Sales video is not something you can just wing. I think you’ll agree with me when I say that there are many things to consider before putting your video out there including the quality and how the audience will receive it.
Some of these considerations are:
- What is the goal?
- What should we say in this video?
- Who is our target audience?
- How do we want them to feel after watching 👀 the video?
- What's the best way for me to get this message across within one minute or less?
Unless you have all these answers, don't bother making a video yet!
So this is where I started racking my brains for answers on how to slowly implement videos in the sales process. Whether you're struggling to book meetings or just want some fresh ideas, this playbook will make sure that your videos deliver on your goals.
When to Use a Video in the Sales Process?
Video also has the potential for higher conversion rates (and therefore increased revenues).
Using a video as part of your sales process could increase your ROI by as much as 88%, according to research from HubSpot. Now that's TERRIFIC!
Research indicates that video is one of the most effective ways to generate leads and drive conversions. If done right, a video can connect you with your prospects on an emotional level than any other medium out there 🎉.
But that’s not all; you have to slowly integrate videos into your sales process as it is much more effective than cold calling. But before baking it in your sales process, here are some best practices you must follow to see great results.
17 Tips to Win at Video Outreach
1. Block a Specific Time 🔕
Time blocking is the most crucial task you have to do before recording a video.
What is time blocking, and how does it work?
The concept of time block refers to consecutive intervals or blocks to focus on a single task. The idea behind this technique is that you can get work done when entirely focused on one task rather than multitasking.
To implement this strategy, simply set aside 15-minute chunks throughout your day during which you are only allowed access to one specific project or activity.
Let's understand with a practical example. Suppose you are using Videoform, shut everything down like notifications from Slack 🔔 and Gmail 🔔, or even avoid replying to texts from your girlfriend or boyfriend 😜.
You see, it is not ideal to get pings from various apps while you are recording an important sales video for a high-value prospect.
Just shut everything down and focus on your video only!
2. Don’t Make Videos for Every Single Prospect
When you need to send personal and custom videos, don't make a video for every person. But here’s the kicker, it's better to group your prospects into high priority (A) and low priority levels (B)(C).
Focusing on sending A-level clients 1-1 videos & record a common video for other prospects. This way you keep things interesting while making sure your workload is manageable.
This is not to say that you should stop recording videos for (B) & (C) altogether, but you can instead group similar prospects and create one video for all of them.
This will save your time and effort as well!
Remember, you don’t need to record 600 different videos for 600 prospects.
3. Send Videos without getting Filtered
With interactive sales videos, you can easily reach out to prospects inbox.
This is because there is no need to embed the video, which can get filtered.
Instead, you just need to choose a personalized thumbnail with a great headline to send a video email.
You don’t need to keep adding more focused text on video email or In-mail.
The key is that you need to use the same introduction and business-related focused content in your video and resume step one of this guide's instructions while inserting a video into it.
4. Use LinkedIn
LinkedIn is a great tool to connect high-priority prospects by easily breaking the inbox barrier. Whenever someone accepts your connection request👋, send them a video with some quick tips as well.
You can easily record your cam +screen videos to capture the attention of potential customers just by downloading a Chrome extension. Once clicked, it will start recording📷, or you can use already recorded videos.
5. Create Videos Without Sounding Like a Weirdo
You don't need to look like a Hollywood star for your videos to have stunning effects. However, it is possible to achieve an equally eye-catching video with more appropriate and unique backgrounds with some creativity.
That doesn’t mean you can record videos in a basement as well.
You're going to need good lighting and a decent background.
This is because background location is a crucial choice you need to make. The choice of location 🌄 will impact the look and feel of your video and how intimate it will be for the prospect.
6. Invest in a Decent Lighting 🌞
Did you know that lighting can make or break your video? It's true.
Properly lit and recorded videos will help keep people interested and engaged with what they're watching, which is why I recommend investing in decent light for your next outreach process.
7. Get a Decent Webcam
For the best video quality possible, get a webcam with an HD resolution.
You may need to buy one that plugs into your computer or laptop instead of using your built-in webcam, which is often lower in image and sound quality.
The best salespeople think about the video angle. It sounds simple, but it will make your videos much more exciting and engaging.
When you're filming at a slight upward angle, people on-screen look like they are having fun!
8. Surprise Your Prospects (in a Positive Way)
With so many distractions available on the internet, it can be difficult for people to engage with email messages these days.
Video emails are a great way to catch your prospects' attention.
Video interrupts pattern & is different! Video grabs readers' attention and intrigues your prospects.
All while allowing you to connect with their emotions authentically & they'll remember long after reading your message. For example, this is what CEO Ryan thinks about VideoForm:
9. Share Your Screen and Webcam 💻
Creating a video by sharing your screen and webcam is a great way to make videos. You can simply show them what you're talking about on-screen while touching every vital point instead of sending a 3-page document.
This way, the prospect can see what's happening at any moment without having to flip back pages or scroll up and down endlessly for minor details.
This is a top feature of VideoForm that doesn't fail to brings results. You can share your screen and webcam to any video messages more personally.
Result: Prospect will be intrigued!
10. Don’t Make The Thumbnail About You
If you want to make your customers feel special, attract their attention, sell them on your product, create a customized thumbnail to suit the prospects.
People like to talk about themselves, so you need to make them feel special by talking about them and not your product or service.
For example, start by using a whiteboard with the prospect’s name written on it. How cool is that? Talk about what makes THEM unique, like using their name in the thumbnail of a video email.
Instead of being generic with your marketing materials by repeating "our company" repeatedly, try incorporating words/phrases specific to each prospect's interests, so they know there is someone out there worth listening to.
“Hey John, how have you progressed since the third grade🎉?”
This sounds way better than "Hey, I am Jane from the marketing department, and I want to talk to you about… blah blah blah."
11. Do Something to Catch ⚽ the Prospect’s Attention
There are plenty of ways to catch a prospect's attention.
One way is by using an eye-catching headline that attracts the reader and creates intrigue, such as "This Will Blow Your Mind." But the one that always works in video outreach is talking about the prospect.
Hey Steve, stop wasting time on mindless work😵!
Hey Jane, do you remember me😁?
Hey John, crazy Invitation, I am going to buy you lunch🍲🍻...
Hey Ryan, are you free this Thursday at 12 PM PST🕛?
13. Don’t Go With the Default Name For Video
If you’re already sending VideoForm to prospects, it can be easy to fall into a pattern of using the default setting for naming your videos.
However, before sending the video to your prospect, make sure to name that video. For example, “John, I called you at 7 🕖 can we talk?”
14. Start Your Video With a Smile
Imagine a person staring at the camera weirdly for 2 seconds and then smiling ear to ear? Don’t do that. Start your video with a warm smile, a hand in the air, and avoid any awkwardness. This helps you stand out from the rest of the messages in the prospect’s inbox.
15. The First 15 Seconds Video Rule
When you start the video, it is better to cut out all the pleasantries like, “I hope you’re well.” “I found your profile perfect for the product,” or “I am working in this company……”
Cut out all this nonsense and focus on the prospect for the first 15 seconds.
Start with “Hey Ryan, remember me, we went to the same college😆” and record their LinkedIn profile for personalization.
Who doesn’t get impressed by that? Moreover, after 15 seconds of talking about the prospect, segway into solving problems.
Now what comes after these 15 seconds is crucial. Many salespeople have taught us to talk about the company's value proposition, like what it can do for the customers and its features.
But the thing that works best now is problem propositions, where you must strictly focus on the prospect and the problems they face.
Value proposition → It is about us
Problem proposition → It is about you
An example of a problem proposition is
“Steve, many marketing directors are frustrated that their team doesn’t know how to understand user pattern. We help problems like these with our …..”
This is what wins or breaks your sales video! Overall, the first 15 seconds wins the rest of the video by smoothly segueing into talking about the problem proposition. You should know what issues the prospect is facing and address them with a crispy message.
16. The Last 15 Seconds of the Video Rule
The last 15 seconds of the video is crucial because after connecting your product with their problem, you need to end it so that they would want to go on and take the next step.
Here the first step is to put the prospect in the position of control.
“Hey, I would appreciate it if you reply. You have come this far, so you either love it or not”
The worst thing that you can do when trying to initiate a meeting is push it. It's an old-fashioned way, but if they're interested, then they will respond, and the two of you can have a call at your convenience.
17. Do the Work For Your Customer
To be successful in any negotiation, you need a plan. A long proposal can make the customer lose interest and stop reading before even getting into your idea. Even worse is if they don't finish it at all - both of these outcomes are bad.
But guess what - I realized just in the nick of time, when sending a proposal, make sure to film your proposal.
This way, instead of the customer having to read 3 or 5 pages' worth of text, you can share an informative video that includes your voice and offer them insight into why it is better for them than anything else they could choose.
In addition, it will help you close more deals as there's no room left for confusion or misunderstanding.
18. Video Analytics
Video analytics will help whether sales videos work or not in your process. For example, if it seems like a prospect opens up and watches your video, make sure you send them an email with something along the lines of :
"Hey Jane! What do you think about our new video? You've seen one!"
VideoForm can help you with all the analytics of your video performance.
The Bottom Line
Video outreach is a powerful sales strategy that can help you build awareness and increase conversions. The key to success with video outreach is understanding the psychology of your audience, which means knowing what they want from an online experience.
Overall, the above video playbook will be handy if you are ready to incorporate videos into your outreach strategy. Make sure to have a simile on your face and invest in decent lighting, webcam, and sound quality to stand from your competitors.
Also, make sure to include a compelling call to action button at the end where viewers have something tangible waiting for them on your site or to get a response. These simple guidelines should give you everything you need to get started with successful sales video outreach campaigns.
Have questions? Book a meeting with our expert & you will be on your way to winning. Book a time here