At its most basic, the main reason people search online is to learn something new. It can be for various reasons; perhaps it’s to complete a school research project, fix a broken-down car, or qualify for the best home mortgage interest rate. Whatever the reason, in my experience in video and digital marketing, searchers are attracted to websites that deliver legitimate content, that can walk them through a process or solve a problem.
With video being one of the best forms of online content today, it makes sense that web pages with videos will get more views. One of the best ways to do this while providing valuable customer information is to create a FAQ page featuring video solutions. Here’s how:
What makes a great FAQ video
1.) Research: For the best results, make sure to do your research. Compile all possible customer questions that might arise, from acquisition to retention. Ask your sales team for input. Look up key search terms, and investigate competitors and industry resources.
2.) Planning: There are many ways to produce an online video for your business. You can make them yourself using a video or DSLR camera, smartphone or tablet, along with an app for editing, like iMovie or Adobe Spark. You can also enlist a video production or marketing company to take charge. For an FAQ video, doing it yourself will probably work well. If you do, consider using a tripod with a mount specifically fit for the electronic device you’ll be recording with.
3.) Scripting: With all the possible questions (and answers) in hand, writing a script or notes will save you much time and aggravation during your video shoot. Keeping the video short and using B-roll video — supplemental footage to show as you tell — can effectively keep the viewer interested.
4.) Production: Once you have the script or notes completed, walk through each of your FAQ videos. You’ll need to practice what to say and how to say it until you feel you have the hang of it. Plan on recording an A-roll (your narration) and possibly a B-roll (if you’d like to show how to do something while your voice narrates the action).
Be sure to show how to do something in either your A-roll or B-roll to keep things visually interesting. When it comes to recording your videos, remember that each FAQ answer should be its own video. Record each answer as a separate video, and do a couple of takes so you can pick the best one. Depending on your camera, smartphone, or tablet, you can edit straight off your device with an app like iMovie or Adobe Spark.
Take video hosting cues from your favorite food or travel channel host. Perhaps speaking extemporaneously or memorizing your script works for you. If not, several teleprompter apps, like Big Vu or Parrot, will work with a mobile phone or tablet so you can read your script and record yourself just like a TV news anchor.
After you upload your videos to a video hosting channel like YouTube or Vimeo, your work isn’t done. Once the FAQ videos are posted, you’ll want to ensure their visibility (a topic I’ve previously written about). You can increase the visibility of your videos by creating playlists for the FAQ videos, filling out your profile, and sharing clips of your videos on social media, among other strategies.
Making the FAQ video page
Once the videos are completed, you’ve finished the hardest part. Placing the videos on your website should be a lot easier.
If your site has an FAQ page, you could insert each video to complement the written answers (via YouTube or Vimeo embed code) and add new questions and answers.
If you are creating a new FAQ page, here are some tips:
1.) Be concise: Be concise and concise with your answers, offering clear step-by-step solutions.
2.) Be visual: Include visual elements like video shots (showing or doing something), photos, or infographics.
3.) Be informative: Include links to other relevant information on your website or third-party sources in your FAQ answers.
Be available: Offer to answer further questions, either on your website, by phone, or by email. Include your contact information in the closing comments of the video or in the closing paragraph of your online post.
Helping has its benefits
You want to be the place where people come to for answers. By offering helpful solutions and thought leadership in a video FAQ page, you’ll attract a larger online audience that stays on your site longer. This could result in improved performance in search engines and increased sales due to your consultative approach to online users.
Keith Woods is Founder & CEO of KB Woods, specializing in PR, Video, and Digital Marketing for growing businesses, and Board Director at Salt River Project.
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