7 Simple Steps To Creating Sales And Marketing Videos That Get Results.

There is no doubt that video is one of the hottest marketing and sales tools to take hold in a long time. Not just hot, becoming a necessity. If you're not producing video for marketing and sales purposes, then you're falling behind your competition.

That’s why we’ve put together this article. We want to help you get real results from your marketing videos. 

And, with so much information out there about what makes a video successful, it’s easy to get overwhelmed and make poor decisions when creating content. We’re going to share 7 types of videos on how to avoid these mistakes, making sure that your next video results in more website traffic instead of going forgotten in the digital abyss.

These seven video types are critical to driving traffic, leads, and sales. Most importantly, I’ll explain how they tie into Marcus Sheridan's They Ask, You Answer framework and the Ultimate Digital Strategy.

If you have a product or service to sell and would like to increase your sales, turning to videos is the answer. Video is a powerful medium which can help you accomplish your goals, whether they include establishing a new brand, communicating with customers and/or boosting sales. Effective video marketing can build trust and help establish you as an authoritative voice in your industry.

So what are the seven videos that should be part of every marketing effort? Let's go through them one-by-one.

1. 80% Videos

In the simplest of terms, an 80% video is one that answers the most common questions your prospects normally ask. If your customer-facing team members can answer these questions, they’ll be able to spend more time working on solving customer's problems and closing more deals.

This is really a no-brainer. I can’t tell you how much time you’ll save yourself and your team by having these videos at your disposal, ready to go, on demand and sent to a prospect BEFORE the sales appointment. An effective video that answers the majority of your potential customer's most asked questions BEFORE the sales appointment will drastically shorten your time it takes for you to close your deal and get paid from your customer.

The best part of the 80% Video - combined with Marketing Automation - is that you don’t have to guess how much your prospects know about your products or services. That’s because you can send your prospect an 80% Video to them ahead of time and track their viewing statistics and percentage watched.

2. Employee Bio Videos

What’s more personal than you? Nothing.

Compiling Employee Bio Videos can be a fun and cheap way to give potential clients or customers insight into your company culture, it can also be a great way to get team members involved.

Video connects quickly and powerfully with prospects. They work well because each one is different and unique. This difference is infectious and can help turn strangers into warm leads that get past the awkwardness of a cold call or sales meeting.

People can see you and your team's face, learn to recognize their voice, mannerisms and energy. It allows them to build familiarity and trust with your brand and team. This is why Employee Bio Videos are so effective. Start with your team members in customer-facing roles. Once you have the videos recorded, put them in your employee’s email signatures or even on your website.

A video like this helps prospects feel like they know a company before they actually get on a call or go into a sales meeting.

3. Product or service page videos

You’ve heard of long-form content, right? Well, this is sort of the opposite.

Product or service videos are a step beyond long-form content, because they can encapsulate your main selling points within two to three minutes. And not only are you saving time for your visitors, but videos keep their attention longer so they’re more likely to soak up your key messages.

You can dramatically boost your sales and easily stand above the competition of similar products or services being sold online.

This is because people are no longer looking at words, they’re looking at moving pictures. Visitors don’t make time to read through pages and pages of text on your website — they scan. Potential customers just want to understand how your product or service will help solve their problem as quickly as possible.

That’s where a sales video comes in, because it allows you to communicate your value proposition in just a few minutes.

4. Landing Page Videos

When you have a form on your page, pop in a video. That’s it.

Talk to your customers on their level! Don't ask them to complete a form with a bunch of questions and no explanation behind them. 

When asked to complete a form on websites many potential customers are thinking:

Can I trust you?

How do I know this is legit?

Will you spam me with emails and phone calls if I give you my email address?

Are you trying to trick me into a long sales pitch?

Your landing page videos are meant to address your visitor's fears, doubts and objections to questions above. The goal is to help them trust you enough to fill out your form because they believe that you will provide some kind of value in exchange for the information they provide.

5. Cost Videos

The modern consumer is smart and savvy. They know the value of their time, and they know how to find product information online. A consumer that has a question about your product’s cost will immediately jump on Google to search for an answer.

Just like you and me, when searching for information and we get frustrated when we can’t find it, your prospects can feel the same frustration when they can't determine your costs and pricing.

Make your cost and pricing easy for your website visitors to find. If they can’t find the information, they won’t be able to make a decision. And, if they can’t make a decision, then you have no chance of advancing them further into your sales process and then getting paid.

Online trust is fragile and easily lost, and once you lose it, you can never get it back. As soon as a prospect realizes that he or she can’t trust you, all hope is lost for converting them into a customer.

And, on top of that there are other alternatives available - YOUR COMPETITION.

Google’s algorithms are more sophisticated than ever, and can tell whether you are willing to be transparent with your customers or not. A company that candidly addresses cost upfront immediately wins the trust of its audience.

6. Social proof and testimonial videos

Social proof is a powerful way to influence customers who are on the fence. Almost every single website out there has some form of testimonials, whether it’s a few paragraphs or a list of reviews. 

What if you could take those experiences and make them even more powerful?

The best way to do that is to put your customers on video. Not only will these videos convert better, but they’ll also strengthen your relationship with your best clients.

What makes this type of video so effective? It all comes down to trust, authenticity and emotion.

Video allows consumers to connect with your customers in a way that the written word can’t replicate. When one person tells another about their experience, it’s limited by language and our brain processes it in a different way than when we see it happen with our own eyes.

When someone sees someone else tell their story, they’re much more likely to engage and empathize with the content on the screen and remember it later on down the line.

7. “Claims we make” videos

The purpose of a claim is to build trust and credibility. Claims can be either explicit or implicit.

Explicit claims are those you make in words (“we have the best customer service!”). Implicit claims are made by your actions, without you having to say it.

Telling people about these claims isn’t enough.

In an increasingly noisy world, it takes more than a few words on a website to convince someone of your value. One of the best ways to tell your customers how great you are is with video.

"Claims we make" videos are a helpful way to interact with your audience and establish trust through transparency. These videos allow you to showcase the value you offer, then back it up with proof.

The best way to create these videos is to make a list of claims that you make about yourself, products and services, then find ways to show them off -- not just tell them about them. If you claim to have a high-quality product that's good for a specific purpose, try showing the product in action and how it works.

Showing your audience, rather than telling them what you do will help build trust by making it apparent that you know what you're talking about.

Getting started with these 7 Simple Steps

Most business owners and sales leaders have realized that video is a critical medium for reaching the customers, connecting with them and building a relationship that will lead to sales.

And while many of these professionals know they need to produce more and better videos, they aren’t sure of where to begin.

This is where BrandYou.Website comes in. Through our articles and videos, and training program, we offer insights and techniques so you and your team can use video to take your marketing strategy to the next level.

Once you understand how powerful video can be, it becomes clear that you need to incorporate it into your overall Digital Strategy.

If you need help…

Schedule a strategy session with Brand You to see how we can help your Digital Strategy to life in your business.