How Using Video On Websites Can Help Small Businesses
Rachel Klaver is a marketing strategist, specializing in lead generation and content marketing.
OPINION: I’m a big fan of shiny things in business. I love trying new things and using them for our business or with our clients. I realized last year that while I complain about all the constant change in digital marketing, the siren call of “big shiny new thing” is part of what keeps me engaged and excited about our work.
I’m particularly excited about the video solution I’m talking about today. What I’m not excited about is that due to my 2022 goal of not biting off more than I can chew at a time, and the mix of my book that’s coming out in a few weeks and several other big projects at work, I am not yet in a position to fully experience this shiny new object for our own company.
So consider this a real commitment to you, which I would share with you before I fully enjoy it myself, knowing that you might just think “that’s what I was looking for, and I just had the time this week to implement”, and you can use it before I do.
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And I hope you will. (Well most of me. Some of me are jealous.)
This week on the MAP IT Marketing podcast, I spoke to Pip Meecham, who is a Kiwi now based in Australia. She owns a business called Project Box, which helps small businesses implement systems that help their businesses work more efficiently and successfully.
When you go to its website, a video chat pops up, welcoming you and asking what you need. Through a series of short videos, you can make decisions about the type of information you seek and the help you need. This replaces the chat on its website and replaced its contact page.
The application is called VideoAsk and is created by Typeform. Meecham uses the paid version, but you can start with the free version to create a similar course for your own website. Since implementing on her site, Meecham has seen a much higher conversion rate, better quality of leads, and feels that she now has a more efficient and reliable building website as a result.
“By the time I get to have a meeting with someone, they always tell me, we feel like we already know you, you know, they saw that I’m a quick talker, they know I talk with my hands and they go everywhere, you know, it’s a really good chance for them not to talk to a lifeless webpage, and instead to really start putting some character and personality behind it,” explains she.
As a marketing strategist and coach, I could immediately see the benefits of it for our type of businesses, but Meecham says she has used the app successfully across a wide range of business types, including l her husband’s fencing business. “With him, there are really only two ways. First, you can ask a question. This allows it to collect data from people, and respond to their needs. He has a bit of an accent. The video really gives people that chance to see his character and mannerisms before committing. And then we hooked him up to Acuity so people could pick him up for a job.
Meecham also uses it for its customers as a helpdesk. Her clients can send a video or text message through Video Ask, and she can easily respond either via email or video whichever suits the situation better. Although there is an option for you to use video in both directions, Meecham chooses to disable it to reduce the anxiety of creating videos for website users.
“With the videos on our website, I’ve actually disabled the ability for them to respond through our audio and video because when they’re on their phone it pops up asking for permissions to grant access to the camera and at the microphone. Now for people who don’t know how this works, this can be a really scary idea, especially when you think about the amount of cybercrime and all that’s going on. So for this contact funnel initial we have set up we chose that they can only respond by typing in. While those in support and those linked to my email signature they have the option to do either ‘other.
I could immediately see the benefits for us as a company of using it as part of our coaching program. This could add a layer of individual and personalized support in a manageable and trackable way. I also like that it easily connects via zapier to most CRMs and email marketing platforms, calendar apps, payment platforms and other automation tools that you can use to make your business both more personalized and scalable.
If using video in this way is right for you, it’s a good idea to take the time to carefully plan how you would like to use it, where you want to take people with it, and what you would need to include in each step. Each video can be up to a minute long and should clearly convey the appropriate message. “It is essential to know what the videos are used for. This is for a contact page on your website, what do you want them to hear from you? And then, what questions should you ask to help guide them? You might have three or four different options, and each will take them down a slightly different path,” says Meecham.
When you’re ready to dive in and try, Meecham strongly suggests; “Start super simple. So a video with two options. First, would you like to make an appointment? And second, would you like to send us a question?” Once you know everything is working, you can add more complex routes according to your needs.
If you read this and decide to give Video Ask a try, I’d love to see it in action on your website. Even if you manage to do it before us.
Rachel Klaver is a marketing strategist, specializing in lead generation and content marketing. She owns Identity Marketing, which works with businesses to create the strategy they need to better tell their story to the right people. Listen to his weekly MAP IT Marketing podcast – created to help small business owners learn more about marketing.
Identify Marketing is a content partner with Stuff for specialized small business information. Find Rachel’s events here.