In these days of 24/7 connection and mobile everything, the impact of videos on sales and marketing is a no-brainer for marketers and sales reps. The question now is – what kind of video works best? That of course depends on your product or service and your target market to a large extent. Children will respond differently from PhD engineers to different styles, length and content. Certain key elements of a video remain constant, however, if you want to reach your intended audience and convince them to buy.
In the first few seconds of your video, you have to connect with the audience. Convince them that you understand their pleasure or pain point and that your product or service fits their need. Even for kids, this is the “hook”. Disney might lead into a promotion for families with a kid meeting Mickey, then show Disney World full of kids and families with smiles on their faces. You can visualize the young viewers salivating over the moment, then running to strong-arm their parents. The exact same thinking applies for the PhD engineer. Show them the thing they want want most – a beautiful suspension bridge over a gorgeous river, solving a community traffic problem, then a team intently mulling over a set of plans. From there you use story to engage, entertain, and educate.
Now you fill in the details within a logical framework. What’s are all the steps needed to get to Disney World? Which comes first? What kinds of obstacles might you run into and how can each one be addressed? Where will you stay and what packages are available? What’s included and how much? What about travel, and how long should we stay? Kids might not care so much about those details, but their parents, the buyers do. Remember who the video is intended for – the influencers (kids) and the buyers (parents).
In the B2B setting, the doers (engineers) might be looking for software to help them build bridges better, and the buyers (CFO for example) might be looking for increased productivity, faster turnaround and higher profitability. You will want to stress the buyer’s and influencer’s points of view in telling your story.
Recap the benefits in a short summary and use a sales lever, like letting them know that time is short, or if availability is scarce. This offer expires today! Show people smiling, kids having fun, engineers giving each other high fives as they look out over the bridge. Give them a view of how happy they will be to buy from you.
Call to Action
Once you’ve presented your case, you should tell them what they can do next to obtain your solution. That’s the whole point of your video. Tell your viewers how to sign up or call for reservations or where to buy your product.
Whiteboards Make it Easy
The basic concepts of constructing a compelling sales and marketing video are easy enough to grasp, but what about the execution? Unless you’re an experienced video script writer and producer, your video may lack the professionalism and coherence to really work. Sure there are plenty of handheld amateur videos that go viral, but how many of them are designed for increasing sales? A great alternative is to tell your story on a whiteboard using video scribing. Kids and adults will feel right at home with your story as it unfolds on a whiteboard. Make sure your video captures the essential elements, and you can create a memorable and effective sales tool that has a great chance of going viral and generating sales revenues.