: identify a real, common problem, record a clear video that solves it, and thoughtfully share it with those who need it most. Follow up, be genuinely helpful, and let your library of videos do the trust-building for you. In time, you’ll find yourself not just landing more clients, but also earning a reputation as the expert everyone wants to know.

Start recording that first video today, and let the journey toward stronger, more authentic sales begin!