BY Jessica Helinski
Leveraging the power of short-form video in sales is a smart move for sellers, as buyers are increasingly turning to video. “70% of B2B buyers and researchers incorporate video content into their decision-making journey,” SalesFuel’s Tim Londergan reports.
But sellers aren’t taking advantage of videos when looking for business. In fact, only 13% of reps say they’ve used video in a prospecting email, according to recent research.
How does short-form video in sales impact lead generation?
Short-form videos can be highly effective because they reach audiences on the platforms they already use, in the formats they prefer. As Kendra Lee writes for KLA Group, this type of outreach can boost lead generation success, thanks to its ability to:
- Instantly grab attention of busy decision-makers, offering them valuable insights in a short period of time.
- Deliver an authentic connection at minimal cost.
- Quickly build trust and establish credibility.
“These concise, high-impact videos are designed to cut through the noise,” she explains.
“It can effectively capture the attention of decision-makers within seconds.”
What are short-form videos?
Typically no longer than one minute, short-form videos focus on delivering content that is concise and focused. And at only 60 seconds, these videos are ideal for quick messages and easy sharing.
“The shorter a video is, the more likely people are to share it with their friends, family and audience on other social media apps,” Haley Wells points out.
Top tips for effective videos
Because sellers don’t have a lot of time to make an impact, it’s important they are thoughtful when making these videos. First, it’s important to have a clear objective. What is the video supposed to do? Note the following common topics of short-form sales videos:
- Product demonstrations
- How-to tutorials
- Industry insights
- Customer success stories
As callbox’s Mito Agudera notes, specifically for lead generation, these short videos “are perfect for introducing your brand or giving a quick tip that leaves viewers wanting more. “
And it’s important to keep your audience in mind when crafting these clips. Review your research to plan how the content will align with your ideal prospects. Determine which preferences, pain points and personas you want each video to target.
Use storytelling
Storytelling is a highly effective tactic in sales. And there’s no better way to use it than in a video outreach, where creativity can shine.
Wells suggests using this format to discuss topics such as the start of your company or highlighting a client’s journey with you via testimonial.
These, she writes, “make your content more relatable, memorable and personable.”
Stick to a script and keep it simple
Most sellers are not trained video producers. The great thing about short-form video in sales is that it doesn’t have to be a grand production. A phone's camera and good lighting work fine. Use a script to make sure to hit the points you want in a timely manner. And don’t get too caught up in perfection.
“Don’t let the need for perfection hold you back,” Aguadera advises. “Even simple, genuine videos can have a big impact if they’re relevant and valuable.”
Not comfortable in front of the camera? Take a look at these tips.
Use tools for help
Stuck on what to say? Or want to add a graphic or link? Rely on basic digital tools for assistance. AI can help fine-tune a script while many platforms offer the option to add a graphic, music, poll or link.
Post, email, message
Once again, sellers should tap into their knowledge of their ideal prospect when sharing their videos. Use these outreaches in accordance with their preferences and where they spend their digital time.
By jumping in the world of short-form video in sales, reps can leverage the popularity of this format without spending too much time or money. They can entertain, educate and connect with leads effectively in a fresh way.
Looking to add more videos to your sales strategy? Check out these tips for creating videos to boost close rates, improve demos, and meet quota.
Photo by Vitaly Gariev on Unsplash
