Let’s admit it. We’ve seen enough mediocre cold emails from brands promoting their new products or features.
They are mostly the same, nothing eye-catching; bulky descriptions with bullet points and a picture sometimes.
When we want to understand what they're talking about, we have no choice but to read– which can be such a chore for some of us. Let alone the actions that they're expecting us to do.
Also, when a salesperson cold calls us and tries to sell us on why their product is excellent by talking for two whole minutes, it’s not easy for us to keep up with all of the information. We can’t help but wonder, “what is this person talking about?”
This is why videos are a powerful addition to sales campaigns. No matter what business you run: e-commerce, startups, or SMBs. According to the stats, 80% of salespeople say video has helped increase sales.
The massive number makes sense since nothing beats videos regarding delivering messaging, standing out from the crowd, and evoking emotion.
I’ve previously explained some advantages of using personalized videos in sales outreach emails. Now, I’m going to go more in-depth about how to leverage videos beyond initial sales emails.
What Do I Mean By “Sales Videos”?
Before we get into the nitty-gritty details, we first have to ensure we’re all on the same page about the sales videos we’re talking about.
The term “sales videos” can be too broad and too general. We'll discuss videos sent from a salesperson to their prospect, or new client, to create a connection, simplify complex information, and build rapport.
Sales videos don't have to highlight your unique selling points or illustrate why prospects should buy from you. They can be less sales-centric, story-driven, and informative.
A great sales video will help prospects understand what you offer effortlessly. And as a salesperson yourself, getting your message across will be much easier without shoving any hard-selling information down their throats. It’s a win-win!
Top 3 Types of Videos for Sales Outreach Campaigns
No two sales videos are created the same. Some are more powerful in attracting prospects' interest, while others do an excellent job encouraging them to take action.
Webcam videos are the right type when you want more in-person interactions.
You can film a pre-recorded video with recording software that features yourself talking to your prospects like a friend– it’s more personal than just a voice chat. This allows you to be more relatable.
(Image source: Hippo Video)
In other words, webcam videos provide a fantastic way to create a meaningful and more personal connection with your prospects early on.
They'll know a real human is behind the brand, not just a faceless marketing message.
Screen Share Videos
If you're looking for a way to explain complex topics more easily, a screen share video is right up your alley.
When you're in the SaaS industry and want to introduce an app or a feature, it's always better to show them the interface, how it works, and how to use them. Screen share videos can help you communicate that.
With voice-over combined with a webcam, you can also use this sales video to present case studies and pitches to prospects. If you elect to try this tactic, investing in webinar software that allows you to host live training may make sense.
Product Explainer Videos
The beauty of product videos is that you can show and tell your prospects about your offerings using a tone that matches theirs.
You can show your product and break down some key features. You can show them how your service works if you offer a service. Take a look at a motion graphics product demo video from Digivante:
Product Demo Video for Digivante | Motion Graphic Animation
People create product explainer videos to answer questions that your prospects may have about your offers. To make it great, you must write the content and call-to-action with a good copy.
It gives them an idea of how your product or service solves their problems. It also helps set clear expectations.
There are some tools you can use to create a product explainer video. For more polished quality, you might consider investing in professional production. Investing and working with a professional explainer video company is always best.
Best Ways to Use Videos for Sales
As we mentioned initially, sales video usage isn't limited to introducing what your product or service is all about. You can also use the engaging medium to:
Answer Frequently Asked Questions
Isn’t it just mundane, if not downright boring, when you have to repeatedly explain or answer the same questions from your prospects every day?
You can use sales videos to save time and streamline the information your prospects need to take action.
You can list the top questions that most of your prospects ask and address them using a short sales video. If it applies to your videos, you can also use this strategy to upsell successfully.
Thus, you can upload those videos to YouTube or send them to prospects before meeting with your sales team.
So once they decide to make a more serious call with you, they already have basic information about your products and services in the first place.
Enhance Your Email Signature
You can add your sales video to your email signature.
A study from Breadnbeyond shows that a video in an email signature drives an 80% engagement rate and an 87% play rate. Additionally, they are less likely to end up in the email spam folder.
(Image source: Wistia)
A tiny thumbnail can separate your emails from others and make prospects feel more familiar with your brand, team, and company.
Add Personality to Follow-up Emails
Gone are the days when salespeople blasted out template-like, automatic follow-up emails to get the needed response.
You can create a video to spice up the approach and show your brand's personality so that you catch their attention.
You can set up personalization in your email software by including their name, briefly explaining how you know them, and thanking them for their time.
When you are genuine and make prospects feel special, they will become interested in your offer and create top-of-mind awareness of your brand.
Use Sales Videos to Connect With Leads on LinkedIn
When we talk about video-sharing platforms, YouTube and Facebook are two synonymous names.
But there are other platforms you might consider using to distribute your sales videos, like LinkedIn.
(Image source: Wave)
Far from text-only content, in one year, LinkedIn video posts generated more than 300 million impressions on the platform. Getting more clicks and engagement will boost your website’s traffic, which is good for your SEO.
When you focus on B2B sales, LinkedIn presents a huge opportunity to attract and engage your potential leads and customers.
Videos can be a potent sales tool to keep your sales funnel full. They can help you build genuine, long-lasting relationships with your prospects and create lifelong advocates for your brand.
The key here is understanding your creative objectives and using the right sales video type.
Now it's time to say lights, camera, action! Arm your sales team with the sales video tools they need to establish a better and broader client base seamlessly.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro