How to Turn Your About Us Video into a Marketing Powerhouse
Many business owners invest in creating an About Us video, only to have it sit quietly on their website collecting digital dust.
But with proper planning and strategic distribution, your about us video can become one of your most valuable marketing assets.
Quick Implementation Resource: This article expands on the strategies and tactics in my free 5-Step Video Distribution Guide. Download it to follow along or use it as a quick-reference tool for implementing these strategies after reading. Download the Guide now.
This comprehensive guide will walk you through the entire process — from initial planning to maximizing your video's reach through smart distribution and repurposing.
Planning your About Us video for maximum impact
Before you start writing scripts or booking video production companies, let's focus on the strategic foundation that will make your video truly effective.
Let me share a real success story that demonstrates the power of strategic planning. Recently, I worked with a client who was getting ready to create their company’s brand video.
Instead of diving straight into production, we took time to identify key themes their customers cared about. We structured the script strategically so the video production team could build focused segments on each topic.
The result? One video investment produced not just their main branding video, but four additional focused videos they could use across their marketing.
Each piece told a specific part of their story, perfect for different channels and customer touchpoints. This approach transformed what could have been a single-use video into a comprehensive content library — all from one video shoot.
This experience perfectly illustrates why planning matters. A bit of strategic thinking upfront can multiply the return on your video investment.
Key Planning Questions to Address:
What's your primary goal for the video?
Building trust with potential clients
Explaining your unique approach
Showcasing expertise
Pre-qualifying leads
Remember: Choose ONE primary goal. Everything else becomes a supporting point.
Who needs to see this video?
What challenges are they facing?
What solutions are they seeking?
What might make them hesitate?
What would help them trust you?
Where will you use the video?
Website placement
Sales conversations
Social media channels
Email sequences
Pro Tip: Plan your video content in segments from the start. This makes it easier to create focused pieces for different channels later.
Making your video work harder with strategic distribution
Once you have your video, strategic distribution is key to maximizing your investment. Here's how to ensure your video reaches your ideal audience, following the same structure as the 5-Step Video Distribution Checklist.
Place it in optimal locations on your website
Make it prominent on your homepage or about page
Position it where it naturally fits into your visitor's journey
Ensure it's properly optimized for search engines
Add clear calls-to-action
Your website is home base for your video, but placement makes all the difference. Many businesses hide their videos on the about page where few visitors go.
Instead, consider featuring your video prominently on your homepage where visitors will see it immediately. It usually goes best where your business’s products or services are being introduced as the solution to their problem.
Think about where your video makes the most sense in your visitor's journey. A well-placed video helps build trust by answering questions and showcasing what makes your approach different from others in the market.
Add it to emails
Add to your email signature with an intriguing call-to-action
Include in welcome sequences for new subscribers
Use in nurture campaigns
Reference in sales follow-ups
Your email signature might be your most overlooked marketing opportunity. Adding simple text with a link "See how we help businesses like yours solve [their problem] [Watch 2-min video]" puts your video to work in every email you send.
Welcome sequences for new subscribers are also perfect for including your video. It helps people connect with you right from the start of your relationship.
Put it to work on social media
Share across platforms where your audience spends time
Pin to profile pages so it's always visible
Add to your LinkedIn featured section
Create platform-specific versions
Social media gives you opportunities to put your video where new people might discover you. One simple but powerful step is pinning your video to your profile pages so it's always at the top when someone checks you out.
For LinkedIn specifically, add your video to your featured section right at the top of your profile. This is especially valuable for service businesses since LinkedIn is one place where potential clients may go vet you before making contact.
Build it into your sale process
Use in proposals
Include in networking presentations
Reference during sales conversations
Share in follow-up communications
Your video can significantly enhance your sales process while saving you time explaining the same things repeatedly. Include relevant segments in proposals with a note like, "Here's a quick overview of our approach."
After a call with a potential client, follow up with a specific clip addressing questions they raised, helping move the conversation forward more naturally.
Repurpose the content into new formats
Transcribe for blog content
Create social media clips
Develop supporting graphics
Extract for presentations
This is where your single video transforms into a complete content library. Start by getting a transcript of your video, which immediately gives you text for blogs, emails, or social posts.
Then pull out 10-30 second clips that make single, strong points. These become perfect social media posts that are more likely to be watched completely than your full video.
Not sure what to pull out or focus on? Use AI tools to help you identify key themes, takeaway points or potential clips.
Measuring success
Track these key metrics to evaluate your video's performance:
View duration
Engagement rates
Click-through rates
Conversion impacts
Audience feedback
Sales team utilization
Don't overcomplicate measurement. Even 15 minutes of analysis each month can help you identify what distribution channels are working best so you can focus your efforts there.
Common pitfalls to avoid
Production mistakes
Focusing too much on company history
Making it too long
Neglecting clear calls-to-action
Poor audio quality
Distribution errors
Limiting to one platform
Inconsistent messaging
Poor placement
Lack of promotion
Strategic missteps
No clear goal
Wrong audience focus
Missing distribution plan
Ineffective calls-to-action
Getting started
If you haven’t created your About Us video, answer any ONE of the key questions to help plan your video.
If you have an About US video, pick ONE additional way you can use the video. Hint — adding a link to your email signature is one of the easiest to get done quickly.
Remember. You don't need to do everything at once. And you don’t need to constantly create new content. Strategic planning, distribution, and repurposing help you reach more people with content you've already invested in creating.
The strategies in this guide might seem like a lot to implement all at once. That's why I've broken down the most important action steps for getting more out of your About Us video into my free 5-Step Video Distribution Guide. Download your copy of the guide today.
Ready for personalized guidance?
If you're feeling overwhelmed by all the marketing advice out there and want clarity on your next best move, I offer a free "Now What?" Clarity Session.
This 60-minute conversation helps you cut through the noise and identify the most important area to focus on next in your marketing — whether that's messaging, your strategy or implementation.
For business owners who need dedicated help implementing their video strategy, I offer specialized Video Strategy Jumpstart Sessions, which you can learn more about during our initial Clarity call.
About the Author
Mike Schuster is a Marketing Strategist specializing in helping solo entrepreneurs develop clear messaging and focused strategies that feel natural and deliver real results.