This week’s article is by our Video Ninja, Nick Kelly
I recently watched a short promotional video for a small IT business, which was pretty well made. It was engaging, it gave me a sense of their culture, their values and their people. It got me interested in learning more about what they do, and who they have done work for in the past. And this is where they dropped the ball for me.
Where were their client stories?
Not every visitor to your website will need to find out more about the types of clients you work with. They may see the other content on your website as the deciding factor as to whether they engage you in business, but having videos of your clients can provide that extra ‘low gradient’ step needed, to solidify a simple enquiry into a relationship with a prospective client.
Before you setup your camera with an existing client and hit record however, here are a few tips to help get the best from your client filming sessions instead of taking up time only to discover that your client rambled on for half an hour about crumpets (although I do love crumpets…)
Tip #1 – Prepare!
I know, I know, this seems obvious, but the last thing you want to do is whip out your camera and turn it on to discover that there is no battery charge, or your memory card is full. Prepare yourself. This should be approached from both an equipment and content point of view. Think about what it is you want to achieve with the client, and how you can best tell the client’s story.
Problems will arise, and you need to ensure that they are all addressed before you start rolling. If they crop up during recording, your focus isn’t going to be 100% on the content and story, and this will lead to poor material. Give yourself enough time ahead of the client to setup, check your gear, the room, the lighting, the background, the composition and the audio, so that all you have to do is hit record when the client arrives.
Tip # 2 – Location, Location, Location
As you want to tell a client’s story, the location that you shoot this in will help achieve this hugely.
Do you want to take the client to a location that relates to them (have you helped them buy a house for example?) or are you going to show off your offices to sell the belief that at your business, problems get solved? Do you have your meetings at a café, which you would like potential clients to become familiar with? Think about how you want to tell the story, and have the location assist in this.
Tip # 3 – Great Sounding Sound
My biggest pet peeve is bad sound in a video. People will forgive poorly shot video, but if the sound isn’t up to scratch, they will click away.
Ensure that you know how to get the best sound from your audio equipment by testing prior to filming in the location that you will be filming in. Play the video back on your computer. How does it sound? Play it on your headphones. How does it sound? Think about the hardware that your videos will be played on, and test for that as well.
When recording the video, be on the look out for any extraneous sounds and noises that a location can have. The hums of air conditioners and PC’s can provide a nice ambience to reiterate that you are in an office environment, but too much ambience can take away from the audio of the speaker. Is there a window open where traffic noises can get through? You want the focus to be on the subject. Their audio should come first and foremost.
Tip # 4 – Making your client comfortable
Whether you arrange a specific time for a client to come in and film a video or you decide to film your client impromptu after a meeting, the chances are that they will not be opening up about themselves without you easing them into it.
This can be done before you film. Break the ice, catch up with them and have a coffee before you start to roll. Raise the areas of discussion that you would like to visit with them. Don’t worry if they say something juicy away from camera. Just take a note of it, as you can revisit it with them later. Assure them that you won’t be using any of the footage without their approval and that all they need to do is be themselves. Often this level of comfort takes a little bit of time to achieve (so be patient!)
Tip # 5 – The Client Story
The client will obviously know that you want to record them. But if you simply ask them questions like ‘Tell me why you chose us?’, the content you capture won’t be the best. Remember, you are actually telling a client story here (notice I keep on using the word story in this article, NOT testimonial), and by clients telling their own story in their own words, you are creating something which potential clients can actually relate to (which doesn’t feel like advertising).
What profession is your client in? What are your client’s hobbies and passions? Does your client have family? What are your client’s goals in life? Once you start discussing these areas with your client, and putting the focus on them, you’ll be amazed how clearly your client will begin to freely discuss themselves and provide a story of emotional resonance for your potential clients.
This is not to say that you should not also record a client testimonial once you have captured your client’s story. But don’t make these testimonials the focus of your website, and be sure to bury this deeper so prospective clients find your client stories first.
At The Social Adviser, we believe authentic and engaging website video content (of yourself and your clients) is the only way of showing clients how and why you’re different, and actually separating yourself from the pack in a prospective client’s mind.