Congratulations! You’ve just had a great meeting with a client. Or perhaps it’s a few weeks after a meeting and you’re trapped in an unfortunate round of phone and email tag. So what now? A great next step to follow up your last conversation with a prospect is to send a follow-up video.
Personalized video messages can be a powerful strategy for keeping up the conversation. By doing so, sales representatives can show the prospect that they’re thinking about them and that they’re still committed to seeing them succeed with their product or service. A follow-up video can remind them, and also show them, parts of previous conversations they were excited about and reiterate any questions that were covered. It keeps sales reps in control by setting the tone for next steps by setting expectations for a contract being sent, an in-person meeting, or other next steps.
To create your own follow-up video, follow these steps.
Look your best. Dress as you would for a meeting with a client.
Frame your video in a well-lit area free of noise.
Start your video with a smile, addressing the customer by name and letting the customer know you’re thinking about them.
Explain your product or service’s value proposition again and why you think it’s a good fit for the customer.
Recap the points previously discussed in the sales process, including features and benefits.
Propose a time to meet again to discuss how to implement your product or service and align it with the customer’s business needs.
After a great meeting, make sure your follow-up doesn’t go unanswered! No sales representative wants to be left wondering what went wrong with their prospect. Engage with them directly through personalized outreach videos and win their business!
Ready to become a better prospector? Download our free guide, “The Ultimate Video Prospecting Guide.”
It’s true: video is the most engaging form of content available. Using sales prospecting videos helps get your messages in front of buyers.
But before you run off and tell your SDRs to start sending videos, think about it. Do you really want to start using sales prospecting videos without a plan? A bad video can hurt your business goals more than help, and mandating video without a plan is a recipe for disaster.
By following these steps, you can put your own sales prospecting video plan in place that will engage buyers, maintain brand control and quality, and get results.
RESEARCH SALES PROSPECTING VIDEO GOALS
Research is the most important stage of sales prospecting. It’s at this stage that you define your goals, establishing the criteria for ideal buyers, identifying target prospects, and learning about their needs and interests before engaging them. Effective prospectors typically devote 1-2 hours every day to researching potential buyers.
Before searching for prospects to plan your sales prospecting video strategy, it’s important to define your prospecting goals. This is dependent on several things, such as your industry, company size, your revenue goals, and more. Mainly, you have to decide if you are going to use a one-to-many approach versus a one-to-one approach.
The one-to-many sales prospecting strategy is more common because it’s easier to create sales messages that appeal to a broader audience. This is usually a good strategy for a business development team or a team of junior SDRs who can devote significant time to building lists of people to contact and continue their outreach. This strategy requires more consistent effort than one-to-one prospecting as it is dependent on volume more so than personalization.
While these kinds of videos take less time to make in order to be sent to a higher volume of recipients, you lose some of the fine grain metrics and analysis you get with videos made for one recipient. That’s the benefit of a one-to-one sales prospecting video. With this approach, your sales team works alongside your demand generation and marketing teams to produce targeted sales videos to ignite conversations and advance opportunities within select companies that fit your criteria.
To do this, you must have alignment across your multiple teams on what constitutes a target company or organization with clear benchmarks including company size, industry, revenue, the ideal use case of your product or service, and more.
Once these criteria have been established, it’s time to do some research on the companies you want to target. Finding information on the company in the news or through their blog to better understand their business efforts and concerns. You can look for interviews or video appearances of their top executives for a more thorough understanding of their current and upcoming initiatives. If applicable, leverage your network and see if any of your colleagues or contacts know anything about the inner goings-on of select companies to determine if they’d be a fit for your strategic prospecting or not. You can also use social tools like LinkedIn. By researching your target companies and the people who work there, you can get a better understanding of their roles and whether or not they are the people that you want to be talking to in order to ignite a possible deal. You’ll also come to better understand inner-organizational relationships, getting an idea of who reports to who. This will help you make your sales prospecting video more personalized
CREATE SALES PROSPECTING VIDEO CADENCES
To see real results with your sales prospecting video plan, you have to put regular activities in place so your team consistently produces videos that you can measure. Ad hoc videos alone won’t get you results.
First, you’ll want to make sure all of your videos are personalized. Whether you’re using a one-to-one video prospecting approach or a one-to-many, personalizing your videos as much as possible is key to getting responses. You can personalize based on the industry or role of your target prospects, or better yet, to them as individuals.
Utilizing the power of social media and online research, you can find everything you need to know about a prospect with a few strategic Google searches. Leverage LinkedIn and company bios to reference their work experience and business initiatives in your videos, while turning to Twitter and Facebook (if applicable) to learn more about their interests as individuals.
By referencing what you find online, you can draft a script for your video that will resonate with the prospect personally, increasing the chances of receiving a response.
Next, you’ll want to come up with a sequence of messages and videos to send to your prospects so that you are regularly engaging them with sales prospecting videos. Developing a repeatable cadence with your prospecting videos is crucial to measuring results and fine-tuning your approach.
When emailing your videos, always include a catchy subject line and a succinct message with your video. An eye-grabbing, relevant subject line is your first chance to grab the prospect’s attention and get them to open your email (and play your video). Remember, just including the word “video” in your subject increases the chances that your email will be opened.
Sending a link to a video by itself can throw red flags for some spam filters, so it’s important to include a brief message in the body of your email along with the video link. Don’t make it too long; you want your video to do the talking.
MEASURE SALES PROSPECTING VIDEO RESULTS
Remember that implementing a sales prospecting video strategy is a big process; it will take time to iron out the kinks into a cadence that works for your team. Because of this, it’s important to regularly check in with your team to review efforts, measure results, and make adjustments.
The size and distribution of your team will determine how regularly you’ll want to review your video efforts. This is your opportunity to analyze the raw data generated by your video content efforts (number of videos, views, shares as well as increases in lead generation, open rates, and sales) as well discuss your team’s successes and challenges with video content creation. What kinds of videos perform best? Which team members are producing the most effective videos? Which customers respond best to video? With a sales prospecting video cadence in place, you’ll quickly find out what works and what doesn’t. After regularly sending videos to prospects and tracking engagement, start to weed out the video messages that aren’t effective while identifying and replicating the videos that work.
Want to learn more about sales prospecting with video? Download our free ebook: “The Ultimate Guide to Video Prospecting.” It has everything you need to plan a strategy and create effect sales prospecting videos that get results.
Sellers always need to improve their methods to keep a prospect engaged to get that initial meeting. With the average professional receiving 121 emails everyday, traditional prospecting methods aren’t enough to get a buyer’s attention and convince them to reply. Standing out from the crowd with a differentiated approach increases the chances of success for your prospecting, and video prospecting is one of the most effective ways to stand out.
A prospecting video allows you to make a lasting first impression that will stand out in the mind of the customer. It can also set the tone and lay out the expectations of a future meeting making the prospect both better informed and better engaged; while also putting a face and voice to a name.
The great news is that your buyers are already watching videos regularly; 4x as many buyers would rather watch a video than read text. Personalized prospecting videos engage prospects emotionally, increasing the likelihood of response. In fact, they’re more likely to be opened than a text-based email alone; just including the word “video” in the subject line of an email boosts open rates by as much as 19%.
Ready to see the results for yourself? Follow the quick steps below to create your own prospecting video:
Look your best. Dress as you would for a meeting with a client.
Frame your video in a well-lit area free of noise.
Start your video with a smile, addressing the customer by name.
Explain your product or service’s value proposition and why you think it’s a good fit for the customer.
Lay out an agenda for the meeting and explain what you plan to discuss.
Invite the customer to reach out with any questions or feedback they might have before thanking them and expressing once again that you look forward to meeting with them.
That’s it! This simple gesture goes a long way in demonstrating to the prospect how invested you are in their business interests and how much you appreciate the time they are taking to meet with you. Not only will your video impress the prospect; it will also lay the foundation for a successful and productive meeting that will help close the deal.
We know that prospecting can be one of the most difficult activities for any sales organization. Competition is up and so are the demands placed on our buyers’ attention, making it more difficult to get the right messages in front of the right people at the right time.
Video, on the other hand, is one of the most powerful tools in your sales arsenal, helping you to get the attention of prospective buyers by presenting sales message in the most engaging form of content available.
If your sales team isn’t leveraging video in their prospecting strategy already, consider these interesting statistics surround video usage and consumption
WE’RE READING LESS AND WATCHING MORE VIDEO
As a society, we’re reading less and less text online. In a fascinating article in the New York Times, Farhad Manjoo writes about the sharp decline in demand for text-based content online in favor of audio and visual content instead. Video is more than just on the rise; it absolutely dominates as the most popular content on the Internet. According to eMarketer, US adults spend an average of 1 hour, 16 minutes each day watching video on digital devices. This is especially true on mobile devices; YouTube reports mobile video consumption rises 100% every year.
This shift toward video is visible in business purchasing as well. According to recent findings from Google, 70% of B2B buyers are watching video throughout the sales process, while 48% are watching more than a total of 30 minutes of video from beginning to close. Not only is video consumption up, but buyers actually prefer video to text when considering purchase options. According to Animoto, 4 times as many buyers would rather watch a video than read text.
VIDEO GETS BUYERS’ ATTENTION
Buyers love video and are eager to see more of it. It’s a popular fact that just including the word “video” in the subject line of an email boosts open rates by as much as 19%. But did you know that visuals, like video, are processed 60,000x faster in the brain than text? That means that the information contained in a video is more quickly consumed, understood, and internalized than the information in a prospecting email, helping buyers to make decisions faster.
That faster relay of information increases the velocity at which deals move. According to Hubspot, 64% of buyers are more likely to buy after watching a video, while including video in email increases click-through rates by 200-300%.
YOUR COMPETITORS ARE ALREADY LEVERAGING VIDEO
If you aren’t using video as part of your sales strategy, in prospecting as well as in other parts of the sales cycle, you’re falling behind. 69% of report their video budget is increasing in 2018 (Ascend2), and 76% of sales leader say video is helping them increase sales (Wyzowl). While you might be asking yourself if video really can help you improve your sales prospecting, a better question might be can you really afford not to use video any longer in your prospecting and other sales activities?
If you want your sales team to prospect better and get their messages in front of potential buyers, video is the tool for the job, increasing open rates, responses, and meetings booked while engaging potential buyers with the content that they love the most.
Ready to plan your own video prospecting strategy? Download our guide, “The Ultimate Guide to Video Prospecting,” and learn how to improve response rates and book more meetings using personalized video in your sales outreach.
With the shift to mobile, live streaming, and FaceTime, the power of video is impossible to avoid. Video has allowed us to connect, deepen our relationships, and interact with new methods that are quickly becoming standard practice.
As a result, more and more of our initial professional contact happen through video. Video has become the way we build initial relationships and make first impressions when we are not physically in the same place.
Whether it be through an outreach video to a prospective client, a webinar training on your first day of work, or an explainer tutorial videos on your company website, it’s important that your initial contact with buyers set you apart from the competition and enhance your company’s brand and reputation.
Most can agree that an in-person pitch has the most impact. However, it’s just not feasible to expect every or even most pitches to happen in person. Luckily, video has been proven to be an engaging tactic for prospecting as we can accessible, intimate, and face to face. Video prospecting allows you to communicate directly with prospects, put a face to the name, and avoid email clutter. Videos can also be personalized for each experience and consumer to better engagement them.
They can include links and additional information to drive traffic to a preferred location. Additionally, 92% of mobile-video viewers have even shared videos with others, showing how easily prospects can share a video with their colleagues.
In addition, including the word “video” in an email subject line alone increases open rates 7%-13%.
In a world of globalization, video conferencing has become the preferred mode of communication. The number of telecommuting workers has increased 115% in a decade, according to Global Workplace Analytics and FlexJobs. This means the colleagues and clients are likely first connecting over video.
From job interviews, to international client meetings, to webinar training, video conferencing provides that in-person feel despite being across the globe, allowing you to show yourself and see others along with the body language that is important to human interaction.
Video conferencing can also help with prospecting. Video conferencing allows you to share screens, write on a whiteboard, demonstrate a product demo, etc. While you cannot be physically present, video enables the same level of personal interaction with the no travel time and the option for mobile.
The power of online video has also led to a change in the way businesses target and interact with buyers. Today, buyers can engage or research brands at any time across multiple social media platforms. When a prospect watches a buyer testimonial, explainer tutorial video, or demonstration video, it’s their first time connecting with the brand without the company even knowing. Google found that 70% of B2B buyers are watching videos through their entire path to purchase. Video is especially effective during the awareness stage of the buying process; Animoto reports that 80% of buyers say a video showing how a product or service works is important when learning about the company.
Additionally, 53% of buyers report turning to social media to make a buying decision. Therefore, posting to digital media platforms is just as important as posting to the company website. This is a great way to control the prospecting conversation even when you’re unaware of the immediate opportunity.
Everyone wants to make a good first impression. It’s likely that you’ve already had the experience over video, will face one soon, and have many more to come! Speak with the video experts at Videolicious to learn about how to tap into the power of automatic video creation for enterprise.
If your sales organization is like most, your team probably spends a lot of time sales prospecting. If they don’t, they should; without prospecting, you don’t have leads. Without leads, you don’t have customers. And without customers, you don’t have sales.
As important as sales prospecting is, it’s also the most challenging part of the sales process for many sellers. Research by Hubspot found that 40% of sales professionals consider prospecting the most difficult part of their job. When you consider a few prospecting stats, it’s easy to understand why.
COLD CALLING DOESN’T WORK IN SALES PROSPECTING
50% of sales time is wasted on unproductive prospecting (The B2B Lead). This becomes pretty clear if you’ve spent any time cold calling. The average sales development rep makes 52 calls daily (The Bridge Group), and on average it takes 18 calls to reach a buyer (TOPO). And after all that time spent calling prospects, assuming you finally get through to the person you’re calling, only 1% of cold calls ultimately convert into appointments and even less become sales.
COLD SALES PROSPECTING EMAILING IS ONLY A LITTLE BETTER
Email outreach is about twice as effective in terms of ROI as cold calling is (MarketingSherpa), but even that doesn’t guarantee you’ll book an appointment just by emailing a prospect. The average working professional now receives over 121 emails every day (Radicati). That’s a lot of text to sift through in your inbox, and most of those emails never get read. In fact, only 24% of sales emails are ever opened (TOPO). 35% of email recipients open emails based on the subject line and nothing else while 43% of email recipients mark emails as spam based only on the email address (Convince and Convert), meaning the content of your email has little to do with whether or not it will be read.
RELATIONSHIPS HELP SALES PROSPECTING
In today’s digital landscape with so many demands placed on decision-makers’ attention, referrals are the most effective way of initiating a conversation with a prospect. 84% of B2B decision makers start the buying process with a referral (IDC), while 73% of executives prefer to work with somebody they know (Sales Benchmark Index). This speaks to the main challenge of sales prospecting: how do you convey enough value and authenticity to someone you’ve never met so that they’ll take a meeting with you? In the case of both cold calling and emailing, there’s no relationship to base the initial outreach on, so it’s easy for the prospect to distrust or ignore you. With a referral, that trust and rapport they have with the referring party act as a sort of proxy, allowing you to build your own relationship with the buyer.
If a major part of your job is getting complete strangers to meet with you to discuss your product or service, these statistics don’t exactly inspire confidence. But prospecting isn’t going away either, as increasing demand for increasing revenue and driving sales pressures sales teams to consistently engage with buyers on multiple channels to create opportunities and close deals.
More viewers than ever are accessing video via their mobile devices. In fact, half of our daily consumption of digital media is taking place through smartphones and tablets, according to IAB. Additionally, mobile video traffic is expected to grow 55% per year until 2020, as reported by Ericson.
With mobile usage on the rise, it’s essential to connect with your audience on these mobile platforms to get the desired views and interaction with the content you are putting out. Mobile video selling is an exciting extension of your social selling efforts that helps you engage with prospects directly with content that delights and builds trust.
MOBILE VIDEO ON THE RISE
So what has everyone glued to their phones? Digital businesses are all about video these days. Video is the most popular content on earth making up 70% of all Internet traffic. There are over 15 billion views of video per day on social channels alone. Incredibly, only 24% of companies are using online video to market. Brand loyalty can be a fleeting luxury that needs to be tended to with care at the risk of losing it.
Luckily, the investment in video for sales can create new revenue, brand loyalty, and customer engagement as well as an outlet for staying relevant in a competitive market. Video has also been found to generate the most engagement over all other mediums as we naturally connect with faces, voices, movement, and emotion, as noted by video marketing expert Dennis Balgavy. It also has the ability to deliver more content in a shorter period of time compared to static image and text.
THE BUYER’S JOURNEY HAS CHANGED
53% of buyers use social media to help make purchasing decisions as distributed media platforms, social networks, and search engines have become our news go-to sources for information and reviews. With endless data on the internet, buyers are self-sufficient in their research before buying. During the buying journey, the average Internet user spends 88% more time on a website with a video. This has paved the way for new selling strategies to gain the attention of your buyers such as video for sales.
It’s essential to embrace this digital-first strategy by making your content relevant to your audience and available where your audience is already searching for buying solutions.
Using these platforms to your advantage helps you to better target your specific audience while engaging them with content they love to consume. LinkedIn and other platforms, allows you to target your audience with relevant video content, increasing the chances of viewers seeing and viewing your videos. This can empower you to choose your audience carefully, ensuring that they see your reps; message in an engaging way that strengthens relationships as much as face-to-face interaction. Increasing your brand awareness on these mobile-friendly platforms can be a major assist in generating leads and sales for your company.
In this digital era of business, you have to connect with the audience where the audience is through channels that establish trust and strengthen relationships. As the trends of mobile video have shown, it’s clear that we’re shifting away from text-based engagement. Soon, you’ll have to produce mobile-friendly video content to not only stay competitive, but relevant as well.
Ready to adopt video selling as part of your social selling strategy? Download our 5 step guide to adopting video selling now and start engaging your buyers with personal video!
With so much content published daily, it’s important that yours not only looks good but also provides value to the buyer in order to truly stand out.
Content hosts such as Snapchat Discover, Twitter Moments, Facebook Instant Articles, and LinkedIn Pulse are all examples of distributed sites making a move towards higher quality content regulations. For example, Snapchat has updated their guidelines to persuade publishers against posting images or photos without any editorial value while other sites discourage links to unreliable news sources and have cracked down on clickbait.
As these platforms get pickier on what content they’re willing to share, creating pretty content without value is no longer effective in reaching audiences. Content must also educate, entertain, or provide some other value to the buyer. Providing your audience with quality content adds value for the buyer and ultimately grows your audience and increases loyalty.
Here are three reasons why video is the best vehicle to provide value to your buyers:
VIDEO BUILDS TRUST
A video can lead the buyer to trust a salesperson or the product they’re presenting.
For example, seeing and hearing a person through video can establish a connection with a prospect (or even with existing clients) in a way that no email could. Video better communicates personality than text alone.
As for building trust for a product, customer testimonials, explainer tutorial videos, and demonstration videos are some the most effective types uses of video content. Animoto reported that 80% of buyers say a video showing how a product or service works is important when learning about the company. A video can bring the concept to life in a way that text and phone calls can’t. When done in a creative way, the video can provide the buyer with the added value of entertainment and education that 4 out of 5 buyers agree is helpful.
VIDEO IS LIKELY TO ENGAGE AND CAUSE EMOTION
Video content is likely to engage us and ignite emotion; just think of all today’s YouTube and Facebook personalities with millions of loyal followers. A study by the E-Tailing Group reported that 57% of buyers say that videos gave them more confidence to purchase online. Additionally, WR Hambrecht reported that video is proven to increase knowledge retention by 25% to 60%. So not only are buyers more willing to make a purchase after watching a video; they are also more-educated buyers.
VIDEO IS EASY TO CONSUME
Video is super easy to consume. Diode Digital reported that before reading any text, 60% of site visitors will watch a video if available. Additionally, video content can capture a wide audience or it can be a direct and personal message. Insivia found that an introductory email that includes a video receives an increase click-through rate by 96%! Video is a great way to stand out from competition and get across your message.
A single video can be viewed and shared an unlimited number of times, adding both value to the buyer and well as to your time spent creating content.
While today’s buyers are inundated with media day and night, it’s essential to have that quality content providing value to your audience. This will ultimately grow your audience and increase loyalty.
Ready to adopt video across your sales organization? Start your year right by downloading our free 5 Steps To Implement Video Across Your Sales Team eBook. In it, you’ll find everything you need to start leveraging personalized video in your sales strategy for prospecting, booking meetings, and closing deals.
It’s hard to believe how far content consumption has come in such a short about of time. TVs became a staple to homes in the 1950s. Then personal computers and cell phones were introduced in the 1970s. Most recently, by the social media surge of Facebook in 2004, YouTube in 2005, and Twitter in 2006 have increased the speed of information sharing and ingestion exponentially.
As digital media continues to rise, the way that we as users consume information continues to change but also making us need to change the way that we share our information.
Currently, our initial trusted source, newspapers, are being replaced by online sites; cable television is being replaced by streaming services such as Hulu, Amazon, and Netflix; while home phones have been replaced by cell phones and desktop computers by laptops, tablets, and smartphones. As each new innovation enters the scene, we must evolve to consume but also share.
SHARING VIDEO IS NOW
So what’s being consumed now? Currently, video is king with Brightcove reporting that video is by far the most popular type of content, as it generates 1200% more shares on social than text and images combined.
If you’re not generating your own content, it’s time to take part in the digital media evolution. When trying to engage with your audience or target client, video is the way to go with platforms such as Facebook, Twitter, Snapchat, Instagram, LinkedIn, YouTube gaining enormous popularity due to their video content. Reuters reports that roughly 60 hours of video is now uploaded to YouTube every minute and their viewers are watching a billion hours of clips per day, according to TechCrunch. This has been further accelerated by native video through social networks like Facebook and LinkedIn.
TARGETED VIDEO MESSAGES
So how can you embrace video evolution? With targeted messages.
Whether your videos are for internal or external sharing, the stats agree: video is the most effective medium for conveying information.Forrester reported that employees are 75% more likely to watch a video than to read documents, emails, or web article. For external use, video lets the audience (whether client or target) meet you virtually. This creates a personalized and emotional experience. By creating an individual experience for the viewer or customer, it can help to gain an advantage over the competition.
KEEP VIDEOS SHORT AND OPTIMIZED FOR MOBILE
It’s likely that a user will be viewing content from a mobile device with Nielsen reporting that on-demand video consumed on mobile devices has grown by 85% in the past six years. With the constant influx of innovation and technology, a consumer’s attention span is short. Nearly two-thirds of consumers prefer video under 60 seconds, according to Animoto. With this in mind, keep your video short.
If video seems intimidating, just remember before sending your next email blast that one minute of video is worth 1.8 million words!
Happy New Year! I hope you’re well rested after the holidays because 2018 is going to be a year of exciting new challenges and changes in your approach to selling.
If you haven’t embraced the digital transformation, then get ready, because you’re in for a wild ride. According to Sales Hacker, 700 new SaaS sales tools were released in 2017, and that trend shows no sign of slowing this year.
With so many new technologies available to both the buyer and seller, it can be difficult to decide what to focus on in 2018, especially early in the first quarter to set the tone for the rest of the year.
Here are the four key areas to focus on to start your 2018 off right.
Is automation and AI going to play an increasing role in the B2B buying process? Absolutely. In fact, IDC FutureScape predicts that 75% of teams will use AI in one or more of their business applications or services in 2018. However, while automation can improve business results, it’s no replacement for fostering relationships through human-to-human interaction. Successful sales teams will need to find a balance between using AI to make data-driven decisions while creating emotional engagement through personalization at scale.
In a study conducted by Feedback Systems with over 300 sales professionals, 61% of organizations using social selling as a part of their strategy report a positive impact, yet 41% of organizations are not engaged in a formal social selling strategy. The importance of social selling is set to increase dramatically in 2018, especially as new policies such as the General Data Protection Regulation (GDPR) in the European Union restrict other means of contacting customers and gathering their data.
In 2018, American adults are expected to spend a daily 3 hours and 23 minutes on their mobile devices, up over an hour from 2013 with the trend expected to steadily rise. In total, users spend more than 69% of their media time on their smartphones. Selling through mobile channels is imperative in reaching potential buyers as well as producing the kind of sales content they are more likely to consume.
Use of video in all stages of the buying process will continue to rise in 2018. A whopping 79% of all global consumer web traffic is expected to come from video in 2018 alone. By 2020, mobile video consumption is expected to grow 11x, making up 75% of mobile data traffic. The reason is clear: video offers an engaging, effective way to connect with buyers and convey information. HubSpot reports that 43% of buyers want to see more video content in learning more about products and companies, while more prospects expect video content to answer their purchase questions throughout the buying process.
Video can also help address the challenges of personalization, social selling and mobile friendly selling. To learn more about the benefits of incorporating video into your sales process, schedule a consultation with our Videolicious digital selling experts and discover how easy it is to empower your sales team to produce high-quality, personalized video content.