The Santa Barbara Web Design and Marketing Blog

In today’s digital world, the importance of a strong online presence for any business cannot be overstated. Many small business owners, solo entrepreneurs, and even well-established organizations recognize the value of being visible where their customers are: on the web, and especially on social media. Yet, with the fast pace of technology, the changing algorithms, and the multitude of options available, it’s easy to feel overwhelmed and unsure about where to start. That’s exactly why I host “Social Media Saturday”—to demystify the process, provide actionable insights, and help you leverage free traffic on social media to fuel your sales funnels.

Welcome to Social Media Saturday, where today’s focus is on creating a foundational piece for your digital marketing: a compelling video designed not just to engage, but to strategically attract leads for your sales funnel. This is Step One on the road to maximizing the impact of your marketing, with zero ad spend required.

Why Social Media Videos for Funnels Matter

Let’s start with the basics: Why use social media videos for your funnel?

Social media platforms—YouTube, Instagram, Facebook, TikTok, LinkedIn—are goldmines of potential leads. Their algorithms are designed to help users discover content that meets their interests, meaning, by offering value and authenticity, you can get free distribution to a targeted audience. Videos are especially powerful because they foster a personal connection. Your prospects get a glimpse of who you are, what you stand for, and how your services can truly help them solve their problems.

Today, I’m going to walk you through creating a short pitch video, the kind that is often overlooked by digital marketers in favor of flashy, overproduced content. In my thirty years of web design and marketing, I’ve found that authenticity—the kind that comes from speaking directly, as you would in-person—resonates best, builds trust, and, ultimately, converts.

Step 1: Start with Your In-Person Pitch

Most business owners have a “go-to” pitch they use to close clients face-to-face. This is the script you’ll adapt for your video, because it’s proven to work, comfortable for you to deliver, and already tested in real-life scenarios. The added bonus? When you use your “real world” language, you maintain authenticity and sound natural, which is essential on social media.

In the video I recorded for Social Media Saturday, I demonstrated my own real-life pitch, focusing on a topic that is both highly relevant and controversial in my industry: SEO.

The Power of Controversy

If you’ve ever felt like SEO is a scam, you’re not alone. For years, I ran an SEO agency, building campaigns and delivering reports, until I discovered a fundamental truth: much of what’s sold as SEO is about as effective as snake oil. For too many people, the promises don’t match the results.

When I started sharing this viewpoint openly—based on my own experiences and evidence—I found that it struck a powerful chord. Not only did it capture attention, but it also built instant credibility. Leaning into controversy, when done ethically and honestly, can attract exactly the right prospects: those feeling frustrated, uninformed, or underserved by the traditional players in your industry.

In the video, my pitch goes like this:

“SEO’s a scam. How do I know? Because I used to do it. I actually ran an agency for seven years before I found out what was really going on. Go to fightseo.com to see proof, hear my whole story, and then learn how simple it really is to start showing up in search results.”

I repeat the essence of my pitch twice, refining the message to make it even clearer the second time, making sure the call to action—visit fightseo.com—is present, simple, and actionable.

Step 2: The Value of Imperfection

Let’s get one thing straight: Your video does not need to be perfect.

So many business owners hold themselves back from ever hitting ‘record’ because of perfectionism. I made two takes—one reading off my phone, the other a bit smoother. The second one was better, but neither is Oscar-worthy. And that’s okay! What matters is that you start.

Marketing is scientific, not magic. It’s about testing, iterating, and improving over time. The video you record today is a first draft—crucially, it’s REAL. As you build out your funnel, you’ll gather data, see what converts, and get feedback from your audience. Later videos will be even stronger as a result.

Step 3: How This Video Fuels Your Funnel

Your video is more than an intro; it’s the top of the funnel—the “attention” stage in the AIDA model (Attention, Interest, Desire, Action).

Here’s how it fits into your broader marketing system:

1. Attention: The video’s bold claim—“SEO is a scam”—grabs attention immediately, especially among business owners who’ve been burned before.

2. Interest: By sharing your personal experience and offering proof at fightseo.com, you spark genuine interest and curiosity.

3. Desire: Your authenticity and honesty create a sense of credibility, making prospects want to know more about your solution.

4. Action: A clear call to action directs viewers to your landing page, where they can opt-in, download your story, or start learning your “anti-SEO” approach to website visibility.

Over time, you’ll refine this flow, test different hooks, and measure engagement using analytics. But this straightforward approach is the most effective starting point.

Step 4: Leveraging Social Media Algorithms—For Free

Let’s talk about platforms and algorithms. Each network—YouTube, Instagram, Facebook, etc.—wants users to have a great experience. They reward content that is authentic, engaging, and keeps users on the platform.

By uploading your pitch video natively to each platform, you maximize organic (free) distribution. Here’s why:

- YouTube’s algorithm values watch time and engagement. Short, direct videos perform especially well.

- Instagram’s Reels and Stories are designed for snackable, authentic moments.

- Facebook shows preference for native video and live streams over external links.

- LinkedIn boosts educational, story-driven content—especially when it’s delivered by real people.

You don’t have to buy ads right away. Free, organic reach can be substantial if your message is clear and resonates with your audience.

Step 5: Don’t Sell—Solve

One of the biggest mistakes I see on social media is coming on too strong with the sales pitch. Instead, offer value. In my “SEO is a scam” pitch, I’m not promising overnight rankings or instant riches. I’m offering to share a story, show my proof, and help viewers learn for themselves.

This positions you as a guide, not a salesperson. You become the expert they trust, instead of just another vendor shouting for their money.

Step 6: Repurposing Your Core Content

Your pitch video is not a “one and done” piece. Repurpose it.

- Transcribe it for a blog post.

- Chop it into shorter clips for Instagram Stories, Facebook Reels, TikTok.

- Post the audio as a quick podcast.

- Share key quotes on Twitter.

- Embed the video on your website landing page.

The more places you deploy your message, the more chances you have to catch your ideal prospect’s eye.

Step 7: Next Steps—Funnels in Action

As I mentioned, this initial video is just the beginning. In subsequent sessions, we’ll break down the video, analyze which elements work best (and why), and start building the actual funnel—from landing page to email sequence to follow-up offers.

You’ll see over my shoulder as I iterate, improve, and share analytics on what’s resonating with the audience. This transparency helps you learn faster and avoid common mistakes.

Key Takeaways from Today’s Training

Let’s recap some essential lessons from today’s Social Media Saturday:

1. Start with Your In-Person Pitch: Use what works in real conversations for your video scripts. Don’t overcomplicate it.

2. Lean into Controversy (When Honest): If you’ve got a unique or even unpopular opinion, use it to stand out.

3. Done is Better Than Perfect: The world rewards those who show up consistently, not those who wait until things are flawless.

4. Free Traffic is Your Friend: Algorithms are designed to help you (as long as you’re authentic and provide value).

5. Repurpose Your Content: Use your core message across platforms to maximize reach and impact.

6. Remember the Funnel: Every piece has a purpose—grab attention, build interest, cultivate desire, and send viewers to action.

Real-World Success: Why This Approach Works

You might be wondering: “Does this really work for my business?” Absolutely.

In my own practice as SB Web Guy, I’ve seen clients transform their visibility, engagement, and customer trust by shifting to simple, authentic social videos. For example, a Santa Barbara café owner began sharing weekly story-driven videos about her entrepreneurial journey—the struggles, the mistakes, and the real moments. Instead of dry posts about “our coffee is fair trade,” she posted, “Last week, I accidentally ordered two months’ worth of napkins. Here’s how we turned that into a community event…”

Suddenly, people stopped scrolling and started engaging. Her Instagram reach tripled in a month, and her videos became the entry point to a sales funnel for catering services. The magic wasn’t in fancy production; it was in the honest, direct connection.

Homework: Create Your First Pitch Video

Ready to take action? Here’s your simple assignment for this week:

1. Write your go-to pitch—the one you use in person to explain what you do and why it matters.

2. Record yourself speaking this pitch on your phone or webcam. Don’t script it word-for-word; speak naturally.

3. Watch it back. If you fumble, do one more take, improving your delivery, not aiming for perfection.

4. Upload your video to at least one social media platform (Facebook, Instagram, YouTube, or LinkedIn).

5. Add a direct call-to-action—invite viewers to your landing page, resource, or website.

6. Track your views and engagement over the next week. Note any questions, comments, or feedback.

7. Prepare to iterate! Your first video is version 1.0—embrace the journey.

Looking Ahead: Building Your Path to Digital Success

Next week, on Strategy Sunday, we’ll dive deeper into how to structure your funnel, craft your landing page, and create lead magnets that make your audience eager to opt-in. Each step will build on the video you create today, making your social media presence the launchpad for ongoing business growth.

If you’d like a step-by-step breakdown of my approach, personal support, or feedback on your pitch video, don’t hesitate to reach out or visit [fightseo.com](https://fightseo.com) to see my story and access more free resources.

Remember, you don’t need a blockbuster budget or advanced tech. You just need to show up with value, consistency, and the willingness to learn as you go. Social media is free traffic waiting to be converted into real relationships and lasting business.

Thanks for joining me for Social Media Saturday—now go hit ‘record’ and let your real story shine!