Decrease customer hesitation and improve your conversion rate.
Source questions from customer-facing teams, your target audience, or Quora.
Prioritize questions based on their suitability for video and relevance to the BOFU stage.
Assign a higher priority to questions that:
- Require screen recordings, a demonstration, or a visual guide, like Sticker Mule’s FAQ about raster vs. vector images.
- Your sales team field often.
- Will rank the highest on search engines, like how-to questions and questions with long-tail keywords.
Consider your limitations and budget. Choose 1 to 5 videos to start.
Write a separate video script for each question and include a concise, effective answer.
Ask co-workers for input, find answers in your product documentation, or research the latest data. Create drafts of your script, and ask customer-facing team members for feedback.
- Only one question and answer per video.
- A one or two-sentence introduction to the question, like In this video, I will show you how to choose the right shoe size.
- Actionable steps that follow a sequential order and start with an action verb.
- A concise answer that accurately and completely answers the question. Most FAQ videos are between 1 and 4 minutes long.
- Words that make sense to your target audience. Avoid technical jargon or overly colloquial language.
- A CTA like Sign up for our newsletter for more useful tips.
Plan your video shoot by choosing a location, spokesperson, and production method, creating a shot list, and gathering equipment.
- Most FAQ videos can be shot in-house using minimal equipment, but working with a production company can also be a good option. Most FAQ videos require a camera, a tripod, an external microphone for improved audio, and a light source. For software FAQs, choose a screencasting software, like Loom, OBS Studio, or ScreenRec.
- Choose a co-worker who’s comfortable on camera and familiar with your products, or hire an actor if you prefer someone with professional experience.
- Write a brief description of each shot. Include camera information, like close-up or wide-angle, and performance notes for what the on-screen performer will be doing in each shot. Consider the visuals needed to answer a question, such as a close-up of your product.
Record a concise video for each question in one- or two-sentence segments, so the performer can deliver clean lines.
Another option is to set up a teleprompter or build your own teleprompter using PowerPoint. Change the background color to black, choose a white font in Calibri, and navigate to Animations > Lines > Effect Options > Up with Sequence set to As One Object*.*
Use video editing software like Lightworks (free) or Adobe Premiere Pro (paid) to piece together the narrative and complementary visuals, trim delays or gaps in the dialogue, and add supplemental visuals and text for further clarification.
For example, in a Dansko Footwear video, you’ll see a size chart table, arrows, and text that point to what the speaker is referring to. There are also bulleted text overlays for the most important points.
Upload to a video host. Optimize for search engines and featured snippets by using keywords and video schema.
Choose a video host based on your goals and budget. YouTube is a free option that has a built-in audience on its platform. Meanwhile, Wistia is a good premium option with lead-generation elements and advanced analytics.
To optimize for search and featured snippets:
- Use video schema structured data. A plugin like Yoast or Brightcove can help guide the process.
- Insert a video transcript.
- Include keywords in the video title and description.
Embed the video on your website’s FAQ page or a specific product page that is easy for leads to find and navigate.
To make videos easy to find and navigate through:
- Use breadcrumb navigation, like Home > FAQs > Ingredients Questions, to show where the viewer is on your site.
- Put a clickable table of contents on the side with subcategories.
- Put the video in a relevant location, like Wistia’s podcast setup video on the podcast support page.
- Include a search bar if there are lots of support questions.
Develop a promotion strategy for your FAQ videos to engage your decision stage leads. Repurpose FAQ videos to use in blogs, social media posts, lead-generation offers, and email campaigns.
- Embed an FAQ video in a blog post on the same subject, like Bridgestone’s blog post about changing a tire.
- Create a YouTube playlist that hosts all your FAQ videos, like Digital Goja’s playlist.
- Upload videos to LinkedIn to reach your B2B audience.
- Use Wistia to embed your videos with a lead-generation offer. For example, Sylvane’s video asks viewers to provide their emails for more coupons and air conditioner tips.
- Give your salespeople access to the videos, so they can send them to their leads.
- Create a retargeting video ad campaign for people who have already viewed your website.
- Use videos that also apply to new customers as part of your onboarding campaign.
Track the watch time, conversion rate, page views, and the number of customer service tickets to measure the effectiveness of each video. Adjust your strategy based on your findings.
For the videos on your website, use Google Analytics event tracking and Google Tag Manager to compare the bounce rate, session duration, pages per session, and conversions.
Look for opportunities to improve engagement and findability. For example, if your customer-facing teams are receiving the same questions in high volumes, make your FAQ page easier to find on your site.