As our company has grown we’ve created 1000s of videos, and along the way, we’ve discovered 9 essential tips and tricks to use video for sales growth. These tips will help you boost sales and hit aggressive growth goals, all with a limited budget.
Here are some of the things that we have learned along the way…
Step 1 – Make a personal connection with your prospects
Making a personal connection with your buyers can feel like a daunting task. Using video can help dramatically. Make videos that speak directly to the gatekeepers, evangelists, and decision-makers. Start with sharing webcam videos so they can get to know you on a personal level. Talk about your target audience’s pain points and goals to show that you relate. Also, don’t ever forget to follow up with actionable solutions. Provide value from the beginning and don’t be too aggressive to push the sale.
Step 2 – Know your competition
What are your competition’s offerings? How do you compete? A complete understanding of your competitive landscape can help guide the video content that you create. It’s effective to share screen recordings to show the value of your product or service. That said, don’t be too focused on beating the competition with pricing and features – it’s better to focus on showing value through commitment and customer service. Prove with words and actions how much you understand and value the prospective client.
Step 3 – Communicate your value proposition clearly
Video is a powerful communication medium, however, watching long-winded monologues can cause boredom and disinterest. Boost engagement by spending the time to refine your value proposition, with a focus on maximizing clarity. Use multiple videos to test different variations and get feedback from friends and colleagues. Brevity is important. Instead of reading a long list of features, speak from your heart, and communicate top-level benefits. Remember a video is a phenomenal medium for getting a point across, in fact, 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video (Source: Digital Information World).
Step 4 – Gold is found in the follow-up
Send different types of videos on specific channels to follow up on previous correspondence.
Don’t be discouraged if you don’t get a response on your first follow-up. The persistence across all channels will set you apart. Make sure to bring value specific to the prospect, and never be generic! Do your research and connect to them on a personal level. Video follow-ups are great on a one to one basis, however, here’s a more nuanced strategy for b2b.
Here’s a quick tip using LinkedIn…
If you haven’t heard from an important prospect you connected with over email, phone or in person, share a public video on LinkedIn that addresses the topic of your conversations in general terms. Then @mention tag them in the comments. This creates an opt-in environment where the person makes the decision to pick up the conversation and move down the funnel with you. But remember value first. No one will join your conversation if it is too “salesy” or overly self-serving.
And if they don’t reach out, then you at least have a video on LinkedIn that can provide value to other prospects. This process should actually be repeated multiple times a week to build up your personal brand and a content loop. The social network’s algorithms will start to favor you as a content source and continue to give you impressions, not to mention your network will start to engage (and hopefully enjoy) your content.
Step 5 – Scale face-to-face connections
It’s not always easy to meet people face-to-face.
If you can’t meet in person, then let your prospects see your lifestyle by sharing videos on your personal channels that document your life in an accessible way. Make videos of you with your team members, family, at work, and doing real-life activities. This allows people to connect to you on a person-to-person level, NOT a buyer-to-seller level. These personal connections lead to sales and word-of-mouth marketing for your business.
Step 6 – Create social content that gets people’s attention
Don’t just focus on 1-1 content. Make sure to cultivate a broader audience. Building an audience creates opportunities for the acquisition and nurturing of inbound prospects to conversions. Continue to invest in your content and it will be the gift that keeps giving. Remember some content is supposed to be ephemeral (short-term) and other content should be evergreen (existing indefinitely). Get content on the appropriate channels, and always try to repurpose, reuse, and recycle your content to be efficient!
Tutorial videos can show that you are knowledgeable and that you’re not afraid to share your insights. It’s helpful to position yourself as a consultant, a guide, and an advocate. As odd as this might sound to some hardcore sales closers… Know and share your stuff and become a teacher as much as you possibly can. Specifically, show them what is changing in their industry and share established and emerging best practices.
Step 7 – Provide social proof
Sharing video testimonials is a proven method of increasing conversions. Video creates a human connection that text testimonials simply cannot provide. When your audience watches a video that showcases users who have succeeded with the help of your solutions, that builds trust, intrigue, and fear of missing out. Use Dubb’s Reply with Video feature to easily gather video testimonials. With Dubb, it’s easy to enable video replies directly from a video landing page. Your recipients don’t even have to install anything – one click and they can quickly record a video reply from their webcam or phone. Professionally produced testimonials are nice to have but they don’t always feel as personal – start with testimonials your clients can record themselves. This creates an authentic context that has an emotional impact.
Step 8 – Close deals
Once they have committed to trying out your product or service, provide a trustworthy and clear path to the finish line. Create a video that confidently asks to close the deal. Rely on videos earlier in your funnel to build up relationships.
When creating the final video in your funnel, don’t be afraid to be bold with your ask. Be mindful of people’s time. Be concise and make your videos easily digestible. Boost conversions by adding a call to action to your video landing page. This will allow prospects to fill out a form, pay online, or even sign a contract! Yes you can create a video landing page with a call-to-action that directs people to a digitally signable contract. It’s a thing now.
Step 9 – Make your clients evangelists
Once you have seen a lift to your sales from video, your process is still not complete.
Get your users to create videos using your product and encourage them to share those videos on social media. Make your clients evangelists by offering incentives for them to share videos on how they get value from your offerings. This builds a network of people who are passionate about your product and are willing to share their experiences with the world.
I hope you can use these tips to boost sales and build excitement around you and your brand.
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