Ask yourself, how does your company truly see video right now and how are you using it?
Perhaps you’re making videos and have a great looking website with some great content but aren’t seeing results?
Or maybe you’re not sure which departments budget it should come out of or even sure if the video content you are creating is helping you drive sales.
Video is, in fact, a really powerful SALES tool that can be used to educate and move your prospects at every stage of the sales journey.
So, It should come out of your sales budget as part of an integrated sales and marketing approach.
By this we mean using video as a direct part of your sales process that is fully integrated across your sales and marketing teams.
Here are the seven selling videos that will take your sales and marketing efforts to the next level.
1. The 80% video
Roughly 80% of the questions your sales team receives are generally the same. So why keep answering the same question over and over and why wait for the sales team to address them?
Ask yourself when was the last time you had a sales and marketing brainstorm to make a list of the questions you get asked on a day-to-day basis about your products and services?
Choose the top seven questions and create a video to answer them all. Create a long, detailed version for YouTube and cut down a teaser or short answer version, up to 1 minute, for social.
Here’s a good example from Sheffield Metals
Imagine how much more productive a sales conversation would be after a video like this!
2. Landing Page Video
Viewers land on your landing page to find an enticing title. Secondly, they find a form to fill out. They hesitate, fears overwhelming them with the idea of spam emails, privacy, what’s going to happen next.
By placing a video next to the landing page form titled ‘See exactly what will happen if you fill out this form’ that addresses the viewer’s fears, you can increase conversions up to 80%.
Here’s an example from River Pools
3. Bio Video – Your people aren’t special until you show me they are
The online world is filled with content that isn’t personalized. The key is to create a personal or professional bio video and place it into your email signature using a service like Wisestamp or Sigstr.
The bottom line, you will be introducing yourself to the person receiving your email and you will see an additional 25-30% views from your email signature as you’re doing this.
Start with your people in customer or client-facing roles. Once you have the videos recorded, put them in your employee’s email signatures or even your website. You’ll be surprised how many views they get.
Here’s an example from Aquila Commercial
4. Product and Service Pages
There’s no way to communicate the value proposition of a given product or service more efficiently than through video.
The second most viewed page on your website is the product and service page, after the homepage. Therefore, you should place separate videos for each of your major products and services. Whilst many companies already do this, they are missing the crucial second part
i. Who the product is for, who it helps and why people should like it.
ii. But most importantly, who the product and service are not for.
The moment you state who you are not a good fit for is the moment you become more attractive to those you are a good fit for.
The average attention span of an adult online is eight seconds. Videos significantly reduce the burden placed on your website visitors to take the time to understand how your product or service will help them, and also break through the noise of all the words on the rest of your site.
Here’s a great example from Burells Jewellery and Watches
5. Cost Price
Buyers’ expectations have raised over time, expecting to see the price when they land on your website. As soon as they cannot find the right information, they will simply go to another site that does have the right info.
We must be willing to teach the marketplace and prospective clients the factors that drive the cost up and keep the cost down. You don’t need to state specific costs, just address the components of how much it costs. If your competitors are too cheap or more expensive you have to help the marketplace understand why that is.
Sheffield Metals video below is a great example of this
6. The Claims we make
We all like to make claims BUT how many of these claims have we shown and not just stated? Compare this against what your competitors are saying and often you all say the same thing. Next time a prospect asks, “can you prove it?”, you can instantly say “oh yes, of course, I can.”
Make a list of the claims you make, and see how many you can show to your audience.
How can you demonstrate you’re not just making claims in the interest of self-promotion? How can you show you back up your claims with examples?
Anything you can do to demonstrate your value will go a long way towards building trust.
Here’s an example from Service thread
7. The customer (heroes) journey
A lot of companies have written reviews and testimonial videos, but rarely do they have video journeys of customers.
Demonstrate real-world results and amazing customer journeys through videos that address these three main parts:
· Problem or need/issue
· The journey they went on with you
· Where they are today
By putting your best customers on video not only will they be totally honoured when you tell them they’re one of your most impressive clients and you want to feature them in your marketing, but they'll also be smart enough to realize it’s pretty much free marketing for them and their brand as well.
Not only will having these videos help you close more business, but it’ll strengthen your bond with your most important client relationships at the same time.
Here’s a good exmaple from one of our clients Icon Homes
The Wrap
Video is a fundamental piece of any marketing strategy in 2022 and beyond.
By implementing one or seven of these components into your company’s video marketing strategy, you will see your videos driving sales
Words can paint a picture, but videos can tell stories. Stories connect with audiences and drive sales. With education and the right steps in place, you can make videos that drive sales.
Are you still feeling unsure about how to get videos like these created and into your sales and marketing?
Then sign up to one of our Video sales and marketing workshops
Find us listed as a recognised video producrtion company at DESIGN RUSH