But while we all know video is important — and it is becoming easier than ever to produce it — we still might not know exactly where to start.
How do you convince the powers inside your organization that investing in video is worthwhile? More importantly, what kinds of videos should you be creating and how are they going to impact your bottom line?
I’m so glad you asked. In this article, we will:
Introduce you to The Selling 7 — the seven videos guaranteed to deliver marketing and sales results
Share examples of each type of video
Explain you how to get started with creating The Selling 7
First things first, what is The Selling 7?
All too often, businesses think they know just what they need when it comes to video: A nice "About Us" video to live on their homepage that will resonate with customers and bring in leads.
Not so fast.
While an "About Us" video can be tempting, there are other ways you can better spend your video dollars.
They are also the videos we've found to most effectively shorten the sales cycle by allowing prospects to navigate more of the process through video.
These seven types of videos are:
80% videos that answer frequently asked questions about a product or service
Employee bio videos that introduce your team and establish trust faster with a prospect
Product/service videos that describe your product or service and establish who is/is not a good fit for them
Landing page videos that increase conversion rates by setting expectations and communicating the value
Cost videos that clarify how pricing works
Customer journey videos that show how products and services have been successful for others in the real world, thereby establishing social proof
“Claims we make” videos that prove what you say about who you are and what you sell are true by showing it.
If you hire a videographer to work on your team, that person should be able to turn out these videos pretty quickly and cheaply — much more so than an outside production company.
Or, you could train someone internally to take on this initiative. Just make sure video is a part of your marketing and sales process as soon as possible.
Now, let's go into more detail of each type of video and see some examples.
Note: To get an overview and primer of The Selling 7, head to IMPACT+ to check out Zach Basner's free course that covers all of this in great depth: Video Sales and Marketing Strategy.
1. 80% videos
On average, every salesperson answers 5-10 of the same questions in every meeting.
They have their answers rehearsed and sometimes even scripted. They can recite them in their sleep, and honestly, they’re probably tired of having to answer them all the time.
Enter the 80% video.
80% videos are those that answer the most common questions all of your prospects ask (and proactively answer a few they haven’t thought of).
You can record just one video and send it to all of your prospects before your connect calls so you can go into your conversation ready to get to the nitty-gritty and not waste so much time answering the same old questions.
Employee bio videos are exactly what they sound like: short videos where your team speaks directly to the camera and introduces themselves.
Start with your people in customer- or client-facing roles. Once you have the videos recorded, put them in your employee’s email signatures or even your website. You’ll be surprised how many views they get.
There’s no way to communicate the value proposition of a given product or service more efficiently than through video.
The average attention span of an adult online is eight seconds. And with its use of sound, visuals, and motion, video is scientifically proven to get messages across faster and in a more engaging and memorable way.
It also breaks through the noise of all the words on the rest of your site.
Here’s an example of a product/service video from Sticker Mule:
In this video, the sticker company does a great job of not only explaining what the product is and the types of customers who buy them, but also walking through how their process works — all in just 35 seconds.
Think about it: Right before you fill out a form and hand over your contact information, you have questions and doubts.
You’re wondering, "Should I fill out this form? These people are probably going to contact me, sending a million emails, or maybe even phone calls…all I want is this eBook/template/checklist…”
Landing page videos can help address those fears and build trust.
These videos help the landing page visitor realize it’s in their interest to share their info with your company since they provide a passive engagement medium where visitors can experience your message with very little effort.
When you’re on a website, looking for information about cost and price but you can’t find the information you’re looking for, what’s the emotion you experience?
And in that moment of frustration, what do you do? Keep digging on that website? Pick up the phone and call?
You’re probably going to keep looking until you find a website or a company that is willing to tell you what you need to know. And, generally speaking, when you find that company, they get your business or at least first contact.
And if this is how you and I act, is it possible that your prospects feel the same way?
If we want to earn the trust of our buyers, we can’t be scared of tipping off competitors, scaring away customers, or saying our solution is “too customized.”
The competitors already likely know how you do your pricing, customers are scared away when you don’t talk about price, and of course, your solution is customized. That’s why we have to be willing to discuss the factors of cost.
Here’s an example from IMPACT client Bill Ragan Roofing:
A company that candidly addresses cost upfront immediately wins the trust of its audience.
Everyone knows having social proof on your website is a must.
Having a quote, name, and even photo has become a standard practice. So, how can you stand out?
How are you differentiating from your competitors already parading out their happy customers with quotes and names?
One way to get ahead of the pack is by putting your best customers on video.
Not only will they be totally honored when you tell them they’re one of your most impressive clients and you want to feature them in your marketing, but they'll also be smart enough to realize it’s pretty much free marketing for them and their brand as well.
Not only will having these videos help you close more business, but it’ll strengthen your bond with your most important client relationships at the same time.
Here’s an example from our friends at HubSpot:
Need some tips on how to get these awesome video testimonials from your customers? Zach Basner shares some useful tips here!