By Lauren Bensussen, Senior Advertising and marketing Marketing consultant at Heinz Advertising and marketing

Why Incorporate Video?

Persons are pestered with tons of of emails coming into their inbox every day, and that quantity skyrockets for enterprise professionals within the B2B area. With such a big quantity of emails to do one thing about, most individuals really feel overwhelmed and delete, delete, delete those they’ll reside with out—these are most probably your advertising emails.

How does it really feel to know that the emails your advertising division works tirelessly to good are being fully ignored, just because they’re competing within the flourishing consideration economic system? I guess it doesn’t really feel good. In reality, it most likely seems like your efforts are pointless! However advertising emails aren’t pointless in the event that they’re ultimately opened and a minimum of skimmed by.

How do you be sure that Joe Blow provides your advertising electronic mail a preventing likelihood? By placing the attention-grabbing phrase “Video” within the topic line, after which delivering on that promise with a brief, punchy, attention-keeping video.

Let’s face it: the bulk folks want to observe one thing or hearken to one thing vs. studying it. Simply have a look at how the podcast trade is totally thriving! Furthermore, folks retain as much as 95% of data shared in video format vs. simply 10% of data shared in written format.

So, it’s time we meet them the place they’re at, which ought to make training and connection simpler for each the customer and the vendor.

Learn how to Incorporate Video

Video Promoting

Movies enable results in see merchandise in motion and hearken to the gross sales staff, which is extra compelling than simply studying about merchandise.

Some nice use circumstances for video promoting embody however usually are not restricted to:

• Mini demos
• Recaps of follow-up calls
• Upselling
• Reviving leads which have gone darkish

Name Comply with-Up

You understand how everybody says it’s extra particular to ship a hand-written thanks notice after an interview than to ship a typed thanks? Properly, video is the brand new hand-written. If you observe up with a prospect, you’re successfully re-engaging to bolster your final interplay with them. It’s a manner to ensure your model stays top-of-mind.

Based on ProsperoHub, “personally-tailored movies can enhance retention charges by greater than 35%, that means that your follow-up name will probably be remembered, an important statistic once you add further content material to your communications resembling shopper testimonials, e-books, and demos of your product.”

So, the subsequent time you follow-up with a prospect, combine it up. Attempt making a brief video of your self referencing the final dialog you had with them, and if that hasn’t occurred but, make it concerning the eBook they simply downloaded.

With a pleasant face to the title, they’ll really feel extra snug coming to you; you’ll come off as a trusted useful resource and associate somewhat than somebody who solely cares concerning the sale.

Video as a Relationship Builder

Gross sales success is dependent upon a number of issues, however on the core, it actually is dependent upon how successfully a gross sales rep builds and maintains relationships along with his/her prospects. Video is a medium that lends itself properly to customization… and customizing the gross sales strategy to every prospect is essential!

Problem your self to interchange some touchpoints in your regular cadence with video communications and measure the outcomes. Chances are high, you’ll get a better quantity of responses—and extra optimistic responses—to your video touches.

This will appear like delivering a chunk of content material with your individual private tackle it or strolling a prospect by a brand new product characteristic—all in video format. Even when the contact is only a easy hey or introduction, a fast video is the best way to go.

Chilly Emails

Chilly emails are the least prone to get any traction however incorporating video can flip that statistic round. Platforms like Vidyard enable salespeople to simply report and insert a video into any electronic mail. In these movies, they’ll present the prospect simply how well-versed they’re on their prospect’s ache factors and how you can mitigate them. In essence, video can remodel a chilly electronic mail right into a heat electronic mail.

Account-Based mostly Gross sales

Account-based touchdown pages are cropping up left and proper, so why shouldn’t account-based movies observe go well with? Create a video tailor-made to a key goal account that can be utilized throughout a mess of personas. Earlier than recording, be sure you research the distinctive pains that the account is perhaps coping with, in an effort to communicate to them confidently within the video. The extra related you might be, the higher!

Wrapping It Up

If you happen to haven’t included video into your B2B advertising and gross sales technique but, don’t have any concern. It’s by no means too late to study a brand new talent—particularly one like video. In these work-from-home instances, whether or not they notice it or not, folks crave interpersonal connection. Video offers salespeople with a option to simulate the genuine nature of in-person interactions.

How might you incorporate video into your gross sales efforts instantly? What about long-term? Let’s begin an idea-sharing thread within the feedback part beneath!