You’ve probably heard this before: “We need a video.”
And sure—you probably do.
But here’s the hard truth: a video without a strategy is just content with a pulse.
In a place like Frederick—packed with ambitious entrepreneurs, growing companies, and local leaders trying to do more with less—you can’t afford to waste money on content that looks good but doesn’t actually do anything.
That’s where video strategy comes in.
This isn’t about chasing trends or making a viral TikTok. This is about building trust, increasing conversions, and making video work as hard as you do.
The Problem: Most Videos Are Just… Videos
Let’s be honest—plenty of businesses (especially smaller ones) have dabbled in video.
You post something to social. You hire a videographer. You try to “boost” it on Facebook and hope something happens.
Here’s what usually happens:
- No real engagement.
- No measurable business results.
- No follow-up content to keep the momentum going.
The problem isn’t the effort. It’s the lack of a plan.
If you don’t know who the video is for, what it’s supposed to do, where it’s going, and how it fits into the bigger picture… you’re throwing spaghetti at the wall. Expensive, time-consuming spaghetti.
The Solution: Video Strategy, Not One-Off Projects
A true video strategy is about more than pressing record. It’s about solving problems.
- What objections are keeping your customers from saying yes?
- Where are you losing them in your sales process?
- What story do you want your brand to tell over time?
- How can one piece of content be repurposed across platforms?
Every video should have a job. That job could be building awareness, nurturing leads, increasing conversions, improving onboarding—or all of the above if you’re smart about how you use it.
Why This Matters in Frederick
Frederick isn’t some faceless metropolis. It’s personal here. People buy from people they trust. Businesses are built on relationships.
That’s exactly why video can be your most powerful sales tool—but only if you treat it like part of your business growth strategy, not just a checkbox.
Here’s the local angle most miss: In a tight-knit market like Frederick County, you don’t need to go viral. You need to be known, trusted, and remembered.
A strong video strategy does that. Random one-offs don’t.
What a Strong Video Strategy Looks Like
Let’s get practical. Here are a few elements of a smart video strategy that Frederick businesses should be thinking about right now:
1. Consistency Over Flash
Don’t blow your budget on one fancy video that collects digital dust.
Build a library of useful, short, targeted content that meets people where they are in their buyer journey.
Pro Tip: One well-planned shoot can give you months of content—if you know what to capture.
2. Use Video to Answer Questions Before They’re Asked
Think about the last 5 questions your customers asked.
Now imagine you had a short, polished video answering each of them.
That’s content that builds trust, saves your team time, and moves people toward a sale.
Even better? People love businesses that anticipate their needs. It’s like a superpower.
3. Show. Don’t Just Say.
You can tell people you’re the best.
Or you can show them—with a story-driven case study, a behind-the-scenes look, or a quick testimonial from a real customer.
One authentic video > 100 generic sales claims.
4. Think Long-Term
Video isn’t a one-time project.
It’s a 24/7 salesperson, educator, and brand builder—if you give it a strategy.
Have a launch coming? A hiring push? A new product?
Video should already be part of the plan—not an afterthought.
What You Can Do Right Now
Here’s where it gets useful. If you’re a Frederick business owner or marketer reading this, here are 3 things you can do this week to start thinking more strategically about video:
- Audit your website: Where could a short video build trust, explain a process, or move someone to take action?
- List your FAQs: Turn them into 30-second educational videos. Post to social. Embed on product pages. Send in follow-ups.
- Start small, but plan big: You don’t need a studio. You need a purpose.
Final Thought: You Don’t Need a Viral Video. You Need the Right Video at the Right Time.
Video strategy isn’t about jumping on trends.
It’s about showing up—clearly, consistently, and intentionally—so your customers don’t just see you, they trust you.
Whether you’re a solo shop in Downtown Frederick or a mid-size manufacturer out in Thurmont, your customers are watching. The question is: what are you showing them?
Want Help? Let’s Talk Strategy.
I help businesses develop high-impact video strategies that actually drive results—not just views.
If you want to make video work for your business (and stop winging it), reach out and let’s talk.
You bring the business goals.
I’ll bring the plan to make video work harder for you.
Email me at adam@digitalconsultingllc.com
About the Author:
Adam Stultz, Owner & Creative Video Consultant
Adam Stultz is a Creative Video Consultant with nearly 25 years in the industry, based in Carroll County and serving businesses throughout Maryland and Pennsylvania. After watching too many companies waste money on video content with no plan, Adam shifted from camera operator to strategic partner—helping brands create smarter, more effective video strategies that actually drive results. He’s blunt, honest, and obsessed with making video work harder for the businesses that use it.
Digital Consulting LLC
Phone: (410) 596 – 0297
adam@digitalconsultingllc.com
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Frederick Chamber Insights is a news outlet of the Frederick County Chamber of Commerce. For more information about membership, programs and initiatives, please visit our website.