When it’s time to tell your company’s story to prospects, you need to make sure your pitch covers the highlights of your value proposition in a way that breaks through the clutter. Video is an effective way to get your message across; it provides viewers with an attention-grabbing summary and gives you the opportunity to clearly define your message.
The video communications trend is driving more than a billion unique visitors to YouTube each month. We also know that video is persuasive in a business context, according to a study from Invodo. More than half of 1,039 survey respondents reported that watching an online video increased their confidence about a purchasing decision.
If you’re ready to take advantage of the online and mobile video communications trend and make a pitch for your product or service, here are some tips to help you get started:
1. Use your most persuasive presenter and create a message that works for the whole company. This may seem like common sense, but sales teams often have subtle variations on the company’s message and different delivery styles deployed across multiple locations. The exercise involved in agreeing on a single approach and choosing the best messenger can be a great way to build consensus and define best practices throughout the organization.
2. Personalize your presentation for each viewer. It may sound counterintuitive at first if you’re using a standard presentation video. How can you personalize it for each customer? The answer is to break the presentation down into modules and allow viewers to choose the order in which they view information about your product or service. By presenting calls to action in each clip and giving viewers choices, this delivery style mimics the give and take of a conversation.
3. Capture and analyze viewer data. As every good salesperson understands, the more you know about your prospect, the more likely you are to successfully close a deal. When you present prospects with an online or mobile video that allows them to make choices, each selection they make represents a valuable data point. If you use a platform that allows you to gather and assess that data, you can start building a stream of highly qualified leads.
There are many advantages to making your pitch via online or mobile video. Unlike your sales team, your video presentation is available 24/7/365, so prospects can access it whenever and wherever they are. A video covering the basics of what you offer can save your team time by eliminating the need to explain the fundamentals repeatedly, allowing sales professionals to focus on more profitable activities.
If you break your presentation down into short video bursts and allow viewers to select the modules that interest them the most, you can create a personal, interactive experience for each prospect. You can also get valuable analytics for your sales team if you use a platform that allows you to track viewer selections.
Video delivered over the web on IP-enabled devices is changing the way we communicate — and the way people choose products and services. By following these tips, you can send a video message consumers will remember.
Michael Castellano is the founder and CEO of engajer, a cloud-based sales and communication platform that engages viewers via interactive, nonlinear online videos.