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How to convert one-off customers to long-term clients

deep dive Nov 23, 2020

So the biggest secret to any production company really thriving (and competing with the hundreds of production companies and freelancers that are popping up) is converting one-off clients to ongoing contracts.

This allows you to forecast your growth and, for the production companies and freelancers that we work with, sleep better at night knowing that you have 12-months, or even 24-months, worth of work booked in. You’re then able to hire and purchase equipment with confidence.

Production companies and freelancers typically work on a project by project basis. That means you’re constantly pitching for new work, which is both time consuming and stressful.

So what would it mean to you if you were able to completely eradicate the need to continually pitch for new projects and to build strong relationships with your clients? What would it mean if you were no longer the button-pusher, but you have a seat at the table and work with your client in partnership to map out their video content creation?

Quite a lot I would have thought. So if you want to know how to do that, well grab a coffee and I’m going to tell you exactly how to do this.

Transcript

How to convert one-off customers to long-term video content creating clients

So the biggest secret to any production company really thriving (and competing with the hundreds of production companies and freelancers that are popping up) is converting one-off clients to ongoing contracts.

This allows you to forecast your growth and, for the production companies and freelancers that we work with, sleep better at night knowing that you have 12-months, or even 24-months, worth of work booked in.  You’re then able to hire and purchase equipment with confidence.

Production companies and freelancers typically work on a project by project basis.  That means you’re constantly pitching for new work, which is both time consuming and stressful.

So what would it mean to you if you were able to completely eradicate the need to continually pitch for new projects and to build strong relationships with your clients?  What would it mean if you were no longer the button-pusher, but you have a seat at the table and work with your client in partnership to map out their video content creation?

Quite a lot I would have thought.  So if you want to know how to do that, well grab a coffee and I’m going to tell you exactly how to do this.

So, the first thing to say here is that this doesn’t just happen overnight.  There’s a bit of work to put in, but let me tell you that the long-term benefits that this has to your production company, or freelance operation, are vast.

It’s also worth saying that this video is designed to show you what to do.  We have regular webinars that go into a lot more depth on how to do it, so if you’re wanting to really understand how best to implement this, then please do book yourself on to the next available webinar.  You can see those over on our website at filmandcontent.com/webinars.

So, if you’ve seen any of our other videos, you’ll know the importance of fully understanding your current clients and developing an audience persona.  We have another video that goes into more depth on this, but once you’ve nailed your audience personas, you need to shape your content creation around this.

In our video that focuses on how to create a lead generation machine, we talk about the buyer journey and creating content for the awareness stage.  Here, we are going to talk about creating content for the decision stage, which is the final stage in the buyer journey, but it’s also hugely valuable for converting one-off clients to ongoing contracts.

This is all about positioning yourself as experts and showing how you can achieve results over an extended period of time by developing a strong video content strategy for your client.  Without a video content strategy, you won’t have that seat at the table.  So I’m going to show you how to convert your customers on to a video content strategy.

But first, let’s look at what a video content strategy is and why it’s so important for your customers to have one.  I’ll talk through how you sell this in to your customer.  Once you have a client locked in to a video content strategy, they’re all yours!!

In short, a video content strategy is a document that looks at your clients ongoing video creation requirements and how they can drive an incredible (we’re often talking 20 times) return on their investment into video.

We have another video that goes through in detail what a video content strategy should include, so be sure to watch that video, but for the purpose of this video, we’re going to quickly run-through the 10-steps of our video content strategy framework.

These are:

  1. Bullet-Proof Basics - The client’s ultimate goal that they want to achieve off the back of their video content creation
  2. Audience - An in-depth look at their audiences and their viewing habits and behaviours
  3. Distribution Channels - The channels in which the video content is going to be distributed, which is broken down into three clear categories: their website, their broadcasts (email, messenger, whatsapp etc.) - anywhere where they are pushing a message out en masse
  4. Investment & Resource - How much budget they have for the creation and promotion of the video content and also what internal resource they have available
  5. Creative Strategy - What the video content actually looks like and how it all flows together
  6. Prep for ROI - Setting up their KPI’s, what metrics to track and how to track and show the return on their investment into the video content creation and promotion
  7. Uploading & Optimising The Content - How to ensure their video content is optimised for the channels that it being distributed on
  8. Activating Your Content (Distribution & Management) - The actual steps of getting the video content out there and managing the content going live
  9. Reporting & Review - Setting up the reports to ensure that they are learning and fine-tuning their approach once the content is live
  10. Building Upon The Success - Mapping out the ongoing plan and driving even better results from future video content creation

Again, we have another video that goes into this in far more depth, but at this moment, it’s good to just understand what goes into a video content strategy.  Once you get into discussions with a client on this, it’s important that you know exactly how to deliver this (and remember that we can partner with you to deliver this for your client, which means you can focus on delivering the ongoing production requirements).  When you’re ready, I would highly recommend the Video Content Strategy video and potentially even going on one of our online courses, so you're fully trained when it comes to implementing all of this.

So that is what a video content strategy looks like.  But the big question is how do you convert current customers on to a video content strategy?

Focus on results

The reason that I said earlier that this takes a little bit of time is that it’s very difficult to convert a client on to an ongoing contract without having delivered an initial project with them first.  But it’s imperative that when you are delivering that initial project, that you are tracking the result and, most importantly, the return on investment that the content is generating.

But how do you do that?  Well, guess what, we have a video for that!  We also run a webinar every so often on this exact subject, so check out our webinars page to see if one is coming up.

But, the fact is that as soon as you show the true ROI that your client has achieved from the content that you pitched for, won and delivered … well, it’s almost a no-brainer for them to move over to a video content strategy and, in-turn, 12 or 24 months worth of video content creation.

In that ROI video, we talk you through the various steps that you need to take, but the two key ones are tracking the right KPI’s and metrics and also reporting on them.

And once you have captured this information and are showing the true ROI of your client’s video content creation, well, it makes winning more and more clients, more and more projects and converting them to more and more video content strategies.  It has a snowball effect and we’ve seen it with every single video production company and freelancer that we have worked with.

So, if you’re wanting to implement this, my suggestion would be to watch the other videos on the topic.  Watch the ROI video.  Watch the metrics video.  And if you’re really serious about converting your one-off clients to ongoing contracts, book yourself on to the next available webinar and we’ll talk you through it step-by-step.

There are so many production companies and freelancers out there struggling, but there’s absolutely no reason that you should be one of them.  All it takes is a bit of time learning this information and then a bit of time implementing it.

Now, as always, if you have any questions relating to this video, please feel free to ask them in the comments.  Watch the other videos and book yourself on to the next Webinar!

 

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