When businesses first start recording video, there’s often a temptation to make every recording a commercial. Talk about the company. Mention the service. Explain the offer. Tell people to call. Put the phone number on the screen.
There’s certainly a place for that kind of video. If you’re running an ad or promoting a special offer, selling is the point.
But that doesn’t need to be the purpose of everything you record. Some of the most useful business video content simply gives people information they can use.
Teach Something You Know
A good place to find topics is in the conversations you’re already having with customers. If you work in real estate, maybe you’re constantly explaining earnest money or what happens after an offer is accepted:
- A title company probably gets plenty of questions about closing day.
- Contractors spend a lot of time explaining why one material may be a better choice than another.
- Lenders answer questions about rates all day long.
You don’t need to turn the answer into a commercial or find a clever way to sell your services at the end. Just answer the question the way you would if the customer were sitting across from you.
Answer the Question Before Someone Calls
If customers regularly ask the same question, answer it on camera. This can be especially helpful when the answer takes a little explaining.
Suppose customers frequently call because they don’t understand the difference between two services you offer. Instead of creating a video that says both services are great, explain the difference.
Who would normally choose the first option? When would the second make more sense? Is there a situation where neither one is necessary?
Give people enough information to understand their choices. They may still call you afterward, but now the conversation can start further along.
Show People How Something Works
Not everything needs to be explained while sitting in front of a camera. Sometimes it’s easier to show it.
If you sell a product, demonstrate it. If your company has an unusual process, walk people through it. If customers need to prepare something before an appointment, show them what they’ll need.
This can also make a good series. Instead of producing one long video explaining everything your company does, choose individual parts of the process and give each one its own recording.
That gives you shorter videos and makes it easier for someone to find the information that’s relevant to them.
Talk About Mistakes You See
This is another good source of video topics because nearly every profession has them.
- What do customers misunderstand before they contact you?
- What do people frequently forget?
- What makes your job more difficult than it needs to be?
- What should someone avoid doing?
An accountant could talk about records business owners often forget to keep. A home inspector could explain why buyers should pay attention to more than cosmetic problems. A photographer could talk about what clients should do before a photo session.
You’re teaching from experience rather than trying to come up with a marketing message.
Introduce Someone From Your Team
Your videos don’t always need to feature the owner of the company. Bring in the person who handles customer service. Introduce someone from your sales team. Let an employee explain the part of the business they work with every day.
Ask them a few questions instead of handing them a script.
- What do they do?
- What questions do customers usually ask them?
- What’s something they wish customers knew before getting started?
This gives you useful material while also letting people see more of the team they’ll be working with.
Save the Sales Message for When You Need It
There will still be plenty of times when your video should ask someone to take action.
If you’re advertising a promotion, tell people how to get it. If registration closes Friday, say so. If the purpose of the video is to generate appointments, make it easy to schedule one.
The point isn’t to stop making promotional videos. It’s to stop treating every video like one.
If you’ve posted four helpful videos this month, there’s nothing wrong with the fifth saying, “Here’s what we’re offering and here’s how to get started.”
Now your audience has seen you do more than advertise.
Plan a Mix Before You Record
Before your next recording session, make a simple list of what you’d like to cover.
Include a few customer questions. Add something you can teach. Think of a common mistake you’ve seen recently. Include a service you’d like to explain. Then add any promotion or announcement you need to make.
That gives you different types of videos without having to come up with completely unrelated ideas.
At OASIS Studios in Orlando, we can help you record several of those topics during the same session and prepare them for the places you plan to use them.
Your business already gives you plenty to talk about.
You don’t have to turn every one of those conversations into a commercial. Sometimes the better video is simply the one that teaches someone something they didn’t know before.
