Here at Wistia, our sales team uses video to communicate with their leads and prospects every day — with great results! We’ve found that video is a valuable marketing tool that really, really works. It adds a human touch to outreach efforts and allows salespeople to connect with leads in personalized, meaningful ways. Today, we’ll take a look at some of the most effective types of sales videos, along with pro tips on how to make them yourself!
First, a heads up! Here are key guidelines to creating successful sales videos:
Be succinct. Try to stick to 30 seconds or a minute max for most videos. For quick product-related content, keep it to three minutes or less. Video is highly effective at holding people’s attention, but people also want to feel like they’re using their time efficiently. That’s why long sales videos tend to make viewers feel impatient. Keep it short and sweet!
Keep the conversation going. End your video with something actionable, like a Call to Action (CTA) or a form. For example, Wistia’s platform allows you to create clickable links and forms right in the video player! If you’re not on Wistia, don’t be afraid to urge the viewer to click beneath your content to keep moving along in their purchasing journey.
Now, we’ll move on to seven tried-and-true types of videos you can use for sales, complete with shining examples you can learn from!
Prospects are generally receptive to your face and voice, so stay in front of them with a video voicemail! We’ve found that outreach emails with video voicemails have a significantly higher click-through rate than those without — 42% compared to just 10%! As a salesperson, you can also establish your credibility and build trust by creating a video voicemail that provides value.
Your video voicemails should be short, digestible pieces of content that are usually sent on a one-off basis. Try to avoid recording one video for multiple prospects or customers. Instead, make one video voicemail for each person, so they know it was meant specifically for them. Your prospects or customers may find a generic video voicemail pretty off-putting.
In the clip you saw above, Erika, one of our Customer Success Coaches, sends a cordial video voicemail instead of just a paragraph in her email response to a customer inquiry. Just imagine if a video thumbnail with a friendly face popped up in your inbox — wouldn’t that feel much warmer to receive than a wall of text?
In the video, Erika introduces herself to her customer, tells them what information she’s linked to the email, and then lets them know how to reach her. In just 45 seconds, Erika has addressed the customer’s needs in an effective, personalized way.
One of our Sales Coaches, Taylor, once had some trouble getting a meeting on the books. Their solution? Create a video to answer a question a prospect posed in an earlier conversation!
In this two-minute video, Taylor shows exactly how you would add a lead capture form to a video with our HubSpot integration. Not only does the viewer walk away with a clear understanding of how this feature works, but they also can rest assured that Taylor is there to help them with any other questions they may have.
Creating demo videos can be extra useful for sales professionals who work in the SaaS or e-commerce spaces because selling a product that’s not physically tangible presents unique challenges. People often want to test drive a product before committing to a plan. This can be a little tricky if your service doesn’t operate on a freemium model.
We’ve found that making targeted, one-off demo videos that answer a question or highlight a feature is an awesome tactic for engaging with leads in a personalized, helpful way.
Videos like the one above are what we call “personalized demos.” In a personalized demo, you’re applying your product’s benefits and features to a potential customer’s uses. A personalized demo can catch — and keep — your lead’s attention way more than a presentation designed for a general audience.
Go long! It’s time to pass off that lead. Whether you’re an account executive or a sales rep, your lead will likely change hands at some point throughout the sales process. Creating a quick “handoff” video is an excellent way to make the transition go as smoothly as possible.
You just saw Katie and Fernando, members of the Wistia Sales team, recapping a call and closing the loop on a conversation.
For context, here’s what happened before the call:
- Fernando made the initial contact with the lead.
- After Fernando’s call, Katie and Fernando held a second call together with the lead.
- They created this handoff video to thank the lead for their time and establish Katie as their primary point of contact moving forward.
Clocking in at a mere 20 seconds, this short and sweet message gets the point across in a direct, yet distinct, way. Katie also includes a CTA at the end, prompting the viewer to schedule some time to talk through our HubSpot integration. Now that’s efficiency!
Did you know that you’re more likely to turn a prospect into a buyer if you follow up with them? Many opportunities fall by the wayside because of a lack of follow-ups. If you have a prospect you haven’t talked to in a while, send a follow-up video their way, stat!
Follow-up videos work quite well because they’re much more personalized than generic emails and phone calls. They’re also unexpected — comparing the delightfulness of the Wistia + Soapbox combo to Texas barbeque is fun and keeps things interesting! Most — if not all — prospects are used to receiving follow-ups with standard text-based emails. A fun follow-up video is much more likely to capture their attention and leave a lasting impression.
In your follow-up video, thank the prospect for taking the time to speak or meet with you. Include any details that you promised you’d follow up on. And just as you’d include a CTA in written communications, encourage them to take an action, like scheduling a demo or meeting.
Here’s a fun fact: Using video in your email signature can improve your click-through rate by about 12.7%! Video email signatures are quick and easy to put together and require little updating (unless you get a promotion, you hard worker!)
In this one, Margot hits prospects with a few fun facts about herself before the basics: her name, title, and a quick blurb about how she can support customers. Margot’s fun video is much more compelling than a block of text with her name and title, isn’t it?
Ready to go forth and show the world how awesome you are? Be sure to infuse your video email signature with warmth and personality, but keep the content a bit generic. Most of the videos we’ve talked about so far are one-offs, but this one will be seen by anyone who receives your emails.
Your leads will probably have questions about your product or service. Some might even want their questions answered before they talk to you. Let your FAQ videos come to the rescue! FAQ videos answer some of the most commonly asked questions. They’re a great way to help leads work through hesitations or concerns and understand more about your product or service.
The video above answers a common question: How can you use Wistia Channels to direct subscribers to the newest episode of your show or series? A quick walkthrough highlighting the process is recorded, and the finished video can be edited to share with anyone who has that question in the future.
If you’re not sure what questions to answer in your FAQ videos, talk to your salespeople and customer service teams. They face your leads and customers the most, so they’ll be able to clue you in on what people ask about most often.
You can also monitor social media channels to find the most common questions and threads about your product or service. You can even use this opportunity to feature other customers’ stories. Customers who share their firsthand experience with your product or service might be able to answer a question in a more impactful way.
Last up: reporting! You probably do some type of reporting for your customers to show them how well they’re doing in relation to their goals. The thing is, most of your customers don’t have a ton of time to read through long reports. Show them that you’re mindful of their time by providing a quick summary video similar to the one above.
A reporting video is a great way to give your customers a holistic view of their performance during the reporting period (the visual report) while walking them through the key metrics of their performance, like the number of new leads received or units sold.
The secret to creating an effective reporting video is to get straight to the point. List off a few key metrics that support your customer’s goals. For example, if one goal is to increase organic traffic, tell them right away where they stand with that goal: “Organic traffic was up by 7% compared to the previous month. We can primarily attribute this to the SEO content we’ve been focusing on for the past quarter!”
There you have it: seven unique types of videos your sales team can use to really connect with people and see a return on their efforts!
We know that making your own sales video might feel a little daunting if you’re not used to being on camera — but don’t panic! Wistia’s recording feature, makes it super simple to record your next sales video. Give it a try!