Creating video content has been a staple of basically all marketing channels for a while. You and your team probably use email campaigns as one of the main tools in your prospecting and sales process, so it’s time to put those two together and give your results a boost!
In an ever-increasing market, there is always a need to keep improving to stand out. As you’re competing for your prospects’ attention both with your competitors and all the other exciting things the internet throws their way daily, sending out old corporate videos from your YouTube channel isn’t going to get you the desired result.
When you’re creating the videos, there are different tweaks you can apply to get the most out of them to make your campaigns memorable. Let’s take a look at some creative ways to use videos in your sales process:
Personalize the introduction
Whether we’re talking about cold openers or welcoming mails for new subscribers to your newsletter, you can use videos to make a first impression that will serve as the foundation for later building blocks of your campaign.
By taking the time to create a customized welcoming video, you convey the extra effort that you put in and it shows to the recipients that you take every interaction seriously. Here are some situations that benefit from personalization:
- Cold openers – you don’t have to allocate a budget or even draw a storyboard to make your potential customer feel special. You can record the video directly from your laptop or smartphone and you have a distinct opener for your lead in a matter of minutes, which could be beneficial in increasing your response rates. Even a simple introduction of two or three sentences puts you in front.
- Added value in every email – the email signature can also be an unexpected addition to your toolbelt. You can add a hyperlinked image thumbnail to it and use it to either introduce yourself and your brand, add some latest news about the company, or include any other type of relevant video content. Switch them up and track the click-through rate to see what works the best for you.
- Pre-meeting connection – when you have an upcoming meeting but you haven’t got a chance to talk to the person yet, you can prepare a short video message that will serve as a preview and it could go a long way in preventing last-minute cancelations.
Adjust to your buyer persona
When we’re talking personalization, it doesn’t only have to be directed to a specific user. Take into consideration what’s your overall audience and how they consume content.
There are always ways to take the same type of content you wanted them to see and flip it in a way that will be more suitable for the audience you are addressing at the moment. There are a couple of things to consider for video variation:
- Play around with the formatting – if you have younger buyers chances are they are going to see your message on the go through their smartphones. Go against the usual norm and create vertical videos for them. Your videos are targeted to an office setting? Include subtitles if there is a voice-over or dialog. When you explore the viewing habits of your buyer persona and what type of content they gravitate to, it will become easier to see what video style you should employ.
- Consider the consumers’ behavior – when you dive into the analysis of your process, you’re going to start noticing some patterns. Maybe the users are abandoning their carts at a certain step or you’re seeing the biggest bounce rate on specific pages of your website. You can use that to your advantage – make short customer journey videos that will explain the shopping process and target those cart abandoners. Take the subject that the users don’t understand and explain it. There is always an inspiration to be found when you take a step back and consider the data.
Base the content on customers’ journey
Instead of looking at your videos as separate elements of the campaign, try viewing each new piece of content as a continuation of the series. This way, not only that your campaign look more consistent, it builds up anticipation and gives the users on your mailing list additional incentive to open the next email.
Each stage of the customers’ journey can serve as a base for creating multiple efficient and engaging videos throughout the campaign. A mix of storytelling and product showcasing will come together to keep your audience engaged.
Follow the funnel and keep providing value throughout all the phases.
Initial stage – awareness
When you’re considering new consumers, your goal here should be to give them an introduction without piling on too many details. This doesn’t mean that your videos can’t be interesting, just have in mind that they are still getting used to your content.
The first few videos should be light, with just enough information, while they also start a conversation and leave room for more content to come:
- Positive tone – don’t try to scare the consumers and make them feel like they are missing out on something important. Instead, go for a more lighthearted approach where you show that you understand that there are some things you do that they could benefit from and invite them to follow on to learn more.
- Address the pain points – when you’ve identified the issue they have, the next step is telling a short story based on your problem-solving capabilities. However, this shouldn’t be a step-by-step explainer. Consider it more of a teaser that just touches upon the subject.
- A FAQ is always relevant – showcase your team by having them answer your frequently asked questions and give the audience just enough information to make them aware of your scope. If each question demands too much time, split them into multiple clips to avoid clicking off your videos because they are too long.
- Adapt the CTAs – you always want to get the most out of your content, but don’t be too aggressive with your call-to-action. Instead of going for sales, you should invite the viewers to keep watching and encourage them to share/forward if they find the content useful.
Halfway there – middle of the funnel
After the initial stage, you may not yet have a dedicated base of followers that are ready for conversions, but those who stay are ready for some more information that will give them a push toward a favorable decision.
There are different areas to explore when you’re looking for inspiration:
- Introduce “How-to” – explainer videos are always a safe bet, but you need to keep them engaging by including a clear example of a process in your industry where your solution is applicable. As before, you can give this content variation by making it serialized and announcing what are you going to show in the next one, just resist the temptation to go into the hard-selling mode.
- Tips and tricks – to give additional value, you can provide support to the main content that is the “How-to” videos by introducing some genuine advice that is industry-related. For example, depending on the length of your videos, you can opt for bonus tips that follow the steps of your product use. This can prove to be an edge over your competitors and come into play when it’s time to commit, as you’re offering value that is (still) not followed by selling. You’re also positioning yourself as knowledgeable which makes for good referrals even if they don’t convert.
- Videos about your brand – the focus of your campaign should stay on the product and the customers’ relationship with it. With that in mind, you can still use some corporate materials that fit into the narrative and make them a segue into the final phase. This could be a way to show how your product or service came to be and what drives it, how it connects to your values and why you understand your audience. This could also be combined with the previous two, but just remember not to overdo it and come off as too promotional.
Decision time – leverage social proof
After you’ve shown the audience your best face, it’s time to seal the deal by letting others confirm your story. Customer success is one of the best ways to gain lasting customers, while also turning a good portion of them into brand ambassadors.
No matter what kinds of numbers you have on your website, buyers will always trust the confirmation from previous customers over that. There are some variations in the ways you can present the social proof through your videos:
- Testimonials – they are a classic for a reason. The best way to showcase your satisfied buyer’s opinion is by placing them in their environment and having them explain what your product did for them and why they recommend it. Ideally, they should just have short guidelines, while the script is up to them so that the video comes together as authentic as possible.
- Case studies – if you have a larger scale success story, a slight variation on the case study formula can be used to share the before/after process with your customers. You can combine the story showcase with your customer’s involvement, having both sides talk about the steps along the way, expanding on some of the content you showed in the previous phases.
- Product reviews – if your products or services are more straightforward, you can have your buyers confirm the ideas you talked about in earlier stages in their way. The difference between the testimonial and a review is that this category relies more on technical aspects and can help seal the deal for the customers that were unsure if your solution applies to their issue.
Beyond the funnel
After taking into consideration your personalization, the way you can cater to your buyer persona and their way through the sales funnel, there are still some additional venues to explore with your video content.
Whether they are some customers that weren’t ready to commit or the ones that you had a successful journey with, you should use every chance you get to stay on their radar:
- Leads that have gone cold – after some time has passed, you can reach out to the cold leads with a video explaining what’s new, preferably with additional information about the market. You want to show the buyers that you are always thinking about the ways you can solve their issue. Don’t go into sales from the start, but try to include a CTA that will reignite the conversation.
- A video after the conversion – when a buyer completes the deal on your website, thank them with a short and simple video. This is a nice way to end the journey, while it also can provide an incentive for customers to leave a review or make a referral, making it easy for them to advocate for your brand.
- Keep the relationship going – whether you want them to participate in testimonials and other content later on, or you see the potential for upselling, you should try to nurture the converted leads. Of course, they shouldn’t get a full campaign as if they are new subscribers, but you should send out some useful materials and news about your product occasionally.
When you go on with your email campaigns, you should pause at each step and go over the possibilities to introduce the video. As we previously discussed, success doesn’t depend on production values and budgets.
You should always rely on creating a relationship with your prospects, putting in the effort to learn and adapt along the way. Take the time to plan out the content, create the publication schedule and segment your audience. The content you create should be efficient, engaging and goal-oriented. Make the process easy and transparent for your team, putting all the clear instructions into the convenient how-to internal guides inside your HRIS system.
Don’t be afraid to experiment, as you’re only going to get better with each campaign, so go out there and start getting those sales!