A common scenario in this day and age: it’s way past time for bed, but you have to check your phone one more time. A few hours later, you find yourself watching yet another recipe video that you will never attempt. And oh, look at that cute dog footage. And well, that video about saving sea turtles started playing as soon as you scrolled past it, so you might as well take two minutes to finish it off.
I myself admit that I’ve found myself watching the same videos of Mark Zuckerburg’s conversation with Congress several times this week.
It seems like there is a video for everything. Whether it’s a live feed or a classic YouTube goof, videos catch our attention and remain in our memory, and have infiltrated our beloved internet. The combination of visual and audio stimuli really resonates in our brains. So, it’s not surprising that marketers who use video grow revenue 49% faster than those who do not.
How Video Prospecting Works
In order to understand what video prospecting is, it’s important to first clarify what it is not. Video prospecting is not autoplay videos all over your website. Even though video ads have a high click-through rate, Hubspot found that 51% of people have a low opinion of companies that use autoplaying video ads, not to mention those moments where you forget how high your volume is set, then an ad interrupts your browsing on full blast. Ouch.
So what is video prospecting, and how does it work? What is this magical, futuristic technique that has a reputation for increasing sales opportunities four or five times over? It starts by incorporating videos into prospecting emails and contact with potential clients. Research shows that the average business prospect receives almost 200 e-mails a day, and using video will help yours stand out. In fact, even just adding the word “video” to the subject line of an email can increase open rates anywhere from 7 to 13 percent. (Although we recommend actually including a video in the email too.)
This is a short, 60-90 second video in which you introduce yourself to the client, prospecting much like you would with a cold call, but with an extra personal touch. This kind of introduction allows the prospect to put a face with your name, and “showcases that there’s a real person on the other side of that message to help create empathy with that prospective buyer.”
Following up with prospects using video is also a possibility. Terrance Kwok at VidYard suggests using screen-capture or screen-sharing technology for a product tour to introduce the client to the ways that you can benefit them. You can even use it to go through their website with them and point out how you may be able to “add value to their role or company.”
A Few Video-Prospecting Basics
Video prospecting is a delicate art. It takes some time and investment, but research has found that it actually does not hinder overall activity levels. In fact, Hubspot found that reps who used video had more productive months overall. That said, there are some video prospecting basics that will allow you to get the best results.
1. Keep it short
VidYard reminds us that the number of people who sit through a video longer than 90 seconds is a lowly 37%.
2. Ensure a killer thumbnail
The thumbnail is the first portion of a video that we see. It is what catches our eye and entices us to click forward. Make sure that you create good visuals that can ensure the prospect will actually watch the video. Jon Spenceley of VidYard uses the example of a rep selling to a shoe company, who held up one of their shoes on camera. The use of this shot as the thumbnail made the customer more interested in what she had to say.
3. Pay attention to audio quality, background, and lighting
Watching out for these details will make your video look more professional in order to make the best impression possible.
Lights, Camera, Action!
In our video-saturated world, video prospecting just makes sense. 38% of salespeople agree that prospecting has gotten more difficult. But records show that incorporating video into your sales cadence has been proven to increase response rates. So what are you waiting for? Get those cameras rolling!