How to Use Video to Attract More Customers
From the Studio · Video Tips · Brian Lee, Relevant Content Studio
Would you like more customers? Who wouldn't. After years on sets for Nickelodeon, E! and Paramount, I came home to Nebraska to help local businesses tell their stories on camera. Here is the video strategy I give every client, even the ones who hate being on camera.
Why video works
Video carries more information per second than anything else you can put in front of a prospect. In 30 seconds, people see what you do, hear how you talk and get a feel for your personality. Your elevator pitch can't do that.
Video also warms prospects. You've heard it takes about seven touches to close a sale. When someone has already watched you explain what you do, they walk in the door ready to talk. Seven touches can become two or three.
And one video can become a week of content. A three-minute video can turn into a blog post, a LinkedIn post, an email and three to five shorts.
Get your video before you get your website.
Evergreen vs. recurring content
Evergreen videos have a long shelf life. They're polished, scripted and carry your value proposition and call to action. They sit at the top of your website and social profiles. Treat them as a startup cost, like your domain name and phone number.
Recurring content has a short shelf life: posts, stories, a weekly show or podcast. It doesn't need to be polished. Shoot it on your phone and go for authenticity. Recurring content reaches new people, and its job is to send them to your evergreen videos.
The 4 evergreen videos every business needs
Company profile. You and your team explain what you do, the problems you solve and what sets you apart: price, service or quality. Pick one to lead with.
Testimonials. Social proof. Ask your best customers what problem you solved and what working with you was like.
How it works. Walk prospects through the next step, from the first consultation to the close.
Meet the team. People buy from people, not faceless companies.
6 kinds of recurring content
Selfie videos. What happened today, an interesting customer moment, even your golf game. People connect with you on more than your industry.
Education. Give away your best information. If your free content is that good, people assume working with you is even better.
Case studies. Before and afters, the special problem you solved, how you went the extra mile.
Events. Host them or attend them, and film either way.
Podcasts. Ideal for long sales cycles. Guests fill content, and your listeners are your hottest leads.
Mini reality shows. Our specialty: a 3 to 5 minute show that makes you look like you're on TV and entertains while it educates.
Good, better, best
Good: Get one to four evergreen videos done. If you only do one, make it the company profile.
Better: Evergreen plus a monthly half-day shoot that you slice into weekly shorts.
Best: Evergreen plus monthly, weekly or even daily content, cut from bigger pieces.
Consistency beats quantity and quality. Batch your shooting: I record on Fridays as a reward for a week well done.
Getting over the fear of the camera
Everyone freezes when the camera comes out. Fear is just an expected outcome you've imagined. Flubbed lines make you sound authentic, and you look the same on camera as you do to everyone you meet. You're the head salesperson and head spokesperson for your business. If you don't tell the world how great it is, nobody will.
Shooting tips
Audio matters more than video. On a tight budget, buy a small mic for your phone.
Add a call to action. Tell viewers what to do next.
Authenticity is king. Talk to the lens like it's a friend.
Bad video beats no video.
Organic vs. paid
Organic is free but slow. Paid reaches more people for as little as $5 to $50, but plan on $30 to $100 per lead, so it works best with healthy margins. Meta is crowded and harder to target. YouTube ads let you target tightly by geography and reach people who are searching for answers.
For an ad, open with a hook about a pain point, say who you help and how, then end with a call to action.
Want to see these ideas in action? Watch the 90/10 Rule of Networking Mini Pod.
Ready for your evergreen videos? We'll map out your company profile, testimonials and the content that keeps you top of mind. Book a discovery call with Relevant Content Studio.
