What's more, new platforms and tools seem to emerge weekly that promise to make the video production process easier. Considering the quality cameras that most of us carry in our pocket or purse, the barrier to entry is lower than ever.
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.
Here are the seven videos that will take your sales and marketing efforts to the next level, based on the principles of They Ask, You Answer.
To get an overview and primer, head to IMPACT+ to check out Zach Basner's free fundamental course that covers all of this in great depth: Video Sales and Marketing Strategy.
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.
What follows is what we call The Selling 7. These are the seven videos most likely to get results and bring in revenue. 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 dive into each and see some examples.
1. 80% videos
Every salesperson answers five to ten of the same questions on every call.
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.
80% videos are those that answer the most common questions all of your prospects ask (and probably proactively answer a few they haven’t thought of).
If you record one and send it to all of your prospects before your connect calls (and use a video marketing platform like Vidyard to see how much of the video they’ve watched), you’ll now be able to go into your conversation ready to get to the nitty-gritty and not waste so much time answering the same old questions.
Here’s an example from IMPACT client Sheffield Metals:
Imagine how much more productive a sales conversation would be after a video like this!
2. Employee bio videos
One of the biggest reasons why video is such a powerful tool is it allows your prospects to see, hear, and know you before you actually see, hear, and know them.
Let’s face it, meeting new people and entering business relationships can be tricky territory sometimes. With video, however, some of the friction can be alleviated early on. People can see your face, learn to recognize your voice, mannerisms, and energy.
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.
A video like this helps prospects feel like they know a company before they actually get on a call or go into a sales meeting.
3. Product or service page videos
There’s no way to communicate the value proposition of a given product or service more efficiently than through video.
You can have the most thoughtfully designed web page with the most beautiful graphics and words, but it won’t compare to a high-quality video in the end.
The average attention span of an adult online is eight seconds. Videos significantly reduce the burden placed on your website visitors to take the time to understand how your product or service will help them, and also break through the noise of all the words on the rest of your site.
Here’s an example from another IMPACT client, Burrells Watches:
4. Landing page videos
Any page that has a form should have a video.
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…”
Videos can help address those fears and build trust. They 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.
With your fears addressed, you're more likely to fill out the form. (And you've gotten to know more about the company in the meantime!)
5. Cost videos
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 Retrofoam of Michigan:
A company that candidly addresses cost upfront immediately wins the trust of its audience.
6. Social proof and testimonial videos
Everyone knows having social proof on your website is a must, but only if it’s credible.
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 IMPACT client La-Z-Boy SouthEast:
Need some tips on how to get these awesome video testimonials from your customers? Basner shares some useful tips here!
7. “Claims we make” videos
How many claims do you make that your competitors also make? Things like, “our people are the best” or “our customer service is world-class.”
How are you backing up those claims?
How are you differentiating yourself against your competition who make the very same statements?
At the end of the day, words aren’t enough. It’s just noise until you show it. One of the most effective ways to show it today is with video.
Make a list of the claims you make, and see how many you can show to your audience.
How can you demonstrate you’re not just making claims in the interest of self-promotion? How can you show you back up your claims with examples?
Anything you can do to demonstrate your value will go a long way towards building trust.
And here’s a final example from an IMPACT client,ServiceThread:
Suddenly, their claim feels a lot more genuine, doesn't it?
Getting started with The Selling 7
Video is a fundamental piece of any marketing strategy in 2021 and beyond. These seven examples of marketing and sales videos can help take you from, “I want to invest in more video” to “I’m going to invest in these kinds of videos.”
Are you still feeling unsure about how to get videos like these created and into your sales and marketing?
Well, we’d be happy to be of help on that front as well!
We offer tons of free resources to help you learn, as well as hands-on training so that your team produces videos that get results.