When you hear the words ‘explainer video marketing’, you likely think about your efforts on YouTube or the latest explainer video you’ve seen from a popular brand, but I want to get you thinking about using explainer video for sales enablement and generating pipeline.
In fact, I’ve got a terrific example to share about how explainer video made a huge impact for our business just before Dreamforce:
Explainer video’s impact on pipeline
Just before we left for San Francisco we released a timely explainer video email campaign to let our customers and prospects know we’d be at explainervideo :
Sending the explainer video out to our pre-conference leads along with a map to our booth, we had 12% of contacts watch the entire explainer video all the way through. As part of the campaign, we set up a workflow rule in Salesforce that notified our sales reps when more than 75% of the explainer video was viewed by a lead. By following up with leads through emails and responding to incoming requests for demos, we were able to track and account for well over $3,200,000 in the pipeline – all from one highly targeted explainer video marketing campaign connected to our CRM!
What this means for explainer video marketers
Explainer video has definitely evolved from a form of entertainment to a powerful conversion tool and now you can track how prospects are engaging with explainer video content you use in the sales process – you’ve just gotta get smart about it and tie your explainer video strategy to your CRM.
Start using explainer video to answer real questions
To start, every good salesperson knows that a great pitch begins with context. You need to be persuasive, but in order to have highly targeted sales calls, it’s all about finding the answers to the following questions:
• Who are my most qualified prospects?
• What are they most interested in?
• What can I say to get them even more interested?
Now, what if I told you that your explainer video content can actually help you answer these questions?
The explainer video marketing landscape is changing quickly and leading explainer video marketing platforms now integrate with both marketing automation and CRM systems. By syncing up with the tools you use everyday, explainer video platforms can now help you consolidate your information and can reveal to your salespeople exactly who’s watching your explainer videos and what content your leads are most engaged with.
As the internet shifted from text to sales video, I cringed. I prefer to read.
But here’s the deal:
Nothing builds rapport, gets traffic, and makes sales like a good sales video.
No matter how hard you try, some people will never feel like they know the “real” you until they see you on sales video.
The Power of Sales video (Hint: It’s All About Body Language)
Your writing might show off your personality, but it’s just not the same, and I suppose it makes sense.
Text-based content is a very one-dimensional medium.
Sales video on the other hand is a triple threat.
Not only can people hear you, they can read whatever it is you’re writing (I tend to write on a white board).
But most importantly, people SEE your body language.
They see your eyes, your smiles, your laughs, your nervous ticks (if you have any), and much, much more.
And that’s the secret.
Body language communicates more information than you could ever HOPE to write.
Now what does this have to do with rapport? And likability? And building a business?
How I Stumbled On The Power Of Sales video By Complete Accident
A few months ago I released the first ever Social Triggers sales video.
It was raw, but it was the REAL me.
At one point, I stuttered, and said the word “implimication” instead of “implication.”
Instead of editing it out, I left it in, and moved on.
But then I received comments like this:
“I really like this sales video for the simplicity and that you didn’t edit out your verbal malfunction.”
People realized I was a human being… just like them… just like you.
And since I was a human being, and approachable, and even vulnerable, people connected with me more than ever.
Now imagine if I wrote “implimication” instead of “implication” in text…
What type of comments would you expect to see?
Does this ring a bell?
“Learn to proof read. You spelled implication wrong.”
“You made a mistake. It’s implication!”
“Your typos make you look unprofessional.”
Text receives negative comments… Sales video receives positive comments.
And What Does This Have to Do With Business?
Think about this from a business perspective.
It’s true. Nobody is perfect, and neither are businesses.
If you haven’t made a mistake yet, chances are you will.
If you’re only releasing text-based content, you risk receiving annoying comments like the ones I quoted above.
However, if you build rapport with sales video, your fans and customers can actually support you DESPITE your mistakes.
So, when do you plan on releasing sales videos? Or have you started already? Tell me your experience in the comments.
If you’re looking to drive traffic, leads, and sales with sales video, next week I’m hosting a free webinar at explainer video.