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Video is increasingly becoming a popular tool for marketers. But more importantly, in those same organizations, video can have a direct impact at multiple stages of the sales process.
The key question marketing and sales leaders should ask themselves is:
During the buyer’s journey, is your sales team finding it difficult to fully engage prospects or communicate value, which is resulting in lost opportunities?
Unfortunately, this a common challenge facing organizations today. So, how can sales teams address it and increase conversions throughout the entire sales cycle?
By improving the how and what of their approach to the customer.
Let’s face it, traditional sales tactics just aren’t cutting it. Old practices like cold calling or sending wordy emails don’t engage or draw the attention of your prospects anymore. Once you’re in the front of a prospect, ineffective or boring content can derail a dialogue before it ever gets meaningful. You need a richer medium to really prove your point and ultimately close the deal.
78% of executive buyers claim salespeople do not have relevant examples or case studies to share with them. – Source
Think about it.
Powerpoint was deemed ill-fit to drive engagement a long time ago, and even cold calling is on its last legs with a meager 2.5% success rate.
The fact is: your sales team needs engaging and dynamic content to drive their efforts and support the sales funnel.
That’s where video has an advantage.
Video is engaging, visual, and interactive. In fact, Aberdeen reports that 33% of high-performing companies are using video to close sales.
It’s not hard to see why, since video has a proven track record of driving conversions:
In fact, videos work even better when targeting key decision-makers or stakeholders in an organization:
So now that we’ve established video has a lot of benefits, how can sales teams leverage video content? And where along the buyer’s journey can video have an impact?
In an effort to make it easier to understand how you can use video in sales, we’re going to break it down based on each stage of the funnel:
The lines between sales and marketing can get a bit blurred this high up in the funnel, but video content extends beyond the boundaries of marketing collateral.
A useful video can serve as a powerful top of the funnel tactic that can help attract visitors to your site and convert them into leads. Just take a look at Snagajob’s YouTube channel.
SnagaJob is a job search engine website that helps hourly workers connect with potential employers. They create a steady stream of high-quality, helpful video content designed to inform, educate and help hourly workers with various aspects of the job search.
There are many reasons why their video content is so effective:
Explainer videos are perhaps the most commonly found example of animated videos.
They’re usually 1-2 minutes long and are used to introduce a new product or service. These videos explain what problem the product is trying to solve and how the viewer would benefit from using the product. Think of them as the elevator pitch for your company.
Check out this guide to learn more about explainer videos.
Here’s a great example by another GoAnimate customer, Fixed:
This SaaS company created a short and effective explainer video about their ticket-saving app and how it can help drivers avoid expensive fines. They even used the video on social channels like Instagram to drive brand awareness.
Promotional videos are popular because they are used by companies to promote time-sensitive deals and offers.
These videos are a great companion to offers that are designed to drive traffic or even sales for a limited time. Take this video by Bellacor for example:
The video features Bellacor’s upcoming promotion called “The Now List” and shares relevant information like products that will be available for sale, pricing, and more. Promotional videos are a great asset to drive brand awareness and potentially, even sales.
Now that you have leads moving around your company’s digital channels, it’s time to get them to stick around and drive interest in what you have to offer.
Product information videos can help with this. These videos talk about specific functions and features (at a high level) related to your product and why viewers stand to benefit from using it.
A great example of such a video can be found on Zendesk’s product page:
In this video, Zendesk explains how you can use their customer service platform to centralize all your customer interactions, prioritize important conversations, collaborate with team members and more. The video does a great job of highlighting key features and also explains how viewers can improve their customer service with Zendesk’s software.
Now that your prospects have some general information about your company and its offerings, it’s time to educate them on the specifics. You need to help your prospects justify a purchase and explain why your company is the best possible option for them.
A great way to accomplish this is by creating a use-case specific video i.e. a video that targets prospects in a specific audience segment.
The goal of this video is to make it very relevant to a select group of prospects, while also conveying the return on investment (ROI) of your product.
SAP does an excellent job of this by creating specific videos for a vast number of target segments. In this case, they give prospects a glimpse of the value of SAP solutions for the Hydrocarbon Supply Chain:
Now that there’s real interest in your product it’s time for the salesperson to explain the solution in detail, review expectations, overcome any objections and negotiate the price.
A common practice this far down in the funnel is to get leads to sign up for demos. Demos give your sales team direct access to a lead and help them discuss the product in detail, showcase relevant features, and address any questions leads may have.
Another alternative to demo calls is to create in-depth product demo videos that you can share with leads. Remember, B2B buyers complete 70 percent of the buying journey before contacting a vendor. So share relevant information that can help inform leads during this stage.
Also, since this video is designed for the bottom of the funnel, you can gate the content and trigger alerts to your sales staff when a product demo video is watched. This can help better qualify your leads and lead to more targeted efforts with your sales team engaging the right people.
Here’s a great example of an in-depth product demo video from eDepoze about their Witness Prep software:
A common misconception with the bottom of the funnel is that all of your activities at this stage should only be related to product features, pricing, etc. But customers that are interested in an expensive product or long-term service relationship are interested in the “who” just as much as they are in the “what” or “how much.”
Brand perception, trustworthiness, and commitment to service can be crucial deciding factors in the buying journey, especially if you’re competing with other providers for the sale.
Video is a great medium to communicate your brand values or build trust with your leads. You can use video testimonials from other customers to help build this trust and establish a relationship with potential clients. Slack does a great job of this with this unique customer testimonial:
Tip: You can also get an audio recording of a customer testimonial and have an animated character lip-sync it in GoAnimate.
Now that you’ve completed the sale it’s time to cover any questions that your customers may have about your product.
Curate a list of frequently asked questions (FAQs) or talk to your support team and identify the most common issues your customers face. Create videos that address these questions and improve customer experience.
At GoAnimate, we’ve dedicated our entire Help Center to address such questions including short one-minute tutorials that help customers use our platform. Here’s an example of a one-minute tutorial about best practices for recording voice-overs:
Lastly, your product is bound to grow and change as you add new features. Create a video to showcase the latest updates; it’s even better if you can show off examples of how customers can take advantage of the new feature.
At GoAnimate, we’re constantly adding new props, characters, and sound effects to our asset library. We announce the latest updates with a video like this one:
Overall, video is an excellent medium to persuade leads into buying. It does a great job of engaging prospects as they make their way through the sales funnel and helps drive conversions.
But it’s easy to get caught up with top of the funnel videos that only build brand awareness. Instead, map out different types of videos to your funnel and put a viable strategy in place for producing this content. Focus on delivering relevant insights to prospects for each stage of the buying journey.
In short, focus on making video a vital part of your company’s digital sales flow.
If you want to learn how to be successful with video, check out our custom research report: Start Smart, Scale Up, And Stand Out With Video!