In today’s digital-first world, standing out is not just about what you offer. It is about how well you tell your story. For Kyle Ancelin, Fractional VP of Sales and President of Sales Evolution, that realization turned into a game-changer for his business.

This case study shares Kyle’s journey from relying solely on networking to using video marketing to build awareness, attract leads, and position himself as an expert in his field. Watch the video or skip down below the video to read the case study…

The Challenge: Building Awareness in a Crowded Market

When Kyle started his business, he brought years of sales leadership experience from the corporate world. But despite his expertise, he faced a major hurdle: awareness.

As a fractional VP of sales, which is a relatively new concept in his market, Kyle’s challenge was not just standing out from competitors. It was making potential clients aware that his services even existed.

“For me, there definitely are a lot of people that do what I do, but I think it is more that there are not enough people that actually know what I do. Fractional leadership is somewhat of a newer phenomenon in business, so it was not so much about competing with others that do what I do. It was also about building awareness for business owners out there that did not know this option existed.” – Kyle Ancelin

Initially, Kyle relied on LinkedIn outreach and networking. But without a clear marketing strategy, he was not gaining the visibility or recognition he needed.

The Solution: Strategic Video Marketing

Kyle had dabbled with videos before but lacked direction. When we connected, he discovered that successful video marketing was not just about hitting record. It was about strategy.

Together, we focused on three key elements:

1. Scripting with Purpose: Crafting clear, strategic messaging tailored to his target audience’s needs.

2. Diverse Video Types: Creating videos for different stages of the buyer’s journey: awareness, education, and decision-making.

3. Consistent, Professional Branding: Elevating his LinkedIn profile with polished, meaningful video content.

“I was less worried about scripting and I was kind of just like, I will just wing it and say whatever I feel like. I was more worried about the quality of lighting and all these other components. But after working with you, I realized that although lighting is certainly important, being more strategic about what you are going to say has a greater impact on the message.” – Kyle Ancelin

The Impact: More Visibility, More Leads, More Credibility

The results of Kyle’s video marketing strategy came quickly and powerfully:

• More Inbound Leads: Potential clients started reaching out directly after seeing his videos. That rarely happened before.

• Stronger First Impressions: His LinkedIn profile became a hub of valuable content, making him stand out in a competitive space.

• Enhanced Credibility: Videos allowed prospects to connect with his personality and expertise before they ever spoke.

“One of the main reasons I wanted to get these videos was that my business is very heavy in referrals, which is great, but I also wanted to broaden my network and build some awareness out there. What I found now that these videos are in place is that there have actually been more people reaching out to me proactively, which is wonderful. These videos add a layer of professionalism to my profile and also let people get to know me a little bit more before we start that conversation.” – Kyle Ancelin

Kyle’s Advice for Other Business Owners

For anyone considering video marketing, Kyle offers a simple piece of advice:

“My suggestion to anyone is if you are thinking about doing it, just do it. I wish I would have done this a lot sooner than I did, quite frankly. This is definitely some of the best money I have ever spent on my business. Even if it does not generate new business for you right away, I think just in building your credibility and the message that you want the market to see you as, it is just really important.” – Kyle Ancelin

Takeaways for Your Business

Kyle’s story highlights why video marketing is so powerful:

• Awareness: Video content is one of the best ways to educate your audience and introduce your services.

• Trust: Seeing and hearing you on video builds a personal connection with potential clients.

• Credibility: High-quality content positions you as an expert in your field.

Are You Ready to Leverage Video Marketing?

If you are looking to build awareness, generate leads, and grow your business, take a page from Kyle’s playbook: Start telling your story on video.