Using video in marketing is the talk of the town these days and for good reason. Video is cheaper and quicker to make than ever before, and it’s also how a majority of our population consumes content (whether B2C or B2B). According to WordStream, 45 percent of people watch more than an hour of video on Facebook and/or YouTube per week. Additionally, more than 500 million hours of videos are watched on YouTube on any given day.
Thus, if there is such success in marketing, what about using video in sales? What if you could harness the power of video not just for top-of-funnel marketing activities, but also for end-of-the-funnel sales discussions? Well, you can. Here are two very good reasons why you should:
1. Video Shows Instead of Just Tells
Like a good movie, a well-done sales video can influence a buyer or buying group tremendously. The video promotes your brand and the knowledge y
ou have to share. When you do it correctly,
it can be engaging as well as informative. For example, we use intelligent demo automation at Consensus to help prospects learn about what we do. The demo is a “choose your own journey” approach that allows each prospect to interact with the demo and customize it to what they want to learn about it. This guarantees that they’re getting exactly what they want from the demonstration.
2. People are More Receptive to Video than Longer-Form Content
Video has been around for a long time, but not until recently was it considered a heavy marketing and sales tool. Because video has a bit of a stigma, it works to our benefit. When it’s considered a sort of a “not so serious” type of content, oddly enough it makes people more inclined to view because they don’t feel like they’re signing up for some big commitment. They won’t have to invest in sitting down and taking in the text of an ebook. Watching a short (and possibly funny) video is easy. Of course, this means your videos should be both entertaining and informative to pull in that viewer.
Remember, today’s B2B buyers go through a journey, and research shows they do not contact a supplier until 70 percent of the purchase process is complete. This means you must find ways to positively influence the decision-making process so a prospect can think about contacting you about your product or service.
Well-crafted videos aimed at your target audience can capture that attention and increase your return on investment (ROI) to drive sales.