The Situation
This team of disability support service providers were known for their caring approach and strong client relationships. Their community and clients loved them, so we wanted to unleash more of the founder on Social Media as a way to tap into these relationships with the goal of creating some new ones.
We knew that hearing directly from the founder, in her own words and tone, could make people feel even more seen, understood, and confident to reach out.
The founder was on board with the idea of doing videos, but there were some roadblocks
Knowing how to set up the videos and get things looking right
Knowing what to say
And doing the whole thing on your own
Each of these was able to be overcome but when you added them together, it just put this project in the ‘too hard’ basket.
So we wanted to help our client leverage her personality, in the easiest way possible.
The Strategy
Having done a lot of remote consultations with her clients, this business owner already had a solid set-up for video calls.
She also had us in her corner, so we decided to keep things simple and prioritise ‘progress over perfection’.
We decided to organise a Zoom conversation with the founder, where we hit record and had a natural conversation with her. We prepared 12 questions for her, covering a range of areas such as her values, motivation, and approach to care, which we thought would make strong social media content.
The key with these videos was not being scripted. All the founder needed to do was give brief thought to each one, speak from the heart, and have a natural conversation with us to ensure we covered each area.
If you’re interested, here is the list of questions we worked through:
- Why did you start your business, and what does the name mean to you?
- You support a wide range of people, but who are you best equipped to help?
- What do you think families are really looking for in a support provider?
- What would you say to someone who’s had a not-so-good experience with another provider?
- What does great support feel like for the people receiving it?
- What makes your business different from other providers?
- What’s something small your team does that makes a big difference for clients?
- How do you match the right support worker with the right client, and why does that matter?
- What’s a moment that’s stuck with you – something that reminded you why you do this work?
- For someone who’s unsure whether to reach out, what would you want them to know?
- What makes you most proud of your team?
- What does your process look like when someone first gets in touch?
Our conversation felt like a chat, but we ended up with enough content for 12 great website and social media videos.
We then took care of the next steps; editing the videos, adding a nice little social caption and scheduling them to be released.
The Result
Our video series immediately struck a chord with her community:
- Their social media engagement increased by 599% compared to the previous quarter
- This led to an 45% uptick in website traffic
- Most importantly, this campaign directly led to an 79% increase in enquiries and bookings.
- Anecdotally, many families meeting the founder for the first time commented that they “felt like they already knew her”. The process of building ‘know, like and trust’ had already began well and truly before their first official meeting.
It’s also important to mention the time saving on the client’s side. She estimated she spent an hour preparing for our session, then an hour with us on Zoom.
Two hours of her time, 12 videos, new clients and assets that can be repurposed in her marketing over and over again.
The Lessons
If you’re struggling to create content, especially video, perhaps it’s time to walk before you run.
- Simplify your starting point, so making content doesn’t feel so daunting
- Prioritise authenticity – it’s easier to be yourself than a ‘newsreader’, plus people respond to warmth and honesty more than polish
- Find someone who can do the editing, captioning and finalising, so you can spend your time on things that only you can do
People want to connect with real people. Your videos don’t need to be polished, perfect or cinema-grade.
All they need to be is ‘good enough’ and as long as you hit record and speak from the heart, someone else can take care of the rest.
Are you letting perfectionism get in the way of helping the world get to know you and your business better?