The role of video in marketing is more popular than ever before among businesses, and the number of people who love video is even bigger; all thanks to the shift in trends and technological advancements that have made videos extremely versatile.
However, even then, each objective you want to achieve with a video still requires a different strategy. For example, are you going to just educate your audience or want to generate some good sales? If it’s the second, then we are looking at a sales video.
What is a sales video? What is its importance in marketing? And how do you make one that speaks up for your business ideas and, most importantly, sells? We will be discussing all this in this rather detailed article. So let’s get straight into it!
What is a sales video?
A sales video is just what the name states; a video is supposed to generate sales. However, it should not be confused with other marketing videos like commercials that are presented to the general public. Instead, a sales video is personalized for a specific set of prospects (or a single prospect) to watch.
The main advantage of sales video is that it allows the brand to connect with its potential prospects personally, building a bond of trust that goes a long way down the track. It not only makes it possible to gain new customers but also retains the existing ones.
It is worth mentioning that sales videos can also be categorized under explainer video category. This is because we still need to explain the product to our audience (albeit more specific) hence it can also be called an explainer video.
Ways in which sales video benefits a business?
51% of businesses say that a sales video has the best ROI compared to any other marketing content, with 4 out of every 5 consumers calling it extremely helpful. Why is the video so compelling? Well, there are a myriad of reasons for that. Some are given as under:
1. It communicates effectively
Where written copy or Emails are at the mercy of words that are left to the interpretation of viewers, a video has visuals that accompany every word you say. If a point is complex, you could always use animation to demonstrate it. Or even if not, the facial expressions are just enough to make the viewers understand in which context the words are used. Your prospects understand you better, making the message more effective.
2. It builds authenticity and trust
Answer honestly! How many times have you deleted a marketing email from some company without opening it? Every time, right? Well, anyone would do that; no one wants spammers and bots in their inboxes.
Video changes that! The video incorporated in the email automatically radiates a sense of authenticity. When your prospects see a live, smiling face talking to them from the other end, they involuntarily want to trust the email and give it a try. It helps build an emotional connection. Plus, it works in both cold and warm markets simultaneously. You either get new clients/consumers or strengthen the relationship with the already existing ones, as mentioned.
3. It sets you apart from the competition
The industry is stuffed with outdated marketing techniques that won’t work anymore. They are time-consuming, aren’t as effective, and, let’s accept it, extremely expensive. For example, let’s say you hire a skilled copywriter who writes awesome emails.
But what if people don’t want to give their time to read a long email? According to a recent report, 59% of executives agree that if you provided the same piece of information to people in written and video form, they would choose video.
Elements of a great sales video:
Here are some of the fundamentals of creating a sales video that really speaks up for your brand:
1. It has excellent production quality
A video is not just a video but the face of your brand you show to the world. In such a situation, the production quality is the last thing you would want to compromise.
Imagine this for a second, would you spend or invest your hard-earned money on a brand that doesn’t even put enough effort into making a decent marketing video?
Well, we both know the answer. The thing is, you don’t need to spend $100,000 on every video you make. A simple but flawless video is all that you need to not turn off your prospects.
2. It is human
This word is used so much in marketing that it has somehow become cliche. But whatever definition people like to use for it, one thing is undeniable; it is essential. Here, by the human factor, we mean the incorporation of legit emotions, a feeling of empathy, and understanding of the audience.
Let’s take the use of words, for example. Have you ever seen someone use words like “incorporated” or “disparate” daily? The most obvious answer is no, until your friend circle includes Sheldon Cooper. Or, have you ever seen someone watching a strictly corporate video on a Saturday? Again, no!
Being human means touching your prospects’ most vulnerable side, connecting to them emotionally, and understanding them at the most basic and personal level. Thus, not only your script should reflect their thoughts but also the visuals accompanying them.
3. It leaves the audience curious
When watching your favorite TV show, have you ever wondered why every episode ends in a suspenseful moment? The answer is simple! That’s because the producers want you to keep coming back for more. The same is the case with a sales video. You want to agitate specific questions that your salespeople can answer. This will open doorways for further follow-ups and maybe a sale.
4. It shows the customer as the hero
One of the biggest qualities of a great sales video is that it centers around the consumer, not the brand. That said, make sure to show the customer as the hero of your video. Shed light upon all their struggles and tell them how your product can be their sidekick. In other words, they are the batman, and you are their robin.
5. It is short
The last thing you want for your prospect is to bore her out and close the video midway. If you wish your sales video to be great, you probably would like to squeeze maximum (and necessary) information into the shortest time possible. Just so you know, the maximum acceptable time for a marketing video is 2 minutes, after which the viewers either start skimming or simply leave the video midway.
When you really want your business to scale, you continuously adapt to modern strategies and techniques to stay ahead of your competitors. Whether it’s your product or your marketing, it must be next to flawless to get an edge.
Videos can be beneficial in this insanely competitive market. As the statistical reports we shared previously in the article show, the popularity of videos is undeniable. The more you use them, the more you stand a chance of bringing your prospects into your conversion funnel.
That said, in this article, we went through all the nitty-gritty of how videos help in sales and some of the most essential elements of a great sales video. We hope this article has been resourceful. See you at the next one!