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Inbound Success Playbook

Create Videos That Drive Revenue

Create Videos That Drive Revenue graphic-01

Recently, Cisco found that video traffic will account for 82% of global consumer internet traffic by 2022, up from 75% in 2017. That is a powerful statistic which underlines what we already know to be true -- our buyers are spending a vast majority of their time online watching videos, and that isn’t a flash-in-the-pan trend.

Which begs the question, what percentage of your website right now is video-based?

Probably somewhere between 0 and 10%.

The good news is that your competitors are likely in the same boat, which means there is no better time than right now to fully embrace video as a sales initiative through visual selling. In fact, the mindset we teach all our clients at IMPACT -- which consistently yields the greatest results (traffic, leads, and sales) -- is:

We are all media companies, whether we like it or not.

For example, IMPACT is a media company that happens to offer digital sales and marketing services. And the same holds true for your company.

As we’ve already established, whether you’re B2B, B2C, e-commerce, nonprofit, etc., we all are in the business of trust. When done correctly, video will be a powerful addition to your toolbox, proven to not only establish trust more quickly with your buyers but also shorten your sales cycle.  

This playbook will show you how to embrace this culture of video in-house through the creation of “The Selling 7” -- the seven distinct types of videos that are proven to generate remarkable bottom-line results for hundreds of our clients across virtually all industries.

Video Type 1: The 80% Video

What Is an 80% Video?

The 80% video is an educational sales video that addresses the most common questions about a product or service.

When 80% videos are leveraged as an institutionalized part of the sales process, you’ll notice your sales conversations will become much more productive, as you won’t have to waste time with prospects answering the most basic questions about what you’re selling.

How Do You Create an 80% Video?

  • Brainstorm a list of the most important products or services you offer. Your goal will be to create an 80 percent video for each.
  • For each product or service you identified, have your sales team generate a list of the most common questions they get about it during a typical sales call -- you should come up with at least 10. Then, narrow that down to the seven most important questions.
  • Next, answer each of those questions in an individual video.
  • Then, combine those seven videos into one long video -- this is your 80% video.

How & Where Do You Use an 80% Video?

  • The individual (uncombined videos) should be published on your YouTube channel, and wherever it is appropriate on your website.
  • Share the finished 80% video with your sales team and integrate it into your sales process immediately, so your prospects will see it before any initial sales calls.

Examples of 80% Videos

Learn how we can help you create marketing and sales videos that generate revenue.
Video Type 2: Bio Video

What Is a Bio Video?

Typically two to three minutes in length, a bio video is simply an introduction to an employee who works at your company -- specifically, those who interface with your customers or your audience.

They provide basic information about each employee, in their words, while offering a glimpse into their personality, helping a viewer get to know them without having met them, face-to-face.

How Do You Create a Bio Video?

  • Make a list of the most important people on your team who will be interfacing with prospects and customers.
  • Shoot each individual employee bio video interview-style, meaning the video subject is looking and talking to someone conversationally who is off-camera, rather than looking directly into the lens.
  • Ask them questions about their role (what they do, their day-to-day, and so on), their ideals (why they love their job), and what they do outside of work.
  • Incorporate “b-roll” -- footage without sound of the bio video subject doing work or interacting with others.

How & Where Do You Use a Bio Video?

  • Incorporate them onto individual team member website pages. (If you don’t have individual website pages for each employee, now is the time to create them!)
  • Add the use of these videos into your sales process, as a way to introduce prospects to sales team members and new clients to their new points of contact, during sales-to-service handoff.

Examples of Bio Videos

Learn how we can help you create marketing and sales videos that generate revenue.
Video Type 3: Product or Service Video

What Is a Product or Service Video?

Commonly, the most-trafficked pages on a company’s website are product or service pages. Unfortunately, most product or service pages simply talk about why the product or service is so great, what it is, what it does, etc., completely failing to address the second most essential question a product or service page must address:

“Who is the product or service not for?”

That’s the key to creating a results-driving product or service video. It explains who the product is -- and is not -- a good fit for in the most honest and transparent way as possible.

These videos typically run shorter than five minutes, due to the narrow scope of what is being covered. Of course, that may vary, depending on the product or service.

How Do You Create a Product or Service Video?

  • Review the list of product and service pages you have on your website and prioritize them in order of importance to your business. That is now your list of which videos you need to create and in what order.
  • For each, brainstorm who is and who is not a good fit for that product or service, with a focus on being as honest and transparent as possible. Those will be your talking points for your video.
  • When filming, watch your tone -- any hint of arrogance, dishonesty, or omission with immediately erode any credibility your video might otherwise establish.

How & Where Do You Use a Product or Service Video?

  • Embed each video on their corresponding product or service page in a place of prominence, so they are easily discoverable.
  • Share the video with their sales team, so they can use it during the sales process, as needed.

Examples of Product or Service Videos

Learn how we can help you create marketing and sales videos that generate revenue.
Video Type 4: Landing Page Video

What Is a Landing Page Video?

After the 80% video, landing page videos seem to make the most difference for our clients in generating leads. A landing page is any page on your website where there is a form someone can fill out -- get a quote, contact us, download this template, etc.

The goal of a landing page video is to eliminate any anxiety a website visitor might feel about entering their information on that form -- spammy phone calls or emails, their information being sold, aggressive sales solicitations, and so on.

A great landing page video will explain exactly what happens when someone fills out that form, as well as what won’t happen. On average, our clients have seen about an 80% increase in conversions on a particular landing page, once they launch that video.

How Do You Create a Landing Page Video?

  • Create a script or rough outline of talking points (your preference). You should address every step of what will happen right after someone hits submit, as well as what won’t happen (spam, phone calls, and so on), as is applicable.
  • Your video should be as soon as possible, so be sure to get to the point. (Typically, these videos are three minutes or less, but they will vary depending on the landing page offer.)

How & Where Do You Use a Landing Page Video?

Much like the name implies, you should embed the finished video on the landing page for which it was created. It needs to be immediately visible whenever someone brings up that landing page, since it will be the determining factor (for many) as to whether or not they convert.

Also, include visual elements such as arrows or highlights that point to (or bring attention to) the video itself, so the video is not accidentally missed.

Examples of Landing Page Videos

Learn how we can help you create marketing and sales videos that generate revenue.
Video Type 6: Pricing & Cost Video

What Is a Pricing & Cost Video?

Given your now deep understanding of The Big 5, it should come as no surprise that you will create a video about cost and pricing. When done correctly, your prospects will be able to share your cost and pricing video with other decision-makers, ensuring the justification for the value of your product or service is properly communicated.

“Won’t we have already talked about cost in our 80% videos?”

In all likelihood, yes. However, we’ve found with our clients time and time again that, since understanding cost is such a critical part of the sales process (that can easily go wrong), pricing merits its own video.

How Do You Create a Pricing & Cost Video?

  • Create a prioritized list of your most important products and services, where cost is often a problematic or complex part of the conversation. If you have hundreds of products or services, focus on those that will have the most impact on your bottom line and work your way down.
  • For each product or service, create a video that addresses the factors that drive the cost up or down, marketplace comparisons (such as why it might be cheaper elsewhere), and why your product costs what it costs. For that last piece, this is where you need to explain your value proposition extremely well.
  • Your video may end up being two minutes long or 10 minutes long. As long as you are specific and thorough -- but also concise -- your video will turn out perfectly.

How & Where Do You Use a Pricing & Cost Video?

Once the video is complete, get it into the hands of your sales team immediately so they can begin to use it in their sales process. You should also publish it in your content, on YouTube, and on your website, as appropriate.

Pricing & Cost Video Example

Here's a great example from River Pools & Spas:

Learn how we can help you create marketing and sales videos that generate revenue.

Video Type 7: Customer Journey Video

What Is a Customer Journey Video?

Most companies have some sort of “social proof” on their website, in the form of testimonials, case studies, quotes from customers past and present, and so forth. Those are all extremely helpful, but none are as powerful as a documented customer journey video, which will give your potential buyers a front row seat to a customer’s journey with you.

Your customer will star in this video and will share the problem they had that they were looking to address, the journey they took to fix that problem (usually the journey they go on with your company), and where they are today as a result of that journey.

How Do You Create a Customer Journey Video?

  • With the products and services you sell that have the most bottom-line impact in mind, make a list of the customers you wish to feature in a customer journey video. Reach out to them and secure their agreement for filming.
  • Film these videos on location with the customer, if possible, and in an interview-style format, where your customer’s employees are speaking to someone conversationally off-camera about their journey.
  • Have participants sign a release that states they approve the use of their voice and likeness in your video.

How & Where Do You Use a Customer Journey Video?

  • Share the videos with your sales team immediately, for use during their sales process.
  • Publish the video on all relevant website pages and blog articles.
  • Upload them to your YouTube channel.

Customer Journey Video Example 


Read Yale Appliance's full success story and learn how we can help you create marketing and sales videos that generate revenue.