It wasn’t long ago that business leaders asked, “Should we be on YouTube?” In 2025, the better question is: Can we afford not to be?
Today’s buyers want to see the people behind the brand. They want real answers, quick demos, honest comparisons. They want proof.
And there is no better platform to deliver all of that than YouTube.
If you’re on the Endless Customers journey, you already understand that building trust is the goal. YouTube accelerates that trust.
It lets you show what others in your space won’t.
It humanizes your team. It makes your brand the go-to teacher buyers rely on.
But you can’t get there by winging it. You need a strategy. A plan your whole team believes in. One that leads to consistent, meaningful content.
Here’s five steps for how to build one that works.
YouTube can be a lead engine, a brand builder, a sales shortcut, or all three. But only if you define its role up front.
Start by bringing together your marketing and sales leadership. Have an open discussion to define success. What would “winning” look like a year from now? Are you trying to generate leads, shorten sales cycles, build brand authority, or all of the above? What would make this channel worth the investment of time and resources?
Once the goals are clear, decide how you’ll measure them. Is it video views? Watch time? Subscribers gained? Number of deals influenced by video? Having these metrics in place helps you course-correct quickly and stay focused.
Here’s a mistake we see all the time: marketing runs ahead with video content, but sales isn’t involved. The result? Videos that don’t get used, and therefore have absolutely no impact on revenue.
Your sales team is a goldmine of video topics. They hear firsthand what prospects are worried about, what objections stall deals, and what questions pop up over and over. Those insights should drive your content calendar.
Here’s how to build real alignment:
When sales sees their input turned into content, they’re more likely to use it. When marketing sees usage data, they can create better, more targeted videos. Everyone wins.
Even the best strategy falls flat without clear ownership. If YouTube is everyone’s job, it’s no one’s job.
You've seen it before. A new initiative gets brought up in a meeting, everyone gets excited, but then no one is given ownership. A few months later you think, "Oh yeah. What happened to that?"
YouTube is no different.
Assign a single point person to own the strategy. At IMPACT, we recommend hiring a full-time videographer. Their responsibilities should include:
If you’re serious about video, a full-time videographer is one of the highest-ROI hires you can make. They’ll keep your team consistent, your message sharp, and your buyers engaged. You’ll finally have someone who wakes up thinking about how to make your business look and sound its best.
Don’t chase viral hits. Oftentimes we see that the most simple videos can be the most effective. Start with videos that move the needle in your sales process.
Here are a few of our favorite proven videos that build trust and answer real buyer questions, from The Big 5:
A huge part of choosing the right video is understanding your audience. You have to make sure you obsess over your buyer and what they are thinking to create videos that really resonate with them.
If you have a full-time videographer, aim for two videos per week. This is the cadence we recommend inside the Endless Customers System because it’s frequent enough to build real momentum without overwhelming your team.
But if you can’t make that hire yet, start with a rhythm that’s sustainable. One video per week (or even every other week) is better than overcommitting and burning out.
Batch filming is the key to making this all work. Instead of scrambling to shoot and edit every few days, plan regular filming days where you capture 3–4 videos at once. This keeps you ahead of schedule and allows your team to focus on other work in between.
Short-form clips are another smart play. Repurpose moments from your long-form videos into 30–60 second vertical clips that work on Shorts, Instagram Reels, or TikTok. These quick hits attract new viewers and feed the algorithm without doubling your workload.
YouTube rewards consistency. So do your customers. Whatever your cadence, commit to it and build from there.
YouTube can feel overwhelming. You’ve got a business to run, a team to manage, and leads to close. It’s easy to put video on the back burner, to say “we’ll get to it someday.”
The longer you wait, the harder it becomes to catch up.
Your buyers are already searching. They’re already watching. And if your brand isn’t there to meet them with clear, helpful, honest videos, you’re leaving trust (and revenue) on the table.
You don’t have to have it all figured out. You just have to start. Build a strategy. Get alignment. Hire the right people. Hit record.
We’ve seen businesses transform their growth by committing to video the right way. By doing so, they became the most trusted voice in their space.
Let’s talk about how Endless Customers can power your video journey.