Related Posts
Podcasts
Discover how to leverage the power of video marketing to close more deals. This guide explores seven types of video marketing, helping you engage customers, build trust, and boost your sales conversion rates.
People buy from companies they trust.
Think about the last time you handed over your credit card, or the last time you filled in your personal details online – would you have done that if you didn’t trust that they’d deliver on the second half of the deal?
Now you might be thinking, I’m a sales rep – what’s that got to do with me?
Well, everything actually.
As a sales rep, your success depends on establishing enough trust with the buyer to achieve a transaction out of them.
With combined effort from both the sales and marketing team, there are 7 videos that we’ve seen help companies develop trust quicker and in turn, shorten the sales cycle and improve closing rates.
Spoiler alert: it’s not an ‘about us’ video.
The right video content at the right time, helps consumers do two important things. Video helps consumers:
- Build a relationship with your brand before they enter your sales pipeline
- Move quicker through the sales pipeline
We call these videos the ‘selling 7’.
VIDEO #1: 80% Videos
Let’s start with an undeniable fact: every salesperson has a handful of questions they are asked in almost every meeting.
These are the common, frequently asked questions that make up 80% of the discussion. You know the answers so well; you could recite them in your sleep.
But what if you didn’t have to keep repeating them?
80% videos are designed to answer these commonly asked questions and even proactively answer a few your prospects haven’t thought of yet.
If you don’t have a video producer in your team or don’t have the resources to outsource video production, then I’d recommend using Loom or Vidyard to record a video that answers these commonly asked questions, and sending that to prospects prior to a connect call.
When your prospects’ questions are answered before the first sales call, you can actually spend your time selling. Ultimately, you’re saving time and streamlining your sales process, which leads to higher close rates and shorter sales cycles.
Here’s an example of an 80% video recorded at RedPandas:
VIDEO #2: Employee Bio Videos
One of the most potent aspects of video is its ability to create a sense of familiarity and trust before a meeting even takes place.
Employee bio videos offer a quick introduction of your team members, letting potential clients see their faces, understand their roles, and connect with them.
Once these videos are made, consider adding them into email signatures or your website. You’ll be surprised at how many views they get.
Ultimately, the reason this video type is so successful is because it builds trust with your audience, and trust is the secret ingredient of a successful sale.
Here’s an example of an employee bio video:
VIDEO #3: Product/Service Videos
With the average online attention span sitting at a brief eight seconds, quickly conveying the value proposition of your product or service is crucial.
Nothing does this more effectively than a well-crafted product or service video.
These help get the message across quickly and keep the audience engaged with their combination of sound, visuals and motion.
On our HubSpot Onboarding page, as you can see, the product video helps break through the noise and get straight to the point.
Here’s an example of an effective product/service video:
VIDEO #4: Landing Page Videos
Any page that has a form should have a video.
Why?
Because moments before submitting their contact details, potential customers are filled with doubts and questions. Landing page videos are the antidote to these anxieties, assuring your prospects that sharing their details is a beneficial step, not a risk.
For example, a user might be worried that if they enter their details, the company will contact them relentlessly. A simple landing page video addressing this and explaining how their contact details will be used and what they will receive in exchange can help alleviate these worries and build trust.
In fact, studies have shown that incorporating videos like these can boost conversion rates by up to 80%.
The first step to creating a landing page video is to ask yourself, ‘What are all the factors that might stop a prospect from entering their details on this page? What doubts and worries may users have about filling out the form?’
Once you have a list of answers to these questions, you’re going to want to record a video that alleviates all of these worries.
On our ‘They Ask, You Answer’ Coaching page, we use a landing page video to help address customer questions. You can see this below.
VIDEO #5: Cost Videos
Think back to a scenario when you last researched something online, anything from a domestic mould removal service to a fancy restaurant – and you didn’t find the price. What’s the emotion you felt? I’m guessing frustrated or what we like to call the F word of the internet.
So you don’t find the pricing online and you feel frustrated. But why? What gives you the right to be frustrated? The answer is you are the customer. You have the right to know, you know they know and you are trying to give them your money.
Guess how long it takes for you to leave a website if they don’t have the price and go to a competitor? The research says 10s or less. So why do we treat our own customers this way and expect them to act differently?
If you’re selling products or services online, sharing price information on your website is essential. Not only does it let potential customers know what you’re offering, but it also helps to build trust and transparency. After all, if you’re upfront about pricing, it shows that you’re confident in your product or service and that you’re not trying to hide anything.
When people are in the buying process and they search online for answers to their questions, at some point, they’re going to search for price. When they can’t find price on your website, they’re going to assume you’re trying to hide something, and they’ll become what? You guessed it, the F word of the internet: frustrated. This frustration translates to a loss of trust, and a lower chance for them to buy with your company.
On the other hand, if your prices are clearly listed, it shows that you’re transparent and have nothing to hide. More importantly, it helps you stand apart from the pack and be seen as the most trusted player in your space.
Cost videos address this common pain point by explaining your pricing clearly and honestly.
Also, it allows you to further build trust because it’s in video format as opposed to text. For the prospect, it feels like they’re having a conversation with you, and that goes a long way in building a strong relationship with your prospects.
Below is an example of a video that addresses price concerns. This video also delves into other topics, so it’s not a standalone cost video, but since it does cover pricing, it counts:
VIDEO #6: Customer Journey Videos
Social proof is a powerful selling tool, but how can you stand out from the crowd?
Every other website has a quote, a photo and a name. This is just common practice nowadays. To stand out, you have to do something more…and that’s where customer journey videos come into play.
You will want to feature your customers on video and share their journey in working with you. Where were they before they started working with you? What was working with you like? What did they experience? And most importantly, where are they now?
By showing their journey in working with you, you’re able to demonstrate to new prospects what sort of journey they can expect to experience when working with you.
This acts as a compelling testimonial and builds trust. On top of this, it strengthens your relationship with your current customers.
Here’s an example of a customer journey video from our friends at HubSpot:
VIDEO #7: “Claims We Make” Videos
Every business makes claims. “Our people are the best” or “our customer service is world-class” may sound familiar.
So if everyone is making these claims, how do you differentiate your own business and stand out from the crowd?
The answer is to back up those claims in a video.
For each claim you make, try addressing:
- What the claim is
- Demonstrate how you actually fulfil these claims
- Demonstrate that you’re not just making claims out of self interest or promotion, but that you truly believe in what you’re saying
- Show real examples to back up your claims, otherwise, it’s all just noise
By doing this, you’re bringing credibility to your claims and reinforcing trust in your business.
Here’s an example of a claims video:
So, what’s next?
As business owners or sales reps eager to close more deals, embracing video marketing can be a game-changer.
By incorporating the Selling 7 into your strategy, you can strengthen relationships, build trust, and most importantly, close more deals.
Curious about other ways you can use video in the sales process to close more deals? Check out this article about using content in the sales process to shorten the sales cycle and increase close rates.
