The 3 Videos Every Serious Business Needs to Build Trust and Win Clients

Ever wonder why some businesses effortlessly attract and keep clients while others barely make a splash? It all comes down to one thing: trust. In today’s cutthroat market, building trust isn’t just nice—it’s a must. And one of the best ways to do that? Video content.

But which videos should you invest in? Not all videos are created equal. Below are the three must-have videos every serious business in Sunderland and Newcastle needs to build trust and win clients.

1. Explainer Videos: Make Your Message Crystal Clear

Imagine a potential client lands on your website. They’re interested but not quite sure what you offer. An explainer video closes that gap effortlessly.

What Are Explainer Videos?

Explainer videos are short, engaging clips that break down your products or services in a simple, easy-to-understand way. Usually running one to three minutes, they mix visuals and narration to get your message across effectively.

Why They Matter

– Clarity: Complex ideas can be tough to explain with text. Explainer videos simplify your offerings.

– Engagement: Videos grab attention more effectively than plain text, keeping visitors engaged.

– SEO Boost: Videos increase dwell time and improve search engine rankings.

Real-World Example

Take XYZ Consulting from Newcastle. They struggled to communicate their unique approach with text alone. After adding a 90-second explainer video, enquiries increased by 40% in the first month. The video outlined their services clearly and included testimonials to boost viewer confidence.

Tips for Creating an Effective Explainer Video

– Keep it short and concise.

– Use simple visuals that support—rather than distract from—the message.

– Add a clear call to action (CTA).

2. Testimonial Videos: Let Your Clients Do the Talking

There’s nothing better than a happy client backing you up. Testimonial videos use your customers’ experiences to build true credibility and trust.

What Are Testimonial Videos?

Testimonial videos feature real clients sharing their experiences with your business. These videos demonstrate the real-world benefits of your services through authentic voices.

Why They Matter

– Authenticity: Prospects are more likely to trust a fellow customer.

– Social Proof: Seeing others benefit from your services validates your offer.

– Emotional Connection: Personal stories resonate and encourage viewers to take action.

Real-World Example

Durham Digital Marketing created a series of testimonial videos highlighting clients from different sectors. These clients discussed specific challenges and how the agency’s services provided solutions. Result? A 50% increase in consultation bookings, with many citing the testimonials as the deciding factor.

Tips for Creating Compelling Testimonial Videos

– Showcase a variety of clients to highlight your business’s versatility.

– Focus on storytelling: challenges faced and solutions provided.

– Ensure high production quality—good lighting, clear audio, and clean editing.

3. Behind-the-Scenes Videos: Show Your True Colours

In a world saturated with marketing polish, behind-the-scenes videos provide a genuine look into your business. They humanise your brand.

What Are Behind-the-Scenes Videos?

These videos take viewers inside your operations—your team, your space, the process behind your products or services. They’re about showing the soul of your business.

Why They Matter

– Builds Connection: People prefer buying from people they feel connected to.

– Transparency: Showing your process demonstrates honesty and builds confidence.

– Sets You Apart: Showcase your unique culture and values.

Real-World Example

North East Craft Brewery launched a video series showing their team, ingredient sourcing, and brewing process. This transparency engaged current customers and helped attract new ones who appreciated their authenticity and passion.

Tips for Creating Engaging Behind-the-Scenes Videos

– Keep it real—authenticity matters more than staging.

– Highlight unique aspects of your company’s culture.

– Make it interesting and visually appealing, even if it’s candid footage.

Bringing It All Together

Step 1: Define Your Goals

Decide what each video is meant to accomplish—explaining, proving credibility, or humanising your brand.

Step 2: Plan Your Content

Outline key messages and choose appropriate clients or company aspects to feature.

Step 3: Invest in Quality Production

Good visuals, crisp audio, and clear editing are essential, even if you’re not using a huge budget.

Step 4: Promote Your Videos

Embed explainer videos on your website, share testimonials across social media, and drop behind-the-scenes clips into email campaigns.

Step 5: Measure and Adapt

Use analytics tools to monitor performance and refine your content strategy over time.

Common Mistakes to Avoid

1. Overcomplicating the Message: Keep it simple and avoid excessive jargon.

2. Neglecting Quality: Poor visuals or sound can diminish trust.

3. Forgetting the CTA: Each video should encourage the next step—visiting your site, contacting you, etc.

4. Being Inconsistent: Regular updates keep your audience engaged.

Leveraging Videos for Long-Term Success

Build a Content Calendar

Plan releases around product launches or seasonal peaks to maintain momentum.

Repurpose Your Content

Use snippets on socials, embed in blog posts, or feature them in newsletters to maximise return.

Engage with Your Audience

Encourage feedback, spark conversations, and respond to comments to build a loyal viewer base.

The Bottom Line

In Sunderland and Newcastle’s vibrant business scene, offering great products or services isn’t enough. It’s about earning trust and building authentic connections.

These three types of video content—explainer, testimonial, and behind-the-scenes—are your go-to strategies for achieving that. Get them right, and you’re not just promoting your business—you’re growing it.

What type of video has made the biggest impact for your business? Share your experiences below!