You’ve discovered a great prospect. You’ve performed your homework. Now it’s time for outreach. However find out how to seize their consideration? When Frank Weschler was a Gross sales Growth Rep at Dynamic Sign, the reply was simple: video prospecting.
When he was assigned Buffalo Wild Wings as a goal account, Frank knew he wanted to do one thing particular to interrupt by means of the noise.
That’s why he drove to one in every of their eating places and picked up an order of their hottest sizzling wings to go. Made out of ghost peppers, the corporate’s Blazin’ wings measure in at 350,000 items on the Scoville scale.
Frank hit report on a one-to-one video message and began to eat. As soon as he was down a wing, he delivered his pitch—by means of laughter, tears, and near-choking.
For sure, he booked the assembly.
In fact, video isn’t all that made Frank’s pitch stand out. His creativity and daring strategy have been an enormous consider his success (and an enormous a part of what netted him a coveted Video in Enterprise Award). However video is the medium that permit all of that shine.
Take into consideration this: If he’d merely written that he tried the wings in an electronic mail, or despatched a photograph after consuming one, it wouldn’t have had almost the identical impression as watching him wrestle to share his pitch in real-time.
There’s a elementary reality that every one gross sales reps know: Outreach is f@*#ing onerous. Chilly outreach particularly so.
Video will help you break by means of the noise, get a response, and e-book that assembly.
Wish to watch as an alternative of studying? We made a video model of this weblog with all of the video prospecting 101 ideas it’s worthwhile to be taught extra about video as a part of your outreach.
- 1. Video Prospecting Definition: What’s It?
- 2. Why Ought to I Hassle Prospecting with Video?
- 3. When Ought to I Use Video Prospecting?
- 4. How Do I Make a Prospecting Video for B2B?
- 4.1 Select Your Timing
- 4.2 Analysis Your Prospect
- 4.3 Determine What Sort of Video to Use
- 4.4 Write Your Script (or Use Certainly one of Ours)
- 4.5 Document Your Video
- 4.6 Choose an Consideration-Grabbing Thumbnail
- 4.7 Write Supporting Message Copy
- 4.8 Embrace a CTA
- 5. What Are Some Greatest Practices for Video Prospecting?
- 5.1 Hold it Quick
- 5.2 Dedicate Time Blocks for Video Recording
- 5.3 Ship Out Account-Degree Movies for Key Accounts
- 5.4 Group Leads and Document One Video for A number of Recipients
- 5.5 Leverage a Folder of Pre-Recorded Movies
- 5.6 Don’t Be Afraid to Get Inventive
Video Prospecting Definition: What’s It?
So, what’s video prospecting precisely? It’s outreach that includes video. It may be performed by way of electronic mail, social media, and even textual content message.
Video prospecting makes use of video messages as a elementary element of the outreach to seize a potential buyer’s consideration and join with them.
The idea is easy. The outcomes are highly effective. And anybody can do it—all it takes is a free software, a webcam, and just a little little bit of apply.
Free Video Prospecting Device Simply report and share prospecting movies.
Why Ought to I Hassle Prospecting with Video?
A whopping 40% of gross sales reps say that prospecting is essentially the most difficult a part of the gross sales course of. Fortunately, video’s right here to assist.
Frank isn’t the one one seeing success with video prospecting. These stats show simply how far-ranging the advantages of video outreach (and video for gross sales, usually) are.
- Enhance Open Charges—gross sales groups that use video get a 16% bump in open charges (SalesLoft)
- Get Extra Replies—gross sales groups that use video see a 26% enhance in replies (SalesLoft)
- Internet a Greater Click on-By—emails that comprise video have 4x the CTR of emails with out (Inside Gross sales)
- Shut Extra Offers—closed offers contain utilizing webcams 41% extra typically than misplaced offers (Gong)
- Achieve a Aggressive Benefit—solely 43.8% of gross sales groups use video of their prospecting technique (Inside Gross sales)
However that’s not all.
Video makes sending outreach emails quicker and more practical. How? Unsurprisingly, gross sales reps spend 21% of their day writing emails.
Whether or not you’re recording a fast video quite than writing out a protracted message or including a pre-recorded video to spice up an electronic mail, video is an enormous time saver.
Private video permits us to showcase our character and create that necessary human connection. Not like a cellphone name or an electronic mail, a private video is memorable and places a face to a reputation. So even should you do find yourself on a cellphone name with a prospect, the decision is simply that a lot better.
Roger Bernardino1HuddleVP of Enterprise Growth
However video doesn’t simply assist in the messaging part. It’s additionally a key tactic in terms of follow-up.
Each gross sales rep is aware of how a lot timing issues. Actually, reps who attain leads inside an hour are 7x extra doubtless to have significant conversations with choice makers. Video makes that simpler too. How?
A video software constructed for gross sales (like Vidyard) really notifies reps when prospects have watched their movies—in actual time. Which means you may observe up precisely when your prospect’s most engaged.
Join, Convert, and Shut Extra Offers Simply create and share 1-to-1 movies.
Satisfied? Learn on to be taught extra about when and find out how to use video prospecting in your gross sales course of.
When Ought to I Use Video Prospecting?
The reply to the query, “When ought to I exploit video prospecting?” could be so simple as: Wherever and everytime you want a lift.
The marginally extra detailed reply is: Begin with part of your course of that looks like a pure match for video, and take a look at, take a look at, take a look at to see what works.
Determining the place to make use of video prospecting comes right down to desirous about the elements of your course of that may profit most from face-to-face interplay.
In lots of instances, precise in-person conferences merely aren’t doable. Video is the proper digital substitute for face time—it builds equally sturdy connections, however at a fraction of the associated fee, time, and energy.
Video prospecting usually works properly for:
- Sending chilly outreach
- Reconnecting with a prospect
- Leveraging current information to attach with an account
- Prospecting from one-to-many
- Highlighting a bit of promoting content material
All of it will depend on your course of, your small business, and your potential clients. Take a look at video in a wide range of totally different factors in your cadences to see the place it really works greatest.
How Do I Make a Prospecting Video for B2B?
Creating prospecting movies is sort of as simple as choosing up the cellphone. Plus it’s more practical and extra environment friendly.
1. Select Your Timing
Earlier than you get into making your precise video, it’s worthwhile to take into consideration the place it suits in your prospecting cadences. Will or not it’s your first outreach? A follow-up nudge? A wake-the-dead effort?
As soon as you already know the place your video belongs within the gross sales course of, then you may keep on with really making it.
Professional Tip:Gross sales emails containing video despatched inside the second and twentieth days of a cadence resulted in considerably larger reply charges, in keeping with SalesLoft. Take a look at to see the place within the course of video works greatest for you.
2. Analysis Your Prospect
As with every efficient outreach tactic, it’s worthwhile to know your prospect earlier than you ship them a prospecting video.
Who’re they? What’s their title? What stage of the group are they? What are their obligations, challenges, and ache factors?
As soon as you already know this stuff, then you may craft a pitch that exhibits how your answer helps.
This video prospecting instance from Vidyard’s Diana Huynh exhibits the facility of excellent analysis. Coated in sticky notes that talk to her prospect’s ache factors, it’s clear Diana has performed her homework.
3. Determine What Sort of Video to Use
There are three several types of gross sales movies. Earlier than you make yours, it’s important to decide which one to make use of. Every is greatest suited to sure conditions:
- Webcam: Good for introducing your self and relationship-building as your face is entrance and middle
- Display Share: Nice for explaining or strolling by means of one thing as you may present in addition to inform
- Playlist: Glorious for including a private intro to a pre-recorded video or curating a group of movies for a prospect to view
Several types of gross sales movies work properly at totally different factors in your cadences.
Vidyard’s Gunjan Marwah grabs her prospect’s consideration with this eye-catching display recording. Beginning on his LinkedIn and including a hard-to-ignore message of “JARROD CLICK ME!” she’s created an irresistible outreach message.
4. Write Your Script (or Use Certainly one of Ours)
In case you have a cellphone script or speaking factors that you simply usually use, this might be very easy. Don’t fear although, it’s not robust even should you don’t.
If you have already got a cellphone script, take into consideration what visible parts you might add or how you might adapt it to work for video.
For those who don’t, this easy framework is an efficient technique to begin desirous about what parts to incorporate in your video script (and in what order).
- Introduction: Greet them and introduce your self
- Worth: Point out the relevance of your outreach
- Function: Clarify why you’re reaching out
- Subsequent Steps and CTA: Encourage them to e-book a gathering
- Thank You: Present gratitude by thanking them for watching
For those who’re feeling caught, begin with one in every of our gross sales script templates and fill within the blanks in your distinctive answer, worth prop, and advantages. Then, use our free video script timer software to learn the way lengthy your completed video might be.
5. Document Your Video
This may really feel just like the scary half however simply keep in mind: Small “imperfections” are what individuals have a tendency to like most about one-to-one customized video.
Don’t be afraid to stumble over your phrases sometimes.
For those who’re nervous, there are just a few easy issues you are able to do to get extra snug on digital camera. The largest one is apply. The extra you do it, the simpler it turns into and the extra pure it’ll really feel.
Hold your video conversational and pure. For those who stammer, who cares? Folks adore it while you’re your genuine self.
Adam RatajHubSpotGross sales Supervisor Mid-Market
For greatest outcomes, observe just a few video manufacturing fundamentals:
- Use the most effective lighting obtainable—if doable, sit close to a window for pure gentle
- Get the clearest sound doable—individuals can forgive dangerous video, they hardly ever forgive dangerous audio
- Select your recording location fastidiously—keep away from litter and distractions
Bear in mind, it doesn’t must be good. Do the most effective with what you may have obtainable. Generally the scrappiest options work the most effective.
Vidyard Business Account Govt Alana Couzelis nails the video manufacturing fundamentals on this A+ prospecting video instance.
6. Choose an Consideration-Grabbing Thumbnail
Your video’s no good if nobody watches it. That’s the place your thumbnail is available in. It entices the viewers to click on play.
That’s why it’s essential to select a great one, one thing that catches your prospect’s eye.
To get prospects to click on on the thumbnail, I’ll name up their LinkedIn profile and have that on the display or write their title on a whiteboard. I all the time say their title, function and firm in my opening. I’ll additionally attempt to reference one thing they’ve written about their function or their firm, and converse to them as if I’m chatting with a buddy to construct on the spot rapport. It’s a surprisingly low effort on my half, however it has a big effect. I’ve solely had constructive suggestions.
Michelle SuJostleAdvertising Growth Consultant
In relation to one-to-one video prospecting messages, this may imply together with one thing that highlights that you simply made the video only for them. Numerous reps like to make use of a whiteboard, chalkboard, or magnet board to jot down the prospect’s title.
Think about using an animated GIF—the motion is tough to disregard. For those who’re doing this, contemplate smiling and waving in the beginning of your video so the very first thing your prospect sees is a pleasant smiling face.
Who may resist this colourful, private, animated thumbnail? The visuals draw you in, then Candace Jue, former Vidyard Senior BDR, does an incredible job of delivering her message in solely a minute.
As with all different elements of your video, take a look at what works greatest.
7. Write Supporting Message Copy
Video’s highly effective, however it could’t stand fully alone. You should definitely name consideration to it proper from the outset.
Actually, utilizing the phrase “Video” in an electronic mail topic line boosts open charges by 19%, click-through charges by 65%, and reduces unsubscribes by 26%.
You’ll need to point out your video within the message’s physique copy as properly. You should definitely embrace a short intro in your electronic mail copy earlier than dropping in your video thumbnail. Use this textual content to supply some context about what the video’s about so prospects know why they need to watch.
On this episode of Gross sales Stage, Vidyard’s video sequence by and for gross sales reps, co-hosts Reva Pellerin and Jimmy Gagnon focus on what’s sizzling—and what’s not—in prospecting.
They debate texting prospects, spotlight some ways their groups have applied lately, and share a number of the outreach they acquired that caught their consideration.
Take into consideration the place your video thumbnail belongs in your message too. Greatest apply is to jot down a line or two that’ll seem earlier than and after your video.
For those who’re in search of a jumping-off level, SalesLoft analyzed greater than 134 million emails to see what labored. They discovered that groups who place movies after the primary 10% of electronic mail copy however earlier than the midway level see the largest enhance in replies.
There was additionally a bump for reps who included the video on the very finish of their message, similar to within the postscript.
And, after all, be sure you embrace some form of name to motion (CTA) and log out.
8. Embrace a CTA
Each gross sales message ought to direct the prospect to take the subsequent steps and your video prospecting is not any totally different.
You should definitely embrace a CTA, each in your video and in your supporting copy. The video CTA could be so simple as you saying, “Reply to this electronic mail,” within the video.
Adam Rataj, HubSpot Gross sales Supervisor Mid-Market, demonstrates an efficient in-video CTA on this fast recording that he sends to individuals who’ve signed up for HubSpot’s free product.
Or, take issues to the subsequent stage by utilizing a plugin to add a calendar CTA so prospects can e-book a gathering straight out of your video.
And don’t neglect to reiterate your subsequent steps in your video’s supporting message copy. The motion you need prospects to take subsequent must be crystal clear.
What Are Some Greatest Practices for Video Prospecting?
When you’re up and working, there are just a few easy issues you are able to do to make sure you get essentially the most bang in your buck out of video.
Hold it Quick
In relation to prospecting movies, shorter is nearly all the time higher. Chilly outreach movies must be round 30 seconds lengthy as much as 60 seconds most.
This implies it’s important to give attention to an important a part of your message.
It’s a great way to point out you respect the prospect’s time. Plus, individuals are extra prone to watch your complete video if it’s shorter.
Whereas 45% of individuals will watch a video all through, no matter size, simply over half will stick round to the tip if it’s lower than 60 seconds lengthy, in keeping with analysis from our 2021 Video in Enterprise Benchmark Report.
Common Engagement for Totally different Lengths of Video
Dedicate Time Blocks for Video Recording
Whereas it’s completely okay to report movies all through the day as you want them, you’ll be rather more environment friendly if you determine what movies you’ll want that day (or week) and report all of them in a single time block.
This lets you get your recording spot arrange as soon as and helps you get you within the video making zone. When you’re warmed up, it’ll take no time in any respect to report dozens of movies at a time.
Ship Out Account-Degree Movies for Key Accounts
Whether or not your organization does account-based advertising and marketing or not, it is a concentrating on tip that’ll up your video effectivity.
For those who’re prospecting a bunch of individuals inside the similar firm, you don’t have to report a private, one-to-one video message for every one.
As a substitute, make a single video that’s custom-made to the group (or perhaps a crew inside it) and their particular wants. Ship it to your entire contacts in that org.
This can be a nice technique to maintain issues customized and private, however do it at scale.
Group Leads and Document One Video for A number of Recipients
Odds are, your leads have loads in widespread. Title, job perform, trade, perhaps even first title.
For those who sit down forward of recording and group leads collectively based mostly on widespread attributes, you might be able to report one video that works for a number of individuals, whereas nonetheless feeling custom-made to their distinctive wants.
Leverage a Folder of Pre-Recorded Movies
Not each single video you ship as a part of your gross sales course of needs to be customized recorded proper at that second.
If you end up answering the identical query typically or working by means of the identical mini-demo script, contemplate recording a model of that video that you may maintain useful in your library.
Once I began getting the identical questions time and again, I created one video and despatched it to individuals… I ship one video quite than drafting up an especially advanced electronic mail that’s going to be revised a number of instances after I reread it and reread it. Or I may simply clarify it on a fast video, ship it their approach, they usually’re joyful as a clam.
Adam RatajHubSpotGross sales Supervisor Mid-Market
This strategy means you may ship out that pre-recorded video anytime you want it, quite than capturing it recent every time. It’s an enormous time saver and the kind of factor that’ll actually allow you to scale your video efforts.
Don’t Be Afraid to Get Inventive
Inventive movies are typically essentially the most attention-grabbing and sometimes get the most effective reactions. Prospects can’t resist replying when reps do one thing really exterior the field.
We attempt to all the time maintain it very actual and pure. As an illustration, a BDR could also be capturing a name recap and different crew members will do a fly-by; photobomb into the body to say ‘hello’. It helps clients put faces to names and to really feel warmly welcomed.
Eric SimmonsMediaValetVP of Gross sales
This may be so simple as holding up a product from the prospect’s firm (in the event that they make bodily merchandise), visually aligning your self with some curiosity of theirs (as an example, by sporting a jersey from their favourite sports activities crew), or wishing them a cheerful birthday/vacation/and so forth. with some form of prop.
It may also be as elaborate as sporting some kind of costume, altering places, or scripting a little bit of a narrative in your video. We all know one rep who dressed up as Sherlock Holmes and one other who recreated the outsized message card scene from Love Really (sure, it labored).
On this wonderful video prospecting instance, Terminus’ Morgan Gillespie makes use of her prospect’s ardour to ship an incredible analogy with an impossible-to-resist thumbnail.
What are you ready for? Give video prospecting a attempt right this moment and reap the advantages.
Free Video Prospecting Device Simply report and share prospecting movies.
This submit was initially printed on January 23, 2019. It was up to date on March 2, 2022.