Video prospecting is quickly becoming one of the best ways to reach and connect with leads. Learn just how much easier it is to implement than you think.
82% of consumers say they've made the decision to buy a product based on watching a video, according to a survey conducted by Wyzowl. Nearly half of those consumers say they'd rather watch a video to learn about a product or service compared to just 6% who would rather receive a sales call. According to Salesloft, using videos in your cadences can increase reply rates by 25%. These are just a few of reasons why your sales team should consider implementing video prospecting.
Video prospecting is the art of using videos to reach prospects, whether you're introducing yourself and your company, attempting to grab their attention, offering a product demo, or nurturing a relationship. With a little creativity, you can use video prospecting during almost any part of the sales cycle to improve your chances of resonating with a lead. It's a practice that has been on the rise over the last few years, and with so many consumers craving video content, it's something from which any outbound sales team can benefit.
Cold calling and all of the traditional prospecting methods have their place in your sales process, but if you want to stay current and reach more customers, it's time to try video prospecting. Here's why:
First, let's talk about what video prospecting is exactly. It's just like any other method of outreach, but instead of typing out your message or reciting it over the phone, you create a video and spell it out there. You can share it through the same channels — email, social media, your website, etc. — but it adds a more personal touch that often resonates with or at least piques the curiosity of potential customers. After all, video is often more compelling than text.
It also provides you with the opportunity to add more customization. You can create videos aimed specifically at one lead or create one that you can send to thousands of leads at once. You can use it to introduce yourself and your brand or to demo and answer FAQs about your product. Basically, it's another tool to use within your sales strategies, but it's more fresh, modern, and powerful than anything else you might have in your toolbox.
The benefits of video prospecting are practically unlimited, especially as sales teams around the world experiment and find new and innovative ways to incorporate video into their strategies and campaigns. But ultimately, it allows you to reach and connect with leads in ways you probably haven't before.
Using video allows you to add a more personal touch and build stronger relationships with potential customers. When a lead clicks on your video, they see the person behind the sales pitch. They see how enthusiastic you are about what you're selling and connect with your human side. If you show some personality or have a little fun with it, you might connect with someone even further in the right situation.
Video prospecting can help you increase engagement rates. Several studies have shown that click-through and response rates are higher for emails containing videos. Video stands out. It grabs attention. This usually means scheduling more meetings, product demos, and calls at the very least.
It also helps you and your company stand out above your competition.. If a lead receives three emails for similar products from different companies, the one with the video will be the most memorable, especially if you produce one that is high-quality, visually appealing, and interesting.
Some sales reps use video prospecting as a way to flex their creative muscles, which can be great in certain circumstances. However, don't feel like you have to overcomplicate it, especially if you're just starting out. All you need is the right equipment and the right message.
You can't make video without a camera. Depending on your budget, you can use a smartphone or webcam. For higher-quality videos or once you've established that video prospecting is beneficial to your process, you might consider investing in a more advanced camera. Depending on what you use, you may also need a tripod to hold it steady.
For great sound quality, you'll need a microphone. It doesn't have to be expensive. A basic lavalier or clip-on mic will help free up your hands if you're showing off products.
Once you've filmed your video, you'll need video editing software. Both Microsoft and Apple offer free options: Clipchamp and iMovie. For more advanced editing features, you might purchase a product like Adobe Premiere Pro, Apple Final Cut Pro, and Davinci Resolve.
Finally, you may want to consider a platform that allows you to incorporate your videos into your sales communications seamlessly. One popular option is Vidyard. It helps you add videos to your outreach emails, and it integrates with sales engagement platforms like Salesloft and Outreach. BombBomb is another great option, and it also integrates with sales platforms like Outreach.
Once you have your equipment, it's time to work on your message. Think about the type of video you want to send. Do you simply want to introduce yourself, your brand, and your product? Do you want to conduct a product demo or a tutorial? Whatever you decide, always start with a hook that compels viewers to keep watching, followed by a brief introduction. End with a CTA that leaves them wanting more.. Somewhere in the middle, show the prospect how your product or service can add value to their lives or address their pain points.
Keep your message clear and concise. Writing down what you want to say ahead of time and practicing can help.
It's also important to personalize your message. The advantage of using video for prospecting is that you have more opportunities for personalization. You can do this by:
Finally, make sure the ambience of the office or room where you film your video is ready. If the lighting isn't good, consider investing in a ring light. It will highlight your face and add a touch of professionalism. Speak clearly. Test your audio. Eliminate any extraneous noise. Be mindful of your background. Make sure it's clean, fits the theme or mood of the video, and doesn't distract the viewer from focusing on you.
Just like any other sort of outbound sales efforts you make, there's a right way to execute video prospecting. Timing, frequency, and following up are everything.
Keep your videos short. They can range from 15 to 60 seconds but shouldn't be any longer than a minute unless you're offering a demo or the specific situation calls for it. Short-form videos like this are 2.5 times more engaging than long-form.
When and where you use your video during your process will typically require some experimentation on your part. You might find that you receive more engagement when you use them as an introduction at the start of the cycle.. You might find that they work better as a follow-up to another type of outreach. The same goes for sending a follow-up to your video. Generally, you'll want to wait a few days, but your unique situation will dictate your timeline.
Keeping up with your metrics is a great way to find out what's working and what isn't. Use an email tracking tool to measure click-through rates. Use heatmaps to determine when viewers stop watching your videos. Implement A/B testing to see how different videos perform. As with any type of sales strategy, view those metrics regularly and adjust as needed.
Consumers say they want more video when making buying decisions. Video prospecting is a fresh approach to engaging with leads. It can help set you above your competition, and it allows you to add more personalization to your messaging.. With the right tools and script, it's not complicated to implement. With the right metrics, you can perfect your video messages and ultimately, boost your sales.
