Unless you’ve been living under a rock, you know that video has been a great tool for sales professionals for a few years. In fact, it accounts for three-quarters of all internet traffic, and that number is projected to continue to grow over the next few years.
For businesses, there are several ways they can benefit from using video in their marketing. Videos not only put brands in front of audiences, but they also help them tell a story.
But in case you are still not completely convinced, here are some data that will probably make you change your mind:
The video traffic from 2014 to 2019 increased from 64% to 80% of all Internet traffic.
A study by Forbes magazine showed that 90% of digital sales professionals are already using video as part of their strategy.
When videos are included in a landing page, users are interested in the content for longer.
On average, users spend 88% more time on a website that contains a video.
59% of marketers agree that it is the type of marketing content with the best ROI.
Teams that use video in their sales process get more meetings when they include this type of content.
What kind of video can I make?
Now that you have seen how the data shows us the effectiveness of video in support of the marketing strategy, we need to see where to start.
To use video-oriented sales and to capture leads, we must take into account what phase of the sales funnel or flywheel we are in. Depending on each phase, we can use a series of contents that are better adapted.
If we are more interested in attracting leads, we can use explanatory, service or product videos. Even videos for brand positioning as corporate or recognition, usually help for new leads.
If we detect that we have not finished converting and moving forward in the purchase process, we can always help ourselves with audiovisual content focused on product demos, testimonials, interviews with experts or success stories to build trust.
If, on the other hand, once we see that the customer has liked our product or service and we want them to buy again or even recommend us, we can choose to offer videos aimed at getting the most out of their purchase: step to step, animated videos or even events or direct on news related to your purchase.
As you can see there are many different styles of video that can be used in the sales process, especially when we are already in a commercial phase.
Specifically, we can see what type of video would help us generate leads that become future customers. For that, and taking into account the current situation where face-to-face business relationships are reduced, we explain three types of video that can help you in this phase:
1. Custom videos
It basically consists of getting in front of the camera, introducing yourself to your potential clients, talking to them directly and showing them a bit of your personality. They are perfect for connecting with them on a more human and personal level.
2. Video screenshot
This is ideal to better connect with your prospects. For example, let’s say you’ve seen a post they’ve written on their blog, a video could be generated by recording the screen with that content and highlighting the key points that you think are relevant to what you’re selling.
You can always schedule demos or presentations with your potential client. Offer small audiovisual pills or micro demos lasting two minutes. The objective is to show your solutions or products, see how it works and explain how your leads could benefit.
What should I keep in mind?
Plan what you want to broadcast and record. You must first think about the information you want to appear in the video and the idea that you want your prospects to take. To record it, you can configure it in many ways, from having a team of professionals who advise you and take care of the most strategic and technical part to recording yourself with your mobile at the office.
Always think about the goal and final image you want to achieve. Choose the thumbnail of the video well. You want to make sure the prospect knows that the video they receive in their inbox is made specifically for them. So you can write your name on a blackboard, your company logo … something that makes you feel identified and make the business relationship more personal.
The good thing is brief twice good. Nobody wants to sit and watch a five-minute video, just like nobody wants to read a one-page email. Limit yourself to doing it for between one and 3 minutes so that it really reaches the user. And, remember, that if you are going to share it on social networks, it is only allowed to reproduce one minute, and that is what you have to condense the information.
Be yourself. You don’t need to use fancy words or create a moving speech for your video to be effective. Just be yourself, use your usual, everyday language.
When do I use video in the sales process?
You can use it at different times, always depending on the maturity stage of the lead or the sales process you are in:
If you have not yet connected with the prospect and you want to attract him, you must attract his attention so that it reaches you. Once you’ve gotten some interaction, think about how to keep the conversation going and what future actions you should direct it to keep moving forward in the sales process.
Before the sale:
After knowing that the prospect is interested and you have an almost guaranteed sale, you must make sure that the deal continues and never neglect the contact.
After the sale:
Now that you have made the sale, you should not neglect your client, thank him that you are working together and keep an eye on him. Perhaps in the future, I can speak well of you to other potential clients and recommend you.
How do I send videos to my prospects?
The most popular platform for video is email. It is simple and easy to insert a video in your messages, in addition, it is usually the method through which you usually contact them. But that’s not the only platform where video can be effective. Social media video marketing also needs your time to explore. Before introducing some social platforms, I would like to recommend a tool called FlexClip that can create a short video for social media easily and quickly.
LinkedIn has more than 600 million professionals in its network, which makes it the perfect platform to network and send your videos to them. To send a video to a LinkedIn connection, you have two options. You can upload the file to YouTube and send the link in an email, or send it directly with the native video tool. You have to bear in mind that, being a fairly formal network, your message must be strictly professional.
Although we know Facebook as a social tool, more and more people are using it more professionally. If you are friends with your prospects on Facebook, you can upload videos to Facebook Messenger. As Facebook is perceived as a relatively informal network, it can be a good medium for funny and casual messages, a bit the opposite of LinkedIn.
Twitter is also becoming, more and more, a network full of professionals. Through this social network, you can import a video that you have already created and then send it to the followers you want. Try using videos to reach prospects who have followed you on Twitter but haven’t responded to your emails or calls. Sometimes a different wake-up call is what it takes to close a sale.
Choose a professional team or agency to help you from the conception of the project to its execution and dissemination. Here, you will always have the guarantee of a professional and careful result to achieve your goal.
video can be adapted to all companies and businesses, it is relatively simple to execute, low cost and does not involve much risk to create a few videos to see if it works for you. why do not you try it?