More than ever, clients are seeking out a human connection with the companies they buy from. Video is an excellent tool for fostering that connection in sales and marketing.
The way businesses find new customers has evolved over the past few decades. What used to be cold calling and flashy advertisements became inbound and attraction marketing. But the pandemic created a sudden shift in what consumers wanted from companies. Suddenly, people were working from home and feeling more isolated in their everyday lives. That transition gave rise – practically overnight – to the need for more video and personal interaction.
Video is more accessible than ever
Before we dive into the why and how of video content, we want to make one thing clear: you do not need fancy equipment, a huge budget or a major production to create video that brings in more business.
In fact, something that changed after the pandemic was the desire for more casual, approachable content. People began to prefer less polished, relaxed videos that made them feel like they were hearing from an actual person.
All you truly need to make videos for your business is a phone or a laptop that has the capability to record a video. With that, plus a willingness to try something new, you have what you need to add video to your business plan.
It might be simple enough to begin incorporating video in your business, but is it worth the extra time and effort?
The short answer is yes, absolutely. We believe video is a powerful medium for marketing and sales. But you don’t have to just take our word for it.
Here are some statistics from a 2023 Vidyard Report that illustrate the power of video in today’s business climate:
- There were 1.77 million videos created or uploaded to Vidyard in 2022, a 29 percent increase from 2021.
- Last year, the financial services industry saw an 83 percent increase in video production, and real estate companies created 132 percent more videos.
- The high tech, education and retail spaces continued to put out more videos than in previous years.
- Nearly half of all sales professionals reported that video increased their close rates.
Sales challenges in 2024
Most sales pros – about 53 percent – agree that the selling landscape has become more challenging over the past year. And 42 percent of those surveyed said that connecting or booking meetings with potential customers is a challenge.
Even more challenging, this study found that 80 percent of B2B sales cycles take more than four weeks to complete, if not longer. A longer sales cycle means you need more touchpoints to keep prospects engaged.
This is where video can give your business an edge. In a sea of text-only emails, a customized video can set you apart and establish an immediate connection with your prospects.
Here’s the good news: While sending a custom video might require a little more upfront work for your team, the responses can be much more encouraging. Sales professionals who were surveyed reported that buyers are 50% more responsive to messages when at least one video is included, and almost 80 percent reported improvements in response rates.
Where to use video
We know that video works in building relationships and bringing in new business, but where exactly should you be using video? Depending on your industry, your goals and your bandwidth, there are some touchpoints that do see a significant improvement when you incorporate video:
We like to use video when we’re emailing prospects we’ve never spoken to before. It’s their first time hearing from us, so we want to make sure we use an introduction video so we can establish a more personal connection from the very beginning.
This also lets you express your elevator pitch in a way that is far more impactful than any text-only email could accomplish. Depending on who you’re talking to, you could include a simple introduction video that you send to everyone, or a customized video that speaks to your prospect directly.
FAQs and Explainer Videos
As your sales reps talk to potential clients, they probably hear the same questions and objections over and over again. This is ideal video content, because it can help your prospect work through any concerns or uncertainties they might have before ever speaking with a sales rep.
Your marketing and sales teams should work together closely during this process, so that they can collaborate on videos that will save them time, and help potential clients who are beginning the buying process. This kind of video is one of the most popular with companies; according to Vidyard, 35 percent of companies surveyed invested in explainer videos last year.
Product Demonstrations and Recorded Webinars
Aside from explainer videos, the other two types of videos that companies tend to invest in are product demonstrations and recorded webinars.
These videos, like explainers and FAQs, also save your team time while proving your expertise and helping your customers. They give your prospects a peek behind the curtain to showcase your products, services and your team.
Proposal Follow-Ups and Meeting Recaps
At ONEFIRE, after we’ve had a meeting with a prospect or a client, we like to send a video covering some of the highlights of what we discussed. It’s helpful for your clients, and it keeps you top of mind for the prospects you’ve sent proposals to.
When you begin to add video to your business, start by getting your sales and marketing teams on the same page. Their specific areas of expertise and work with clients can help you understand where video will be most valuable, and what you can realistically create.
When it’s time to create your videos, it helps to have a very clear understanding of your brand. Your “brand” refers to your story and who you are as a business. If you tend to strike a more professional tone, a funny, irreverent video style might be jarring for your audience. So make sure your videos are an aligned extension of your brand.
Experiment with different lengths of videos. People tend to stick around for videos that are under two minutes long, but that doesn’t mean you’re only limited to that. Longer webinars can also be effective, or slightly more in-depth product descriptions. The key is to try a few different things, and see what resonates well with your audience and customers.
Why we love video
What makes video so particularly powerful is authenticity. You don’t need a high production value or professional videographer to create video that sells – you just need to showcase the thing that makes your customers love working with you, and provide value along the way.
Learn how we use HubSpot to get our videos in front of our ideal prospects: