In recent years we have seen how audiovisual content has come to have a greater role in marketing for many companies, even within B2B environments, where they turn to a more specific audience. Video marketing brings us many benefits when generating leads or advances the process.
In sales cycles, we can generate more interaction with our prospects and, on the other hand, also increase interest to attract new leads. According to data from Hubspot, worldwide, it has been shown that the use of video in email marketing can increase open and response rates by 8%.
Video is part of the marketing strategy and should help sales and marketing departments achieve their business objectives. In fact, 73% of B2B professionals say that video has generated good results in their marketing metrics. That is why you must know what tips you should take into account if you want to get good results with video marketing. Take note:
- Focus the content on your buyer persona
Think that what you are telling has an objective (to sell), but do not forget who you are talking to. It is important to focus on the problems or needs that your prospect has and not focus on what you offer as such.
If we are in an engineering marketing environment where your professional buyers are specialists, you may think that your service or product will be the best in the world, but if you are not providing the solutions your potential client is looking for or needs, the business relationship is likely to suffer.
- Take care of the message and put aside the hard sell
Whether it’s on video or in person, one of the easiest ways to reduce someone’s business interest is to go straight for a hard sell. If the focus of your video is 100% oriented to your pure sales argument, surely many professional buyers disconnect not only from the video but also from you. To move forward in the sales cycle, your prospect shouldn’t feel pressured or in an awkward situation.
The ideal thing is that you create audiovisual content where your buyer person feels identified with what you have, that sees your video useful and above all that generates confidence so that they are willing to establish a long-term business relationship with your brand.
- Define an action at the end of the video
In addition to the general objective of guiding the video so that the business relationship progresses towards the final sale, think about the small steps that will help you achieve it. Those little steps are CTAs or calls to action.
Always make it clear what will happen when the video ends. What is the next step? Define a CTA where you state what will happen next. Your prospect can access a demo, fill out a contact form, schedule a meeting with you or even if they are not yet in a phase for such a commercial contact and need more information, it could be interesting to offer them a manual or downloadable of their interest.
- Be clear about the video style
You must define what your sales video will be like. Do you prefer a video with animation? Or a real image where you come out? To decide which style is best suited, you must think about your buyer persona. Having identified what it is like and knowing which message will have the best impact on it will make the task of choosing one style or another easier.
If you prefer a video with animation, you must have an agency specialized not only in video but also in industrial marketing. If you prefer to go on camera, you must pay attention to the body expression, the background stage, the lighting, the speech … without a doubt, and you must support all these more specific content in an agency that helps you achieve a video that meets your objectives.
These months we have all learned by force majeure to communicate through a screen, so you already have some practice. Therefore, to accompany your sales speech, you must give value to your body language. Did you know the power of non-verbal communication when we communicate? Our body and the way we move convey a message. We must not neglect this part.
About how to make promo videos, you can search the Internet for some tools, even some free tools. FlexClip is the one I like very much recently because of its ease of use with thousands of templates.
- Use a well-defined script
Even if there is no recording and no one appears in front of the camera, there is always a script. Having a script, either for animation or for a statement, is essential to orient the audiovisual content well to the final objective. What solutions or services do you want to try? In what order?
You may not need a complete script if you speak directly to the camera and create only an outline where you highlight the essential points to develop a speech. Here it depends on your comfort in front of a camera and the naturalness you want to convey. In any case, it is always best to practice a lot.
Without a script, you can lose an opportunity to connect more with your buyer persona because if you don’t have your message structured, they may end up leaving the video. Here times and duration are very important. The first fifteen seconds are key in a video and determine if someone wants to continue watching it or not.
The ideal duration should not exceed a minute and a half (although it will depend on each case, sector and type of video). Keep in mind that as people, we are increasingly used to short videos, to consuming audiovisual content such as pills, and in the end, our attention ends up being diluted as the clip lasts longer.
In short, after these tips to make your video work, remember to focus on how you are going to help your prospect, take care of the script (a good copy will help you connect better with your buyer) and define a final action.
Now you have a clearer idea of how to make a sales-oriented video, do you want to start creating good content?