BY Jessica Helinski
Want to attract interest from buyers while boosting your own credibility? Make creating and sharing sales videos a habit.
SalesFuel's research shows that videos can influence B2B purchases. And it’s not just one type of video either. Buyers report engaging with a variety of videos during their purchase journeys.
20% of buyers say they seek out videos on social media when researching a vendor. And the same percentage say an informative or entertaining social video increases their consideration of a seller. Buyers also report looking for a vendor’s video podcast when researching a product or service.
And reps should know that the importance of vendor videos is highest among young buyers (millennials and Gen Zers). Considering that these young adults are increasingly making B2B purchase decisions, sellers must appeal to their preferences to stay successful.
How to create and deliver impactful sales videos
Salespeople have a major opportunity to both entertain and inform potential clients using video. And while it may seem like an intimidating process, creating engaging videos can be done easily.
And the good news is that the most effective videos are short; experts say 60 seconds is about right.
SalesFuel reports that short-format videos can quickly grab busy decision-makers’ attention, deliver value and build trust. Not to mention, they come at little-to-no cost.
Tim Londergan explains that sellers don’t even need fancy cameras or expensive programs to put together a quick video.
“Your smartphone camera is likely capable of producing the quality of video that you need,” he writes.
“Additionally, today’s user-friendly DIY video editing software is tremendously advanced.”
New to making sales videos? Getting started is easy, and by following pro tips, you can create a video that resonates with buyers.
Hubspot’s Shadrack Wanjohi shares a few simple tips to create effective video content.
He begins by advising sellers to think of sparking curiosity when making a sales video. Sparking a buyer’s curiosity can instantly make a video stand out among the information overload that buyers experience daily.
He suggests:
- Writing intrigue-filled titles that hint at value but don’t reveal everything.
- Balancing familiar and new ideas so buyers get just enough novelty to stay curious without feeling overwhelmed.
- Using intentional information gaps by asking questions or offering partial details you can answer later.
Use a “hook”
Another suggestion from Wanjohi is to focus on an exciting hook to grab their attention. Do this by:
- Triggering emotion early: Open with a relaxed, personable tone or playful line to create instant connection and make viewers feel at ease.
- Establishing relevance fast: Call out your target audience and the outcome they care about.
- Delivering value immediately: Clearly state what viewers will learn and why it matters within the first few seconds so they instantly recognize the value.
Integrate visuals
In addition to capturing their attention with what you say, you should also pull them in with visuals. Keep in mind that there should be a balance between engaging them and overwhelming them.
To do this, Wanjohi suggests:
- Using complementary visuals to enhance the narration instead of just repeating it.
- Sharing visual metaphors to turn abstract concepts into concrete imagery.
- Simplifying complex ideas by using clean animations or step-by-step graphics.
Keep these tips in mind when crafting a video. While short, you can still pack a powerful punch by using best practices that will inform, engage and inspire.
What next?
Now that you know how to create stellar content, what should your videos be about? Take a look at these ideas for ways to incorporate video into your strategy. Whether posting to social media, including in emails or featuring on a podcast, you’ll find your efforts will engage buyers while demonstrating value and building trust.
Photo by The Jopwell Collection on Unsplash
