How to Find Buyer Questions Your Marketing Isn't Answering

Key Takeaways

• Your sales call transcripts already contain the questions your marketing is not answering. Read them and pull those questions out.
• Check each question against your YouTube channel and your blog. The gaps are your next videos.
• Nine prospects asked me what a pilot costs and whether they can start small. Seven asked how one recording feeds the website, sales emails, and YouTube.
• One 10-minute recording that answers 10 questions becomes 10 one-minute answers for Shorts, blog posts, LinkedIn, and email. Plan that from the start. I call it pre-purposing.
• Once I started answering the exact questions buyers ask, my channel went from 70 subscribers to 140 in a week.

Where do the unanswered buyer questions come from?

Start with the transcripts from your sales calls and sales interviews. Comb through them and pull out every question that is not being answered well enough in your content right now.

I did this on my own YouTube channel and blog. The result was a short list of questions I was not answering. Once I started answering the direct questions buyers ask in AI search, the numbers moved: new subscribers, more watch time, more views. But there were still holes. Those holes are the list below, and this video is me filling them.

The part most teams skip is the script. If you want the template I use to turn one buyer question into one video, grab the B2B Video Script Framework swipe file. It is the five-part order this video follows.

What does a pilot cost, and can I start small?

Nine prospects asked some version of this. My website lists $300 for an hour of consulting, a $500 offer, a $2,500 offer, and an $8,000 video strategy offer. The newest one, a long-form YouTube video One Question Pilot for $4,500, was not on my site yet. That is exactly why it belongs in a video.

A related question: can I be the guinea pig and pay less? That had no answer anywhere. So here it is. Yes. We can start for free with a prototype of one question, look at the data, and iterate from there into a paid engagement.

Can one recording be used across the website, sales emails, and YouTube?

Seven people asked this. My site says six to eight clips, but it never shows the full map of how one recording turns into clips, transcripts, pages, sales follow-up, and AI-readable proof.

Here is the map. Say you record a 10-minute video answering 10 questions. That is 10 one-minute answers. From that one long-form recording you get the full 10-minute version plus 10 individual one-minute videos. Embed them in blog posts on your website. Post them as Shorts on YouTube. Use them as intro videos on LinkedIn to drive traffic to your site, where you have an offer. Put them in emails.

I call this pre-purposing. You plan the repurposing from the beginning instead of treating it as an afterthought.

What happens after the video posts?

This question is really about the analyze stage. You made the video and distributed it. Now go back and look at how it performed, then revise as you make new content.

You are watching that loop in action. I asked AI and looked at my own site, found the questions that were missing, and now I am revising by answering them.

"That's you looking at that process in exact action right now." — Dane Frederiksen

How do we know the pilot earned a bigger budget?

Say we make one video that answers your biggest buyer question, publish it on YouTube and on your site, then track it. YouTube analytics, Google Search Console, and Google Analytics tell you whether people are watching, how long they watch, and what engagement looks like.

If the right people are watching through and getting the answer, you should hear that question come up less on sales calls. The gold standard is asking inbound leads directly: did you see our video content, and how did you find us? After 60 days you will have a much better read on what is working.

For me, one inbound client from a buyer question you turned into a video tells you something. It tells you what deserves more investment. Work the math against your acquisition cost and what one client is worth to you.

Doing the thing is the easy part. The hard part is knowing where you are already winning and where you are invisible. That is exactly what our free AI Visibility Snapshot shows you, before you spend a dollar.

How do reps get a short explainer to send right after a demo?

Record it. The same demo you give live over and over, record it once. Put it on YouTube and on your website with the transcript, schema, and a frequently-asked-questions summary right next to it. Do that once and it compounds for you over time.

Who owns the video budget, and can co-marketing funds apply?

It depends. A lot of the time it comes from the marketing department. It could come from sales or sales enablement. At some point you will need high-level approval from the executives who sign off on the spend. Partner and co-marketing funds could apply too. It is case by case.

How do you like to work, and what does the handoff look like?

People ask what the lift is on their team and what a handoff looks like. The way I work right now is to build this whole system with you. Once two customers come in from the content we create, that tells me it is a repeatable system. After two videos you will understand the process well enough to potentially run it on your own, and I can get you started with the first one.

Will ChatGPT or Perplexity actually recommend us?

This is probabilistic, not deterministic. Nobody can say with certainty that you will come up. Here is how you improve your chances.

Answer all the buyer questions tied to your funnel, so there are no leaks in the bucket as buyers move down the journey. Embed those videos on your website with schema, transcripts, and good thumbnails. That gives ChatGPT and Perplexity the text surface to pull from and cite. The rule of thumb: if you are the best answer out there, you have the best chance of showing up in their buyer journey. Use the buyer's own words from the sales transcripts, because that is how they ask the question in search.

Getting recommended, not just cited, tends to come further down the funnel. Comparison content, your product against the alternatives, helps buyers get educated and moves them toward a recommendation.

And it is not only the AI doing the recommending. People who are not my buyers are seeing my content on LinkedIn and YouTube and telling others to check it out. I am getting recommended because of the content, even when the buyer did not find it themselves. Give people material worth sharing and they do the referral for you.

What results should you expect?

The flywheel is simple. Take the buyer questions, turn them into content, track what happens, and let the results improve the next round. You know you are onto something when people start watching longer. More completions get you promoted by the algorithm. My rough read is that the lift is around three times, and I would check the data on the exact multiple.

Inbound leads also arrive more qualified. They did their homework with your videos before the sales call, which sits about 80% of the way down the pipeline, so they show up with a couple of small questions instead of a full evaluation. You gave them the cheat sheets.

On my channel: 70 subscribers last week, 140 now, and about 30 new subscribers a day. Things really started popping in late August. That is how fast you can see results if you put in the time to make content that is actually valuable.

Most teams don't get this right on the first try. Here's how we approached it for a real team. Curious what it'd look like for you? Let's talk it through.

Frequently Asked Questions

Where do I find the buyer questions for video content?

In your sales call and sales interview transcripts. Comb through them, pull out every question, and check each one against your YouTube channel and blog. The ones you are not answering well are your next videos.

What if a buyer asks to start free or pay less?

Say yes to a guinea pig test. Start free with a prototype answering one question, look at the data, and iterate from there into a paid engagement.

How many pieces of content come from one recording?

A 10-minute recording that answers 10 questions gives you the full version plus 10 one-minute answers. Those become Shorts, blog embeds, LinkedIn intro videos, and email content. Plan it from the start, which is what pre-purposing means.

How do you measure whether a pilot video worked?

Track it in YouTube analytics, Google Search Console, and Google Analytics. Watch for the question coming up less on sales calls, and ask inbound leads how they found you. Give it about 60 days. One inbound client from a video answer tells you what to invest in next.

Can you guarantee ChatGPT or Perplexity will recommend us?

No. It is probabilistic. You improve the odds by answering every buyer question in the buyer's own words, embedding the videos on your site with schema and transcripts, and being the best answer available. Recommendations tend to come further down the funnel, often through comparison content.

Full Transcript

Here's how to identify what questions buyers have that aren't getting answered well enough in your marketing. So we're gonna start with our transcripts right over here from your sales interviews, your sales calls. So when you have the transcripts, you can then comb through them like I have and pull out any questions that aren't being answered well enough in your content right now. So I did some analysis on my YouTube page and on my blog and I found out that there's certain questions that we're not getting answered.

Right here you can see right around here things started to go up which means I'm doing a better job now of answering the direct questions my buyers have in AI search. So they're asking the questions and I'm answering them. So they're watching my content and I'm getting new subscribers and I'm getting more watch time and more views. So that means we're doing a good job but there's still some holes and I've identified those here.

So now these are the questions I can go make video content about and that's exactly what I'm doing right now. So one question is what does a pilot cost and can I start small? So nine prospects have asked some version of that question. So I've got a few different offers.

My website offers are $300 for an hour of consulting. I've got a $500 offer, a $2,500 offer and an $8,000 video strategy offer. But my new long form YouTube video one question pilot for $4,500 is not on my site yet. So that's why I'm calling it out here in this video.

So another thing they ask is can I be the guinea pig and pay less basically has no answer yet. So I can answer that one. Yeah, I can do a guinea pig test and we can start for free. I can give you a prototype of one question and from the data we'll see what's working and then we can iterate from there for a paid engagement.

Okay, so next question. Can one recording be used across the website in sales emails and YouTube and what does that whole system look like? So seven people asked, my site says six to eight clips but it never really shows the full map of how one recording turns into clips, transcripts, pages, sales follow up and AI readable proof. So let's talk about that real quick.

So if you have one video recording, let's say it's a 10 minute video recording and answering 10 questions. So that's 10 one minute questions. So from that one long form, you can then make individual videos which are all one minute long answering those questions. So let's just say this is 10 down here.

So from one long video clip, you get the full length 10 minute version and you get 10 one minute answers just as an example. So, and then you can embed those videos into blog posts on your website. Those can go as shorts on YouTube that can use use those as intro videos to LinkedIn and drive traffic to your website where you have an offer. You can put those out in emails and repurpose or as I like to call it pre-purposing which is when you plan from the beginning to do something like this, you're gonna do a repurposing plan from the get go rather than an afterthought.

So I call that pre-purposing. So let's clean this up a little bit and let's look at some other stuff here. So another question that they are asking, what happens after the video posts? What do we watch?

What do we analyze? How does iteration work? So this is really about this stage in the process here, analyze. So we've already made our video down here.

We've already distributed it here. So now we're gonna go back and analyze how is the performance and then how are we gonna revise as we make new content? So this is, you're looking at that process in exact action right now. So I did analyze what's working and what's not.

And so by asking AI and looking at my site, I've identified parts that were missing. And so now I'm revising by answering these questions right now. So that's an answer right there to part of that question. How do we know the pilot earned a bigger budget?

That's a good question. So let's say we make a one video for you and we answer, let's say, the biggest buyer question you have, right? And then we put that out there on YouTube and on your site. And then we track in analytics and say, hey, is this performing?

We can go look at by content on YouTube. You can use Google Search Console and look into your Google Analytics and see are people watching that? Are you getting views? What's the watch time and the engagement look like?

If people are watching the videos and they're the right people and they're watching through and getting the questions answered, you should probably hear that question come up less eventually. And then also the gold standard would be once you post the video content and you get inbound leads, you can ask them, hey, did you see our video content? How did you find us, right? So after 60 days, we'll have a much better understanding of what's been working and what's not.

So you can really kind of unlock that spend at any point. For me, I think if you get one inbound client from a buyer question that you made a video into, that tells you something. And that tells you what's gonna make more sense to invest in depending on what your acquisition costs are and what it's worth to you to have one client, you can start to figure out the math on that. Okay, so next question, how do reps get a short explainer to send right after a demo?

Well, easy, you record it. So the same demo that you're doing over and over again to live people, just record it, put it on YouTube, put it on your website, give it the transcript, give it schema, frequently asked questions summary right next to it. Just basically do that once and it'll compound for you over time. So the phrase after a demo is not on my website, on my blog.

So I'm gonna do a blog post with this very video that's gonna talk about here's how you can make video to send right after a demo. So now that question is handled. Who owns the budget for video? Can partner and co-market marketing funds apply?

How do brand and legal approvals work across partners? So I'm not covering any of that on my website about co-marketing and brand approval. So how are we gonna handle that? So who owns the budget?

Let's answer that question. Well, that's gonna depend. A lot of time it's gonna come from the marketing department. It could come from sales, sales enablement.

But I think at some point you're gonna need high level approval from like the execs that they wanna spend money on this. I think partner and co-marketing funds could also apply. It's just gonna be case by case. How do you like to work?

Walk me through the first one or two and then let me run it. So people ask about what's the lift on their team and what does a handoff look like? So I'm not answering that very well. Not to teach them the handoff part.

It's not really covered that well. So I'm gonna have to go through and cover that as well. So the way that I'm wanting to work right now and handoff to people is help you build this system. Basically build this with you, this entire system.

And then once we have two customers that come in from the content that we're creating here, that to me says that that's a repeatable system. And once we do two videos, we will understand the process well enough for you to do that on your own potentially. But I can get you started with the first one. Okay, so last question, will ChatGPT or Perplexity and actually recommend us in our category.

This is a probabilistic, not deterministic thing. So we can't really say with certainty that it's gonna come up in search. But here's how we improve our chances. Answering all the buyer questions, right?

As your buyers have questions tied to the funnel, we just make videos to answer all of these. And we make sure that as they move down the buyer journey, that there's nothing, there's no leaks in our bucket, right? We wanna make sure the funnel answers all the questions that we can. And by doing that and then taking those videos and embedding those on your website with schema, with the transcripts, with good thumbnails, you're giving ChatGPT and Perplexity, the surface area to actually pull that text transcript material and cite that.

And so the rule of thumb is if you're the best answer out there, you're gonna probably have the best chance of showing up in their buyer journey. So we're always trying to go deeper or trying to answer those buyer questions as thoroughly and as deeply as we can and in the buyer language by using the sales transcripts. They're telling you in their words what the problems and solutions are. And so by creating that content, when they actually ask a question in search, like a ChatGPT or Perplexity or any other LLM, if you're using their words and doing the best answer, you have the best chance to actually show up.

Getting recommended is gonna come further in the funnel generally. I think that by doing comparisons of your product or service versus their other alternatives, your buyer's choices, by helping them get educated about all the options and moving them down the funnel, you have a much better chance of getting recommended, not just cited, because ultimately that's what we want, is we want people to recommend us. And so even if that's other people on Quora or on Reddit or something like that, by giving the material to the audience, other people can recommend you. That's happening to me right now.

So I'm posting content on LinkedIn and on YouTube. And as I write about these issues of getting found in AI search, AEO, GEO, whatever we wanna call that, as I'm covering my bases with that content down here, it's getting a little messy here, sir. As I start covering my bases, people that aren't my buyers necessarily are recommending me. So they're seeing my content and then they send that either directly or they'll mention it.

I like on LinkedIn and they'll say, oh, hey, check this out. Dan's got a good solution here for making video answers or buyer questions. You should talk to him. So I'm getting recommended because of my content, but it's not necessarily that the buyers are finding that in every case.

So that is one way that you can get recommended is by making the video content that people value and answer their questions and then other people can do the promoting and referral for you. So that's basically how this all works. You take your buyer questions, you turn them into video content, then we track what's happening, what kind of results we're getting, and then we know we're onto something when we start seeing people watch longer, as you get more completions, people watch more fully through your video, you'll get rewarded by the algorithm and it'll promote you. I think the amount of like three times as much.

Also your inbound leads, when they come to you, they're gonna be more qualified because they've gone through their buyer journey and seen your video content. And so by the time they take the sales call, which is like 80% of the way down the pipeline, by the time they're ready to take that call, they just have a couple of small questions. They've already evaluated that this is the right solution. So you're gonna get like three X, the amount of qualified leads, or they're gonna be like three, they convert it three times as much.

Yeah, I checked the data on that, but basically their higher quality leads because they've done their homework and you helped them do their homework. You gave them the cheat sheets, the video content that they valued and was effectively answering their buyer questions through this content flywheel. You take the questions, turns into content, turns into information, which drives the improvement of that content. And you can see this, the results of this in my YouTube channel, you can see, as I started doing that more effectively, things are getting better.

I had 70 subscribers last week, now I've got 140, I get like 30 subscribers a day now because the content that I'm making is valuable. And we'll keep checking on this and keep doing the flywheel and this is just gonna get better and better. I've only been doing this for a little while now effectively. Look, just since late August, is when the really things started popping.

So this is how quick you could see results. If you put in the time to make the content that's valuable, you'll see the results. And if you're the best content, you'll probably be the one that gets found and surfaced in AI search results. Hope that helps.

If you want help with this, just reach out. This is what I do and I'd love to show you how this could work for you. Okay, good luck.