Video content is one of the most powerful tools for building trust with today’s buyers. It allows prospects to see the people behind your brand, hear your voice, and understand your expertise before they ever walk into your store, schedule a meeting, or fill out a form on your website. Done right, video shortens sales cycles, boosts conversion rates, and creates a more authentic connection with your audience.
But many business leaders find themselves stuck at the starting line, asking the same question: How do I actually build a video strategy if I don’t have a videographer on staff? The thought of expensive equipment, editing software, and hiring full-time talent can make video feel out of reach.
In this episode of Endless Customers, I sat down with Lindsey Auten, IMPACT’s video trainer, to unpack how companies can start small and see results quickly. Lindsey explains what it means to build a true “culture of video,” how to integrate video into your sales and marketing processes without breaking the bank, and what signs to look for that it’s time to bring on a dedicated videographer.
Video is no longer optional. It’s a buyer expectation. Research from HubSpot shows that over 90% of buyers want to see more videos from brands. Video lets prospects:
Put a face to your brand before they ever meet you.
Understand complex processes more quickly.
Build trust through authenticity and transparency.
When video becomes part of your brand DNA, it impacts sales, marketing, and customer experience alike.
Lindsey emphasizes that you don’t need a professional setup to get started. Instead, focus on integrating video into everyday business activities, such as:
and so on.
You can get started without an official videographer. Her advice: “Don’t be scared of video. Take the bull by the horns and go for it. You’ll surprise yourself with what you come up with.”
Thanks to new technology, planning, shooting, editing, and publishing videos is simpler than ever. You can start with:
Smartphones (modern models have excellent cameras).
Affordable editing software like Descript, iMovie, or CapCut.
AI-powered tools for auto-captioning, background cleanup, and editing.
While your long-term goal should be to hire a videographer to lead your initiative, these tools help you build momentum right away.
When you're ready to hire, use this guide to find the best videographer for your business.
Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.
Learn more about Lindsey from her IMPACT bio
Connect with Lindsey on LinkedIn
See how businesses can benefit from our sales and marketing training
Do I need a videographer to start a video strategy?
Not right away. Your team can begin by filming simple, authentic videos on their phones. As your strategy grows, a videographer can help you scale and raise production quality.
What types of videos should I create first?
Start with The Selling 7—seven video types that directly influence trust and sales. Each one addresses a different stage of the buyer’s journey and helps your sales team close deals faster. Focusing on these ensures your first videos don’t just generate views—they directly support revenue.
How do I make sure my videos feel authentic?
Keep the process simple. Skip the script and speak the way you would to a customer sitting across the table. Authenticity comes from clarity and confidence, not polish.
When is the right time to hire a videographer?
Bring one on when you need consistent output, higher production value, and someone dedicated to owning your video strategy.