B2B sales processes have been evolving: from cold calling to cold emailing, from BANT to GPCT, from features to benefits, from text to value-added content.
What’s the next frontier? How can you differentiate yourself, connect with your audience in a new way, and command their attention?
Video is dynamic, engaging, and memorable… AND you can track results.
When you run an email campaign, you know that someone opened your email but you don’t know if they deleted it immediately or read half-way and gave up…
With video, you know how long they watched, so you can A/B test and refine your message (=boost conversions).
Here are 3 ways B2B companies are revamping their outreach efforts using video TODAY
1. Sales Email
According to Experian, simply putting the word “video” in a sales email increases the click-through rate (CTR) by anywhere from 7% to 13%.
HubSpot recently made two changes to their marketing email list that increased their click-through rate to 16.4% (6x the average). One of those changes was incorporating video in sales emails, which added humor and personality.
Sales emails can be booooorrrrring. Adding video to inject humor can be a rewarding way to turn things around. Here’s a fun video we did to help Alibaba launch their Trade Assurance program.
2. Social media
50% of Americans who use Facebook every day watch at least one video daily. The average user sees 400% more video in their feed now than just one year ago.
Businesses that are able to share video content socially, via Facebook and other channels, are all but guaranteed a broader audience for their content as these numbers indicate.
3. Video advertising
Video click-throughs are on the rise. Productivity and time management could account for this: Busy purchasers lack the time to wade through a long report or compare product specs.
A video makes it much easier to distill and understand crucial information, so purchasers will look for B2B videos to help them make decisions quickly.
The bottom line? Video can boost the conversion rates of your sales letters, help you stand out in social media, and engage with new audiences.