When industrial or trade companies think about video, they often imagine drone flyovers, team introductions, or polished corporate explainers. These formats look nice, but they rarely deliver results.

"Some of our best-performing videos were just raw, unedited footage," said Jake Mooney, founder of Green Light Studio, where he helps manufacturers and service businesses generate leads through smart, practical marketing. 

What Companies Think Works vs. What Actually Works

Here's a quick guide to where most companies go wrong — and how to shift toward videos that actually drive leads.

The Power of Raw, Real Video

One of his B2B clients began recording phone-shot shorts from job sites. Minimal editing. No scripts. Just someone explaining what went wrong and how they fixed it.



A few of these videos cracked thousands of views, even without any paid promotion.

These weren’t entertainment pieces. They were trust-builders — content that answered real buyer concerns and helped the company get found by people who needed help.

And the broader trend supports this: 86% of businesses use video as a marketing tool in 2024, and buyers increasingly prefer low-friction, high-relevance content.

Start Small, But Start Smart

Jake pointed out how easy it’s become to produce video.

Here’s how industrial companies can get started with high-impact, low-effort video:

• Record short clips (under 60 seconds) answering common customer questions
  
• Show your team solving a problem on-site
  
• Film a product in action without narration — just the raw footage
  
• Repurpose videos across your website, proposals, LinkedIn, and sales meetings
  
  

You Don’t Need a YouTube Channel — You Need Credibility

One of the biggest mental roadblocks companies face is thinking they need to become content creators or build a full YouTube channel.



You don’t.

That proof matters, especially in high-value B2B. A project manager shopping for $100,000 machinery wants to know it works, see it in action, and understand who they’re working with.

Video makes that easy — if it’s done right.

Make Video Part of the Sales Process

Jake shared how his past clients have used customer site visits as content goldmines.

Here’s what to gather on a job site:

• Raw footage of your solution in action
  
• Customer reactions or team insights
  
• Before/after views of the job
  
• Behind-the-scenes steps or safety procedures
  
• Voiceover-free clips for website or email embeds
  
  

Even photos pulled from these shoots often outlast everything else.

The Formats That Perform in ‘Boring’ Industries

If you're wondering what to start filming, Jef recommends these tested formats:

• Short video clips showing job site issues and how you solved them
  
• Staff explaining common mistakes or system failures
  
• Tool or product demonstrations without heavy editing
  
• Walkthroughs of service areas with light commentary
  
• FAQ responses pulled from sales conversations
  
  

Some of the best results came from simple 60-second clips that started with, "Here’s something we see all the time..." and ended with a useful insight — not a pitch.

What Makes These Videos Work?

• They’re timely — recorded during or right after a real job
  
• They’re specific — tied to real problems and places
  
• They’re non-salesy — not asking for business, just showing value
  
• They’re reusable — fit in sales decks, emails, and proposals
  
  

They’re trust-building — no hype, just proof

The Bottom Line: Keep It Real

Your customer isn’t looking for a commercial. They’re looking for confidence.

Video gives them a way to see what working with you really looks like. That’s why short, raw, real clips — not high-production promos — often convert better in the industrial space.

About the Experts

Jake Mooney is the founder of Green Light Studio, where he helps B2B companies create long-term marketing strategies using video, content, and simple systems. Connect with Jake on LinkedIn.

Jef van de Graaf is a conversion copywriter and SEO strategist behind Copy Ads Content. He’s helped dozens of B2B service providers turn their websites and video assets into consistent lead generators. Learn more at jefvandegraaf.com or connect with him on LinkedIn.