How to use instructional videos to promote your business

In a competitive market, building a reputation as an expert in your field can give you a crucial edge with customers. One of the easiest ways to do this is by filming instructional (or “how-to”) videos.

I’m a writer and not generally much use with tools or machinery, so I surprised myself when I managed to fix my washing machine. My secret weapon? A YouTube video.

You've probably seen the kind of thing I'm referring to. These instructional videos pop up at the top of the Google search engine results page whenever you enter something like ‘replace filter hob extractor’, ‘broken charger port Android tablet’ or ‘how to remove wasp nest from walk-in wardrobe’.

The videos themselves aren’t always masterpieces – it’s usually a member of staff in a branded polo shirt stumbling through an introduction before cutting to a point-of-view shot of a screwdriver.

But that’s exactly where these videos come into their own. Instructional videos avoid any bells and whistles, instead focusing on solving a niche problem in a quick and satisfying way.

It’s the next best thing to having someone standing at your shoulder, talking you through each step – which makes them a powerful marketing tool for small businesses.

Using videos for value-first selling​

Instructional videos are a great example of how to sell products or services by giving knowledge away for free.

This approach is often referred to as value-first or value-based selling. The idea is that by giving customers lots of value at the start of the sales process, you can:

• Demonstrate your expertise
• Build trust in your offering
• Show how you can solve their challenges

The most popular video on the eSpares channel, ‘How to Replace Washing Machine Bearings’, has received 4.3 million views. It's not exciting viewing, but it is laser-targeted to answer a specific, practical search query.

People are good at spotting sponsored or commercial content and will generally trust it less than peer-to-peer advice. The kind of practical, technical how-to that comes through in instructional videos can help to cut through the commercial noise and add credibility.

We know it's an advert, but as long as they don't ram the product down our throats, we'll put up with the soft sell in exchange for authoritative, clear information.

Every business can use instructional videos​

Instructional videos can work for any business, but they require an in-depth understanding of your target customers’ challenges or frustrations. You can build up this knowledge in a number of ways:

• Do keyword research to find out what customers are searching for
• Invite customers to a 30-minute conversation around your product or service (offering a gift card or discount on their next purchase can sweeten the deal)
• Look at customer service enquiries to learn the most common queries

The key is to focus on questions that answer a very distinct need. If you run a web design agency, your video could cover a common challenge with implementing a particular WordPress plugin. For a cookery school, you might address how to balance ingredient proportions to make a cake recipe vegan. The more specific, the better.

Converting how-to videos into sales​

Most instructional videos work by providing the knowledge needed to solve a problem or make a fix, and only then invite customers to buy the necessary item.

Of course, there's always the risk that customers will exit the video and then shop around for the cheapest price. That’s fine, as long as a substantial number of consumers do exactly what I did and think, “Aw, that nice person in the video was so helpful – of course I'll buy a washing machine seal replacement kit from them”.

To boost conversions, make sure you include a clear call to action at the end and a link to the relevant product or service in the video description. You want to make it as easy as possible for viewers to take the next step and purchase.

If your video is longer than five or six minutes, it’s also a good idea to include linked time stamps to each section in the description. This allows viewers to skip to the relevant part and reduces the risk of them dropping off.

Three tips for filming instructional videos​

1. Use good-quality cameras​

Most phones now come with high-quality cameras, so there’s no need to pay for state-of-the-art filming equipment or professional videographers.

That said, it’s important to test your camera’s quality before you start. If you’re filming an instructional video that requires users to follow along with a complicated process, you need to make sure that the visuals are crystal clear.

2. Film in your workplace​

Instructional videos should feel like a friendly, informal chat with an expert. Aim to film in your regular workplace where you’re most comfortable, whether it’s an office, warehouse or shop floor. Just make sure there’s plenty of natural light and not too much background noise.

3. Record a number of videos at once​

Finally, the most efficient approach is to set aside a day or two and produce a set of videos all at once: three, five or even ten. This will not only minimise disruption to your work week, but filming in a batch will help you get more comfortable in front of the camera.

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