In the last Ember post, Robin asked you to think about answering your customers’ questions. Yes, it might sound basic, but very few businesses do this well, and it can be of great benefit to any organisation that supplies a product or service.
Well, we’ve now acted on our own advice. For our Regis Media brand, which provides educational videos to help financial advisers attract and retain clients, we’ve created Adviser Content Clinic, a series which addresses the questions put to us by financial advisers. We’ll keep adding to these over time, picking up more questions from our interactions on social media and conversations with current clients.
We chose a simple interview format, with each video lasting under 90 seconds. We used two camera angles, which not only helps to engage the viewer, but enables us to edit the videos easily with no other covering footage or graphics. Finally, we’ve given the series it’s own identity with a music jingle and a short animated graphic at the beginning and end.
Ember has a real focus on encouraging different industry sectors to be as transparent and clear in their communication as they can, so it feels good to be really ramping up our efforts with our own customer-facing content. The first step most of us take when we need to buy a product or service is to look online. Some sectors have been quicker off the mark than others, but it’s really not acceptable anymore to just have a website and no social media presence.
The twelve videos we’ve produced so far feature myself and fellow producers Sam Lewis and William Marler. We feel it’s important to show the faces and personalities in our team, and to try and share our expertise. We hope that advisers find them useful and that we can ultimately ease some of the pain points that they inevitably experience when they begin to bulk up their content marketing efforts. Producing and sharing video, written articles and podcasts across websites and social media channels isn’t easy, but we want to make sure our clients know that we’re here to help.
We haven’t been afraid to address issues like cost and return on investment, and neither should you. If you’re ever in doubt about confronting a question, remember that addressing clients fears and concerns at the outset will benefit you long term with successful clients and repeat business.
We’re not going to stop here. We plan to produce more of these videos which address different stages in our customer journey, and we’ll also keep producing client testimonials to provide social proof to anyone who might be interested in working with us.