Daryl Urbanski’s Guide to Video Marketing for Small Businesses (Featuring the 10×10×4 Formula)

When we run a business, we want to be seen and we want video marketing for small businesses. We want people to know the value we bring. But getting noticed isn’t always easy. It’s already tough face-to-face. Online, it can feel nearly impossible with so much noise and competition.

Words alone aren’t enough anymore. People scroll quickly, attention spans are short, and text often gets lost in the shuffle. To capture attention and hold it, you need visuals. That’s where a strong and successful video marketing strategy comes in.

One proven approach is the 10×10×4 formula. Created by marketing pioneer Mike Koenigs, it gave entrepreneurs a simple way to produce meaningful video content at scale without overcomplicating the process.

Daryl Urbanski took that formula further. He asked the right questions. The ones audiences frequently had and the ones they didn’t even realize they should be asking. By doing this, he expanded the formula into a repeatable system that works perfectly for small businesses. His version allows you to create dozens, even hundreds, of engaging videos consistently, without burning out. It’s not just about content volume; it’s about building authority, trust, and connection at scale.

This guide will break down how the formula works. We’ll explore why it’s a perfect fit for small businesses. And finally, you’ll learn how to apply it in your own business, step by step.

Why Video Marketing for Small Businesses Matters

Let’s face it, attention is the currency of the internet, and it's getting more expensive by the minute. Your blog posts and ads might fight for a second of scroll time. However, short-form video content invites your audience to stop, watch, and feel something.

Why is this so vital for small businesses?

• You're not a faceless brand, you’re a human with a mission. Create video content that delivers a personal touch.
• Videos are favored by social media channels and search engines alike. That means more eyes on your content.
• Product videos, explainer clips, testimonial videos. All of these help educate and emotionally engage your target audience in ways written words can't always hit.

You're compromising the quality of your business if you don't include video content creation in your social media marketing strategy. And when you’re consistent? You attract more customers, boost sales, and build brand recognition, all without burning out.

Enter the 10×10×4 strategy. It's a scalable framework that makes video marketing and producing videos work for your business, not the other way around. Plus, it helps you create different video styles, from quick how-to videos to in-depth explainers, without compromising quality. The result is content that not only engages your audience but also boosts visibility on search engine results pages.

The Foundation: Building a Video Strategy That Works

Before you hit record, you’ve got to zoom out and look at the bigger picture.

Define Your Why

Start with your business goals. What do you want from video content marketing?

• More leads?
• Better conversion rates?
• To show off your unique take on your niche?

You need clarity here. As Stephen Covey put it: “Begin with the end in mind.” Set goals so your video marketing actually moves the business needle."

Know Your Audience

A marketing video that speaks to everyone resonates with... no one. Figure out what types of content, like educational videos, resonate with your audience :

• Who are your prospective customers?
• What keeps them up at night.
• How they talk, what they ask, and what they dream of.

When you're on the same page with your target audience, your video content can speak directly to their hearts and heads.

Plan for Scalability

This is where the 10×10×4 really shines. Your small business video marketing needs to be repeatable and easy to manage. It also has to be flexible enough when producing engaging video content that drives growth. Don't wing it every time. Systemize your creativity.

Mini Checklist:

• Set your business goal 
• Understand your audience deeply 
•  Choose content types (explainer, testimonial, educational, etc.)

The 10×10×4 Formula Explained

Here’s the golden nugget: Mike Koenigs’ 10×10×4 formula.

Step 1: 10 FAQs = Explainer Videos

Take 10 of the most common questions your customers ask before buying. Create short explainer or how-to style videos that answer each one. This not only educates your audience but also builds trust before they even make a purchase.

Examples:

• “How does your product work?”
• “Can I return it?”
• “Is this right for me?”

Use these to educate and clear up confusion.

Step 2: 10 SAQs = Educational Authority

Now, tackle 10 Should Ask Questions—things they don’t know to ask, but should. Explain:

• How your service solves a problem they didn’t know they had.
• How your product's features make life easier or better.
• Why you’re different from competitors.
• Hidden risks of choosing the wrong provider.

These informative content position you as an industry expert and build invaluable trust.

Step 3: 4 Conversion Videos = Establish Authority

Finally, create:

• Testimonial – Let happy customers do the pitching.
• Brand video – Share your “why” and company culture.
• About Us video – Put a face to the name.
• Case Study or Before & After – Show real transformations.

Why this works: You’re no longer guessing what to create. Your entire video production is based on what your potential customers actually care about.

How Daryl Urbanski Proved It Worked (And Still Works!)

When Daryl Urbanski put this system into action, he wasn’t chasing clicks or trying to go viral. He was focused on being valuable. Inspired by Mike Koenigs’ 10×10×4 formula, Daryl set out to give people clear, useful answers to the questions they were already asking. That’s what made his content stand out. It's not gimmicks, not constant product pushes, but showing up with genuine solutions.

The power of this approach is simple: when you answer real questions, people find you. Search engines reward you. And instead of just promoting his business, Daryl built trust before someone even walked through the door.

But he didn’t stop with the obvious FAQs that Google suggests. He went deeper. Daryl created content that answered the questions people SHOULD be asking. These are the ones they hadn’t thought of yet, but NEEDED to know. By doing that, he positioned himself as a guide, not just another business owner trying to sell.

And he didn’t stop at just ten or twenty answers. He kept going. Daryl never counted; he simply kept creating videos around every question worth answering. In the end, he built an entire library of resources for prospects and customers alike.

In practice, this allowed him to:

• Save hours on video production by zeroing in on what audiences truly care about.
• Build automated content funnels that educate prospects and convert them into paying customers.
• Rank videos on Google and YouTube that remain evergreen, driving leads more than a decade later.

Even after twelve years, many of those videos still appear above the fold on Google and YouTube. Not because he gamed the system, but because he cared enough to answer the questions people had — and the ones they didn’t yet know they should ask.

As digital marketing expert Marcus Sheridan explains, “The more you obsess over your customers’ questions, the more successful your content will be.” This powerful tool was built on that philosophy and it still delivers.

Types of High Quality Video Content That Drive Results

1. Explainer Videos

• Break down complex concepts.
• Explain how your product or service works.
• Use different video types to increase understanding fast.

2. Product Demo Videos

• Show key features visually. Don’t just tell.
• Great for landing pages and purchase-focused content.
• Ideal for product-based businesses.

3. Educational Videos

• Tutorials, how-tos, and webinars.
• Helps your ideal customer feel confident in choosing you.
• Great for nurturing and increasing customer satisfaction.

4. Testimonial Videos

• Showcase online reviews by real people.
• Builds deep trust and social proof.

5. Brand Recognition Videos

• Highlight your mission, story, and personality.
• Align your brand voice and company values with your audience.

6. Customer Testimonials/Interview Videos

• Feature clients or experts.
• Adds credibility and fresh perspectives.

7. Short Videos

• Grab quick attention on social media platforms like TikTok, Reels, and YouTube Shorts.
• Slice from long-form content to scale engagement efficiently.

The Video Creation Process (Demystified)

Pre-Production: Set the Stage

Start with:

• A storyboard or outline.
• A script that speaks in your natural, everyday tone.
• A clear idea of who the video is for and what it should accomplish.

This keeps your content aligned and focused.

Production: Lights, Camera, Real Talk

You don’t need a fancy setup—just clarity, consistency, and confidence.

• Use natural light (windowlight = magic).
• Record with your phone and a tripod.
• Speak directly to one person—your ideal customer.

As video coach Sunny Lenarduzzi puts it, “Authenticity wins over polish in today’s creator economy.”

Post-Production: Polish & Publish

• Use basic editing tools like iMovie, CapCut, Canva Video.
• Add captions for accessibility and SEO.
• Keep it brief and visually appealing.

5 Budget Friendly Tools for Small Business Video

• Loom – Great for quick FAQ videos.
• InShot – Edit social media clips fast.
• CapCut – TikTok/Reel friendly edits with ease.
• Canva Video Editor – Drag and drop simplicity.
• OBS Studio – Free tool for webinars or screen shares.

The Distribution Engine: Getting Your Product Demo Videos Seen

Here’s how to put your engaging content to work.

 Owned Media

• Post videos on your site’s lead capture pages. 
• Share via email marketing and blogs.

 Paid Media

• Use short promo cuts on Facebook/Instagram Ads. 
• Target customer engagement with special offers. 

 Video SEO

• Use keywords like “how-to,” product names, and customer pain points.
• Add a title, subtitles and video descriptions for search engines.

 Repurpose Smartly

• Turn existing content into:
• 5+ Instagram Reels
• 3 Quote Graphics
• 1 Blog (like this!)
• 1 Email campaign

As HubSpot explains: “Repurposing content improves ROI by increasing the number of touchpoints across platforms.”

Measuring Success: KPIs That Prove ROI

What gets measured gets improved.

Track Metrics:

• Video Views – Stopping scrolls, reaching a wider audience?
• Viewer Engagement – Shares, comments, reactions matter.
• Click-Through Rates – Are they converting after watching?
• Lead Generation & Sales – The holy grail.

Your 3-Step Tracking Process:

• Track – Use YouTube Studio, Vimeo, or platform reports.
• Analyze – What kind of videos perform best?
• Adjust – Recreate what's working; trim what isn’t.

Scaling Your Video Marketing Strategy (When You’re Ready)

Once you've got videos working for you, it’s time to think about growing your efforts.

When to Outsource

Are you spending hours on video production when you should be selling?

That’s your sign to bring in help.

• Start with freelance video editors.
• Graduate to content creation agencies when you’re producing regularly.

Building Your Creative Team

You might consider:

• A video editor (Fiverr, Upwork).
• A copywriter for scripts (psst—that could be me!)
• A virtual assistant to upload and post.

We’ve seen local med spas go from invisible to +300% increase in consultations just by plugging engaging videos into their landing pages. Another client used customer testimonials to double trust and close rates, without changing their offer.

Wrapping up on Video Marketing for Small Businesses

Video marketing for small businesses isn’t about fancy effects. It’s about clear, authentic messages that build trust. Today, this is a system utilized to deliver your business's message consistently. The 10×10×4 strategy gives small businesses a roadmap to create content that’s scalable, impactful, and actually enjoyable to make.

Start by writing out your top ten FAQs from intended audiences and turning them into videos. That simple step alone can put you halfway toward a powerful video library. From there, keep showing up consistently. Every video you publish builds connection, authority, and trust. One video won’t change your business overnight, but a steady stream of them absolutely will.

Don't aim for perfect, aim for presence. Each video marketing content you post builds connection, trust, and authority. One video won’t change your business, but many videos? They will.

With the right digital marketing strategy in place, you’ll boost service offerings, grow your influence, and feel confident about showing up on camera. The tools are already in your hands. All that’s left is to hit record.