Whether we like to admit it or not, we’re human and we crave interaction. Unfortunately, much of that interaction has become automated. If you look at any teenager with a phone you can see the same dopamine release when they get a like on a piece of content they’ve created as they would if they got a hug from a friend.
My husband and I tried to buy Zoom.us stock yesterday, all time high of $113. That’s the story of my life with the stock market, always one step behind. But with the thousands of in-person events and conferences that have been cancelled or postponed due to Coronavirus (Covid-19) and this year’s brutal flu season, it’s no surprise that businesses are leveraging video more than ever before.
The bottom line is, if we’re restricting travel and staying away from large events, video has just become an even more crucial part of the sales cycle. And not just any video, personalized, customized, like I’m right there in the room with you video.
Here are 6 ways to ensure your video and your Partners’ videos are hitting the mark:
1. SPEAK TO THE BUSINESS OUTCOMES CUSTOMERS ARE DEMANDING
Today’s customers learn about and make purchasing decisions in different ways than they used to. Decision makers care less about your product’s bells and whistles, or even the services you provide, and more about the specific ways in which your offering aligns with their business goals and solves problems. It’s important to lead with the diagnosis and create video content that sells the outcomes first, followed by the products.
2. VIDEO SHOULD BUILD AWARENESS TO START
If a picture’s worth a thousand words, then video must be worth a million. Video is an incredibly valuable way to infiltrate busy newsfeeds and inboxes, and showcase your value proposition without bombarding prospects. Creative and compelling video content enables you and your Partners to build brand awareness and develop trust with audiences regardless of where they’re at in the sales cycle.
3. NEXT, ENSURE YOU’RE DRIVING CONSIDERATION
Video is also an effective way to help seamlessly move prospects through the consideration stage. At this point, they’re aware of you and your value proposition, have more clearly defined goals, and are weighing their options. And in case you didn’t know, video has become the preferred medium for online content consumption. Providing custom video that expands their knowledge of your business outcomes and speaks to their specific interest categories will help them reach the decision making stage of the buyer’s journey faster. Explainer videos, for example, are great for driving consideration because they provide tons of information in a short period of time.
4. VIDEOS TO DRIVE THE DECISION ARE DIFFERENT, HERE’S HOW
Once your prospects have done their homework and have landed on a solution strategy, it’s time to leap in with videos that differentiate you from the competition and convince decision makers that you’re the best option. Videos that include case studies and testimonials work well here because by now your prospects already know what you can provide, and are looking for proof that others find value from the outcomes you’re selling.
5. PERSONALIZE IT
There’s no one-size-fits-all with through-partner demand generation. So personalization is the name of the game when it comes to the video content you and your Partners create. To execute demand gen campaigns the right way, Partners need to be able educate prospects through tailored multimedia content that aligns with their preferences and can be easily personalized and shared any way they want.
6. GET THEM ON VIDEO CALL AS OFTEN AS POSSIBLE
Pro tip! Yes, the days of cold calling and leaving voicemail after voicemail are behind us. But encouraging Partners, prospects and customers to jump on video calls has a number of benefits. Not only can you have more nuanced conversations, video calls can help breath more life into your interactions and allow you to visually showcase business outcomes. That, and help everyone avoid getting sick.
Interested in learning more about leveraging video for effective through-channel demand generation? Contact us anytime!