Video Content in B2B Sales: Creating Messages that Are Short and Sweet Image by Loowgren via Flickr

The use of promotional videos is definitely not a new concept, but it is one that is becoming more and more effective with every passing day. Video can be a powerful means of communication when done correctly, and it is predicted to only increase in terms of its ability to influence both consumers and businesses.

Since it is likely to be your number-one marketing tool in the future, smart brands and salespeople should start working out how to tell their story on film. Even multi-million dollar companies are prone to having their message lost in the mire, so see how you can keep your content short and sweet.

The importance of video

Every day, videos on YouTube generate billions of views. However, competition is fierce and it can be hard to stand out. SEO is increasingly becoming crucial to getting your videos found online. Plus, YouTube also accounts for 82% of all video search integrations.

With strategic promotion and clever content, companies have discovered that when done right, they can reach more of their ideal customers. In addition, by utilizing this medium you have the chance to sell with subtlety. The decision maker won’t feel pressured or overwhelmed, and they can watch your branded videos whenever it is convenient for them. An email with information (even extremely relevant information) may just look like a wall of text, but a video can be watched when people are tired or even somewhat distracted.

Stripping down the message

Every company has their own story, but the amount of time a decision maker has is extremely finite. To cull down the message, you need to develop a way to determining what is essential and what can be saved for a longer conversation. This is half the battle because each company can come up with multiple benefits of any given product or service, so do not underestimate the importance of this step.

Start with something to grab attention from the start, and aim for the entire video to be somewhere between two and three minutes at the most. If you can, tell a story because stories are more likely to be retained. Don’t be afraid of using a little emotion when appropriate. Keep the call to action simple and make that call to action even simpler to accomplish for higher response rates.

Delivering the content

Use specificity in your video, and only speak to your prime demographic. Talking to a limited group of people increases the connection you’ll have with them. Make a strong statement from the beginning about who you’re trying to attract.

Companies have seen success in showing how-to content or using a mini-guide approach while others have taken on fictional characters to showcase their expertise. Or focus your approach on the direct problems of the people you’re speaking to, and how you can help. Humor has worked for brands too, so don’t discount a creative or whimsical idea — especially if you’re selling something technical to a non-technical buyer. Testimonials are also an excellent way to imprint brand benefits into your content. Decide from the start on a realistic goal (e.g., do not vow to go viral) that you want to achieve from your video campaign, and tweak the style if you aren’t hitting your target.

Episodic or singular

Sometimes there’s too much to say for one video, so you may want to try the episodic approach. You should be able to break down which angles you want to showcase of the product fairly easily (e.g., practicality vs. cost savings), but the key to remember here is that your audience may need bite-sized content to fully grasp the message.

It’s no news that human attention span has dwindled to about eight seconds, so it makes sense to strike while the iron is hot with a strong overview and then leave it to your viewer to mull it all over. For example, you may want to do very short product overviews with the same theme, a series of demonstrations or several volumes on the major events you’ve put on at your company.

Integrating video into sales

Video content does not replace the efficacy of a good salesman. In fact, it’s really meant to supplement the relationship with material that can be reviewed at the client’s leisure. A salesperson should be able to leave the information on how to access the content after establishing sufficient rapport with the client. And in later correspondence with the customer, that same sales rep can reference the video to continue the sales conversation.


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Danny Wong

Danny Wong

Danny Wong is a marketing consultant, sales strategist, and writer. He is a member of the marketing team at Tenfold, which provides a seamless click-to-dial solution for high-performance sales teams. Connect with him on Twitter @dannywong1190.

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