Three Ways To Use Video in Social Selling
With increasing competition and demands on decision-makers time and attention, establishing a connection and a rapport with prospects before you start selling to them helps establish trust and differentiate you as someone who provides value., That’s the idea behind social selling: using social media networks like LinkedIn and Twitter to establish credibility, engage directly with prospects where they are and build lasting relationships.
The most popular form of content shared on social media today is video.
Over 8 billion videos are watched on Facebook every day (TechCrunch) and videos on Twitter are 6X more likely to be retweeted than photos and 3X more likely than GIFs. These trends will continue to impact B2B sales, especially with LinkedIn releasing native video sharing. If you have something to say on social media, video is the way to get your message heard and shared.
Here are the top 3 ways you can start using video in your social selling efforts right now.
Create an introduction video on your LinkedIn profile
An up-to-date LinkedIn profile is a must have, but serves little more use than a professional resume (and when was the last time you fully read one of those?). As sales professionals, we’re more than a bulleted list of the jobs we’ve held and the companies we’ve worked with.
An introduction video is an opportunity to make a great first impression. Now, when you connect with a prospect, he or she will see more than just your experience when they view your profile. They’ll get a chance to digitally meet you through your video, in which you smile and talk just like you would if you were in the same room with them. This humanizes you and puts a face and a voice to who you are as a person, rather than another disembodied request to connect. (use the social Psych stats from Matt’s presentation on how messages on conveyed here?)
Summarize a blog or LinkedIn post
Maybe you (or your organization) regularly post great thought leadership pieces are your blog or LinkedIn profile, thought-provoking articles that highlight your subject matter expertise and the unique value proposition you or your company have to offer to prospects. There’s just one question: is anyone reading them? Research has found that working professionals are 75% more likely to watch a video than documents, emails or web articles (Forrester), while 59% of senior executives (the kinds of people who write checks for large B2B contracts) would prefer to watch a video than reading text (Forbes Insights).
Does this mean all of your thought leadership writing is worthless? Far from it. Instead of relying on the text of your writing alone, summarizing your main points in a video is a great way to quickly convey your message in an engaging format that less literary prospects are more likely to consume. That same video is also easily shareable across all your networks, creating opportunities to expand your reach with your social selling efforts.
Respond to social conversations with personalized video
Participating in conversations on social media is a crucial part of social selling; consistent engagement with prospects helps build rapport and trust. However, sometimes leaving a comment on a LinkedIn post or a Twitter reply is not enough, especially if the prospect has a lot of followers and connections; they might regularly get hundreds of comments and replies every day, making it difficult to stand apart from the noise.
Since video is more engaging than other kinds of content on social media, why not comment or reply with a video message personalized to a prospect? By replying to a prospect with a video message based on social media activity, you create value upfront while reinforcing the connection you’ve built up through your social selling efforts, increasing the chances of making a sale.
Are you ready to start including video in your social selling strategy? Download our free Video Content Strategy ebook. In it you’ll find more great resources for creating impactful videos you can share on social media to engage and convert.
Posted on October 23, 2017