Today’s enabled customer not only prefers to go through nearly 70% of the buying process before engaging with a salesperson, but they can smell a sales pitch from a mile away too. Because the sales process is transforming, your best bet as a marketer is to get to know your buyers, help them find rich information in the independent research phase, and look to where you can personalize their experience. This personalization of the sales process is also known as social selling, and video assets can be used as your key tool to engage.
Use Video As A Sales Tool To Create A Connection
While selling used to be a one-size-fits-all deal where the company called the shots and the stages of the funnel, now potential buyers are determining what their own funnel looks like and the rules of engagement. Customers want to engage with companies they trust, and video can create a connection to humanize the whole process. Instead of pushing a product, you can demonstrate your willingness to meet a client’s needs and help them find a solution that really works for their unique situation. Jill Rowley, Social Selling Evangelist at Oracle shares amazing advice on the topic and insists that as a sales or marketing professional it’s your job to become an information concierge. In other words, you’ve got to curate information-rich resources to initially attract buyers, and you’ve got to become part of your buyer’s sphere of influence. So how do you do this with video?
Create Videos Tailored to Individual Prospects
The first part of social selling is all about getting to know your buyer really well. If you discover after a bit of social networking research, for example, that your prospect David in New York mentions football a lot in his tweets, create a personalized video message in which you chat a bit about the upcoming Super Bowl, and invite him for a call or a webinar of use to him. Maybe you could get your team involved in a short video in which someone does an impression of his favorite player?
Video is an aspect of your marketing you can use to delight prospects, and going above and beyond in this area can showcase you’ll go the extra mile in every part of your service. Moreover, video is the only medium that’s the next best thing to selling in person. An engaging piece of video content can help you establish a very personal connection, and can help you stand out from your competitors.
At Vidyard, we’ve adopted this practice and we send out personalized thank-you videos from the team to partners and clients. Calling out specific people who helped us make big things happen, we’ve had a great response to the videos that actually take very little time to create. Because almost everyone has a 1080p device in their pocket, creating something quick and personal to share is actually easier than you’d think.
Create Customer Testimonials
Beyond getting to know your buyers and establishing that you are willing to delight them with a personalized experience, social selling is also about your buyer’s sphere of influence. To become part of your buyer’s world, it’s best to partner up with their peers or those they already trust. For example, you can create a video testimonial from a company your buyer already identifies with. Showcasing how this model company uses your solution for very similar needs, you immediately demonstrate a competence (in that you appeal to the right pain points for your buyer’s industry), and you build a rapport with the buyer in that they identify with the company or industry you’re showcasing.
Share Relevant Videos Socially
Your customers love videos, and as a social seller your job is to share useful information with your network on multiple channels. As Chairman at Quarry Integrated Communications, Alan Quarry, insists – video and social go together like peanut butter and jelly. This is because videos are especially shareable (and digestible) pieces of content. You can make sure you’re always connected to prospects by sharing relevant videos either through Twitter and Facebook (where you’ll gain a visible presence in their newsfeed), or through Salesforce where you can now share videos in Salesforce Chatter or through emails directly from your Salesforce interface. What’s more is that once you connect your videos with your CRM, you’ll be able to use partner tools to see exactly how much of your videos your prospects actually watch. This ultimately gives you incredible context for social interaction with leads and helps you qualify their interest throughout the process.
On a whole, videos can definitely help you to stop pitching and start engaging if you use them in a targeted, personalized, and genuine way. So start getting to know your prospects and deliver something they’ll appreciate and remember; you’ll build meaningful connections and loyal brand advocates.
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