Q&A marketing or question and answer videos are an excellent way to drive customer engagement, bring more views to a website, and gain more leads. But, they do need to be done right.
These videos do need to focus on common questions your customers are likely to have. They must then go on to answer those questions in a straightforward, helpful, and trustworthy manner, and all without being promotional.
If you’re working on creating a video for your website, you may want to hold off on another commercial for your company and instead focus on the answers your customers will most value.
The biggest issue someone can make when creating a Q&A video is focusing too much on branding and conversion. While there are many types of videos where this can and should be the focus, a Q&A video is not the right time.
Even though the company wants to share information about how amazing their business is, this can cause viewers to lose interest and stop watching, especially when they are expecting information relevant to their interests and inquiries.
Customers expect commercial videos from companies, but when they have questions and are looking for answers, they’re not going to want to watch a commercial. They simply want to get the information they’re looking for.
Rarely is that information how great the company is with little other substance. If they don’t get the answers they need because there is too much of a focus on branding, they’ll likely look elsewhere for the information, and that may be on a competitor’s website.
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