Have you ever had a sudden dip in calls? Have you had a lot of prospects disappear? Or, all of a sudden, the people who said “yes” to your services don’t follow through? Do a lot of people say “You’re too expensive?”
If you’re selling services, especially high ticket, complex services, you have to guide potential customers on a journey. You can’t simply say, “Buy from me,” and expect results. Most services have a long buy cycle. You need to create the right videos with the right stories to keep you at the front of your customer’s mind.
Your customers are on a journey. When they start, they might not even know they have a problem. By the end of the journey, they should feel a sense of relief to have finally decided on your solution.
If you’re struggling to see results, you’re not focusing enough on the customer’s journey.
Have you ever felt like it’s impossible to get ahead of the competition? Have you ever felt it’s impossible to actually gain traffic?
You haven’t paid enough attention to the customer journey.
You must remember one thing: You are constantly competing for your customer’s attention. You are, as Gary Varnerchuck said, day trading attention. Your goal is to keep your customers focused on you and your stories.
Well-crafted videos position you right in your customer’s journey. Grab their attention with one video, address their problems with another, and show you are the best solution.
I have helped hundreds of businesses capture and maintain the attention of their clients. Along the way, I have found 8 key videos that will help you capture attention, educate, and close more clients.
Steve Jobs, Bill Gates, Lee Iacocca, and Jack Welch are all examples of leaders to whom we felt we knew. I’m not saying you have to achieve the same level of exposure they had in order to be successful. You just need to be there over and over as your prospect moves along their customer journey.
Have you ever felt like you knew a celebrity? I’d wager you feel like you know one of the aforementioned names, even if you’ve never personally met them.
That’s called the exposure effect. The more we see a face, the more we think they are our friend. Similarly, the more information YOU are giving them personally, the more they will consider you an authority.
If you get people to know and trust you, as well as become their friend and an authority, there’s no reason they shouldn’t hire you. In order to tell your story at the right time, there are 8 types of videos every business needs.
1. Introduce your company with a descriptive video.
The description video is one of the first things that comes to mind for most people when they think of business videos. It describes your company and your service while encouraging people to hire you. Essentially, it’s a commercial.
Customer journey location: You want to introduce your company in the early to middle part of your sales funnel. Like a firm handshake, your descriptive video will share an overview of your business and your services. This video should focus on addressing the NEEDS of your client.
Placement: This video makes a great addition to your homepage, but not as the primary video. Rather, use this video in retargeting after you have established the person has a problem.
Potential mistakes: Avoid focusing too much on selling. Remember, you want people to move from knowing you to liking you and possibly even inquiring about your services. Don’t expect this video alone to sell your services.
2. Share specific services with a servicemercial.
Most service-based businesses offer more than one service. For instance, family law attorneys offer divorce and child custody services while computer software often has multiple features that appeal to different needs.
While being a Swiss army knife is helpful, most people are only interested in the knife, the scissors, or the corkscrew right now. The servicemercial highlights a particular service while selling your business as the solution.
Customer journey location: The servicemercial should be positioned immediately after the person knows they have a problem and starts looking for help. This also can be toward the bottom of the funnel, as they know you are a general solution. At this time, you have the chance to be more specific about the solution.
Placement: This video should be optimized specifically for that service as people look for solutions on Google and YouTube. The servicemercial also should be placed on your website near any additional information about that service. In addition, this video could be used in an email to anyone inquiring about the service. Don’t hesitate to post your servicemercial on social media regularly to promote your service.
Potential mistakes: Don’t assume people know you do a service by default. Think of it this way, most of your friends likely don’t completely understand the scope of what you do or the depth at which you do it, so neither will your potential customers.
3. Become a friend and authority by creating a how-to video.
In Florida, air conditioners are lifelines. When they don’t work, life sucks really quickly. Repairing an A/C unit, however, can be costly. I consider myself technically inclined, so the last time my A/C unit stopped working I went to Youtube to learn.
I reviewed every step to troubleshooting and repairing A/C units. I watched video after video, and I bought all the tools. Yet, after making only a little headway in repairing my own unit, I gave in and called an expert.
My first thought was that I wished I could have called the guys on YouTube. I was confident they knew what they were doing. Your how-to videos do the same thing. Show people everything you can. I know, I know. You’re probably thinking something along the lines of then they won’t need you. Think of it this way, the people who are not going to hire you are not going to hire you whether you share expert advice or not.
How-to videos are a visual version of showing not telling. You can say you’re an expert all you want, but your customers are much more likely to believe you if they see it with their own eyes.
Customer journey location: This video should be shortly after someone figures out they have a problem. At this point, they might still think they can solve it themselves, and they’re looking for as much information as they can. It is up to you to educate them on how to achieve the solution.
Even if they do decide to hire you, they may still want to learn more about the process so when they talk to a professional they don’t sound like an idiot.
Placement: These are the videos you really want to optimize on Youtube. If you can be the first search result for “How to solve [x] problem,” you will get plenty of calls. This is also a great video to share across social media and to promote with paid ads. Anyone who watches these how-to videos will likely someday utilize your service
Potential mistakes: While it might seem tempting at first, try to avoid holding back information. Instead, teach people how to do what you do in gory detail. Really show them the intricacies, even if you think it’s excessive. This shows you are a professional, triggers reciprocity, and gives people enough information to trust you as an expert.
4. Anticipate customer questions before they ask with video FAQs.
Google allows us to ask all of the questions we want, even ones we would never ask another person. FAQs videos make you an authority by demonstrating you fully understand the thought process of a prospective customer.
You should use these videos to address the common concerns of customers before they occur. When YOU are answering those questions, you increase your level of customer service and leverage your time efficiently. You can even use Video FAQs to propose questions prospects should be asking of your competition.
Customer journey location: People have questions at every stage of the customer journey. Video FAQs should definitely be optimized for both Google and Youtube. They should also be placed in your marketing as people move down the journey. The more you can address questions they were thinking but not yet saying, the faster they will sign up and the more money they will spend.
Potential mistakes: Sometimes the answer to the FAQ might be “It depends,” and that’s okay. You just need to be sure to describe the factors in a way the customer can understand. For example, if someone asked me “How many leads will I get from my video?” I would answer that it is a factor of how many great stories you have, how well you distribute them, and the cycles of the market.
Never simply say “It depends” and leave it at this in these situations. Rather, explore the different factors involved and do your best to provide as accurate an explanation possible, even if things aren’t always clearly black or white.
5. Take your customer behind the scenes with a process video.
A confused mind chooses nothing
The most common question we get is how does this work. That is if the client is even brave enough to ask in the first place. Once someone believes you may be able to help them, they want to know what’s going to happen next. If you’ve done your marketing well, you show them the end of the funnel. Now you need to explain what’s going to happen to them.
Customer journey location: This video should be presented early on but can be shown several times to the customer throughout the process. It is especially relevant after a customer has signed up.
Placement: When I’m researching a business, I always look for a process page. Whenever a business has one available, it gets clicked. Your process video should fit into your process page so your customers know where to look for more information. Don’t forget to include this video in an email to the client after they sign up so they can feel confident in your process.
Potential mistakes: This video should be about the process from your customers perspective with a focus on the value each step has for them. For example, our first step is called “Map the Points.” It helps our customers decide where they are going and their personal goals because otherwise, they won’t be able to truly gauge their own success. The customer wants to know they are understood and heard every step of the way.
6. Share your story with an about video.
For most, the about page is the second most used page on the website besides the homepage. In some ways, it is the most important. By the time someone gets to your about page, they know you can help them. They most likely have done some preliminary research, and now they want to know WHO is helping them.
We would never go up to someone and say, “I’m John. I have a Master’s Degree in business from the University of Florida. I worked at five companies before starting my own software company to improve layered socketing. Here’s a list of my achievements. Also, I enjoy golfing, hunting, and spending time with my family.”
Yet, AT BEST, that’s what you put on your bio page.
Include voices from past customers, clients, and colleagues that highlight your strengths. This is an opportunity to create what I call a virtual referral. More prospects see your website then your business card, office, and professional attire combined, so it should make your strongest impression of all.
Customer journey location: Once people know they have a problem and know you have the solution they want.
Placement: Obviously, your about video should be on your about page. Additionally, your about videos should be included in email signatures. These videos are the opportunities to further become people’s friends and build valuable connections over the internet.
Potential mistakes: Though your about video is about you, this video should still be told in the context of the listener’s stories. You wouldn’t want to say “look at my kid,” for instance. (Well you might, but most don’t.) Rather, You would say, “You have a three-year-old, and so do I.”
Start your bio videos and about us with the “why” for what you are doing. Don’t forget that people forget. Don’t just tell your story once and assume people will remember it. Tell your story over and over and over.
7. Seal the deal with customer stories videos.
Your customer’s stories videos are the most important of all. The only reason people buy from you is they believe you can help someone like them. That’s it. That’s why your customer stories are so crucial.
Notice I didn’t say testimonials. Simply saying you’re great does nothing for your web presence. Why are you great? Of course, you’re going to have someone saying you’re great on your site, but who are they? Why is their story important?
Not only does storytelling engage people and answer these crucial questions about your success, but they’re easier to remember. Statistics and research, while it has it’s time and place, often goes over the head of most customers.
People think in stories. They’re much easier to remember than statistics. While some customers might care that you’ve helped over 100 people with your business, they’re more interested in hearing a specific story about how your business solved a specific problem for a customer, in their own words.
Customer journey location: EVERYWHERE. While you should have your customer case stories everywhere, you need to craft the story properly each time to position it at the perfect place in the customer journey.
“I got myself into a big mess.”
I bet just reading that line made you want to watch that video. Starting with the conflict is an easy way to grab your customer’s attention. Odds are, they’ll relate to the customer on the screen, as they share a similar problem.
Placement: EVERYWHERE. Seriously. Customer Case Stories can bring you more traffic if you use them in YouTube Ads, Facebook Ads, LinkedIn Ads, and if you optimize them for Google and Youtube.
Featuring your customer’s stories will convert more visitors into long-time customers. You shouldn’t hesitate to share relevant stories on your individual website pages and even your homepage. You’ll close the deal much faster by emailing relevant stories to prospects or retargeting video stories to prospects.
Finally, including video Case Stories in your web marketing strategy will even allow you to charge more. Include stories about clients trying other services first before finding success with your methods. These Case Studies can inspire not only your potential customers but your team.
Potential mistakes: The number one mistake is not making client Case Stories. There really are no excuses for leaving them out of a video marketing plan. At authenticWEB, we’ve developed a system to create these videos even if your customers hate being on video. Our process even works if your customers are remote or want to remain anonymous.
If you would like our process, you’ll have to fill out the form. We don’t give out our secret sauce recipe to everyone.
Don’t wait for the perfect story. You don’t know which story is going to be great. You never know when you will find the amazing story of your business or what will end up resonating the most with your audience. If you think one of your customers has a great story to share about their experience, don’t hesitate! ASK THEM NOW. Their story will change, and they will disappear.
We have one customer who wanted a video Case Story done. They kept waiting for the perfect time to ask, and their customer disappeared, leaving them empty-handed.
What’s the cost of not doing these? Video Case Stories will increase conversion rates on pages from 10 to 200%. That’s not a statistic you can ignore.
Having a high volume of them also triggers an influence strategy called social proof. The more people we see doing something, the more likely we are to do it too. Want an easy way to see social proof work for yourself? Stand outside and look up. Watch how many people also look up.
Get a group of 5 people and all look up together. You’ll have cars stopping.
When people buy from a service business, they are buying you and your team. The reason most people price shop on service is they simply don’t know how else to select your business. Creating these videos makes you the authority in their customer journey.
People want to buy from people. By creating these 8 types of videos, you get to be more than an authority. You become a friend. We will buy faster, spend more, and recommend friends. So what’s stopping you? Contact us today to start being proactive about connecting with customers.