If you have been wondering how to use video to get more software sales, you are in luck. In this post, you will learn some powerful tactics that you and your marketing colleagues can use to generate more revenue from software sales.
The Power of Connecting with Video with Sales
By now, you and your colleagues likely recognize the power of video in today’s world of digital marketing. Yes, text-based ad opportunities like Google AdWords can still be powerful. They can drive traffic to your website and result in software sales. Nonetheless, there is a good amount of evidence that video is more effective than text when communicating marketing messages.
At Dubb, my colleagues and I see the power of video marketing every day. Whether we are working with our clients or interviewing game-changing guests on our podcast Connection Loop, we see how video marketing has led to sales increases for all types of businesses. It often isn’t instantaneous. It takes hard work and the commitment to consistently release high-quality video content to your audience. But if you stick with it, you and your team will undoubtedly see an increase in sales for your software product.
A Quick Way to Use Video for Software Sales
To start, one of the quickest ways to use video for software sales centers on leveraging your marketing funnel. As you likely know, you need to shift your message to appeal to prospects at different points within your funnel. Doing so substantially increases your chances of leading the prospect down your funnel and into your converted prospects list.
The crux of this strategy takes this extremely basic approach and adapts it to video marketing. At the top of your marketing funnel, you will want to address your audience’s pain points. One of the best ways to do this is to send them screen videos that display (1) your knowledge of the problem and (2) how your product or service delivers the solution.
For those prospects in the middle of your funnel, you will want to show proof that your product or service actually solves their problem. In your videos, it is wise to include things like testimonials or case studies. Essentially, you want to give your audience substantive proof that your company is going to make their lives better. Keep in mind that your audience doesn’t necessarily care about the technology itself. Rather, they want the results that are created by that technology. And the only way to show results? It is proof that you have done this before, whether that shows satisfied customers directly speaking to the camera or you or a team member delving into an in-depth case study.
Finally, at the bottom of your marketing funnel, you will want to use your video content to address every single objection that they may have. In doing so, you need to be as clear and concise as possible. You will also need to step into your audience’s shoes and anticipate the objections that they will have. This isn’t always an easy task, so you’ll need to flex your empathy muscles when completing this exercise. That said, if you can do this well, you dramatically increase your chances of making the sale.
How We Do This
At Dubb, we follow this formula when marketing to our customers. Naturally, as we are a software company that helps our clients with online video marketing, we see video as an essential part of this process. This also means that we have videos on all high-value pages of our website (like the pricing, integrations, and subscription pages).
While we could theoretically use a different medium in this strategy, we rely on video at every stage of the process because it is so scalable. Even though we have a lean team at Dubb, video helps us build strong relationships with a large audience and show some of the value that we can provide.
Along with this, we rely on optimization throughout this entire process. Data is our north star here and we track a number of variables to increase our conversion rates. We recommend that you do the same, either through a tool like Dubb or through something else.
Top of Funnel
So at the top of our marketing funnel, we rely on a large amount of original content to address our audience’s pain points. For instance, The Daily Dubb is our original YouTube show that discusses all things online video marketing. To check it out, click here. We use The Daily Dubb and much of our digital content to build that initial relationship with our audience. People not only get to know us on a personal level, but they can start to see how Dubb can help them with their video marketing needs.
Video ads on platforms like YouTube and Facebook are also helpful. They are directly responsible for lead generation, retargeting, and converting lead signups into subscriptions. Effectively leveraging the power of social media ads is a separate topic in and of itself. That said, if you experiment and reflect on your successes (and failures), you will find that social media ads can be a great way to get your video content in front of different audiences.
Middle of Funnel
We also use video by sending personalized one-on-one videos via LinkedIn or Gmail. Doing this often leads to a response, as recipients are surprised and delighted that we at Dubb sent them a personalized video. The reality is that this tactic only takes a few seconds with Dubb. It can save you a significant amount of time as compared to sending long personalized texts or emails. While you can (and arguably should) leverage personalization throughout all levels of your funnel, we find it especially useful for prospects that have just passed the top level of our marketing funnel.
Bottom of Funnel
At the bottom of our funnel, we continue to leverage the power of personalization. Through our earlier conversations with prospects, we address objections (again, through video) and get even more granular on how Dubb can help their business. We aren’t afraid to invest much more time into this process so that our targeted prospect is extremely comfortable. The last thing we would want is for the prospect to feel regret or disappointment that they chose Dubb over another platform.
While we may have to more closely work with some prospects than others, the bottom line is that we want to address all objections before the prospect crosses the finish line. Doing so leads to more satisfied (and long-term) customers.
The Changing Sales Experience
When discussing software sales, it is important to recognize that there has been a substantial paradigm shift. As technology has improved, it has become more complicated to demonstrate—especially over the phone or via email. This is even truer when you are selling software to those who aren’t from the software world or don’t live and breathe technology. You can send an email or get on a call and try to explain how it works. Your prospects may even nod and appear like they are comprehending everything. That said, what you may be describing or explaining may be over their heads, yet they don’t want to admit it.
Video can solve many of these problems. We can create screen recordings that show exactly what we are trying to describe. They are more easily able to grasp what our software actually does and how it can improve their lives. They get a visual representation of it and are more likely to watch a video than read a lengthy email.
The sales experience has also changed in that we don’t need to meet with prospects face-to-face in order to close a deal. Companies are starting to hire distributed teams and many more people are working remotely now. Video is perfect for leveraging this gap. Video quality has gotten substantially better (and will only improve in the future). We can create and maintain human relationships through regular touchpoints—even if that prospect is located thousands of miles away.
These are just some of the reasons why you shouldn’t hesitate to leverage the full power of video when selling your software. You will be riding the wave created by several macro trends that are likely to persist.
The “Secret to Success” When Using Video to Sell Software
Ultimately, if we had only one answer to the question of how to use video to get more software sales, we would focus on one word: empathy. You must understand your prospects’ needs, wants, desires, and pain points. Pain points are especially important. You and your team must thoroughly understand the problem that your prospect faces. From there, sending them a customized video explaining your understanding of the problem and how your software solves that problem is a terrific way to go about it.
If you are looking to leverage the power of video when reaching out to prospects on your desktop, we encourage you to check out Dubb desktop recorder. It is a native app for Mac and PC and does not need a Chrome extension. You can record everything on your screen in a one-click environment and upload the video straight to the cloud. And through this desktop recorder, you can leverage all the great features on Dubb’s platform (including calls to action and detailed analytics).
Asking yourself how to use video to get more software sales is a step in the right direction. That said, asking the question is only one side of the coin. The other side is leveraging the tips and strategies above. By doing so, however, we are confident that you will see promising results for your business.
At Dubb, we love talking about how all businesses can use video to increase their sales. If you have any questions about the topics discussed above or simply want to reach out, click here.